The UK Intellectual Property Office confirmed that it had rejected an appeal by Lacoste SA against an earlier decision, saying the dentists' crocodile would not confuse consumers. The ruling was issued last month.

The logo used by the Dental Practice in Cheltenham, 160 kilometres west of London, features the right side of a crocodile with two feet visible and its tail sharply curled to the left. They tried to register the logo in 2004 but lawyers for Lacoste contested it.

Lacoste argued the logo was too similar to the famous crocodile it has been putting on its shirts since 1933. Two-time Wimbledon winner Rene Lacoste, who was nicknamed 'the Crocodile', first put the logo on the breast of shirts he designed for playing tennis. His short-sleeved cotton collared T-shirts are now a wardrobe staple around the world.

The dentists said they chose the crocodile as their logo because the reptile has so many teeth.

Dentists Dr Simon Moore and Dr Tim Rumney, who represented themselves, were not available for comment, but said in a statement that they were pleased with the decision.

Dr Moore was quoted by The Times newspaper as comparing Lacoste's efforts to 'using a sledgehammer to crack a nut'. Lacoste's lawyer declined to comment.

Lacoste was likely trying to prevent the value of its trademark from being diluted by an unrelated service, said Mr Luca Giove, an intellectual property lawyer who has represented Italian fashion companies.

US law provides stronger protection against such dilution than in Europe where companies must prove their brand has been damaged, he said.

'Companies want to protect their trademarks against any unauthorised associations that might be made in the minds of consumers,' Mr Giove said, adding Lacoste had taken steps in Britain to register its trademark for all types of products, including medical services, to protect its brand. -- AP