Larry Page

BMW Investigates Possible Trademark Infringement By Google's New Holding Company, Alphabet

When Google announced Monday that it had created a new operating structure which includes a new holding company called Alphabet, other companies that use the name went on high alert.

According to Re/code, one of those companies is BMW, which employs the Alphabet name for a subsidiary that deals with corporate vehicle fleets.

"We are examining whether there are any implications over trademarks," a spokesperson for the automobile company told the publication, adding that there are no plans to take legal action at this time.

A successful trademark suit would have to prove that the names caused reasonable confusion to the public by offering similar products or services.

"We liked the name Alphabet because it means a collection of letters that represent language, one of humanity's most important innovations, and is the core of how we index with Google search!" Google CEO Larry Page wrote in a blog post on Monday. "We also like that it means alpha-bet (Alpha is investment return above benchmark), which we strive for! I should add that we are not intending for this to be a big consumer brand with related products--the whole point is that Alphabet companies should have independence and develop their own brands."

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