Topic: Brand management

Latest content

Microsoft wrestles world’s most intangible company crown from Apple

Microsoft has been named the world’s most intangible company, with its intangible asset value approaching $2 trillion.

16 September 2021

Inconsistency, fraud, laundering – research decries challenges for cannabis companies at the USPTO

A new study has investigated the so-called ‘trademark laundering trap’ that cannabis companies face if they seek brand protection at the USPTO.

15 September 2021

USPTO trademarks on sale as NFTs; thousands of duplicate filings in China; Australia joins DesignView – news digest

In our latest round-up, we look at Nordstrom trimming its private portfolio to strengthen brands, Firefly becoming the North America licensing agency for Pan Am, and much more.

14 September 2021

Dettol owner revamp helps brand protection shine

How the team responsible for protecting the likes of Dettol and Lysol juggles broader corporate identity questions with a growing portfolio under constant threat of infringement.

14 September 2021

Emma Raducanu, the brand: why trademark protection needs to be a priority for tennis superstar

Tennis player Emma Raducanu could become a “billion-dollar sports star” through commercial deals, but reaching that potential will require effective brand protection – with one expert claiming delay could result in costly legal battles.

13 September 2021

Craft Europe steps up advocacy for new non-agricultural GI regime

Speaking to WTR, a spokesperson for the group argues that such a regime would have economic, sustainability and anti-counterfeiting benefits for EU and non-EU rights holders.

13 September 2021

Why Washington Football Team should stick with temporary name

As the 2021 NFL season gets underway, the shortlist of new names for the Washington Football Team has narrowed – but change may not be the best option.

11 September 2021

Marvel always possessed the ‘House of Ideas’, but it had to learn how to unleash its IP

A major strategy shift in the early 2000s resulted in increased licensing engagement, and the company has continued to be proactive in brand monetisation since, to great success.

10 September 2021

CIPO backlog update; Georgian GI dispute; Puma partners with Nintendo – news digest

In our latest round-up, we look at the current backlog of unexamined applications at the Canadian Intellectual Property Office, a new rapid authentication test for whisky, the latest warning about trademark scams, and much more.

10 September 2021

How Ford is redefining itself – starting with legacy trademarks

Evolving industries and a renewed brand focus require a new way of navigating trademark issues, reveals Ford chief trademark counsel Sharon Sorkin.

08 September 2021

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