"Lawyers representing the Hells Angels have already notified the court that all items bearing the Hells Angels' winged-skull logo are the property of the club's headquarters in Oakland, Calif., and not individual bikers."The Star article also has commentary from University of Western Ontario Professor Ken Hardy of the Ivey School of Business:
"This is basic marketing: you define yourself," said Hardy, who teaches business students the importance of brand identification – or "branding" – in mainstream marketing.What's next? Does Al-Queda want a trademark on the word 'terrorism'? Should there be a TM after suicide bomber? Perhaps someone should get royalties when there is an aggravated assault?
If they lose the power of their trademarked logos, Hardy says, "they're diminishing their stock as a badass." That stock helps them recruit members, conduct business and feel special, the professor says."