Consumer behavior changed rapidly in response to the COVID-19 lockdown, leading to years if not decades worth of e-commerce growth in months. This acceleration in on-line selling and digital marketing compounds existing challenges organizations face in securing strong trademarks and protecting their brands. Never has it been more important to demonstrate a clear brand strategy and to protect and differentiate your brand.
The growth in e-commerce looks set to continue and with it many businesses will see increasing global competition and increasing challenges in securing strong brands and trademarks. There are clear rewards for those who are able to create or maintain strong differentiated brands but in order to reap the returns there is a requirement to be more proactive than ever in the management of brand and trademark portfolios.