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The 2018 FIFA Football World Cup is well underway in Russia with the teams having played through most of the group games at the time of writing. England fans’ spirits remain unhealthily optimistic with the Three Lions having recorded their highest ever victory in a World Cup match at the weekend with a 6:1 win over Panama. Other major teams have looked unconvincing it must be said, with Argentina scraping through to the knock-out stages a couple of nights ago and defending champions Germany failing to progress out of the group stages following three abysmal performances. Who knows maybe it is England’s year after all…
Although football is the main focus, it’s hard not to notice the role that branding and sponsorships play at the World Cup. Many businesses want their brand to be associated with (and profit from) the world’s most widely viewed sporting event. Following the recent news that England striker Jesse Lingard has registered his goal celebration as a trade mark, we thought we’d have a little look into other trade marks that footballers have registered to protect their personal brands, enabling them to reap rewards both on and off the pitch. (more…)
The aim of this article is to very briefly introduce some topics, facts and issues from the area of intellectual property law. This article is aimed at people who have had little or no contact with intellectual property and is designed as a (very brief) primer to highlight some particular elements of the subject area. (more…)
Consider a company selling non-pharmaceutical products to the general public (pharmaceutical products raise special issues, not discussed here).
The possible extremes of branding architecture are these:
- “one product [or product type, or service (type)], one brand”; and
- “monolithic”. (more…)