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.
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.
The Monarchy proves that a clear strategy can build an everlasting brand, but it is always at risk of suffering reputational damage.
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 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 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.
The Chinese company’s portfolio shows that the business is developing fast, and international markets are its next target.
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.
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.
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.
LVMH’s purchase of Belmond reflects an ongoing trend in the luxury market towards the travel industry. However, brands must be wise in this transition as there are endless opportunities for reputational damage.
The country is seeing increased interest from international entities - particularly from the US; this will likely grow in scale as not only the South African economy develops, but as other emerging markets on the African continent grow.
While the volume of applications filed at the USPTO has steadily increased in recent years, the top 50 US applicants are filing fewer trademark applications each year, with a significant decrease visible over a 10-year period. So what is going on?
Political and economic circumstances have made it difficult for domestic brands to build value, which could prove to be a setback for future growth. However, this could also create opportunities for law firm practitioners.