Chapter 7 – The Power of Trademarks in Modern Marketing
Partnerships and collaborations are done across all sectors, some more noticeable than others.
In fashion, you’ll see designer brands like Gucci partner with companies like Adidas to release a limited range of items. Some brands like to collaborate with celebrities.
Dua Lipa is one of the hottest names in pop music and recently collaborated with Versace.
In the automotive industry Bose stereos are built into the top line Audi’s.
These collaborations help brands tap into each other’s audiences.
Unique products boost both brands’ profiles, and ultimately lead to more revenue! But what do you think all these collaborations have in common?
Trademarks!
Do you want an example of a specialist in collaboration?
Lego
Lego frequently collaborates with other brands, such as Star Wars, Harry Potter, and Marvel, to create co-branded merchandise.
But why do they do this?
Let’s take the Lego’s release of the Death Star from Star Wars as an example. Many Star Wars fans will have had no prior interest in Lego until this collaboration. Some Star Wars fans will have bought the Death Star and left it at that, but many will have fallen in love with process of building something brick by brick and the joyful experience of stepping on pieces of Lego.
For Lego, this is an increase in brand awareness and growth, and some of the lovers of Lego may have even watched the Star Wars movies just to learn more about the Death Star!
Collaborations and partnerships can be used to expand the reach and appeal of your brand. Think about the products you sell and services you offer. Who could your brand collaborate with?
Remember, your trademarks are the connecting piece between your brand and the brands you choose to collaborate with. Use this as an opportunity to create unique products and attract a wider customer base.
Let me introduce you to a merchandising expert…
Disney
Disney is a master of brand merchandising, leveraging its extensive portfolio of trademarks across various product lines.
When you think of Disney, what brands do you specifically think about?
Maybe you think about Marvel Studios and Pixar Animation Studios or something that is the complete opposite, like National Geographic or ESPN. Disney has numerous brands and assets under its ownership which is one of the many reasons why the company is worth OVER $170 Billion.
When it comes to merchandise, the Disney range spans from toys and apparel to home decor, and electronics. All featuring their beloved characters. This strategy not only generates significant revenue but also reinforces Disney’s global brand presence and enhances customer loyalty.
But what about collaborations?
Disney has successfully tapped into diverse markets by working with variety of brands across many sectors. Collaborations and partnerships with brands like LEGO, have helped extend Disney’s reach and impact in the toy industry. On the other hand, Disney has partnered with fashion brands! From high street brands like Zara and UNIQLO to designer brands like Gucci, Disney has cast a wide net of customers by tapping into these brands.
Would a brand ever turn down a potential collaboration with Disney?
No brand could refuse working with Disney because of the market share and loyal customer base that Disney has! This makes collaborations a win-win scenario for both parties involved.
But what allows Disney to partner and collaborate with all these companies whilst ensuring their brand remains protected?
You guessed it. Its Trademarks! But many trademarks does Disney have?
Over 4,000!
Now can you see the power of trademarks?
So how do you go about trademarking your brand?
Maybe you have a unique brand name or logo, or perhaps a slogan or sound bite. It’s as simple as clicking the link here and booking a 10-minute demo with one of our trademark experts and it costs you nothing!
Do you already have a trademark?
Then the next step is to think about how your brand can maximise the benefits of merchandising. But to do this, it’s essential that your trademark registration is done correctly and actively monitored. As you plan to grow your brand and enter new markets, it is crucial to ensure that you are protected.
But what does this involve?
Conducting thorough trademark searches to avoid infringement.
Registering trademarks in relevant categories and jurisdictions.
Monitoring the market for unauthorised use of your trademarks.
Enforcing your trademark rights through legal action if necessary.
Does this sound complicated? Or maybe you’re thinking “I know this is important but I just don’t have the time”…
Then we can help you!
Trust us, the experts. We have registered over 5,000 trademarks and are actively monitoring thousands of trademarks for our clients. Let us do the complicated stuff whilst you focus on the most important thing to you, growing your brand!
Now, imagine seeing someone using your brand without permission. How would you feel?
You’d be devastated!
All those hours you’ve put into creating something unique, something you are proud of.
So why take the risk? Call us at The Trademark Helpline at 0161 833 5400 for a free consultation.
When it comes to brand merchandising, Trademarks are invaluable assets. They don’t just protect your brand —they create opportunities to enhance brand recognition, engage customers, and most importantly, increase revenue. By effectively leveraging your trademarks, you can develop successful merchandising strategies that drive growth and strengthen your brand.
