Brand management

From the WTR archive: raising the profile of the trademark function

In the second part of a series looking back through our archive of world-class trademark content, we present five pieces that focus on the profile of trademarks in the corporate environment, and how it can be raised.

From the <em>WTR</em> archive: raising the profile of the trademark function
Samsung knows how to stand out from the crowd, and this is key to building its brand equity
3 Apr 2020

Samsung knows how to stand out from the crowd, and this is key to building its brand equity

The company has survived ups and downs with relative ease by focusing on its core values of quality and innovation

Question marks over the future of brands already in decline pre-covid-19
3 Apr 2020

Question marks over the future of brands already in decline pre-covid-19

This year’s Brand Finance Global 500 ranking of the world’s most valuable brands reveals Chinese software giant Baidu, ride-hailing app Uber and US telecoms giant AT&T among those to have suffered the biggest brand value drop last year.


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Remote working tips, counterfeiting and CJEU Amazon decision, WTR Industry Awards shortlist reveal and much more

Everything we covered on WTR over the past seven days – and all you need to know from the world of trademarks to set yourself up for the start of another busy week. Read more

3 Apr 2020

Live updates: IP offices implement measures in wake of coronavirus crisis

As the novel coronavirus epidemic continues to spread across the globe, WTR provides an updated look at measures that national IP offices have launched in response. Read more

3 Apr 2020

Spike in coronavirus knock-offs; Tiger King trademark fiasco; new TMview and DesignView – news digest

In our latest edition, we look at how counterfeit vaping devices are resurfacing as a major issue, the first well-known trademark being registered in Tajikistan, a new CEO being unveiled at UpCounsel, and much more. Read more

3 Apr 2020

Demonstrate a high reputation to evict squatters

Trademark squatting is rife in China, so it pays to register fast. If a dishonest filing has already been made, showing that a trademark enjoys a high reputation can help in opposition or invalidation proceedings. Read more


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2 Apr 2020

Road to Houston – 2020 INTA Annual Meeting to be held in Texas

INTA has announced that its 2020 Annual Meeting, combined with its Leadership Meeting, will be held in Houston, Texas from 16 November. Read more

2 Apr 2020

Trademark fame: academics find objective measure that could transform IP practice

A groundbreaking new study has created an empirical measure of trademark fame that academics claim could be rolled out in common IP practice. Read more

2 Apr 2020

Amazon not liable for storage of counterfeit goods, CJEU rules

The CJEU has ruled that Amazon is not legally liable for the storage of counterfeit goods. While the decision could be seen as a blow to the fight against fake goods, Amazon responded by pledging to ‘drive counterfeits to zero’. Read more

1 Apr 2020

INTA report highlights brand commitment to CSR (when it has never mattered more)

INTA has published the Brands and CSR Survey Report, which builds up a picture of corporate social responsibility (CSR) activities in the trademark community, and comes at a time when brands have an increasingly critical role to play. Read more


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27 Mar 2020

Twitter: the land of risk and opportunity

The social media giant has found its voice, and is helping others to build and differentiate their own brands Read more

25 Mar 2020

While ‘Tokyo 2020’ will now take place in 2021, brands will get their time to shine

The Olympics is a world-renowned brand which lends its powerful reputation to its partners and sponsors. Given its reach and reputation, the IOC does not play around with its trademark protections. Read more

25 Mar 2020

Jones Day at the top of a shuffled pack in new Acritas US Law Firm Brand Index

Jones Day has maintained its position for the fourth year in a row. Below the number one spot, however, the 2020 Acritas US Law Firm Brand Index reveals a changing landscape. Read more

17 Mar 2020

Brand management for a B2B company with a fan base: exclusive interview with Salesforce’s trademark team

Nestled within Salesforce is a tiny trademark team. WTR sat down with Kiran Belur and Kristin de la Vega to see how they manage the tech giant's portfolio. Read more


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6 Mar 2020

How Microsoft’s calculated efforts at forging emotional connections have reinforced its brand strength

The company re-evaluated its brand strategy years ago, and since then has been consistently working to refine its image. Read more

28 Feb 2020

Fake news war erodes perception of media brands as US election cycle begins

The “fake news” war has weakened trust in media brands, and recovering could be an uphill battle. Read more

21 Feb 2020

Football: a game where every brand wins

Football teams and corporates are cashing in on brand value, but a changing industry means clubs need to use new methods to continue strengthening their presence and engagement levels. Read more

14 Feb 2020

China’s rapid expansion has made a lasting impact on the trademark landscape, with more to come

Trademark output may be finally slowing down, but local brands are just getting started. Lawyers should therefore keep their eyes peeled as businesses shift their sights abroad. Read more


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3 Apr 2020

Sky v SkyKick: was the CJEU swayed by Sky’s well-known brand?

The long-awaited Sky v Skykick decision brings new clarity to how well-known trademarks are treated in the European Union, although it also raises the question of what impact a strong brand might have on a court’s deliberations. Read more

3 Apr 2020

New legislation brings even greater protection for well-known marks

The passing of new trademark legislation has strengthened the hand of owners of well-known and famous marks in Malaysia. Case law under the new statute is sparse, but the courts remain supportive of rights holders. Read more

3 Apr 2020

Something to declare: how an IMPI finding can help avoid stand-offs

Differences in the treatment of well-known and famous marks create pitfalls for the unwary. An administrative declaration is the best option, but obtaining one can be burdensome. Read more

3 Apr 2020

When will I be famous?: protecting well-known foreign marks in the United States

A split among US circuit courts and an administrative court on the application of the well-known marks doctrine makes registration in the United States more important than ever. But famous marks will always attract greater protection. Read more

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