How Wow! Momo Protected Its Brand Identity in a Court Battle Over Word ‘Wow’

The word “WOW” – as simple and widely used as it may seem, you will be surprised to know that 2 brands had a legal battle over its usage. It may sound stupid at first, but it tells a ton about how branding works in real life and how even a tiny factor identifying a brand can cause such big chaos. 

“WOW” – The Identity of Wow! Momo 

Wow! Momo is a fairly common outlet that most people have seen here or there, in malls, metros, airports, and other busier spots. It has grown into a massive chain of restaurants with: 

• 600+ outlets 
• Presence in 30+ cities 

Established with the word “WOW” in 2008, the brand in 2023-24 made a turnover of ₹453 crore+ and had been spending Crores on marketing and branding. The word is present in their logo, and also their registered trademarks, including WOW MOMO, WOW DIMSUMS, and WOW MOMO INSTANT, making it more than just an expression! 

“WOW” for them is a symbol that catches the customers’ attention at first sight, making the brand recognizable to them. 

The Emergence of Wow Burger! 

In 2024, a smaller outlet called Wow Burger emerged. When the name felt friendly and fun for the rest, it felt a lot familiar to Wow! Momo. To the latter, it was like trying to snatch away their identity, their fame, and a ton of risk, leading them to take the matter to the court. 

Verdict from the Commercial Division of the Court 

The first judge did not agree with the accusations that Wow! Momo made, with the reasonings being: 

• “WOW” is just a common English word. 
• Wow! Momo didn’t own a registration for the standalone word. 
• Many brands use “WOW” in some form. 

This reasoning led to the injunction being denied. 

But, Wow! Momo did not give up and appealed the decision, taking the matter to the High Court. 

Verdict from the High Court 

The High Court didn’t just look at the meaning of the word; they focused on how the public sees it. The judges asked, if Wow! Momo has used the word so consistently and at such a scale that people recognize the brand with it. 

The answer was clear – Yes, they have!. 

The judges also considered the scenario that if Wow Burger continues as such, could there be instances where ordinary customers associate it with Wow! Momo anyhow. 

The answer? Again, a Yes! 

That moment matters in trademark law. And hence, the High Court ruled in favour of Wow! Momo, asking Wow Burger to pull back from using that name. 

Conclusion 

The entire case shows how anything and everything used for a brand identity can become so powerful when built over a period. Every aspect of the branding gets associated with the said brand and becomes a strong identifying factor for it.