WIPO Report on Trademarks, Patents, Designs

The World Intellectual Property Organization (WIPO) published its report about filings of trademarks, patents, and designs.

You can download it here.

For brand proprietors, the ever increasing number of trademarks raises the following questions:

How do we maintain brand recognition / awareness?

How do we keep our brand relevant?

How do we turn brand recognition and relevance into revenue and profit?

Brand Licenses give Pricing Power

Licensees enjoy many benefits from a strong brand. One of the most important is pricing power.

Marketers of no-name products and weak labels are in no position to raise prices. They are replaced easily.

Whereas strong brands generate a premium and higher margins. And the higher margins – the brand premium – justify the royalties.

That is especially true during times of rising costs like now.

Followers: religion and influencers

Below you see a few of the oldest, most recognizable logos, and the number of “followers” as per WikiPedia:

 

 

 

 

Christian: 2,400 Mill.

 

 

 

Islam: 1,900 Mill.

 

 

 

 

Taoism: 173 Mill.

 

 

 

 

Judaism: 15 Mill.

And here are the top 10 social media stars with their numbers of “followers” (as of April 2021, from here):

Cristiano Ronaldo:  517 Mill.

Justin Bieber: 455 Mill

Ariana Grande: 429 Mill.

Selena Gomez: 425 Mill.

Taylor Swift: 361 Mill.

Dwayne Johnson: 342 Mill.

Katy Perry: 338 Mill.

Kylie Jenner 333 Mill.

Rihanna 332 Mill.

Kim Kardashian: 319 Mill.

Sport and entertainment personalities have the largest following, artists account for 25 of the top 50.

Rhianna capitalizes her brand Fenty  –  lingerie, cosmetics – with LVMH.

Kylie Jenner sold shares in her brands – f. e. cosmetics, lingerie – to Coty.

Successful Brands like Banksy

One example of successful brand building and management is Banksy. The most recent auction of his “Love in the Bin” fetched US$25.4 million. Just three years ago, the work was auctioned for US$1.4 million.

What makes Banksy successful?

Brand myth, the person is a mystery.

Pushing boundaries, the legality of graffiti is questionable. Similar to Red Bull, which was considered not legal in Germany initially.

Brand checks, at PestControl he authenticates his work, and thus, protects and defends his work and his brand.

Exclusivity, Banksy is selective when licensing.

Banksy operates largely outside the classic channels of the art market such as galleries, art fairs, museums.

habitat revival

Interior design and furniture define ‘lifestyle’ much more than fashion. It is a lot easier and less expensive to change your wardrobe, than your furniture, house or apartment.

One outstanding, international design brand was habitat. Founded by Sir Terence Conran in 1964, who’s mantra was: “design has to improve life”.

habitat become a success and grew into a large chain of stores internationally. Then it changed hands often, at one time it belonged to the Kamprad family along with IKEA. And then it went bust.

Eventually Britain’s second biggest grocery retailer Sainsbury’s bought the brand alongside Argos years ago.

Now Sainsbury’s is trying a revival. habitat gets space in the supermarket stores, at lower price points.

For more of the original see The Conran Shops.

Trademark Oktoberfest

After five years, the City of Munich received trademark registration and protection for the word mark Oktoberfest (Wipo).

There are dozens of rival registrations and applications. Oktoberfest is celebrating in many countries all over the world.

Around the same time the State of Bavaria had filed for and received the trademark Neuschwanstein, the famous castle.

Most recommended brands

The most valuable business comes via recommendation.

Here are the most recommended brands per YouGov:

1  Toyota
2  Netflix
3  Samsung
4  Nike
5  adidas
6  Uniqlo
7  Airbnb
8  Apple
9  Mercedes-Benz
10 Booking.com

June 2020 – May 2021

Sweaty Betty instead of Reebok

The American company Wolverine is a proprietor of brands like Hush Puppies, Sperry, and licensee for instance of Caterpillar, Harley Davidson.

Together with Authentic Brands Group, Wolverine wanted to purchase Reebok from Adidas.

Now Wolverine is acquiring the originally English active wear chain  ‘Sweaty Betty’, with stores in the UK, USA and Asia, for roughly US$ 400 Mill.

The competition still is the same, LuluLemon. Founded in 1998, the Canadian fitness and yoga brand generated sales of ~ US$ 4 Billion in 2019.

The market of fitness, athleisure, was dominated by Reebok once. It made Reebok big. At the time it was called aerobics.