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Logan Paul fiasco shows risk for brands on YouTube; research reveals more YouTubers seeking trademark protection
A number of recent incidents have demonstrated why rights holders must be careful when advertising on YouTube or seeking partnerships with its high-profile stars. New research from World Trademark Review also reveals that content creators on the platform many of which make millions of dollars a year in advertising, sponsorship and merchandise revenue are turning to trademark registrations to protect their channel assets.
While consumers enjoy the low prices offered on Black Friday, the sales period is a significant challenge for trademark practitioners especially for protecting shoppers from online scams. Exclusive research looks at how well-known fashion and retail brands have utilised (or not) key new generic top-level domains (gTLDs), including ‘.blackfriday’ and ‘.shop’. We find that few brands are taking advantage of new gTLDs for marketing purposes and, unsurprisingly, numerous examples of cybersquatting and unusual examples of brand hijackings.
Boycotts, backlashes and Russian bots: Keurig crisis highlights challenge for brands in politically partisan times
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.
Samsung revealed as brand UK consumers are most loyal to; expert warns of Brexit impact on customer loyalty
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
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.
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
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.
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
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”.
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
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
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
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
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.
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
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
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.
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.
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