“We rely on a quilt of rights”: inside Starbucks’ trademark strategy
In this year’s Brand Finance Global 500, Starbucks was again crowned the world’s most valuable restaurant brand following an impressive 27% growth in brand value to $32.4 billion. This significant rise came on the back of strong annual revenues and solid forecasts for the company. Reflecting this, Starbucks’ Brand Strength Index score increased 3% to 89.2 and the company retained a brand strength rating of AA. However, as with any successful brand, infringement is never far behind.
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