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.

Starbucks’ brand manual is something smaller companies should aspire to
Everything you need to know about Authentic Brands Group before its US listing
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.

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


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

21 Jun 2021

Register Tracker: Asia

China dominates this landscape with local brand owners active at home and in neighbouring countries. Read more

18 Jun 2021

Register tracker: North America and Europe

The first of a new series reveals the key data points of major registers across Europe and North America. Read more

11 Jun 2021

The Swiss register is stable and a fan favourite for foreign businesses, particularly those from the US

Switzerland’s economy is highly integrated in the global market, with trademark data revealing how the country is an important consideration for expanding brands. Read more

4 Jun 2021

Recent media tie-ups reveal value of IP in the streaming wars

Amazon will take on MGM’s portfolio, while WarnerMedia will be combined with Discovery. Both stand to gain the rights to famous content and brands. Read more

28 May 2021

Target goes all in on private labels and reaps the rewards

The US retailer’s in-house brands are major money makers, which means trademark protection is the number one priority. Read more

21 May 2021

How China’s political disputes with trade partners impacted trademark filings, both at home and abroad

China is, and has been, embroiled in many disputes on the world stage, which has had knock-on effects on brand owners. Read more

14 May 2021

Data highlights South Korea’s trademark ecosystem as one that is heavily utilised by local brands

The Asian Tiger is known for being an innovation powerhouse, but data analysis shows it isn’t all about the patents. Read more

7 May 2021

Trademark filings keep climbing as world edges towards normalcy

The numbers are well above last year’s figures, but the growth may not be sustained. Read more

30 Apr 2021

Cannabis retailers have their work cut out for them in terms of trademark and brand strategy

Legal uncertainty is keeping brand owners on their toes, requiring businesses to be flexible and forward-thinking with their approach to IP. Read more

23 Apr 2021

Famous authors and popular titles remain the key to boosting the brand value of top publishers

The Big Five institutes need to continue acquiring – and recruiting – top writers to keep their brands intact, but it’s becoming more difficult in an industry overhauled by tech. Read more

16 Apr 2021

Government reform and incentives have created a robust trademark ecosystem in India: top filers revealed

Asia’s third-largest economy is now the third-most active register in the world thanks to a hot start-up scene and prolific local filers Read more

9 Apr 2021

Luxury doyen Hermès is thriving, thanks to unwavering dedication to its traditional brand values

The French boutique is taking market changes in its stride and its popularity is growing as a result. Read more

29 Mar 2021

Nestlé scours for attractive brands to keep itself on top of the market

The Swiss multinational has an arsenal of iconic brands and local favourites, which it keeps up to date by adding and dropping businesses in line with evolving consumer tastes. Read more

19 Mar 2021

Trademarks within services are trending upwards, indicating a shift in economies away from goods

Nice class data gives insight into business activity within major markets. Among other things, it reveals how ongoing trends have been disrupted by the pandemic. Read more

12 Mar 2021

What happens to Big Oil majors when they fall out of love with their key commodity? They rebrand

Using buzz words like ‘petroleum’ and ‘oil’ once made sense in branding but supermajors are increasingly dropping references to their legacy businesses as they try to go green. Read more

5 Mar 2021

Early trademark data for 2021 reveals activity levels at major registers are off to a solid start

Our latest update tracking the impact of covid-19 on major ecosystems shows top markets are faring better than expected. Read more

26 Feb 2021

Major Leagues rely on new-age media to boost engagement and strengthen brand equity

The top sports leagues in the US are social media savvy, and their trademark portfolios reflect their unique branding circumstances. Read more

19 Feb 2021

Positive intention for UK address for service rule changes, but data shows muted impact

The UK trademark filing landscape is changing, with new agents coming onto the scene and early analysis indicating limited impact of the new local address for service requirement. Read more

12 Feb 2021

France records its fourth year of trademark growth, hitting the 100,000 applications mark

Domestic brands are IP savvy and are particularly active users of WIPO’s Madrid system. Read more

5 Feb 2021

Lego thrives thanks to savvy branding that stays true to core values

The legacy brand is both proactive and reactive in its strategy, ensuring that it stays relevant in a market that is unkind to traditional retailers. Read more

29 Jan 2021

USPTO fee increase has not dampened demand as early year filings jump 40%

The new prices are enough to generate some much-needed revenue without risking putting off prospective filers. Read more