Retailing: A New Cold War

A New Cold War

Trivia question for ice cream lovers: What is the difference between Pralines 'N Cream and Pralines & Cream? Answer: Pralines 'N Cream is a registered trademark of Baskin-Robbins, the flourishing Glendale, Calif., company (1984 sales: $152 million) that has franchised 3,143 ice cream shops worldwide. Pralines & Cream is a flavor sold by Haagen-Dazs, the successful (1984 sales: $100 million) ice cream subsidiary of Pillsbury. The similarity of the two brand names has spurred Baskin-Robbins to sue Haagen Dazs for trademark infringement. A Dallas federal court is considering the case, not without some amusement. Says a court clerk: "It's embarrassing to...

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