Enterprise Rent-A-Car Successfully Protects Slogan
28 May 1998
Enterprise Rent-A-Car Successfully Protects SloganST. LOUIS, May 27 -- Enterprise Rent-A-Car today successfully protected the rights to its slogans, including "Pick Enterprise. We'll Pick You Up." A judge in U.S. District Court ruled that a competitor that had used the slogans can no longer use any that mention "pick you up." Enterprise's slogans that refer to its special service of picking the customer up are registered and have been granted federal registrations by the U.S. Trademark Office. In her ruling, Judge Jean Hamilton said that the competitor, Rent-A-Wreck had previously told Enterprise it would no longer use slogans that specifically referred to "pick you up." After making that agreement, Rent-A-Wreck backed out and used the trademark challenge to generate publicity. "Enterprise will continue to protect its rights to slogans that it has worked so hard to make memorable," said Andy Taylor, president and chief executive officer of Enterprise Rent-A-Car.