Seven Network takes on 7-Eleven over ‘unacceptable’ branding push

It’ll be unlucky number seven for one of two warring companies, as a fresh branding stoush erupts over a numeral-based trademark.

The Seven Network is locked in a new legal battle with global convenience giant 7-Eleven Inc, filing Federal Court documents last week that request the Texas-based firm lose its local trademarks for brands understood to include 7 FRESH, 7 CONNECT and 7 SELECT.

The Kerry Stokes-backed Seven West Media says it is “unacceptable” for 7-Eleven to use branding in Australia that includes “7” but omits “11”, as the number “7” is synonymous with the broadcaster.

“Seven is taking action to ensure that its household name is not encroached on by 7-Eleven’s attempts to adopt brands that no longer include ‘11’,” the $600m ASX company said.

“Seven and 7-Eleven have coexisted in Australia for several decades, but any move by 7-Eleven towards ‘7’ branding is not acceptable. The name ‘7’ in Australia is synonymous with Seven.”

Seven Network’s beef is with 7-Eleven Inc and not 7-Eleven Australia.

The latter told NCA NewsWire that the matter “had nothing to do with” them as they were a locally owned company that merely held a licence to operate 7-Eleven stores in Australia.

Seven West says while it and 7-Eleven stores have coexisted in Australia since they popped up Down Under 1970s, it was now concerned the company was encroaching on branding that the media network was renowned for.

Questions have been put to 7-Eleven Inc over the stoush with the Seven Network.

The case comes after 7-Eleven launched a delivery app called 7NOW in July 2019 and tried to register the work mark 7NOW on the basis of non-use by Seven Network.

Shares in Seven West Media were trading down 2.3 per cent at 44 cents by lunchtime on Monday.

Extracted from The West Australian

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