TRADEMARK GAMES

Activia yogurt is supposed to help regulate the digestive system and facilitate bowel movements with its “Bifidus Regularis” bacteria. However, “Bifidus Regularis” is actually a trade name made up by Dannon for a strain of Bifidobacterium animalis. Probiotic bacteria are essential for good health, but the strategy of using a trade mark gives Dannon a marketing advantage because other brands of yogurt cannot use “Bifidus Regularis” in their advertisements. Dannon uses the trade name “Bifidus Digestivum” in the UK, and “Bifidobacterium Lactis” in Canada. The scientific-sounding names are confusing for consumers, but they are a good marketing strategy, although the product may not offer significant benefits over other yogurts.