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As one of the giants of the confectionery sector, the Mars brand is valuable intellectual property (IP) and is fiercely protected by its owner, Mars Incorporated.
It helps that the company has the former president of the International Trademark Association (INTA) Rhonda Steele as its Marketing Properties Director.
If your product is good, you should also have a good patent attorney says Hani Yassa, one of the people behind Charli Chair that featured on reality TV series Shark Tank.
Li'TYA is an Aboriginal name, meaning 'of the earth' and is also the trade mark for a skincare and spa brand that uses the natural healing properties of native plants. Trade mark protection has helped build the brand and led to the success of the business.
The Coffee Club started as one store in Brisbane and quickly became a national franchise with over 100 outlets. This success has been driven by the IP focus of its founders, Emmanuel Kokoris and Emmanuel Drivas, who understand the strength of branding in attracting customers and franchisees.
For some start-ups, crowdfunding can be a source of funding to get an idea off the ground. However, it’s important to protect your idea or product before you make it public. Here’s why…
Richard Hoare, Design & Innovation Director at Breville takes us through the business tips that has made Breville an industry leader and given it a sustainable competitive edge. He explains how Breville uses intellectual property (IP) to engage customers through consistent and well-researched branding and investment in various IP protection.
Blundstone is a company name and Australian trade mark of almost legendary status, so protecting IP rights is at the heart of its business strategy.
Michael Pearce, owner of Leaf Free Gutter Guard, talks about how advice from a legal professional helped his business identify the intellectual property (IP) rights that could improve its market position.
Phil Sims, CEO of Robern Menz, talks about the value in registering your trade mark and the benefit in seeking advice to confidently invest and protect your brand.
When someone sees the tagline ‘Just do it!’ they generally know the brand associated with the slogan straight away. It has even been declared as a ‘famous’ trade mark by the Trade Mark Trial & Appeal Board. An important aspect of branding is the customer association and recognition that’s attached to it. Here's what makes Nike's slogan so memorable.
