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Research

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.

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

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.

Latest

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

16 Aug 2019

Just Eat and Takeaway.com tie-up to take on Uber Eats as brands seek market dominance

The online food delivery services industry is heating up. Major players are snapping up smaller brands and merging to solidify market presence and expand into new regions, as our exclusive data analysis reveals. Read more

10 Aug 2019

Poland’s economy continues to exhibit remarkable growth, but can local brands keep up?

The former communist state has developed a strong market economy, and local brands have the opportunity to exploit these conditions to gain both domestic and international traction. Read more

2 Aug 2019

De Beers’ winning strategy: if you can’t beat ‘em, join ‘em

The world-renowned diamond company has drastically shifted its brand strategy in the past year, managing to strengthen its own market position while weakening that of its rivals. Read more

26 Jul 2019

NASA has one small portfolio of trademarks, one giant global identity for its brand

In an exclusive data analysis, we find the American space agency has a minimalist portfolio – a trend among federal agencies – yet maintains a strong brand identity around the world. Read more

22 Jul 2019

What Volkswagen’s portfolio tells us about disruption in the automotive industry

With the rise of autonomous driving technology, ride-hailing companies and micromobility transportation, traditional automotive manufacturers need to evolve fast. Positively, the strength and reputation of existing brands will prove key to fighting off digital start-ups. Read more

13 Jul 2019

Huawei seeks to weather political storm and extend brand success story

The Chinese tech giant has penetrated the global market and withstood international political pressure, so what has made its brand so resilient?   Read more

7 Jul 2019

Monzo doubles value; fintech companies maturing to further disrupt the market

Digital banking giant Monzo announced last month it will be launching in the United States. While this is a significant move for the fledgling company, its trademark portfolio shows it is still well in the start-up phase. Read more

28 Jun 2019

Inside Facebook’s trademark portfolio as company reacts to criticism and boosts value

The tech giant has managed to withstand the negative impact of criticism over its handling of users’ data and policing of content. The future, though, will bring new challenges. Read more

22 Jun 2019

Beyond Meat takes market by storm; plant-based applications see a boom in the US

The LA-based start-up has had an impressive post-IPO performance, with traditional manufacturers now starting to react. This activity could make meat alternatives the next brand battleground.   Read more

15 Jun 2019

Apple tops designation ranking as companies eye Vietnam expansion

The Southeast Asian country already had a thriving economy, but it is now directly benefiting from the trade war between the US and China as companies like Apple consider relocating production lines.   Read more

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