CONTRACTOR ALFRED McAlpine's decision last year to re-brand itself as 'McAlpine' amounted to an appropriation of the 'entire goodwill' of the McAlpine name, the High Court heard this week.
That goodwill is shared by two major companies, said counsel for Sir Robert McAlpine, Roger Wyand QC.
Sir Robert McAlpine is seeking an injunction against Alfred McAlpine over its decision to re-brand. Sir Robert McAlpine claims that Alfred McAlpine's move allowed it, unfairly, to 'punch above its weight' when bidding for work.
Wyand also claimed that Sir Robert McAlpine's reputation would suffer if anything went wrong with a project run by newly branded McAlpine.
A significant part of the prestige of the McAlpine name has been created by Sir Robert McAlpine's work on 'landmark' construction projects such as the Millennium Dome, the Croydon tramway and the Jubilee Line Extension, Wyand claimed.
He told the court that in the early 1980s it was agreed to differentiate the names as a long term geographical split between the two companies' activities started to dissolve.
The case continues.