Hyperdrive
Daimler’s $49 Billion Issue: Settling Mercedes-Benz Brand Rights
- Mercedes plans to protect trademark value after truck spinoff
- Three-pointed star is only European brand in global top ten
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Daimler AG’s blockbuster breakup plan has created a small quandary that lawyers will spend time resolving sometime in the coming months: rights to the company’s $49 billion Mercedes-Benz brand.
The German manufacturer is working on a legal framework for how Mercedes and trademarks such as its famous three-pointed star logo will be used after spinning off its truck unit later this year, Chief Executive Officer Ola Kallenius said in an interview last week.