Industry-specific insights, key indicators and case studies that inspire.
A cross-sectional survey with a representative sample of 10,000 consumers was used to assess the consumers' attitudes towards the extent to which a brand influences their purchase behaviour and their willingness to pay premium prices.
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Perceived importance of brand
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Willingness to pay premium for brand
Entering the American market is a milestone for any European business, and one of the first legal questions that comes with it is what it will actually cost to protect your brand there. The honest answer is that US trademark protection is neither a one-off purchase nor a single line item. This guide breaks down the real numbers as they stand in 2026, with the quirks that matter specifically to European applicants.
All US trademarks are built on use in commerce. To prove it, applicants must submit a specimen showing the mark in use and sign a declaration under oath confirming that the use is genuine. This is often treated as a formality because USPTO examiners do not verify the declared use. Instead, they rely on the sworn declaration. This is where the distinction between bona fide use and token use comes in place, and here’s what you need to know:
When applicants receive a likelihood of confusion refusal, they disregard it because their brand name doesn’t look or sound identical to the cited mark. The reaction makes sense, but it also comes from a misunderstanding of how the USPTO evaluates likelihood of confusion. The analysis doesn’t just look at formal/phonetic similarities, but rather asks whether consumers encountering both brands in the marketplace are likely to be confused about the source. If it seems like an arbitrary difference, let us explain.
What over 500,000 annual trademark filings reveal about your real odds before you spend a dollar on registration.
When applicants file a trademark application with the USPTO, they are required to identify the goods and services their mark will cover. That identification defines the scope of protection the trademark will provide, and as of 2025, it also directly determines what the applicant pays. A new fee structure introduced by the USPTO imposes financial surcharges on applicants who use free-form, custom-written descriptions rather than pre-approved language from the USPTO's ID Manual. Understanding how these fees work, and how to structure an application to minimize them, is now a necessary part of preparing any trademark filing.
Every four years, the World Cup rewrites marketing budgets. In 2026, with the tournament spanning three countries for the first time, the opportunity feels bigger than ever, and so do legal risks most brands never see coming.
Getting a trademark registered in 2026 is harder than ever before, and the trend is not likely to reverse because it’s structural rather than procedural. Here’s what you need to know about registering trademarks with the USPTO, along with what you can do to maximize your chances of success.
Strength training is the one thing everyone should do for their long-term health, and yet it’s the one thing many people find difficult to get into. Lift Lake was built to change that. We spoke with Megan Jasson, its founder, to find out what makes Lift Lake different from the typical fitness experience, and how Trama helped her protect the brand from day one.
What every small business owner needs to know before putting a beloved fictional character on your products, logo, or marketing materials, and how to stay on the right side of EU and UK law.
Amazon Brand Registry gives select Amazon sellers the ability to report counterfeits, control listings, detect infringements, enhance their content, and access brand analytics. These tools make it much easier to maximize your growth on the platform. The only problem is that ABR access requires a registered or pending trademark from an accepted IP office. This has shaped how Amazon sellers approach trademark filings, but not in a way that serves their long-term interests.
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