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Great Harvest Bread Rhetorical Analysis

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Dillon, Montana based Great Harvest Bread Co. is suing Sunset Hills, Missouri based rival Panera, locally known as St. Louis Bread co. for trademark infringement over use of similar slogans. Great Harvest franchising and two other Great Harvest franchisees allege that Panera’s “Food as it should be” slogan is similar to Great harvest’s “Bread. The way it ought to be” slogan. Panera’s phrase was debuted in June 2015 as a part of Panera’s new marketing campaign. While Great Harvest has been using their slogan since at least August 2014 and the trademark was registered in December of 2015. Great Harvest sent Panera a cease and desist letter stating “it should be” has the same understood meaning among consumers as the phrase “it ought to be.” (Brown,

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