« Patent and Trademark Office Offers Excellent Trademark Resources | Main | Fourth Circuit Vacates Most of Flawed Keyword Advertising Decision »

LifeWise Sues Regence Life Over Switch to "LifeMap" Trademark

Time will tell whether LifeWise’s trademark infringement lawsuit will be
“boringly good.” (Screen shot from LifeWise’s Web site)

Health insurer LifeWise has sued competing health insurer Regence Life for trademark infringement.

LifeWise Assurance Co. and affiliates claim Regence Life and Health Insurance Co.’s adoption of LIFEMAP infringes their LIFEWISE registered trademarks.

Both health insurers do business in Washington and Oregon.

LifeWise filed suit after Regence Life allegedly changed its name to “LifeMap Assurance Company” and its house brand name to LIFEMAP. The change allegedly occurred on April 1.

“The new corporate and brand names represent an obvious and intentional copy of the ‘LifeWise Assurance Company®’ and ‘LifeWise®’ servicemarks, and are confusingly similar to the LifeWise® branded products and services offered by Plaintiffs,” the complaint alleges.

LifeWise filed suit on April 4. Regence Life has not yet filed its answer.

The case cite is LifeWise Assurance Co. v. Regence Life and Health Insurance Co., No. 12-00568 (W.D. Wash.).

PrintView Printer Friendly Version

EmailEmail Article to Friend

Reader Comments

There are no comments for this journal entry. To create a new comment, use the form below.

PostPost a New Comment

Enter your information below to add a new comment.

My response is on my own website »
Author Email (optional):
Author URL (optional):
Post:
 
All HTML will be escaped. Hyperlinks will be created for URLs automatically.