Case studies

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.

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.

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.

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.