One of my first posts on the Golf-Patents blog discussed using trademark filings as a source of competitive intelligence. Well, an update (or some updates) are in order.

Let’s look at a few of Callaway’s trademark filings so far in 2007. The results show that Callaway has some pretty creative branding people and they plan to ride the wave of the “square” club head popularity as long as they can.

For instance, why would anyone play regular old “fairway woods” when they could play Callaway’s SQUAREWAY WOODS. Or perhaps the product line will be under the mark SQUARE WAY. Not bad.

Why not capitalize on the FT i  brand of woods and carry that into the hybrid arena with a trademark application for FT i-brid. Pretty catchy.

Additionally, it will be interesting to see what a club named the TOP LOADER looks like!

Callaway has also been hard at work coming up with new golf ball names, just check out these trademark applications that have been filed this year: HX-BITE, BIG BERTHA DIESEL, BIG BERTHA DIME, and HX TOUR i.

David Dawsey – The Golf Trademark Attorney

PS – the USPTO search criteria was: `FD > 20070000 < 20070521 and callaway[on]