Trademarks and Brands

Apple and Google Top Interbrand Best Brands List for 5th Straight Year

by T+B BLOG TEAM on Thursday, 28 September, 2017

Interbrand's latest Best Global Brands ranking is out and Apple, Google, and Microsoft have been named the most valuable brands in 2017. Three newcomers joined the list for the very first time: Ferrari (at #88), Netflix (#78), and (#84).

Apple's brand value grew by 3% over last year to $184.154 million, while Google's brand value jumped 6% to $141.703 million. Microsoft followed at #3, with double-digit percentage growth, followed in order amongst the Top Ten: Coca-Cola, Amazon, Samsung, Toyota, Facebook, Mercedes-Benz, and IBM.

Sixteen of the Top 100 brands came from the Automotive sector, with the Technology sector following close behind with 15 brands represented.

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Topics: brands

When Naming Goes Public: Trainy McTrainface On Track for Swedish Rail Line

by T+B BLOG TEAM on Friday, 28 July, 2017

Remember Boaty McBoatface? It seems like only yesterday when the name was first floated after the UK’s Natural Environmental Research Council (NERC) asked for help in finding a name for a Royal Research ship via its website and Twitter account. More than 124,000 votes were cast and the winner turned out to be . . . Boaty McBoatface. But the Boaty name was overruled in favor of RRS Sir David Attenborough, but the name remains afloat on the Attenborough as an onboard submersible.

Now following in Boaty’s wake is Sweden’s Trainy McTrainface. Yes, the latest engine on Sweden’s Stockholm-Gothenburg train line has been named Trainy McTrainface, thanks to a public poll run by Swedish rail company MTR Express and a Swedish newspaper, Metro.

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Topics: brands, trademark clearance, names

Reviving Old Brands: ZIMA Brand is Back!

by T+B BLOG TEAM on Friday, 21 July, 2017

Get out your Hammer pants and inflatable sneakers because that popular drink brand from the 1990s is back. ZIMA the clear, malt-based alcoholic beverage brand has returned!

The MillerCoors-produced “maltaholic” drink reached the height of popularity in the 1990s with more than 1 million barrels sold in 1994. But then sales began to tumble, slipping to 403,000 barrels in 1996, according to Slate, before the citrusy drink was discontinued in the United States in 2008.

So what’s behind the ZIMA brand comeback? The ZIMA website explains: “We’re here because you are, and you deserve to experience this thing, even if it’s just for one incredible zummer.” The company’s marketing manager at MillerCoorsPlus told Business Insider that "tons of people" have asked for Zima to return to the market.

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Topics: brands, branding

The Importance of Brand Clearance: How About “COVFEFE” As a Brand? Part 2

by Steve Anderson on Thursday, 22 June, 2017

In our last installment, we put a critical eye to COVFEFE as a potential brand and attempted to deconstruct it in terms of potential meaning. In this installment, we’ll look at how COVFEFE would have fared had it been cleared as a potential brand in the fashion and food/beverage industries.

Using our visualization tool, Corsearch FOCUS, which determines phonetic and appearance-based similarity and relevancy algorithmically, let’s look at the preliminary clearance patterns for COVFEFE in the clothing and luxury goods industry. Corsearch FOCUS plots the mark on a radar-like visualization, giving an aerial view to pinpoint the most relevant data.

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Topics: brands, branding, names

The Importance of Naming: How About “COVFEFE” As a Brand? Part 1

by Steve Anderson on Wednesday, 14 June, 2017

Interesting marks often come from unexpected places. Take the recent “COVFEFE” craze, based on an apparent typo in a tweet early May 31, 2017 by a certain “high profile” individual. In less than two weeks, there are now about 40 COVFEFE trademark applications filed worldwide, thousands of domains registered, and untold numbers of social media hits still happening around the clock.

Corsearch’s GeoMapping feature shows where known marks containing the term COVFEFE are currently filed throughout the world:

The COVFEFE mark is rapidly seizing the globe like a game of Risk®. We’re going to ignore COVFEFE’s humble origins for now and take a look at it from a pure “brand” perspective.

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Topics: brands, branding, trademark


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