Insights, key indicators and case studies that inspire agencies forming public opinion.
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.
43
Perceived importance of brand
7
Willingness to pay premium for brand
Video editing company Stitch Editing lost the case regarding the claim that TikTok has been confusing users by making use of the ‘Stitch’ name to brand the social media video-sharing platform’s technology for “stitching” videos simultaneously.
Social media activity not only provides information on a product or service identified with a trademark, but also contributes to the general image and reputation of a person or company. This reputation can be easily misused by third parties to the detriment of the trademark owner. Because of that, the intricate interplay between social media and trademarks remains an area riddled with many conflicting rights and interests. Trademark monitoring is then critical for brand owners who wish to ensure consistency of their trademark use across different platforms.
Many celebrities have taken the entrepreneurial path and have commenced branding programs using their intellectual property to sell a variety of goods and services. In order to do that, they first must register official trademarks — for their names, their children’s names, their catchphrases, and their song lyrics. Some of them are successful, and some are not. From Donald Trump’s catchphrase “You’re Fired” to Beyoncé registering the names of her children, here are seven most interesting things celebrities have tried to trademark.
Trademark laws protect not only words and slogans, but also various shapes, sounds, and smells. With millions of trademark applications filed each year, we are seeing an influx of exceptional cases of filings for unconventional trademarks by both new and established brands. Below is a list of some of the most original and unexpected products that people have trademarked.
According to the Growth Trend Analysis and Forecast Report by MarketDecipher, the sports memorabilia market size will be US$26 billion in 2021, with NFT sports collectables currently estimated at US$1.4 billion, which is estimated to double its market size at a 100% growth rate and reach 2.6 billion in 2022. As a result, many professional NBA athletes such as Kevin Durant and King James LeBron are not missing an opportunity to further develop their personal brands by offering fans new ways to connect with them through ownership of unique digital assets.
Luka Dončić filed a petition with the United States Patent and Trademark Office (USPTO) with the intent to cancel the registration of the trademark "Luka Doncic 7", the ownership of which currently belongs to his mother, Mirjam Poterbin. This case raises some interesting questions regarding consent to the registration of a trademark that references a famous individual.
Many celebrities, including Rihanna, Snoop Dogg, Paris Hilton, and, most recently, Miley Cyrus, have been showing interest in the metaverse with their newly registered trademarks. Metaverse is said to offer a new way to bring music or products to people who cannot physically attend their stores or concerts or who simply prefer to enjoy them from the comfort of their homes. What is behind this trend and why do celebrities find it so appealing?
Acknowledging the full extent of brand infringement, FC Liverpool has attempted to register a trademark for the word Liverpool in an attempt to extend its scope of brand protection. These efforts have been unsuccessful following a heated public debate, with the United Kingdom Intellectual Property Office (UKIPO) rejecting the application due to the geographical significance of the city of Liverpool. Yet, Chelsea FC and Tottenham Hotspur represent examples of football clubs that have succeeded in their efforts to register trademarks for the words Chelsea and Tottenham. This viewpoint explores the seemingly subtle, yet significant, differences in these cases and explores the wider implications for brand protection.
There is a myriad of reasons why trademark registration is of a crucial importance for media companies. This article presents a concise summary of 12 key reasons why every agency forming the public opinion should think about registering for a trademark.
