Brands

How British American Tobacco cultivates new brands at the speed of global markets

As in other consumer industries, brands are central to British American Tobacco’s (BAT) business. With innovation at the core of the company’s global growth strategy, the inhouse legal team is tasked with performing rapid research for a continuous stream of new brands destined for markets around the globe. In this case study, BAT Trade Mark […]

Use as directed: Navigating the complexities of pharmaceutical trademarks

The global market for pharmaceutical products reached $1.2 trillion in 2018 – up $100 billion from the prior year. This is projected to reach $1.5 trillion by 2021. New developments in biotechnology, nanotechnology and digital medicine are rapidly transforming the definition of pharma products. These trends are creating an ever-more crowded and complex brand landscape. […]

Overcoming key challenges in drug naming

The global market for pharmaceutical products reached $1.2 trillion in 2018 – up $100 billion from the prior year. It is projected to reach $1.5 trillion by 2023.[1] By another measure, this translates into more than 40,000 Class 5 trademark applications submitted to Trademark Offices around the world in 2018, on top of 300,000+ already […]

#Hashtag trademark applications rise 64% in just one year

It wasn’t too long ago that hashtags didn’t even exist, but since the birth of Twitter they’ve grown to become so much more than a tool to identify messages on a particular topic. They’ve become stand-alone marketing tools, used in adverts and advertising campaigns to strengthen brand engagement and recognition. This is reflected in new […]

The Season For Infringement – Why brands need to be extra vigilant over the holidays

In the countdown to Christmas, brands large and small are launching their biggest seasonal marketing campaigns of the year. From Halloween and Thanksgiving, to Black Friday and Cyber Monday, consumers are bombarded with advertising and marketing messages. For some it’s the creation of a catalogue and in-store branding. For others, like high street retailers John […]