Drawing upon a 2015 academic study on brand identity and a 2024 legal analysis of trademark risk using examples like Nescafé and Tate & Lyle's Golden Syrup, they explain how elements such as packaging, messaging, and logos contribute to consumer perception. This episode stress the importance of trademark clearance and retaining distinctive brand components to avoid legal issues and loss of equity. A five-step roadmap is offered, integrating identity audits, legal screening, design testing, phased rollout, and IP protection, demonstrating that successful rebranding requires coordination between marketing, design, legal, and consumer insights.

Show Notes

📌 Here you find the 🔬 𝗥𝗲𝘀𝗲𝗮𝗿𝗰𝗵 𝗡𝘂𝗴𝗴𝗲𝘁𝘀 about brand identity, by Sabin Mindrut, Adriana Manolica and Crisina Teodora Roman

📌 Please note the current Call for Subject Matter Experts for the IP Business Academy 2025

📌 Here you find the Lexology post on rebranding by Charlotte Duly

📌 In the 🔎𝗜𝗣 𝗠𝗮𝗻𝗮𝗴𝗲𝗺𝗲𝗻𝘁 𝗚𝗹𝗼𝘀𝘀𝗮𝗿𝘆 you will find all the important terms of IP management explained in detail including audio summaries for each term. Here you find the term rebranding:

📌 Here you can find the newsletter 🎯𝗜𝗣 𝗠𝗮𝗻𝗮𝗴𝗲𝗺𝗲𝗻𝘁 𝗣𝘂𝗹𝘀𝗲 which reports every 14 days on the most important news worldwide in IP and IP management:

📌The newsletter 🎯𝗜𝗣 𝗠𝗮𝗻𝗮𝗴𝗲𝗺𝗲𝗻𝘁 𝗣𝘂𝗹𝘀𝗲 also has an archive of all previous issues in which you can research topics, which you can find here:

📌 🔗𝗱𝗜𝗣𝗹𝗲𝘅 is your digital IP lexicon. As a global IP knowledge hub, it helps you with all questions about IP and IP management. Browse through the topics or look for a specific answer and an expert for your questions.