What’s in a Name? How Festivals Can Claim a Name and Protect Their Brand

What springs to mind when you hear the word “Coachella”? Probably not the geographic location of Coachella Valley, California, but rather the world famous Coachella Music Festival. This annual event has become so large that “Coachella” has taken on a secondary meaning in intellectual property terms. So what does mean from a branding and ownership …