Branding stories; WIPO new online brand-search tool and Coca Cola

WIPO have launched another new tool this month.  See “WIPO Launches New On-Line Tool to Facilitate Brand Searches“. From their press release:

“A new on-line tool launched by WIPO … will make it easier to search over 640,000 records relating to internationally protected trademarks, appellations of origin and armorial bearings, flags and other state emblems as well as the names, abbreviations and emblems of intergovernmental organizations. The Global Brand Database allows free of charge, simultaneous brand-related searches across multiple collections.”

Thanks to WIPO for another free resource.  It is part of WIPO Gold, a “free public resource which provides a one-stop gateway to WIPO’s global collections of searchable IP data”

And the Coca Cola reference?  Well, whilst on the subject of brands, I was reading the Intellectual Asset Management blog.  They posted an item: “The Coca-Cola brand suffers a sharp fall in value as Google hits number one

Love it or loathe it, no matter where in the world you are, the chances of finding Coca Cola are pretty high.  It was interesting to read therefore that

“for the first time [Coca Cola] finds itself outside the list of the world’s top 10 most valuable brands, according to the annual Brand Finance 500 study”

The article concludes:

“…although there is a lot more to brands than trademarks, it does means that if you are working in-house as a trademark operator, the job that you are doing is absolutely vital to the maintenance (as well as the creation, of course) of profoundly important assets. I am sure that this is not huge news to the trademark practitioners reading this blog, but I wonder how many other people appreciate it. My suspicion is that it is not as many as should be the case.”

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2 responses to “Branding stories; WIPO new online brand-search tool and Coca Cola

  1. Branding is not just advertising, nor is it simply a catchy name for a company or product. Brand is experience. Brand is a strategy of a company that is tightly linked to business strategy. for online business, Under promise and over delivery is a very good method of building your brand. looks is very important for those who are selling online, it makes a image in the mind of customer, so whenever they buy any product that you are selling, the logo of your brand will definitely strike on their mind.

  2. @Ariffmahmood, “Brand is experience”. I couldn’t agree more! And in the world of non-profit when branding can be utlised to build trust, this is even more tricky because you don’t have the metric of sales to help you analyse your success!

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