Luxury brand names pull people like magnets and Montblanc, Alfred Dunhill and Cartier, subsidiaries of the Richmond group, have accused Aspinal of using their brand names and 'riding on their coat-tails' on Google search.
The company claims that the Aspinal bough adwords (search terms) containing the brand names of its premier products from Google and yahoo, and is using them to divert visitors to its own retail sites. The lawsuit says that, "The defendant's selection of adwords that are identical to the claimant's famous and distinctive marks takes unfair advantage of their reputation."
The laws regarding brand names, adwords and search engines are not clearly formulated and recently there have been many instances of smaller firms 'piggybacking' on big brand names to pull traffic to their sites.