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Protecting the brand name 'Maldives'

Dhivehi Observer, 4 December 2007

Maldives is not just a country, it's a world famous brand name. 'Maldives' is now one of the most sought after holiday destinations in the world and it is becoming obvious that some people are making use of the opportunity to sell their products using the brand name 'Maldives'.

A blog entry yesterday on LuJournal said 'A Maldives in Australia', which said:

"If you want to spend a night in Maldives, then head to Australia. That is if you want to holiday in Breakfree Maldives, a hotel in the Gold Coast that has been named after the popular Indian Ocean tourist destination. According to The Australian, apparently some people have mistaken this hotel with the actual Maldives." see journal link

If you google 'Breakfree Maldives', the official website 'www.breakfreemaldives.com.au' describes the hotel in a way that those who might have heard about the exotic Maldives, could easily get wound up.

"This contemporary resort acts as the perfect destination to take advantage of spectacular views overlooking Main Beach and The Spit. Once on the ground, your biggest decision is to which direction to turn.

With white sandy beaches or the stylish cosmopolitan atmosphere of Tedder Avenue's boutique restaurants, bars and cafés just 100 metres from your doorstep and the magnetism that is Surfers Paradise only a short walk away, you will find endless enjoyment in discovering them all while indulging in a healthy measure of Gold Coast sun.

Ready yourself for the journey by relaxing in the BreakFree Maldives pool and heated spa. Enjoy a barbeque or simply sit back and enjoy the hotel's amenities and friendly staff."

That sounds so much like a description from a Maldives brochure.

If you think hard about this from a marketing point of view, this certainly is a wake up call for the Maldives businessmen who have invested millions in creating the brand 'Maldives'. Therefore, it is vital that they act soon to remedy this problem before it gets out of hand.

The Tourism Ministry and Maldives Association of Travel Industry (MATI) must act swiftly in finding a solution to this before we hear of other hotels and resorts using 'Maldives' brand to lure visitors from the real paradise, Maldives, the pearl of the Indian Ocean.

So, can we stop people from branding their products 'Maldives' without permission? There are several products named 'Maldives' these days, including the Index furniture range, sold in Raidbow showrooms in Male', as well as luxury furniture by John Lewis, UK and TESCO outdoor range. In fact, there is a music band in USA called 'The Maldives'. Now, this kind of brand naming could be permitted, but when there is an element of deception, or conflict of interest with home products or brands, such as in the case of this 'Breakfree Maldives' in Australia, surely it cannot be allowed.

So, can the Maldives government get this hotel to change it's name, rather remove 'Maldives' from its name?

The matter has been brought to the attention of MATI's Secretary General Sim Mohamed, who agreed that it was a serious matter that needs to be investigated.

visit www.delightmaldives.com

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