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
As social platforms turn personal brands into real businesses, more creators are trying to register their real names as trademarks. But being well-known alone doesn't automatically make your name distinctive or eligible for protection. So, before you file, we've prepared an article to help you understand what actually qualifies, when to apply, and how to avoid common mistakes.
In the world of entertainment, intellectual property isn't just a legal formality—it's the foundation of a media company’s business model. From blockbuster films and binge-worthy series to character-driven merchandise and licensing deals, the value of a brand often hinges on how well its trademarks are protected and enforced. Trademarks allow media giants to maintain creative ownership, fight off imitators, and capitalize on fan loyalty across global markets. In this article, we explore how leading companies like Netflix, Disney, and HBO use trademarks not only to defend their content, but to build billion-dollar empires around it.
By now, even if you don’t collect designer toys, you’ve probably seen Labubu — the spiky-haired, sharp-toothed creature who’s become the face of Pop Mart’s collectible empire. What’s less visible, though, is the clever trademark strategy behind Labubu’s meteoric rise. The story of this iconic toy serves as a masterclass in IP timing, territorial defense, and the surprising pitfalls of going global.
In a recent landmark decision, the UK Supreme Court sided with software company SkyKick, ruling that Sky’s trade mark filings were partly “bad faith” applications. This ruling challenges how far big companies can go in protecting trade marks, empowering smaller businesses to stand up against overly broad brand claims.
The US Trademark Office has canceled the “Super Hero” trademarks jointly owned by Marvel Comics and DC Comics, two of the most influential and iconic forces in the comic book industry. This decision represents a significant victory for independent creators and storytellers, as it opens up the use of the term “Super Hero” to the public domain.
Influencers today are more than just content creators—they’re powerful brands that can shape trends and drive consumer behavior. But as your influence grows, so does the risk of others trying to profit from your reputation. Whether you’re an established influencer or on the path to becoming one, understanding and securing trademark rights is essential to safeguarding your brand and ensuring that your distinctive identity remains yours.
Yusuf Dikec, an Olympic silver medalist sharpshooter from Turkey, has taken a significant step to secure his legacy beyond the shooting range. The athlete, whose nonchalant pose during the Paris Olympics went viral, has officially filed for a trademark with the Turkish Patent and Trademark Office.
When it comes to film and entertainment industry, the interplay between intellectual property (IP) and merchandising has proven to be a highly lucrative partnership. Through strategic licensing agreements, iconic logos, catchphrases, and characters are transformed into a diverse array of products that capture the hearts of fans and drive revenue to unprecedented heights.
In the highly competitive world of sports, athletes and teams are not just known for their athletic prowess but also for their personal brands. These brands encompass the players' identities, accomplishments, and associations, while also representing the teams' legacies and achievements. Building and safeguarding these brands is crucial in the modern sports landscape, and trademarks play a vital role in this process.
In a recent legal battle over the iconic Batman logo, DC Comics emerged victorious, securing its trademark rights in the European market. The General Court of the European Court of Justice ruled in favor of the comic book publisher, dismissing an application by an Italian company, Commerciale Italiana, to invalidate the trademark. This decision affirms DC Comics' exclusive rights to use the Batman symbol on a wide range of merchandise, including clothing and carnival items.
