The famous Canadian children’s author Robert Munsch wrote “This is kindergarten! In kindergarten, we share! We share everything!” Families, like children in kindergarten, proudly share, share their names. However, sharing the family name
as a brand with family members is the antithesis of branding.In last month’s issue as part of Brand Family Feuds series, we discussed the importance of ensuring that a family name adopted
as a business brand be used in a way which makes it a brand. This month we look the case of CIBC v Stenner which illustrates another key issue family businesses must keep in mind when claiming a family name as a brand.