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Audi's 'Vorsprung' victory
27 January 2010
Audi has won a long legal battle to take full control of its "Vorsprung durch Technik" advertising line as a trademark.
The slogan, which loosely translates as "advancement through technology", was coined by advertising guru Sir John Hegarty in 1982.
However, Audi has had to fight a seven-year legal battle to win the rights to extend the slogan's trademark protection to include clothes and games.
Previously Audi's claims had been rejected on the grounds the slogan on the grounds that it "lacked distinctive character".
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