Gone is the trend when brands were known only by their names.
Now, the product itself has unique characteristic features, designs
or colours which indicate the brand. Be it Apple's Apple,
Christian Louboutin's Red Soles, W's red W tag,
USPA's Jockey-and-the-horse-emblem etc. Same is the case
with Levi's denim apparels. You see a small coloured tab on the
right-hand side pocket and you know it's a Levis.
It is interesting to note that Levi's has protected its
signature red/white/black tab in various jurisdictions under
trademark laws. In furtherance of this protection, Levi's has
filed a suit against its contemporary brand Yves Saint Laurent
("YSL") in California. Amongst other things, Levi's
has alleged that by copying its pocket tab YSL is diluting its
trademark causing confusion among the consumers who generally
associate the back pocket tab to Levi's. This small tab is used
by Levi's to differentiate its jeans, pants, shirts, etc. from
those of other brands since
