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
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.
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.
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.
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.
Trademark law is a powerful tool for protecting your brand, but it has clear limits. Not everything that sounds “brandable” can actually be registered as a trademark. If you’re an entrepreneur thinking of locking in rights to a catchy city name, a cool flag-inspired logo, or terms like organic, “bio” or similar, it helps to understand why trademark law often says “no.”
AI feels inescapable in the world of business today. It's currently the premier tool for producing images, text, and even entire ad campaigns. Naming your brand is no exception to this. But as founders generate dozens and dozens of potential brand names, a question arises: 'can AI-generated brand names functions a brands, and can they be trademarked'?
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