“Successful strategy is rooted in looking forward”: Amazon on protecting the world’s most valuable brand

Exclusive insights from Dana Brown Northcott, Amazon.com’s associate general counsel, intellectual property, about how the company’s trademark department protects its huge, growing brand.

Earlier this year, Amazon surpassed technology giants Apple and Google to be ranked as the world’s most valuable brand. Following recent moves into new sectors – including healthcare and physical retail – Amazon’s brand skyrocketed to the value of $150 billion, an annual rise of 40%, according to Brand Finance. “Jeff Bezos once said that ‘brands are more important online than they are in the physical world’”, states brand value expert David Haigh. “He has proved himself right by choosing the name Amazon, known as the largest, most powerful river in the world, as 23 years later the Amazon brand carries all before it as an unstoppable force.”

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