# Professor Jacob Jacoby weighs in on Coca-Cola's attempt to trademark "zero" for its beverages

1 Faculty News May 30, 2016 ![Wall Street Journal logo](/sites/default/files/styles/246w/public/assets/images/wsjlogo.jpg?itok=5Qt0z3WX)>

Excerpt from [The Wall Street Journal](http://www.wsj.com/articles/u-s-trademark-board-issues-mixed-opinion-in-soft-drink-zero-dispute-1464388317) -- "[Jacob Jacoby](http://www.stern.nyu.edu/faculty/bio/jacob-jacoby), a marketing professor at New York University, said Coke could face a high bar if it challenges beverage companies’ use of 'zero' in court after not demonstrating consumer confusion in the case of Diet Rite Pure Zero."

[Read more](http://www.wsj.com/articles/u-s-trademark-board-issues-mixed-opinion-in-soft-drink-zero-dispute-1464388317)