“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.

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