Research

Australia’s economy is being challenged on all sides with its impact on trademark activity yet to be seen

The country’s filing data is an early indicator that recovery is under way, but the government must still deal with the long-term impacts of the bush fires as well as the health crisis - all on top of escalating tensions with China and its first recession in nearly 29 years

Australia’s economy is being challenged on all sides with its impact on trademark activity yet to be seen
Stuck in lockdown – it might be time to swipe right? Dating app filing patterns analysed
29 May 2020

Stuck in lockdown – it might be time to swipe right? Dating app filing patterns analysed

How popular dating apps have been able to capitalise on lockdowns, strengthening consumer connections and taking the opportunity to reinvent the online dating landscape

In times of crisis consumers seek out familiar, comfortable food and beverage brands, creating opportunity
22 May 2020

In times of crisis consumers seek out familiar, comfortable food and beverage brands, creating opportunity

Slumping economies and ongoing lockdown orders present opportunities for the food and drink industry’s bigwigs to recapture market share from challenger companies

Latest

15 May 2020

What the Virgin Media and O2 deal tells us about the branding struggles of telecom providers

The industry’s major players do a poor job of building consumer loyalty, and there is the constant risk of smaller, more flexible companies disrupting the market. Read more

8 May 2020

Trademark applications will drop during the coronavirus crisis, but globalisation offers hope of a speedy recovery

A new report from TrademarkNow explores the impact of two major recessions on USPTO filings, giving insight into what is to come. Hint: it’s not all doom and gloom. Read more

1 May 2020

Spotify has proven itself to be an essential service during the lockdown, but mustn’t lose focus

The Swedish music streaming service has been given greater access to users who are practicing social distancing. While this time is critical for building brand intimacy, the company cannot lose focus on long-term innovation. Read more

24 Apr 2020

Germany set to bounce back from lockdown measures, but local brands likely to suffer due to international nature

German businesses are globally-minded and utilise the EU and Madrid system to obtain far-reaching trademark coverage. This approach will have unintended consequences, but brands can rely on a stable government to provide support. Read more

17 Apr 2020

Zoom adapts to the highs and lows of mainstream success

The video-conferencing app is now a staple of daily communication, and its trademark holdings reflect how unexpected this success was. Read more

10 Apr 2020

Pandemic clears way for indoor exercise and virtual fitness brands to shine

Lockdowns across the globe have forced both consumers and fitness centres to get creative, and are a reminder of why Peloton caused so much excitement at launch Read more

8 Apr 2020

Online education spikes in the midst of covid-19, adding fuel to an already high-growth market

Remote learning is one of the few industries being boosted by the ongoing crisis, and it could be a make or break moment for brands in this sector. Read more

6 Apr 2020

China’s rapid expansion: a lasting impact on the trademark landscape

Chinese filing data reveals that while trademark output may be slowing down, local IP owners are just getting started as brand values skyrocket and focus turns to foreign registers. Read more

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. Read more

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

20 Mar 2020

Singapore’s goal of achieving top-tier status as a hub of innovation and IP looks attainable

Its local brands have an international focus, and big global names also flock to this market. Read more

13 Mar 2020

Class 9 applications skyrocket due to expansion – and domination – of the tech industry

Data analysis shows that software is the most popular product, and gaming companies are some of the top applicants within the industry. Read more

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

7 Feb 2020

Can anything stop Amazon?

The brand is on a roll with a show-stopping 2019, but the future is not without challenges. Read more

31 Jan 2020

Saudi Aramco makes an impressive brand debut but challenges lie ahead for the industry: data analysis

Big Oil has traditionally flown under the radar when it comes to brand building, but changing tides mean that there must be a greater focus on the narrative surrounding the key companies involved. Read more

24 Jan 2020

Brand Tracker: the filing trends of the world’s most valuable brands

In the first instalment of a new series, we track the trademark filing activity of the world’s most valuable brands – revealing that Mercedes-Benz may be gearing up to launch an AI assistant. Read more

17 Jan 2020

Siemens’ controversial coal mine contract has put brand at risk of greenwashing accusations

The German conglomerate has portrayed itself as a steward of sustainability, but when it comes to corporate social responsibility, it’s an all or nothing game as this week’s coal mine contract backlash illustrates. Read more

10 Jan 2020

Luxury industry feels the burn from Hong Kong protests

High-end brands are not the only ones suffering the repercussions of social unrest as trademark activity at the local register plummets. Read more

19 Dec 2019

Do or die for the Victoria’s Secret brand: data analysis

As the once-revolutionary lingerie retailer cancels its famous fashion show, it must forget short-term sales and invest in re-building its brand. Read more

13 Dec 2019

Uber’s loss of its London licence a reminder of the importance of brand reputation: data analysis

Safety is the most critical component of brand building in the ride-hailing app environment, but hinging success on such a volatile factor could be risky. Read more

29 Nov 2019

Surviving a scandal: brand management and the Royal Family

The Monarchy proves that a clear strategy can build an everlasting brand, but it is always at risk of suffering reputational damage. Read more

22 Nov 2019

Insurance brands are failing to connect with consumers – and this is a problem

The industry is slowly changing, and those that are adaptable and invest in strengthening their product and brand could see a massive pay-out. Read more

15 Nov 2019

Tiffany’s signature blue is priceless – and LVMH knows it

While the French powerhouse has yet to up its offer, it has come too far to back down. The American jeweller is a highly attractive target for anyone with a stake in the luxury market. Read more