Insights, key indicators and case studies that inspire.
A cross-sectional survey with a representative sample of 10,000 consumers was used to assess the consumers' attitudes towards the extent to which a brand influences their purchase behaviour and their willingness to pay premium prices.
24
Perceived importance of brand
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Willingness to pay premium for brand
A decades-long dispute over the Rubik’s Cube’s design has reached a new turning point. The EU General Court ruled that the puzzle’s shape and colours cannot be trademarked because they’re functional, opening the door for other toy makers to use its famous look.
In the social media age, memes have become interwoven not just with internet culture, but culture as a whole. These comedic, often obscure images and short videos have become almost like a communicational tool between younger generations. It's no wonder then that memes which have achieved global popularity have also been trademarked, as their owners are seeking to capitalize on the mass appeal of the memes through merchandise and other commercial avenues.
Competitor bidding on branded keywords is more common than you may think. For disruptive companies that believe their products / services provide a significantly better alternative to incumbent competitors, it is this form of aggressive bidding which allows them to target their audience very effectively. Google in fact encourages this type of behaviour, claiming it opens up the choice for the end customer but let’s be honest, it mainly provides more revenue for Google.
The word “Christmas” is more than just a name—it’s a symbol of joy, tradition, and celebration for people all over the world. But it’s also a big part of the holiday shopping season, with businesses using the term to sell everything from decorations to food to experiences. This raises an interesting question: Can the word “Christmas” be trademarked?
Before you commit to a business or product name, it's crucial to ensure that the name is available for trademark registration. This process involves checking whether the name is already in use or too similar to existing trademarks, which could lead to legal complications. Here are 4 best practices for ensuring the name is unique and legally available.
Picking the right brand name is one of the most important decisions taken by entrepreneurs. Branding, marketing, legal as well as often personal and subjective reasons influence this choice, ideally resulting in a brand name that resonates with the target customers. Some words are more popular than others and this common knowledge also applies to branding. The presented report looks into the trademark registered in the United States, the United Kingdom, the European Union, Canada, Australia and New Zealand, exploring the most frequently used words in brands.
For well-established brands, trademark protection is paramount to safeguarding their market position and preserving their unique identity. However, even the most influential brands are not immune to challenges in protecting their trademarks, facing legal battles, court examinations, and unexpected setbacks. Here, we delve into the stories of well-known brands that encountered difficulties in safeguarding their trademarks despite their considerable influence.
The process of navigating trademark clearance in the life sciences industry, especially for pharmaceuticals, is full of regulatory hurdles that require a nuanced and well-informed approach. In this article we delve into the significance of trademark clearance within the pharmaceutical sector, the challenges it presents, and strategies to effectively navigate this regulatory landscape.
Slogans and taglines shine as powerful tools for creating a distinct brand identity and establishing a strong emotional connection with the audience. In addition to their role as brand messaging, slogans and taglines can also serve as valuable trademarks, offering legal protection and differentiation in the market. This article explores the strategies behind crafting effective slogans and taglines that not only resonate with audiences but also serve as unique trademarks.
Protecting a brand's identity is not only a matter of business strategy but also a legal imperative. The recent triumph of Tesla in its trademark infringement case against "Tesla Beer" in China highlights the critical concepts of likelihood of confusion and bad faith within trademark law.
