“We rely on a quilt of rights”: inside Starbucks’ trademark strategy

The WTR Industry Award’s Retail Team of the Year was Starbucks, which has experienced an uptick of infringement across the globe. Its expert senior counsel reveals how the company approaches the resulting enforcement challenges.

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.

Want to read more?

Register to access two of our subscriber only articles per month

Subscribe for unlimited access to articles, in-depth analysis and research from the World Trademark Review experts

Already registered? Log in

What our customers are saying

World Trademark Review is one of my favourite conference organisers. The topics and themes are always relevant, on point and designed to give me practical information about real-time industry issues. I look forward to all of the World Trademark Review events and highly recommend them to my industry colleagues.

Jennifer Chung
Assistant general counsel
Time Inc


Subscribe to World Trademark Review to receive access to the full range of trademark intelligence, insight, and case law, as well as our guides, rankings and daily market insight delivered to your inbox.

Why subscribe?


Register for more free content

  • Read more World Trademark Review blogs and articles
  • Receive the editor's weekly review by email
Register now  
Issue 73