It’s difficult to understand why a fashion "giant" like Lacoste would sue a Cheltenham dentist surgery for using a similar Crocodile logo. What can they win? It’s a David -vs- Goliath story, and the public will always support David. As luck would have it, the Cheltenham dentist surgery won and are allowed to keep their Crocodile logo (the one they picked due to the association with teeth).
Ironically, had Lacoste won the publicity might well have been worse. Nobody likes giants rolling over the honest guys, and practicising dentists are favoured against corporate giants. It is difficult to see what Lacoste were hoping to gain. Even if Cheltenham residents did (and even this logic is a stretch) associate the logo of the dentist practice with Lacoste – would the latter have really suffered?
I believe that Lacoste’s lawyers aggrevated a situation and racked up an impressive number of billable hours over a trivial issue. Regardless of the result, they could never have won.