Insights, key indicators and case studies that inspire.
A cross-sectional survey with a representative sample of 10,000 consumers was used to assess the consumers' attitudes towards the extent to which a brand influences their purchase behaviour and their willingness to pay premium prices.
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Perceived importance of brand
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Willingness to pay premium for brand
The United States Patent and Trademark Office has delivered a blow to the Washington Commanders, the professional American football team based in the Washington metropolitan area. Their application to trademark the name "Washington Commanders" has been denied, posing challenges for the franchise.
There has been an increase in trademark disputes related to digital assets, including non-fungible tokens (NFTs), as the popularity and adoption of digital assets have grown. Most recently, Yuga Labs, the entity responsible for one of the most well-known NFT initiative known as Bored Ape Yacht Club (BAYC), has emerged victorious in a trademark infringement lawsuit against Thomas Lehman.
BeReal, an emerging social media app that has gained popularity as a photo-sharing platform, is currently embroiled in a legal dispute with a small London-based womenswear company sharing the same name. The app distinguishes itself by promoting authenticity and encouraging users to showcase their unfiltered selves. However, the clash arose when BeReal sought trademark registration in various categories, including clothing, overlapping with the prior registration of the London-based BeReal clothing brand.
The trademark dispute over the word “Cochiba” between General Cigar Co and Empresa Cubana del Tabaco is one of the longest-running and most high-profile trademark disputes in recent history. The dispute centers around the ownership of the Cohiba trademark, one of the most iconic and recognizable cigar brands in the world, and has involved legal battles in multiple countries over several decades.
The cannabis industry is growing rapidly, with global sales expected to reach nearly $149 billion by 2031. Considering the ongoing discussions on the legalization for cannabis and of cannabis-derived products observed in the EU and the US in recent years, we can see a surge in companies that are beginning to invest in the market as a serious profit opportunity. Though the industry has seen significant improvement, particularly around legality, it continues to face many challenges, including in the area of intellectual property.
Branding is a critical aspect of a company's success, and trademarks play an important role in building a strong brand identity. Selecting a strong trademark is essential to protect your brand's reputation and ensure legal protection. By following these guidelines, you can create a strong trademark that helps you stand out in a crowded marketplace and build a strong brand identity.
When two brands have similar names, it can lead to consumer confusion and potentially result in a loss of reputation and revenue. Consumers may mistake one brand for another, leading to incorrect associations and negative experiences with the brand they intended to interact with. For that reason, phonetic similarity is one of the key factors in trademark law that is considered when determining whether there is a likelihood of confusion between the two brands.
Registering trademarks that include vulgar words can be a challenging process, as it raises various legal and ethical concerns. As a result, trademark registration authorities often subject such applications to greater scrutiny, and the approval process can be more complicated and time-consuming. However, there are also cases where companies were ultimately unsuccessful in obtaining a trademark registration.
Oura Inc., a company offering antimicrobial products, is engaged in a legal battle with Finnish startup Oura Health, valued at $2.5 billion and known for its fitness-tracking Oura Ring, over trademark claims. If successful, Oura Inc. would have to change its branding or face significant legal consequences.
Well-known brands typically invest a lot of time, effort, and money into developing their trademarks and building brand recognition among consumers. As a result, they may be more likely to take legal action to protect their trademarks from infringement by others. While aggressive trademark enforcement is often seen as necessary to protect the value of a brand's trademarks, it can also lead to public criticism if it is perceived as heavy-handed or unfair.
