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21 September 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

13 September 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.

09 September 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.

30 August 2019

Crimson wave –<strong> </strong>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.

23 August 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.

16 August 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.

02 August 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.

26 July 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.

22 July 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.

13 July 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?  

07 July 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.

28 June 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.

22 June 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.  

15 June 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.