---
title: The Curious Case of WWF vs WWF
description: Fluid explores the branding lessons that can be learnt from the curious legal battle between two huge organisations both named WWF.
---

[The Fluid Blog](https://insights.fluidbranding.com/blog)

# [The Curious Case of WWF vs WWF](https://insights.fluidbranding.com/blog/news/the-curious-case-of-wwf-vs-wwf)

 Written by [Mathew Appleton](https://insights.fluidbranding.com/blog/author/mathew-appleton) | Feb 1, 2018, 12:30:00 PM

## The case of WWF vs WWF is one of the most interesting legal cases in the world of marketing...

...and offers much for brand managers to learn about handling a brand name change.

Keep reading to find out why. 

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## In short...

- Brand names can become valuable assets — and legal disputes can put them at risk.
- Businesses should check for potential naming conflicts before launching a new brand.
- Registering your brand and monitoring the market can help protect your identity.
- A forced name change doesn't have to spell disaster if you have a clear rebranding strategy.
- WWE shows how a difficult rebrand can become an opportunity to create something bigger.
- Clear, consistent communication is essential when changing an established brand name.

## World Wildlife Fund vs World Wrestling Federation 

The World Wildlife Fund filed a lawsuit against the World Wrestling Federation for infringement of their brand, and the judge presiding over the case found in the organisation's favour.

As a result, the World Wrestling Federation was bound to change its international brand to avoid confusion between the two organisations. It has since been renamed World Wrestling Entertainment, or WWE.

The World Wrestling Federation did at least have a fantastic 'overall' name as an alternative, despite the limitations that competitors placed within the brand space. Once the ruling was in place, they used this name to switch their focus solidly towards entertainment – making the name-change ruling into a part of the drama. They even launched their own TV channel in line with the new name.

As a case study, this tactic wouldn't necessarily be possible for all businesses, but it does demonstrate how innovative thinking can create excitement around a rebrand.

## Potentially Disastrous Mistakes Were Made

However, the World Wrestling Organisation did make some mistakes. First, it fought the lawsuit when it was obvious to all informed parties that it was going to lose it. It also tried to launch its TV channel too soon as a knee-jerk response, and then had to push it back significantly and relaunch it again, having learned from its mistakes.

One further error was that it kept rebranding certain elements so that only the core fans were able to keep track of the different rosters. Most people became confused by the various takeovers.

## Key Learning Points for Brands

### 1. Act quickly 

The case is a classic one for students of branding and marketing. It shows that businesses should act quickly when they find that other entities are trading with the same name.

### 2. Legacy branding 

If the competing organisation is older and deemed to be worthier than your newer business brand, you will stand little chance of winning. In the example above, the World Wildlife Fund had been operating for over 40 years, had been formally registered and was an established, recognised name with senior patronage.

### 3. Legal registration 

Age is particularly critical. If two organisations share a name and neither is registered in the UK, the usual legal precedent is that the older of the two will be awarded the name in a dispute.

## FAQs

### 1. What was the WWF vs WWF dispute?

The dispute was between the World Wildlife Fund and the World Wrestling Federation over the use of the WWF name. The World Wildlife Fund successfully challenged the wrestling organisation's use of the name, eventually leading it to rebrand as WWE.

### 2. Why did the WWF change its name to WWE?

The World Wrestling Federation changed its international brand to World Wrestling Entertainment following its legal dispute with the World Wildlife Fund. The new name also reflected its wider focus on entertainment.

### 3. What can businesses learn from the WWF vs WWF case?

Businesses should check whether similar names are already being used, protect their own brand assets and have contingency plans in case a name needs to change.

### 4. How can a business protect its brand name?

Registering trademarks, carrying out thorough name searches before launching and monitoring how similar names are being used can all help reduce the risk of costly disputes.

### 5. Can a forced rebrand be good for a business?

Yes. While an unexpected name change can be disruptive, it can also create an opportunity to reposition a brand, clarify its purpose and generate renewed attention.

### 6. What should a business do if another company has a similar name?

Don't ignore it. Businesses should assess the potential for confusion, seek appropriate legal advice and consider whether proactive action is needed before the situation develops into a dispute.

### 7. Why is consistency important during a rebrand?

Changing too many brand elements at once can confuse customers. A clear strategy and consistent communication can help audiences understand what's changing, why it's changing and what they can expect next.

## The name of the game 

The case study is an important one for SMEs to consider. Businesses must be aware of what is happening in the world around them and have contingency plans in place. Even in the event of a forced legal name change, it is possible for businesses to come out on top.

Look at World Wrestling Entertainment – it managed to ride on the drama of the case and come out with an extremely well-known and popular brand that has since gone from strength to strength, despite its initial post-ruling challenges.

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[View full post](https://insights.fluidbranding.com/blog/news/the-curious-case-of-wwf-vs-wwf)

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