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News and information about brand protection
Insights, key indicators and case studies that inspire.
Key indicators on the importance of brands
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.
Perceived importance of brand
Willingness to pay premium for brand
The selection of relevant classes and specific items of goods and services represents a crucial step in the process of creating a trademark application. On the one hand, too narrowly defined goods and services limit the extent of protection required and may leave a brand vulnerable to copycats and infringement attempts. On the other hand, too broadly defined goods and services not only result in a higher cost (government fees increase with additional classes) but also increase the risk of oppositions and consequent unsuccessful trademark registration. This article presents a detailed guidance for entrepreneurs on how to select the ideal set of relevant classes of goods and services during the trademark application process.
There is a myriad of reasons why trademark registration is of a crucial importance for environmentally-focused companies. This article presents a concise summary of 12 key reasons why every company in the sector of sustainability should think about registering for a trademark.