5 Companies That Dropped The Ball This Week

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Apple May Lose iPhone Naming Rights In Brazil

Marketing missteps are a rarity for Apple. So it came as something of a surprise this week when The Wall Street Journal reported that Apple may not be able to use the lucrative "iPhone" name in Brazil -- one of the world's fastest growing economies.

The story said Apple's bid to trademark "iPhone" was rejected Wednesday because IGB Eletronica SA, better known as Gradiente, already owned rights to the name. Gradiente applied for the iPhone trademark in 2000 and under Brazilian trademark regulations trademarks are awarded on a first-come basis, unlike in the U.S., which considers such factors as brand recognition.

At week's end the Brazilian company was indicating it was open to letting Apple use the iPhone name -- for a price.


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