Johnson & Johnson decides bigger is not better

The corporate schism will enable the company to spend more time nurturing and promoting its household brands.

Johnson & Johnson decides bigger is not better
Alphabet: the entity that lets Google flourish
12 Nov 2021

Alphabet: the entity that lets Google flourish

Google, the first major tech giant to go down the house of brands route, is a case study in how it can be successfully executed.

Brand Tracker: key data insights into the trademark activity of the world’s major companies (May – August 2021)
5 Nov 2021

Brand Tracker: key data insights into the trademark activity of the world’s major companies (May – August 2021)

Samsung seeks greater protection for its UTG brand, while Microsoft focuses on core name and products.


3 Nov 2021

Register tracker: trademark trends in Latin America (May-August 2021)

Latin American brand owners post strong foreign filing levels during mid-year period Read more

29 Oct 2021

Register tracker: trademark trends in Asia (May – August 2021)

Major Asia markets are faring better than Europe and North America from a trademark filings perspective. Read more

27 Oct 2021

Register tracker: trademark trends in North America and Europe (May – August 2021)

The latest data reveals that filings are down, particularly domestic applications. Read more

22 Oct 2021

The pandemic’s delayed impact on the trademark landscape

2020 was a record-breaking year, but opposite trends are taking place in 2021. Read more

20 Oct 2021

Trademark applications from China are on a downward trend around the world

Data analysis suggests that political factors are likely responsible for a change in filing patterns from trademark applicants in China. Read more

15 Oct 2021

AB InBev's beyond-beer strategy could transform its brand portfolio

Its staple brands still have an important role to play as the brewer looks to expand into adjacent product areas such as hard seltzer and canned cocktails. Read more

8 Oct 2021

Challenger cosmetics brands poised to thrive online

The beauty industry is in a period of major disruption, but the shift to e-commerce has benefitted DTC brands. Read more

1 Oct 2021

How Netflix builds long-term strategy around popular content and brands

The company purchased the Roald Dahl story catalogue, which it will leverage in streaming but also in its burgeoning video game and consumer businesses. Read more

24 Sep 2021 leverages relationship with LVMH to boost its own reputation

All the brand’s touchpoints are covered, giving the e-commerce giant a leg up in a competitive market. Read more

17 Sep 2021

Why 2021 could be the year China’s trademark volume starts to decline

A decade of explosive growth has greatly altered the country’s IP and brand ecosystems, but preliminary numbers indicate negative growth is a very real possibility this year. Read more

10 Sep 2021

Marvel always possessed the ‘House of Ideas’, but it had to learn how to unleash its IP

A major strategy shift in the early 2000s resulted in increased licensing engagement, and the company has continued to be proactive in brand monetisation since, to great success. Read more

3 Sep 2021

adidas moves on from Reebok to focus on core brand

The German sportswear company spent years trying to bolster the Reebok brand, but now it will focus exclusively on key franchises under its main money maker. Read more

27 Aug 2021

Brazil is an important market for global brand owners, and the data is telling of this

The country has the largest trademark register in South America, and in 2019 it took a major step to improving its IP infrastructure through its accession to the Madrid Protocol Read more

24 Aug 2021

EUIPO hits major registration milestone as upward trajectory continues: inside the data

Two million EU trademark registrations have officially been filed at the EUIPO. Read more

20 Aug 2021

Coca-Cola’s brand strategy requires a balance of innovation, nurturing, and knowing when to call it quits

The renowned drinks manufacturer has been on a brand purge since the end of 2020, putting an end to underperformers and reallocating resources to its best and most promising brands Read more

13 Aug 2021

Find out what’s inside the portfolio of the world’s second largest licensor

Meredith Corp has an extensive brand licensing practice, owning the rights to major names like PEOPLE, Better Homes & Gardens, and Martha Stewart Living Read more

6 Aug 2021

Application volume drops in many major registers in recent weeks

The dip in trademark activity has not impacted the year’s overall numbers, yet. Read more

30 Jul 2021

Analysis of trademark data reveals the industries that SMEs thrive in

Clothing and accessories as well as business services are key sectors for smaller brand owners, but they struggle in chemical fields. Read more

23 Jul 2021

Starbucks’ brand manual is something smaller companies should aspire to

The coffee chain sets a strong example for the benefits of having clear branding guidelines. Read more

16 Jul 2021

Everything you need to know about Authentic Brands Group before its US listing

The company’s filings offer important insight into how it runs its lucrative licensing business. Read more

9 Jul 2021

Brand Tracker: new series to identify filing trends among major companies launches

The first of a new series reveals what the world’s top brands are up to and where their businesses are going. Read more

7 Jul 2021

The China Trademark 50

Tencent owns the largest number of active Chinese trademarks with a portfolio of 37,205 applications. This is nearly 15,000 more than second-place Beijing Jingdong Triple Bai Lu Pick Up of E-commerce Limited. Read more

7 Jul 2021

The US Trademark 50

The owners of the 50 largest US trademark portfolios collectively held 58,811 active assets in 2020. Together these entities filed 5,557 applications over the course of the year, down 4% from the previous year. Read more

7 Jul 2021

The Europe Trademark 50

The top 50 owners of the largest active European trademark portfolios together filed 15% fewer marks last year than they did the year before, dropping from 11,427 applications down to 9,902. Read more

2 Jul 2021

Outreach to SMEs is translating into trademark filings, but there is still work to do

IP offices have prioritised small business engagement in recent years. While more SMEs are seeking trademark protection, data reveals that there are still a lot of new companies that are not benefitting from these rights. Read more

25 Jun 2021

Globalisation is the goal for Chinese phone brands, but trademark data shows the US is still a fantasy

Huawei, Oppo and Xiaomi, just to name a few, have spent years investing in international expansion with their portfolios growing to match their scale. Read more

23 Jun 2021

Register tracker: Latin America

We drill into the latest trademark trends and statistics for Argentina, Brazil, Colombia, Venezuela and Mexico Read more