Football teams and corporates are cashing in on brand value, but a changing industry means clubs need to use new methods to continue strengthening their presence and engagement levels.
Trademark output may be finally slowing down, but local brands are just getting started. Lawyers should therefore keep their eyes peeled as businesses shift their sights abroad.
The brand is on a roll with a show-stopping 2019, but the future is not without challenges.
Big Oil has traditionally flown under the radar when it comes to brand building, but changing tides mean that there must be a greater focus on the narrative surrounding the key companies involved.
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.
High-end brands are not the only ones suffering the repercussions of social unrest as trademark activity at the local register plummets.
As the once-revolutionary lingerie retailer cancels its famous fashion show, it must forget short-term sales and invest in re-building its brand.
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.
The Monarchy proves that a clear strategy can build an everlasting brand, but it is always at risk of suffering reputational damage.
The industry is slowly changing, and those that are adaptable and invest in strengthening their product and brand could see a massive pay-out.
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.
The tech giant has big plans within the wearable technologies sector, as it seeks to take a bite of Apple.
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.
The British multinational sees success because it never guesses about consumer needs and invests in targeted marketing.
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.