Insights, news and case studies that inspire fellow colleagues in the legal industry.
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
Trademark registrations do not update themselves based on current commercial use. When a brand evolves, the trademark stays fixed to whatever was filed in the original application. If your business has rebranded, modernized the logo, shortened the name, or expanded into different products, the gap between what is registered and what is actively being used can undermine and deteriorate your brand’s protection.
Trademark registration is not permanent. Your registration status depends on a set of ongoing legal obligations, and failure to meet them results in the cancellation of your mark regardless of active commercial use. For many trademark owners, this comes as a surprise, and by the time they discover the problem, the registration is already gone.
Many founders make their first trademark mistake before they ever file anything. They register their brand name, receive their certificate, and assume their logo is covered as well. It isn't, but the assumption leaves a large gap in their brand protection from day one.
Founders assume registering a trademark is the last step in brand protection. Without active monitoring, it is only the first step. In this article, we've outlined everything you need to know about brand monitoring. Why it's important, how to do it, where to do it, and everything inbetween.
The cost of trademark protection is climbing steadily, but higher fees do not always translate into stronger or faster protection. With fees rising across major offices, businesses must consider not only the upfront cost but the operational and strategic implications of where and how they register their trademarks.
Many entrepreneurs assume trademark conflicts only happen when two companies sell the same product. In reality, trademark law is much broader than that. It is surprisingly common for a business to invest in branding only to discover that an earlier trademark registration blocks the name. The reason often lies in how trademark classifications work.
Securing the perfect domain name before you launch your brand feels like a major win. However, an available domain doesn't automatically guarantee your brand name is legally safe to use. Understanding the difference between domain registration and trademark protection can save you from costly disputes and rebranding headaches.
For early-stage startups, timing is everything. Founders have to move fast to protect what they are building before competitors catch up. In that rush, intent-to-use trademark applications often look like the perfect solution. But while they can be powerful strategic tools, they are not placeholders you can set and forget. Used carelessly, they create vulnerabilities that only surface when it’s too late to fix them cheaply.
Trademark classes may look insignificant to many founders, but they quietly determine how strong or fragile your brand protection really is. With modern businesses bluring the line between products, services, and digital/physical offerings, it's imperative that you understand how trademark classes work and how you can use them to your advantage.
In 2025, several important court cases showed us how trademark rules are changing in response to new technologies, creative uses, and evolving markets. Together, they help explain where brand protection is heading and what companies should pay attention to.
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