‘Reborn brands’: Bulgari and Nestlé on survival, sustenance and strategy

Heritage brands may seem like easy wins, but their revival carries complex legal and strategic risks. Bulgari and Nestlé reveal why brand sustenance may be the wiser move, reports Muireann Bolger.

Already registered?

For multi-user price options, or to check if your company has an existing subscription that we can add you to for FREE, please email Adrian Tapping at atapping@newtonmedia.co.uk

More on this story

Trademarks

‘You can’t sue everyone’: Heineken, H&M, Tommy Hilfiger on when to fight

22 September 2025 In-house lawyers from some of the world’s leading brands reveal when they take action or fold, and what they want external counsel to know. Muireann Bolger reports from Marques 2025.

LVMH counsel: ‘Chanel v WGACA is a very good decision for brand owners’

19 September 2025 Luxury brands face threats from superfakes, resale platforms, and upcycled goods but as LVMH’s Leo Longauer explains, recent court triumphs signal a tougher stance on enforcement. Muireann Bolger reports.

Trademarks

AIPPI: Influencers fuel imitation while brands face-off against dupes

17 September 2025 As social media influencers turn budget-friendly alternatives into viral must-haves, luxury brands are grappling with protecting exclusivity, Marisa Woutersen reports from AIPPI.

‘You can’t sue everyone’: Heineken, H&M, Tommy Hilfiger on when to fight

LVMH counsel: ‘Chanel v WGACA is a very good decision for brand owners’

‘Whose trademark law is AI based on exactly?’: Key questions from Marques

AIPPI: Influencers fuel imitation while brands face-off against dupes

For F***’s sake: Why everyone needs clarity over F-word trademark refusal

WilmerHale hires litigation and tech expert in California

Trade secrets go global: How brand owners face a high-stakes battlefront

AI and the illusion of accuracy: 3 things lawyers need to know

‘Reborn brands’: Bulgari and Nestlé on survival, sustenance and strategy

More on this story

Editor's picks

Editor's picks

More articles