Blog results - found 109
As the year draws to a close, World Trademark Review has decided to take a look back and identify the trademark personalities that have had a significant impact in 2017. Be it those who dominated the news agenda, influenced public dialogue or raised the profile of trademarks (for good or bad), a whole host of personalities both individuals and entities have hit the headlines this year.
Startling new research from valuation firm Brand Finance has estimated that the spread of plain packaging to the beverage industry would result in close to $300 billion in brand value losses, with The Coca-Cola Company and PepsiCo among those with the most value at risk. The report warns that the true economic toll will likely be much higher and comes after a recent call for brands to take a stand against plain packaging.
In this week’s industry data report, we turn the spotlight on the sprawling pharmaceutical sector. We break down how the sector is being affected by political and economic pressures, and identify the industry-specific developments that are driving change. We also analyse the performance of the leading brands in this space and identify the most important markets for rights holders.
World Trademark Review is pleased to unveil the speaking faculty for the second annual Brand Strategy China event, taking place in Shanghai on December 7. Among the confirmed speakers on our high level roster are senior industry leaders from adidas, Chanel, Honeywell, NBC Universal, New Balance and Whirlpool Corporation.
According to new research, intangible capital, including branding and design, contributes almost one-third of the value of manufactured products globally. In particular sectors the role of intangibles is even more telling, with Apple’s value capture equating to 42% of the retail price of the iPhone 7.
Major disruptions in the insurance sector and how brand strategies must evolve: exclusive data analysis (Blog)
In World Trademark Review’s latest industry report, we turn to the insurance sector which is undergoing an incipient transformation that could present significant risks and opportunities. We analyse how the leading brands in this space have performed and how trademark strategies are adapting in light of increased regulation, slow economic growth and the upsurge of new technologies.
Samsung revealed as brand UK consumers are most loyal to; expert warns of Brexit impact on customer loyalty (Blog)
A first-of-its-kind research project has revealed the brands that UK consumers are most committed and loyal to, with technology giants Samsung and Apple topping the inaugural ranking. The research contains some surprises, however, with Coca-Cola failing to make the top 50, while also revealing that UK consumers most value heritage, quality and consistency in brands.
Familiarity equals value: study suggests overwhelming majority of consumers dislike brand name changes (Blog)
New research from marketplace platform Onbuy.com has revealed that a high proportion of consumers think negatively about rebrands that involve a name change, with one-quarter even claiming that they would be less likely to buy from a brand that has recently changed its name. The figures are another reminder of the risks involved with a rebrand, as well as how important strong brands are to the average consumer.
Research reveals “low awareness” of IP valuation as debate over brand ranking tables rages on (Blog)
New research from the UK Intellectual Property Office has found that there is “low awareness” of IP valuation within UK businesses, laying out a series of recommendations to boost take up. This comes as a new brand ranking list is released, and has been immediately met with scepticism by one of the leading marketing trade publications. The debate around brand valuation rankings tables clearly shows no sign of abating.
World Trademark Review is pleased to announce that it will be hosting Brand Strategy China 2017 in Shanghai on December 7. This is a high-level knowledge-sharing event for professionals tasked with protecting the integrity and maximising the value of their brands in the region.
A new study into the economic importance of trademarks in five Association of Southeast Asian Nations countries has provided compelling evidence that trademark-intensive industries make a vital contribution to gross domestic product, employment and productivity in the region. The report, commissioned by the International Trademark Association, highlights the role played by technology brands in regional economies.
Groundbreaking study suggests trademark count, rather than patent count, is a better predictor of innovation (Blog)
A new study has benchmarked the most common innovation proxies and concluded that the size of a company’s trademark portfolio is a more consistent indicator of innovation than patent count or R&D expenditure. The result adds to the evidence that trademarks hold value beyond simple exclusivity and recognition, with one academic telling World Trademark Review that it may indicate that these rights “are actually undervalued”.
A number of platforms have attempted to enable the sale of registered trademarks, but so far none have succeeded in making it a mainstream practice. However, according to the CEO of the largest trademark marketplace in the world, that could be set to change as practitioners at large companies “wake up” to the potentially lucrative opportunities of selling unused marks.
More brands should convey political values and take a stand on divisive issues, research suggests (Blog)
A new research paper by an academic at the University of North Carolina School of Law has proposed that rights holders conceptualise trademarks “as a frontier for social entrepreneurship”. The research finds that in an environment of increasing political and media distrust, brands could fill that void and provide consumers with “authenticity and enduring values”, but must also weigh up the risks of taking certain divisive positions.
Law firm hacks, YouTube takedowns and the rise of the Google brand: our top trademark stories of 2017 so far (Blog)
As we reach the halfway point of 2017, we reveal the most-read blogs and Premium Updates on World Trademark Review so far this year with online spats, trademark solicitation scams, INTA grand finale overcrowding and cyber-attacks on law firms all featured in the top 20.
Apple and AT&T jostle for top spot as rankings gulf prompts call for new valuation accounting (Blog)
A new report has revealed that, while Apple ranks as the leading company in terms of intangible value (including brands and trademarks), it drops out of the top 100 entirely when only disclosed intangible value is assessed, with AT&T taking the number one spot. This disparity has led to calls for a “reporting revolution”, in which companies would be required to disclose their opinion of the fair value of key intangible assets. Should this become a reality, it could have a significant impact on trademark practice.
The Global Innovation Index 2017 has revealed the world’s most innovative countries. While the top 10 is comprised of the same jurisdictions as last year, high innovation performance among Sub-Saharan African countries, relative to development, is a notable trend. However, given the report's wide scope, the specific trademark lessons are limited.
Manchester United crowned champions of trademark Premier League; expert warns football clubs “missing huge opportunities” to capitalise on brands (Blog)
New research conducted by World Trademark Review reveals that, for the second year in a row, Manchester United has the most registered trademarks of any club in the English Premier League although champions Chelsea are not far behind. However, one leading industry commentator has warned that most clubs do not make effective use of their lucrative brand assets.
adidas, Amazon and Apple team members head up list of the world’s leading corporate trademark professionals (Blog)
Last week, World Trademark Review published the WTR 300: The World’s Leading Corporate Trademark Professionals. The list was generated from a community-led research project designed to identify the individuals deemed to be the leading lights of the industry. Among the companies with the most trademark team members included are adidas, Amazon, Apple, Google, Mars, Red Bull and Sky.
A white paper from trademark database manager Markables calls on the brand valuation industry to cease publication of ranking tables, and has reignited the debate over valuation methodologies with valuers, brands and the media coming under fire.
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