James Bond is literally embroiled in a battle for his namesake –

Bond, James Bond. Everyone knows that phrase and the name of the generation-transcending super spy, but despite that, there are some who believe 007’s name is not being used correctly. The Guardian has reported on a new claim filed by a Dubai-based European-owned property developer who is fighting production company Eon for simply not commercially exploiting the James Bond namesake.

The real estate company is owned by Austrian businessman Josef Kleindienst and the company’s current goal is to build a $5 billion luxury resort on five man-made islands off the coast of Dubai. The claim has been filed under the title “cancellation action based on non-use.” and the idea is that despite the worldwide recognition of James Bond, we are not seeing the mark used appropriately in the goods and services department, whether in electronic publishing, design use in restaurants, cocktail lounges and accommodations, for models of vehicles, computer programs and electronic books, and more.

It is unclear when and if anything significant will come out of this claim, but it is said to have been filed in late January and that Eon is still building its defense in an effort to protect the James Bond name, which includes a variety of trademarks, such as; “James Bond 007”, “James Bond: World of Espionage”, “Bond, James Bond, “James Bond Special Agent 007” and also just “James Bond “.