Blog results - found 135
Samsung revealed as brand UK consumers are most loyal to; expert warns of Brexit impact on customer loyalty (Blog)
Analysis: 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.
In a new survey, almost one-half of senior marketing respondents reported that reputational problems have resulted from advertisements being placed alongside offensive or objectionable content. Crucially, one-fifth cited "trademark infringement or content piracy" as a primary concern when safeguarding brands online, opening the door to increased collaboration with their trademark colleagues.
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.
Velcro’s anti-genericide song is big, bold and brash but critics question whether it will actually be effective (Blog)
The legal team at Velcro Companies will be patting itself on the back today as its marketing campaign to educate the public about the proper use of its trademark went viral overnight. Response to the song has been mixed, with some commentators sceptical that it will actually lead to a change in behaviour. Nonetheless, it has raised awareness of an issue that Velcro has been grappling with for a number of years.
“Super classy” Netflix cease-and-desist letter shows how to boost goodwill while tackling infringement (Blog)
A cease-and-desist letter sent by Netflix to a bar that was using its trademark without permission has drawn effusive praise from online media outlets. The streaming service adopted a good-humoured approach and, in doing so, has shown how large brands can avoid accusations of trademark bullying when enforcing their rights.
Positive news for luxury brands as advocate general paves way for tighter control of online distribution (Blog)
In an opinion on a case before the European Court of Justice, Advocate General Wahl has stated that a supplier of luxury goods may prohibit authorised retailers from selling its products on third-party platforms such as Amazon or eBay. If the opinion is followed by the court, it will significantly strengthen the ability of luxury brands to control the exclusivity and market placement of their products.
From taskforces to formal codes of conduct: how Lacoste, AIG and Intel manage internal trademark positioning (Blog)
Building an understanding and appreciation of trademarks across the corporate structure is a significant challenge for many corporate counsel. However, it isn’t an impossible mission and a number of this year’s WTR Awards winners have expanded on how the legal function in their organisation has been positioned as a meaningful business partner rather than remaining in a legal silo.
‘Michaeled’ bags, ‘Okly’ sunglasses; how counterfeiters are using "brand codewords" to get around marketplace filters (Blog)
Sellers of counterfeits and imitation products on various online marketplaces are adopting brand-based keywords to avoid being caught by search filters implemented to identify and remove listings for fake goods. While the use of keywords is an extra hurdle that brand owners must overcome when enforcing against counterfeits, it also demonstrates the extra effort that sellers must now go to due to additional rights protection mechanisms being implemented by e-commerce platforms.
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.
First speakers revealed for Managing Trademark Assets: Adobe, Microsoft and Toyota among stellar line-up (Blog)
World Trademark Review is pleased to announce the first speakers for the third annual Managing Trademark Assets event, taking place in Chicago on October 17 2017. Among the first names revealed are trademark experts from Adobe, American International Group, Hard Rock International, Microsoft, Rotary International and Toyota Motor North America.
Pharmacy chain Boots has become the latest company to signal an intention to terminate a registry agreement, this time for the ‘.boots’ top-level domain (TLD). While a negative development for the new generic TLD programme, it should not be viewed as an indicator that ‘.brands’ are losing their lustre on the contrary, the rollout of branded spaces shows no sign of slowing.
Fighting the robots: could brand backlash provide an opportunity for counsel battling online infringement? (Blog)
Research from the Chief Marketing Officer Council has found that almost half of consumers would rethink purchasing from brands that place adverts alongside offensive or objectionable content. While the report did not explore the effect of advertising on IP infringing sites, it does provide an opportunity to engage in discussions around the use of programmatic advertising technologies.
As the trademark budget squeeze continues, get the inside track on maximising efficiencies and protection levels (Blog)
World Trademark Review is pleased to announce the third annual Managing Trademark Assets. Held in Chicago on October 17, the event will drill down into the cost-effective management and communication of international portfolios. The focus comes against a backdrop of continued budget cuts for many corporate trademark counsel.
Sharp Corporation has initiated an unfair competition lawsuit against Chinese brand licensee Hisense, which produces and markets Sharp branded televisions in the Americas. A rare instance of a brand rather than patents taking centre stage in a tussle between tech giants, the dispute also highlights the delicate balancing act that must be walked when initiating an action that could harm brand reputation.
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.
Research suggests budgets “holding steady” but more is being required of trademark departments (Blog)
A new study from Lecorpio suggests that, for the majority of trademark teams, budgets for prosecution and policing are unchanged year on year. However, drilling down it becomes clear that many departments remain under pressure to do more with the same level of resources.
Cyberpunk legend expresses concern over controversial trademark: "I wish someone from CD Projekt Red would contact me" (Blog)
There has been an outcry over trademark applications for the term CYBERPUNK filed by video game developer CD Projekt Red. While much of the negative sentiment has been put to rest after the company released an open letter expanding on the marks, some concern remains including from Bruce Bethke, who originally coined the term ‘cyberpunk’ in 1980.
In an exclusive interview with World Trademark Review, the CEO of the International Trademark Association (INTA) speaks about its increased activity in the anti-counterfeiting arena, and expands on current and future activities in this regard. He also notes that partnerships are being sought with other IP and non-IP organisations, but only when there is “mutual respect” between the parties.
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