The Easy Brand Fight
Easy.com is a well known British group having under its umbrella an endless number of brands combined with the word Easy, their most famous one is the low-cost airline EasyJet, the founder of Easy Group is Stelios. Not long ago, Easy Group also launched EasyFoodStore with a very simple business line “No expensive brands, just food honestly priced”.
Yesterday, Carrefour Belgium opened its 1st store called Easy Market along with their Carrefour icon and previously they opened also in Belgium 2 stores called Easy Caddy without any link to the Carrefour brand. The main idea behind these 2 concepts is to test a low-cost stores which are too big for the Carrefour Express concept and too small for the Carrefour Market concept. Both Easy Market and Easy Caddy use the famous orange color used by EasyGroup for all its brands and products.
EasyGroup is very keen about its branding and colors, they have a dedicated page on their website for this matter entitled Brand Thieves, we need to see where this going to get on the brand trademarking side, the word easy and the orange color, unless there is a deal about it.
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