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New brand ‘dynamism’ index shifts focus to engagement and innovation performance, but misses out trademarks
A new index has been launched emphasising brand performance according to ‘new world’ factors such as social media engagement, adaptability to new trends and technologies and interaction with consumers. But the absence of metrics relating to trademarks means that it overlooks a critical component of brand value.
Japan’s Ministry of the Economy, Trade and Industry has called for measures to combat the activities of ‘IP trolls’, including trademark squatting an issue that is attracting increased attention in the country.
Apple recently removed Magic AdBlock, a program used to block and filter online advertisements, from its App Store after receiving a complaint of trademark infringement from the producers of rival software AdBlock Plus. The dispute underlines the often crucial role that branding and trademarks can play in open source projects where patent and copyright protection is absent.
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