Fighting mark means: A form of signaling associated with cross-avoidance is the fighting mark. A threatened or potentially threatened business may adopt a mark that has the power to punish or attack the threat actor. It has the effect of indicating punishment. For example, Coca-Cola adopted a new trademark called "Mr. Yingbo" in the mid-1970s. The products under this trademark were related to a brand called "Dr. Pypper" that was encroaching on its market. The products are very similar. Fighting trademarks can be used as a warning or deterrent, or as an offensive strategic weapon.