Research

Playboy trying to strike delicate balance as it returns to public markets

The company has pivoted from magazines to prioritise its licensing business. Yet, while it cashes in on these deals, it is simultaneously re-imagining the very brand that gave it its fame.

Playboy trying to strike delicate balance as it returns to public markets
China overtakes American brand owners to be largest source of trademark applications at the USPTO: data analysis
9 Oct 2020

China overtakes American brand owners to be largest source of trademark applications at the USPTO: data analysis

The unprecedented growth in filings from the Asian giant has many practitioners scratching their heads, so we’ve drilled into the data to provide a comprehensive picture of the situation.

Madrid, trolls and legislative change: explaining the latest filing trends in Canada
2 Oct 2020

Madrid, trolls and legislative change: explaining the latest filing trends in Canada

Trademark applications in Canada are down in 2020 – but coronavirus is not the cause, as our exclusive data analysis reveals.

Latest

25 Sep 2020

US and China driving international trademark applications, but question mark looms over the pandemic's impact

This week’s data analysis tells you everything you need to know about international registrations trends over the years, and gives a first look at the 2020 state of play. Read more

18 Sep 2020

As bankruptcy numbers rise so does the availability of, sometimes discounted, intellectual property

In this week’s exclusive data analysis we take a look at the trademark portfolios that have either recently changed hands or are owned by companies that have filed for Chapter 11 bankruptcy – revealing the two key features that make intangibles attractive to buyers. Read more

16 Sep 2020

As US trademark application levels bounce back stronger, litigation filings continue to plummet

Andrei Iancu, director of the USPTO, has identified a V-shaped recovery in trademark applications after a drop earlier this year. However, litigation filings are continuing their downward spiral. Read more

11 Sep 2020

Russia exhibits strong filings growth on the back of changes to its intellectual property system

Back-end work continues to improve the registry and trademark landscape. Subsequently, there has been a noticeable uptick in local brands pushing for the protection of their rights. Read more

4 Sep 2020

The TikTok brand has gone global, which is a great feat, but now it faces a reckoning in the US

The video-sharing app is a highly attractive brand for its resonance with the Gen-Z demographic, but its relationship with China and status as a social media giant will create risks for whoever takes it on. Read more

28 Aug 2020

Economies are battered but many major offices set for record trademark numbers

As the data continues to be updated, we are able to get a better understanding of the extent of the coronavirus’ impact on the trademark ecosystem. Read more

21 Aug 2020

Gymshark: a brand that ticks all the boxes (including trademark strategy)

The UK fitness company has solidified its market presence among the greats with a winning social media strategy, deep commitment to consumers and a forward-thinking approach to trademark protection. Read more

31 Jul 2020

Revealed: Jonathan Morton, Nyall Engfield and Benjamin Becker are top China representatives at USPTO

A year on from the USPTO's domicile rule change, new data shows the leading China-based representatives on trademark applications at the agency. Read more

24 Jul 2020

Sorry Big Dairy, milk alternatives (and the brands that support them) are here to stay

Oatly, a prominent Swedish oat milk maker, is now worth over $2 billion. Plant-based milk brands are quickly consolidating the market, and their quirky, hard-hitting campaigns are attracting a whole range of consumers. Read more

17 Jul 2020

UK is battling Brexit negotiations and the coronavirus, but it is still on track for its biggest trademark year yet

The first week of July was the busiest the UKIPO has ever seen, putting to rest any fears that the coronavirus pandemic would have lasting effects on application levels. Read more

10 Jul 2020

How Tesla builds its brand on the allure of Elon Musk

The electric vehicle manufacturer’s market value keeps climbing higher and higher – and so does its brand value. Why? Because investors and consumers alike are drawn in by the company’s quasi-influencer CEO. Read more

3 Jul 2020

Trademark strategy is an early focus of the world’s top disruptors

Analysis of this year’s disruptor list reveals that these start-ups defy the typical IP filing process. Read more

26 Jun 2020

Kraft Heinz finally sees a positive quarter, but innovation and licensing key to maintaining momentum

The company has struggled as consumers increasingly opt for healthier products. Now it is seeking new ways to monetise its iconic brands while simultaneously implementing a transformation strategy. Read more

17 Jun 2020

Mysterious Chinese entity sits atop USPTO top filers list, alongside Everglades College, Marvel and Walmart

This data deep dive explores US filing strategies by country, revealing that Chinese applicants increasingly favour direct applications while European-based businesses continue to utilise the WIPO route. Read more

12 Jun 2020

Ben & Jerry’s walks the walk – and that’s why people love it

This iconic ice cream brand’s response to the Black Lives Matter movement has been applauded for its authenticity and transparency. The company is well-versed in social activism, which has been the backbone of the business since day one. While brand building is not the purpose of its pursuit of a better society, it is a welcome side benefit. Read more

5 Jun 2020

Australia’s economy is being challenged on all sides with 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. Read more

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 Read more

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 Read more

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