Ethnic Sami face complaint over ‘Hard Joik Café’ brand

The Hard Rock Café chain has lodged a complaint against a Sami school after it registered the name Hard Joik Café with the Norwegian patent office.

Ethnic Sami face complaint over 'Hard Joik Café' brand
The Hard Rock Café in Los Angeles. Photo: Robyn Beck / AFP
A joik is a style of Sami singing associated with shamanistic religion, which is traditionally sung a capella and with few or no lyrics.
Lars Gunnar Marken, daily leader at Sørsamisk Kunnskapspark, the South Sami knowledge park, which teaches the South Sámi dialect to ethnic Sami people, said he could not understand why the US food and café chain saw the name as a threat.
“I find it hard to see how the Southern Sami, who number only 1,000 in Norway, and who have a language that is on the Unesco list of languages ​​that are about to die out, should be a threat to such a worldwide chain,” he told Norway's state broadcaster NRK
In its complaint to the Norwegian Patent Office, the US chain argued that the school was “free-riding” on the qualities associated with its brand. 
In a statement sent to the broadcaster, it said that the attempt to use Hard Joik Café constituted an “unreasonable exploitation of Hard Rock Café's reputation and distinctiveness as a global name”. 
It was therefore “free-riding on the brand's accumulated goodwill…built up through marketing campaigns and investments over 50 years”. 
Marken said that his school, which is owned by the Norwegian Ministry of Education, had registered the name hoping it would make learning the dialect more fun for students. 
“We want to renew ourselves. We have received some input from young people that they want a more modern framework in the dissemination of their own culture,” he said.
Knut Andreas Bostad, section chief in the Norwegian Patent Office, said that his section had judged that few people would have trouble separating Hard Joik Café from Hard Rock Café.
“We found that the brands could not be confused,” he said. 

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Today in Norway: A roundup of the latest news on Tuesday

Found out what’s going on in Norway on Tuesday with the Local’s short roundup of important news.

Today in Norway: A roundup of the latest news on Tuesday
The northern lights in Tromsø. Photo by Lightscape on Unsplash

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Some 62,000 thousand of Norway’s 300,000 students responded to the survey.

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She will be questioned on Tuesday. A public defender has been appointed. 

Six police cars attended the scene at a small housing association in the centre of Halden.

A person found in the same apartment is being questioned as a witness.

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“In Myanmar, we are experiencing a confusing and uncertain situation. We are deeply concerned about the development in the country,” The company stated in its quarterly report.

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The Swedish Sami herders believe they have exclusive rights to grazing areas across the Norwegian border because they have lived in the surrounding area for hundreds of years. The Norwegian government rejects these claims.

The reindeer grazing convention will be central to the case; the convention facilitates mutual cross-border grazing for reindeer herds.

Sweden withdrew from the convention in 2005. However, Norway enshrined the convention in law in 2005.

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READ ALSO: Norway considers lifting measures for people who have had their first Covid vaccine 

This is down from 1150 cases registered during the peak of Norway’s third wave on March 16th.

This is partly because fewer infections are registered during weekends and public holidays, causing an uptick on Mondays.