Inicio ← ARKOULIS Today

Synopsis of webinar «three trends in Intellectual Property for 2024»

The Logomania

What is it?

It is one of the trends that contributed to the eighties being associated with the aesthetics of excess. Although as the seasons went by and the industry was impregnated with the aesthetics of the nineties, it became a recurring element in luxury brands since through logos they sought to make a creative statement.

What are the functions of the brand?

Trademarks, their raison d’être, their existence, lies in certain functions. All of them have been studied and developed for years, and although they may seem to have no practical relevance, the courts frequently turn to them to resolve the conflicts that arise.

Until years ago, it was claimed that the primary function of a trademark was to indicate the business origin of a product or service. In other words, the brand helps the public to know which company is behind a mobile phone, a car, or a transport service. However, since the 1980s, logomania has been shaping other functions that have taken away from the main one.

Its main functions are as follows:

  1. Identification of the product or service in the market;
  2. Indication of quality;
  3. The condensation of good reputation;
  4. The role of communication;
  5. The Role of Investment and Advertising

Digital Transformation

What is digital transformation?

Digital transformation is a process of adopting different technological tools to improve performance, increase reach, and ensure better results in organizations.

Why is digital brand transformation so important?

Deliver a consistent experience across all contact channels. The journey consumers take when buying or researching their alternatives has changed. It is common to consult the opinion of others, either through online reviews or through their relationships, as well as to compare information from different channels and businesses. That is why being at the fingertips of our audience with a powerful, positive and relevant presence, increases the chances of easily registering a trademark.

Towards IP Management

Brand IP Management can directly influence brand equity, i.e., the overall value and strength of the brand based on perception. If done correctly, brand management can help elevate the brand and make it known to a wider audience.

Brand management integrates marketing and branding elements to create and deliver captivating experiences such as the digital library, audits, digital analytics, among other marketing elements.