Research

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

Twitter: the land of risk and opportunity
While ‘Tokyo 2020’ will now take place in 2021, brands will get their time to shine
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.

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

Latest

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

8 Nov 2019

Google’s tie-up with Fitbit, if successful, would open more doors than one

The tech giant has big plans within the wearable technologies sector, as it seeks to take a bite of Apple. Read more

1 Nov 2019

Brands could be the centre of renewed focus during Israel’s scale-up phase

The start-up nation’s register is dominated by foreign applicants but, as the government throws its weight behind maturing businesses, strong branding will help domestic companies to become a feature of the economy. Read more

25 Oct 2019

Diageo puts brand building at the core of its business – and it works

The British multinational sees success because it never guesses about consumer needs and invests in targeted marketing. Read more

18 Oct 2019

A new dawn for grocery stores: how major brands are changing to counter low-cost rivals

The departure of Tesco’s CEO signifies the retailer’s successful turnaround, but this is just the beginning as long-time players overhaul businesses to stay in the game. Read more

11 Oct 2019

Online betting heats up in the US with string of M&A activity

Flutter Entertainment’s acquisition of The Stars Group would show that, despite uncertainty, major players in the gambling industry see the newly liberated US as a high-growth market. Read more

4 Oct 2019

As rivals take aim, McDonald’s eyes big tech to drive growth

The fast-food powerhouse has turned to machine learning tech in a bid to personalise the brand experience - however, its rivals have demonstrated that personality is as powerful as technology. Read more

27 Sep 2019

DC Comics’ day one appreciation of characters sets it up for sustained success

Age-old brands prove yet again to be a key asset as streaming wars heat up, but Batman is bigger than the digital era. Read more

21 Sep 2019

New Zealand thrives where others have failed – and it is all down to brand

The small island country has boosted its tourism by turning itself into a brand; the jurisdiction is increasingly attractive for multinational brands and it makes its presence known on the world stage. Read more

13 Sep 2019

The brand battles rage on between legacy airlines and low-cost carriers

The evolution of the air travel industry has blurred the line between premium and cost-conscious brands. There are problems for both on the horizon as social media puts reputations at risk and consumers call for more environmentally friendly modes of transportation. Read more

9 Sep 2019

No safe bets – what the potential Philip Morris-Altria merger tells us about the tobacco industry

Major players are pulling out all the stops to diversify their portfolios, expanding geographically as well as investing in and buying up other businesses. However, no matter how you look at it, there are significant challenges ahead. Read more

30 Aug 2019

Crimson wave – how Harvard outstrips other universities in terms of registered trademarks

Ivy League schools rely on their reputation to attract top-notch talent, so policing these brands is a critical undertaking. Read more

23 Aug 2019

Expanding around the world: Tencent’s brand is critical to building partnerships with foreign companies

The Chinese company’s portfolio shows that the business is developing fast, and international markets are its next target. Read more