Google’s rising brand value, Gleissner’s filing drive, and Netflix’s “super classy” letter: our 2017 most-read list

With 2017 drawing to a close, and the World Trademark Review Daily email service taking a short break, it’s time to take a look back at the stories which received the most reads from the past year. Our list includes the news that Google had wrestled the ‘Most valuable brand’ crown from Apple, analysis of a groundbreaking study that suggested trademark count is a better predictor of corporate innovation that patent numbers, and coverage of the savvy enforcement strategies being adopted by major brands.

The news that Google had topped the latest version of the Brand Finance Global 500 – with Apple dropping to second place after a five year stint at the top – was the clear leader in terms of reads. Central to Google’s success – in addition to increasing revenues – was a boost in brand strength, which in turn supported the rapid expansion of its third-party and business services. In just over a month we will find out whether Google has retained the crown. One brand in the running for top spot is Amazon (which came in third this year) and another story on our most read list focused on the ecommerce giant’s expanded anti-counterfeiting programme. As always, though, infringers are nothing if not innovative and another of our popular intelligence pieces revealed how counterfeiters are using "brand codewords" to get around marketplace filters.

A number of our unique data pieces also feature prominently in the top 25, including our exclusive research rankings of the most innovative IP offices, insights into Russia’s brand landscape and deep dive into the mysterious – but extensive – trademark and domain filings activities. Elsewhere, reaction to Matal v Tam decision, an assessment of Netflix’s “super classy” cease-and-desist letter and insight into how the USPTO is stepping up its efforts against trademark solicitation scams all proved popular.

In short, it’s been another busy year in the trademark industry – and you can read who we rated as the ‘personalities of 2017’ in our countdown this week. As such, the WTR Daily email service is going to take a short break, with full service resuming on January 3. If anything happens in the meantime, we will of course post in the meantime but it seems like a natural time to wish all our readers a happy festive period.

The 25 most-read World Trademark Review blogs published in 2017 were:

  1. Apple no longer top of the tree; Google named world’s most valuable brand (February 1)
  2. “Cure the disease, not the symptom” – prominent critic calls for improved YouTube takedown process following questionable trademark claim (March 10)
  3. Alibaba-backed Indian marketplace Paytm Mall lacks dedicated IP infringement reporting mechanism; brand owners urged to push for change (March 7)
  4. Law firm websites hacked due to WordPress exploit; expert warns of reputational risk of cyber security incidents (February 15)
  5. Groundbreaking study suggests trademark count, rather than patent count, is a better predictor of innovation (July 10)
  6. “Super classy” Netflix cease-and-desist letter shows how to boost goodwill while tackling infringement (September 19)
  7. USPTO pledges international approach to combat growing threat of trademark solicitation scams (May 9)
  8. INTA pledges to investigate complaints over grand finale overcrowding and attendees being refused entry (May 25)
  9. Toll of counterfeiting and piracy predicted to top $2.3 trillion as call made for governments to do more (February 6)
  10. EUIPO ranked world’s most innovative IP office in exclusive research (March 1)
  11. “Simple and correct” or “tremendous damage to minorities”? Opinion split on Matal v Tam decision (June 20)
  12. Cyberpunk legend expresses concern over controversial trademark: "I wish someone from CD Projekt Red would contact me" (April 13)
  13. Manchester United crowned champions of trademark Premier League; expert warns football clubs “missing huge opportunities” to capitalise on brands (June 14)
  14. Russia’s trademark landscape buoyant despite economic and political woes: exclusive data analysis (November 3)
  15. Amazon announces expanded anti-counterfeiting programme, but claims arise of fakes being part of Amazon Marketplace's own inventory (March 27)
  16. ‘Michaeled’ bags, ‘Okly’ sunglasses; how counterfeiters are using "brand codewords" to get around marketplace filters (July 13)
  17. WTR Industry Awards: the 2017 shortlisted teams and individuals unveiled (April 27)
  18. Survey reveals few indie game developers seek trademark protection; law firms urged to show door is open (April 6)
  19. Anaqua and Lecorpio merger revealed; CEO pledges to “create something that doesn’t currently exist” (July 26)
  20. Ambitious DC-based IP boutique launches; founder points to changing law firm landscape (October 16)
  21. Strongest law firm brands identified: Baker McKenzie, DLA Piper and Clifford Chance lead latest legal index (October 12)
  22. A tale of two Squire Patton Boggs: global firm faces battle over its own name in China (April 27)
  23. Mystery over fake TMview site owned by Gleissner; source suggests tycoon may seek license fee from EUIPO (August 15)
  24. Most used counterfeit trade routes revealed as pressure on enforcement authorities continues to rise (June 22)
  25. New study claims Slender Man is in the commons, argues assertion of trademark rights “chills creativity” (September 18)

The 10 most-read World Trademark Review legal updates in 2017 were:

  1. Low distinctiveness of word element does not preclude it from being most distinctive element of marks (March 1)
  2. The concept of ‘bad faith’ (June 16)
  3. Kit Kat decision sets high bar for proving acquired distinctiveness of shape marks (January 19)
  4. No similarity between the signs: game over! (January 16)
  5. High Court issues useful guidance on trademark infringement and passing off in keyword advertising (January 13)
  6. High Court: Apple's IWATCH mark is not registrable for computers, computer software and related goods (April 13)
  7. Does Louis Vuitton lack a sense of humour? The parody defence is no laughing matter for brand owners (January 25)
  8. EU Trademark Court confirms that use of well-known trademarks to sell smell-alikes is infringing (January 23)
  9. EU General Court upholds Chanel’s claims of infringement (September 8)
  10. ECJ cancels Rubik's Cube registration (January 3)

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