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.
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.
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 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.
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.
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 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.
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.
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.