Blog results - found 142
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.
A well-loved Canadian pastry company got entangled in a PR crisis this week over accusations of perceived trademark enforcement overreach. While the marketing team gave a canny response on social media which appears to have quelled most of the outcry, evidence suggests that the negative impact could have a lasting effect on the brand. It is another reminder of the risks of trademark enforcement and how practitioners must tread carefully in the age of social media.
Pieter van den Bulck, legal IP director at the world’s largest brewing company, has called on trademark professionals to engage more closely with their brands’ corporate social responsibility strategy. Speaking exclusively to World Trademark Review, he noted that this will require “a very open mind” and willingness to check traditional legal approaches at the door.
Boycotts, backlashes and Russian bots: Keurig crisis highlights challenge for brands in politically partisan times (Blog)
It has been a particularly tumultuous week for coffee maker Keurig, with the hashtag BoycottKeurig trending on social media following the company’s public declaration that it was pulling advertising linked to a right-wing news pundit. As one expert tells us, the week’s events highlight the challenge that brands face at a time when partisan tensions are at an all-time high.
Seen by senior management as a cost centre, many practitioners toiling in the brand protection trenches struggle to secure funding. However, Ford's brand protection manager, Asia-Pacific, Angela Chen, has told World Trademark Review in an exclusive interview that her team's focus on hard recovery has led to a fundamental shift in perception. She notes that “Ford’s leadership is convinced that brand protection is a great revenue generator”, and has told us how this was achieved.
The 2018 rankings tables for the WTR 1000 are now available to WTR subscribers. This exclusive early access provides a unique first look at the leading trademark legal service providers from more than 70 jurisdictions.
Preparing for Brexit, working with competitors and trademark challenges following a Trump tweet: dispatches from Managing Trademark Assets 2017 (Blog)
Our latest event Managing Trademark Assets, which took place in Chicago last week, was focused around the theme of cost-effective management and communication of international portfolios. In this article we present just a few of the practical takeaways and discussion points from the day, including how to approach crisis communications and the creative tactics that can be employed to foster a cross-enterprise understanding of trademarks.
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.
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.
Register for more free content
- Read more World Trademark Review blogs and articles
- Receive the editor's weekly review by email