Pepsi's US trademark dispute could reshape brand choices, lawsuit strategy, lawyers say
By Steve Scherer ( September 17, 2026, 19:07 GMT | Comment) -- Rise Brewing’s Supreme Court challenge to Pepsi could reshape trademark disputes by deciding whether juries or judges assess a mark’s conceptual strength, potentially affecting brand-selection strategies, marketing investment and settlement leverage far beyond the companies’ dispute over MTN DEW RISE ENERGY.A US coffee company’s Supreme Court case against PepsiCo could alter how businesses formulate brands, determine the marketing investment needed to build consumer recognition, and calibrate settlement leverage in trademark infringement disputes....
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