Blog results - found 77
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.
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.
American typo: how Trump’s COVFEFE Twitter error inspired dozens of trademarks and product launches (Blog)
When US president Donald Trump mistakenly posted the typo ‘covfefe’ on Twitter in May, it quickly went viral and led to over 50 trademark filings across the globe. In the months since, a number of those applications have reached registration, with one applicant telling World Trademark Review that he is confident a brand name featuring the seven-letter misspelling will be a catalyst for business success.
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”.
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.
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.
As mysterious Gleissner trademark portfolio grows, insider denies “far-fetched” claim of link to domain acquisitions (Blog)
Over six months after our original reporting into the vast trademark and domain portfolio of entertainment magnate Michael Gleissner, his attorneys are continuing their prolific filing activity. While industry experts speculate that the mysterious filings could be linked to acquiring lucrative domain names, a source related to one of Gleissner’s companies tells World Trademark Review that this claim is “far-fetched” and “gross” and reveals an unusual business strategy involving the ‘farming’ of brands.
Rise of the Instagram counterfeit educators: Yeezy Busta on exposing celebrities for wearing fakes and why brands should hook up with influencers (Blog)
A new generation of anti-counterfeiting advocates are spreading the word about fake goods on social media, often gaining hundreds of thousands of followers in the process. One of the most respected in this fledgling scene, Yeezy Busta, has spoken to World Trademark Review about the support he’s received from adidas and the need for high-profile brands to work with influencers to “make wearing fakes socially unacceptable”.
Professor slams ‘pro plain packaging for alcohol’ media reports, calls for more research into warning labels (Blog)
A new study which looks at the effectiveness of warning labels on alcoholic products has slammed media reports claiming that it is advocating for plain packaging. Talking to World Trademark Review, Matthew Field, a professor of psychology at the University of Liverpool, claims the study has been ‘misrepresented’ by the media and voiced doubt that plain packaging would ever be implemented on alcoholic or sugary products.
Companies must shore up their social media defences in light of Donald Trump’s targeting of brands (Blog)
Protecting brand reputation and managing the possible legal fallout from crisis situations are some of the main responsibilities of an in-house trademark department. One recent element that has created headaches for numerous brands in that regard is the tweeting habit of US president-elect Donald Trump, and specifically his regular calling out of companies and brands. As he prepares to take office on January 20, we take a look at how brands can react should they be the unwitting target of a Trump Twitter tirade.
Trademark implications of Brexit, Trump and Samsung Note 7 crisis feature in our most-read list of 2016 (Blog)
As 2016 draws to a close, it’s time to take a look back at the blogs which received the most reads in the past 12 months. Our list includes the brand value hit of Samsung’s Note 7 crisis, Alibaba’s spat with Chinese ecommerce rival JD.com and trademark applications attempting to commercialise the Panama Papers, Brexit and the once-popular ‘meme’ Be Like Bill.
Trademark filings in Kurdistan have been suspended until further notice due to “administrative and management issues” at the office, World Trademark Review understands. Those seeking to secure registrations that cover the entirety of Iraq which has had two self-autonomous trademark offices since 2011 will likely have to wait until early next year for operations to resume. The development could cause headaches for brand owners seeking to enforce rights in the region, including US president-elect Donald Trump, with a ‘Trump Fish’ restaurant recently opening in the Iraqi city of Duhok.
Health insurance giant reveals why cybersecurity response planning is critical to retain brand value after hack (Blog)
A legal representative from one of the largest health insurance companies in the United States has claimed that it is “no longer if, but when” a company will face a hacking incident. At INTA's Digital World Conference, Heather C Steinmeyer, managing associate general counsel at Anthem Inc, went on to reveal that responding to a cyber-breach effectively is the only way to ensure brand value is not significantly affected long term.
Media brands can’t rely on Facebook and Google to fight the reputational risks posed by fake news (Blog)
There have been growing calls in recent weeks for Facebook and Google to tackle content published by fake news websites. This follows accusations that both provided a platform for the sharing and promotion of misinformation during the recent US election. What is being less discussed is the responsibility that major media companies have to stop such sites specifically those that use the branding of popular news outlets as a way to add legitimacy to their hoax articles.
Following an investigation by World Trademark Review, leading crowdfunding platform Kickstarter has been labelled “a treasure trove of product designs for would-be counterfeiters and copycats” by a brand protection expert. The investigation found that countless popular crowdfunding projects are being copied and sold on major online marketplaces often before the legitimate product is available to buy.
YouTuber pushes FixTheFakes campaign to highlight issue of copycat channels; urges ‘crowdsourced reporting’ (Blog)
Popular YouTube user Thinknoodles, who has over 1.7 million subscribers, has spoken out over the perceived inadequacy of brand protection measures available for YouTube channels, hitting out at this week’s decision to modify the site's ‘verified’ tick. He contends that the most popular channels face a significant challenge in tackling copycat accounts, and that a crowdsourced effort may streamline this burdensome process.
Samsung committed the “cardinal sin of crisis management” now trust in its entire brand is at risk (Blog)
This has been arguably the most difficult month in Samsung’s history, with the South Korean tech giant left reeling from worldwide reports of battery failures and fires caused by its flagship Galaxy Note 7 device. A crisis expert suggests that its “speed over diligence” response to the situation was dire, putting “the entire brand” in the court of public opinion and it could have a long way to go to restore trust among consumers.
Online communities of so-called ‘alt right’ internet users have developed code words to hide bigoted slurs on social media in a bid to avoid perceived censorship. The code uses high-profile brand names, including Google, Yahoo and Skype, to substitute for offensive words to describe ethnic groups including African Americans, Mexicans and Jews. World Trademark Review has spoken to experts about what the affected brand owners can do but in terms of legal remedies, the options appear to be limited.
IP industry maverick Erich Spangenberg, once dubbed the “most notorious patent troll in America”, has told World Trademark Review about the “opportunity” he now sees in trademarks, and to expect Marathon Patent Group to make future investments in the space. His comments follow a recent ‘David versus Goliath’ trademark opposition spat that he advised on, which resulted in a “rare” worldwide co-existence agreement.
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