Protecting Your Brand Name

Your brand name is an important part of your company’s identity, whether you’re a building services business, equipment manufacturer, or cleaning product company. One equipment manufacturer is trying to protect its brand identity by formally asking French politicians to stop using its name to score political points, European Cleaning Journal reports.

In recent announcements on French radio and television, presidential candidate Valérie Pécresse said it was time to “get the Kärcher out of the cellar again” to sweep drug dealers and criminals away. In response, family-owned business Kärcher, an international manufacturer of cleaning equipment and systems, has asked the politician not to use the company’s name when campaigning.

“The Kärcher group has been fighting for years to ensure that its brand is not exploited in the French political scene, where it has no place,” said the company. “We are opposed to being associated with any political party or ideology.”

Kärcher claims that these types of statements from politicians create a link between Kärcher products and violence and insecurity. Kärcher says instead of being wrapped up in political ideology, it remains “dedicated to cleaning.” The company added it has just begun cleaning the Luxor Obelisk at Place de la Concorde—the oldest monument in Paris—in partnership with the ministry of culture.

This is not the first time the company has sought to protect its name from politicians. In 2005 Kärcher objected to the then interior minister Nicolas Sarkozy declaring his plan to “clean with a Kärcher” to rid the Paris banlieues of criminals following the death of an 11-year-old boy in the crossfire between two gangs.

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