Blog results - found 46
Experts highlighted opportunities and trends in brand licensing in the fashion industry during a session at this week’s Brand Licensing Europe convention in London. The insights shared during the session provide some helpful brand strategy pointers for trademark counsel.
Versace is to launch a range of products inspired by knock-off versions of the Italian company’s designs. While the fashion house is keen to portray the collection as highlighting the issue of counterfeits, it waits to be seen whether the impact on anti-counterfeiting efforts proves to be positive or negative.
Recent research from the Luxury Institute has shed light on the attitudes of affluent consumers towards collaborations between high-end brands. While research participants indicated that they place high value on brand partnerships, they also emphasised the risk of brand dilution. The findings reiterate the key role for trademark counsel in joining forces with third-party brands.
A number of service providers are offering crowdsourcing solutions that allow individuals to report, document and combat counterfeiting in return for rewards. While using the eyes, ears and collective wisdom of the crowd is an innovative approach to anti-counterfeiting, it will need to be backed up by consumer education and engagement if it is to be a game changer.
A San Francisco start-up is hoping to revolutionise the legal services market by getting lawyers to bid for briefs. The new platform gives early-stage businesses the chance to get top-shelf legal advice at cut prices, with trademarks one area targeted.
License! Global magazine reports that the world’s top 150 brand licensors generated US$230 billion globally in 2012 from retail sales of licensed products, while the International Licensing Industry Merchandisers’ Association has found that North American businesses received $4.454 billion in royalties from trademark licensing last year. Such statistics can benefit trademark teams in their efforts to demonstrate corporate value but in-house counsel must also assume a leading role in brand monetisation if they are to do so.
As the debate over plain packaging for tobacco products continues, a new medical study has found that tobacco advertising in films is waning. At the same time, screen-time for alcohol brands is on the rise, particularly in films aimed at younger audiences. Will the call for new constraints on advertising for products that harm adolescents be followed by plain packaging and other advertising restrictions in the alcoholic beverages sector?
A third of US consumers would not purchase a branded product if they knew the brand belonged to a Chinese company, a recent survey has found. The findings underline the difficulty that Chinese brand owners face in penetrating the US market so what can be done from a trademark perspective to gain a foothold?
A new website has been launched with the aim of providing information to businesses that feel they are victims of trademark bullying. Could 'trademarkbullying.org' develop into a platform for SMEs to voice their grievances and attract more attention to the issue?
One clear trend highlighted by respondents to this years Global Trademark Benchmarking Survey (the full results of which will be available to WTR subscribers in the upcoming issue) is a growing propensity for the carrying out of trademark portfolio valuations. The question for corporate counsel is whether this trend will continue and, crucially, will it strengthen board understanding of brand power.
Cancer survivors’ charity Livestrong recently adopted a new logo as part of efforts to renew its brand identity in the wake of the doping scandal surrounding founder and former patron Lance Armstrong. The circumstances surrounding the rebrand offer some valuable lessons for trademark counsel with regards to brand management when celebrity associations go awry.
The Debian Project, which oversees the development and distribution of free and open source operating system Debian, has released a new trademark policy which enables third parties to use its trademarks freely for commercial purposes. While such a laissez-faire approach could be seen as risky, it also presents an opportunity for some non-profit organisations, such as open source projects, to create additional value from their brands.
Last week the Python Software Foundation (PSF) a non-profit organisation which manages licensing of the open source Python programming language revealed its intention to oppose an application for the Community trademark PYTHON made by British company Our Holdings, based on its own claim on the term. While open source communities are oftentimes perceived to stand in opposition to more traditional forms of IP protection, PSF’s move shows the importance that brand can play in open source models.
Taiwanese personal computer manufacturer Acer stated yesterday that it would book a NT$3.5 billion (US$120.6 million) impairment charge relating to trademark rights, including marks it acquired from its takeovers of Gateway, Packard Bell and E-TEN. The world’s fourth-largest PC vendor has seen a negative impact on its stock price as a result. But from a wider perspective, is it really such a big deal that the book value of the acquired trademark rights has depreciated?
Last week it was reported that Chinese personal computer manufacturer Lenovo is planning to reorganise its product offering into two distinct brands with one aimed at home users shopping at the more affordable end of the spectrum and a separate identity for high-end business consumers. The goal is to gain a larger global market share. For brand owners, a number of lessons can be learned from such two-pronged marketing strategies.
Following in the footsteps of Facebook and Google+, Amazon is set to rollout its own ‘brand pages’ service. The Amazon Pages initiative will expand the company’s online retailing focus by providing a third-party platform for brand owners to market their own products and might also explain some of the company’s applications to run new gTLDs. WTR examines the key issues that trademark counsel should consider.
Market analysts highlighted evolving and future trends in licensing at this week’s Brand Licensing Europe 2012 event, offering some valuable pointers for trademark counsel not least the need to prepare for an upswing in online-related work.
Last week, Louis Vuitton exhibited a new line of clothing that lacks the company’s iconic logo. This may partly be in response to changing consumer pattterns for luxury goods in China, where some well-to-do consumers are eschewing larger high-end brands in favour of smaller and less well-known boutique designers. But the decision to go logoless is not one to be taken lightly.
As Australia awaits the introduction of plain packaging for tobacco products and other jurisdictions discuss similar proposals, efforts continue to fight plain packaging requirements. And while the prospect of uniform, unbranded packaging is having an impact on investor confidence, one market analyst believes that the cases for tobacco trademark protection under the WTO treaties and BIT “are very strong”.
The Anti-Phishing Working Group’s latest report on phishing trends during the first quarter of 2012 has found that, while brand owners have become increasingly vigilant in their defence against the problem, the perpetrators have likewise grown more sophisticated. WTR considers what brand owners can do to combat this ever more complex problem.
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