Marques: Technology—six trends to watch
13-08-2020
Marques 2019: the future of technology and IP practice
19-09-2019
07-06-2021
Koya / Shutterstock.com
Brands are having to adapt to changing social norms and beliefs in order to stay relevant. Marion Heathcote of Marques explains how brands can stay in touch with what consumers want.
Marques is the European association representing brand owners’ interests. Its strategic goals include identifying and focusing on key issues affecting brand owners in Europe, while at all times ensuring Marques remains forward-thinking.
Marques has several teams that form an inherent part of its intellectual assets and are integral to achieving these goals. One of these is the Emerging Issues Team. Tasked with evaluating social and cultural trends, this team explores them in the context of their impact on registered signs, brands and related IP rights as well as considering changing perceptions towards brands and their societal role.
An overarching theme through much of the Emerging Issues Team’s work has been the rise of the “brand role” and the kind of relationship that consumers want to have with brands. This is a relationship in which expectations are created, and brands are continually assessed. In particular, sustainability has emerged as an increasingly important concept for brands to consider.
The rest of this article is locked for subscribers only. Please login to continue reading.
If you don't have a login, you will need to purchase a subscription to gain access to this article, including all our online content. Please use this link and follow the steps.
For multi-user price options, or to check if your company has an existing subscription to us that we can add you to for FREE, please email Atif Choudhury at achoudhury@worldipreview.com
MARQUES, brand owners, IP rights, COVID-19, pandemic, diversity, gender, discrimination, LGBTQ+, BLM, racism, portfolio, social media, influencers