From Deseret News archives:
Adoption of FLDS name is akin to identity theft
After a few minutes, it became clear that he thought I was somehow affiliated with the FLDS group. I felt like an anthropology specimen. The questions were friendly and good natured, but imbedded in them was the notion that there was really no difference between the LDS Church and the FLDS group, they were simply all Mormons to him.
Given the enormous national and international attention focused on the Texas raid, it has been abundantly clear that while many people understand the difference between the LDS Church and this polygamous group, unfortunately there is still substantial confusion between the two.
Much of this confusion comes from misapplying the name Mormon, as in "fundamentalist Mormon" or "Mormon polygamist." The LDS Church has gone to great lengths to protect the name Mormon (note video of Elder Quentin L. Cook on YouTube, www.youtube.com/watch?v=uUtjsdtDOkQ). However, much misidentification simply results from the confusion between the terms LDS and FLDS.
While not strictly speaking identity theft, the adoption of FLDS by this group at best is confusing and at worst undermines the credibility of the Latter-day Saints and tarnishes the LDS "brand." Sometimes damage to a brand or a trademark has been called attempted identity theft at the corporate level.
I am not making a narrow legal argument about trademark law issues here. Rather, my discussion is more broadly about brand identification and injury to a brand name.
While the terms LDS and Mormon are not brands in the commercial sense, these terms reflect the identity, reputation and teachings of The Church of Jesus Christ of Latter-day Saints. The LDS Church has the right and expectation that the use of these terms will convey certain impressions to those who become aware of them. This is known in the business world as brand equity and in the words of NetMBA.com it "is an intangible asset that depends on associations made by the consumer."
Recent comments
Hi, When I read about this FLDS practising polygamy I was surprised...
Sis. A R B, Hong Kong | July 28, 2008 at 5:04 a.m.
Thank You!!! The FLDS church is wrong. They are NOT members of The...
Name Withheld | July 7, 2008 at 4:48 p.m.
Oh my goodness!
The FLDS, as they like to be called, have in fact...
LDS Convert | June 14, 2008 at 3:33 p.m.
- Jazz game at a glance 3:00 a.m.
- Real Salt Lake: Game at a glance 3:00 a.m.
- Stanford ends Y's soccer season 2:20 a.m.
- Jazz hope D-Will returns soon 2:19 a.m.
- Snow, SUU lose 2:18 a.m.
- Aggies beat Spartans in snowy Logan 2:17 a.m.
- Toone saves day for Wildcats 2:15 a.m.
- Win in New Mexico good for Y? 2:15 a.m.
- TE George's wife delivers 2:13 a.m.
- Weather, stumble play factor 2:10 a.m.
- Apostle's wife felt comfort in attack
- Can BYU root for (ick) Utah Utes?
- Short-handed Jazz fly past Sixers
- D-Will home for daughter
- Utes excited for 'dream' game
- Bench proves fruitful for Y.
- Crash on snowy road kills woman
- GameDay in Fort Worth
- Born of water and the spirit
- BYU happy to escape with victory
- SLC council OKs gay rights policies
358 - Editorial: Mormons and gay rights
200 - BYU happy to escape with victory
194 - Will state consider gay rights law?
148 - TCU creams U.
134 - Can BYU root for (ick) Utah Utes?
130 - Letters: Strange breed in Utah
129 - Utes remain silent about BCS
120 - Pratt pleads not guilty to sex charges
106 - Celtics crush Jazz
104
Maybe someone out there can help me understand how raising the state...
So Great!!! So Proud - Love RSL - Bring Home The CUP!!!!!
mr cannon's bold assertation that the purpose of the first ammendemnt as...
Great great great game!!!! Nicky Rimando is a god! We're the most complete...
I had the game on DVR and just watched it. That was the most exciting game...
financially cannot this year, but I will watch loyally, how great to hear...
This is hardly surprising. Bennett has a remarkable arrogance which is also...
I guess that is why "they play the game" as Herman Edwards would say.. ...
What was the score of the LSU vs LA tech game? Alot closer than you'd like to...
Has Fedor not said that THIS IS OUR YEAR all year long? Go back and...
This is just a small glimpse of the future with Obamacare: corruption, waste...

