Most Valuable Trademarks: Everything You Need to Know
The most valuable trademarks are owned by some of the world's largest companies.3 min read
Benefits of Trademarks
The most valuable trademarks are owned by some of the world's largest companies. Companies use trademarks to establish their brand, and to indicate the quality of their products, as well as their standards, to consumers. With the right trademark, a company can distinguish itself in a crowded marketplace, and can help inspire goodwill in their customers. As a business grows, the value of its trademarks can increase, particularly if the business has developed a reputation for delivering quality goods and services. In fact, a company's brand can become the majority of its overall value.
Most Valuable Trademarks: Amazon
Amazon is a business that is constantly expanding, offering an ever-growing array of ecommerce services while also establishing brick and mortar stores. They have even instituted a food delivery service known as Amazon Fresh and the Amazon Go store, which is checkout-free. In many areas, Amazon has delivery time of a single hour, and also offers a content delivery service and a personal assistant known as Echo.
Registering trademarks was one of the ways that Jeff Bezos, Amazon's founder, as able to turn his small online bookstore into one of the largest companies in the entire world. Like many large companies, Amazon promotes its trademarks to grow its brand and to maintain its reputation.
Recently, Amazon has made strides towards becoming a media company by releasing original content on their Amazon Prime service. They have also acquired the rights to distribute classic HBO programming.
In 2013, Amazon became a part of the BrandZ top ten for the very first time by posting sales totaling $74.4 billion dollars. This represented a 22% increase in sales from the previous year. Amazon's focus is making purchasing goods online easy, and the copyrights, patents, and trademarks that the company registers are meant to allow them to generate revenue using innovations related to online sales. These intellectual property protections also allow Amazon to provide their customers with high-quality goods and services while protecting their rights from being violated by competitors.
It is estimated that Amazon is the tenth most valuable brand in the world with a value of $37.9 billion. There are also projections that Amazon will add 100,000 United States jobs over the upcoming eighteen months, which would potentially place them as the most valuable brand in the world by 2018.
Most Valuable Trademarks: Apple
Recently, the brand value of Apple has taken a hit because of a loss of goodwill in its most faithful customers and a disappearing technological advantage. Companies like Samsung and Huawei have provided Apple with stiff competition, and recent innovations such as the Apple Watch have failed to generate expected revenue, resulting in a lowered brand value. One of the ways Apple has sought to address its decreasing brand value is by investing in companies such as Didi Chuxing, allowing Apple to provide both services and gadgets.
While the Apple Watch was launched in April, it hasn't yet achieved mainstream appeal, even though it is the market's best-selling smartwatch. The company also recently launched a service known as Apple Music. Although sales of iPhones have not lagged, many consumers are questioning if Apple is still as committed to innovation as it was in its earliest years. As of April 2017, Apple's brand value was $107 billion.
Most Valuable Trademarks: AT&T
Recently, AT&T acquired Time Warner for $85 billion, which was a gigantic shift in the marketplace. This acquisition made AT&T into the most valuable telecom brand in the world, overtaking the previous leader, Verizon. When AT&T acquired DirecTV in 2015, it combined the logos of each company, which helped maintain customer recognition. AT&T has also developed partnerships with several car manufacturers, including BMW, Ford, and Tesla.
Most Valuable Trademarks: Google
According to a brand consultancy firm known as Brand Finance, Google has surpassed Apple as the most valuable global brand. It is estimated that Google's trademark portfolio has a value of $44.3 billion, the most of any portfolio in the world. One of the reasons Google's brand is so valuable is that the name of the company itself has become shorthand for performing an online search. The software and technology innovations developed by Google allows users find billions of internet search results in a matter of seconds. Google has also been successful in preventing unauthorized use of their trademarks, preventing customer confusion.
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