Apple's Mounting Trademark Challenges

10 August 2011 Publication
Authors: Peter Vogel

E-Commerce Times

As the most valuable brand in the world, Apple must be vigilant. Under U.S. and foreign trademark laws, it is Apple’s duty to watch for infringers. The “Apple Store” counterfeiters use the logo, name, and look and feel of the real Apple Stores, including blue t-shirts with Apple logos worn by the employees in broad daylight in direct competition to real “Apple Stores” and, apparently, nobody at Apple realized it.

Apple’s (Nasdaq: AAPL) brand name is currently the most valuable name in the world. Google held that title for the last four years, and now Apple has finally surpassed Google as the most valuable brand. The top 10 are all very familiar names:

1. Apple
2. Google
3. IBM
4. McDonald’s
5. Microsoft
6. Coca-Cola
7. AT&T
8. Marlboro
9. China Mobile
10. GE

So what’s in a brand name, and what does it mean to Apple? “Apple” has now become a household word, not just in the U.S., but throughout the world as well. With that kind of success, Apple can do more business with more products globally. It also means that Apple is vulnerable to unscrupulous people and companies that may take advantage of Apple’s valuable brand.

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