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.
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.
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.
Ivy League schools rely on their reputation to attract top-notch talent, so policing these brands is a critical undertaking.
The Chinese company’s portfolio shows that the business is developing fast, and international markets are its next target.
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.
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.
In this week’s exclusive data analysis, we explore how Natura’s keen understanding of its consumer base, combined with previous acquisitions, has it poised to take on international expansion.
Direct-to-consumer brands have proved to be a problem for the American consumer goods behemoth Procter & Gamble, but a new customer-centric strategy combined with data resources could help the company regain lost ground.