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
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.
In today's rapidly evolving business landscape, organizations often grapple with the daunting challenges presented by inefficiencies in their staffing and hiring processes. The traditional methods of recruitment and selection, plagued by time-consuming administrative tasks, manual paperwork, and subjective decision-making, no longer suffice in meeting the demands of a competitive talent market. Recognizing the critical need for change in approach, WorkReel has embarked on an innovative approach to revolutionize the hiring process.
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.
