What's in a name? That which we call a rose By any other word would smell as sweet.
These immortal lines from William Shakespeare's Romeo and Juliet in reality, means a lot today.
Just ask EU's Office of Harmonisation for the Internal Market (OHIM), which refused registeration of brand name 'Binladin' applied for by Falcon Sporting Goods.
OHIM declined the registration of trade name under the reason that the name was contrary to public policy and accepted principles of morality.
The 'Binladin' trademark is closely associated to Yeslam Binladin, who is connected to the Falcon Group and half-brother of notorious Osama Bin Laden.
However, EU courts have heard an appeal by the Swiss company.
BinLadin, who deliberately writes his name with different spelling to distinguish himself from his terrorist brother, applied to register the trademark in February 2001.
Swiss authorities approved the application many times before 9/11 attacks, which confirmed Osama Bin Laden's disrepute across the world.
But post 9/11, the Swiss authorities cancelled the Binladin brand name.