Organisation: Kleenex

Using social media to spread IP legal messages

Featured in WTR Special Report Q1 2024: The future of brand protection on social media

18 April 2024

“Polaroid is not a category or a product; it’s a brand”: new video aims to spread IP legal message in innovative way

Polaroid releases a "friendly and relatable" new brand awareness video to help educate partners and other businesses on trademark misuse.

17 February 2023

Trademark lawyers take over Kleenex social media channels: getting creative to fend off genericide

This week’s Saturday opinion reflects on Kleenex’s social media campaign, the latest effort to creatively educate the public on trademark use.

05 November 2022

10 ways to protect your trademark from becoming generic

The more popular a brand becomes, the greater the risk of genericide. McAndrews shareholder Ron DiCerbo outlines 10 steps for diligent rights holders to protect their names.

10 August 2022

Disney reclaims brand intimacy top spot as tech giants drop in rankings

Disney has resumed its position at the top of MBLM’s annual Brand Intimacy Study, as leading tech brands Apple, Amazon and Google all drop in the rankings.

28 April 2022

GOOGLE trademark has not become generic

The Ninth Circuit upheld a district court’s decision not to cancel the GOOGLE trademark, rejecting a claim that it had become generic. The court held that in order to prove genericide, a claimant must present evidence that the public has no specific brand in mind when using the trademark term to identify a product. The ruling arguably makes it more difficult to prove that a mark is generic.

16 June 2017

Eco-labels help trademark owners safeguard sales as backlash against South-East Asia haze grows

The haze blanketing parts of the ASEAN region as a result of Indonesian forest fires has led to considerable backlash against companies perceived to be connected with it. Alistair Monument of the Forest Stewardship Council tells World Trademark Review about the reputational damage being caused and how eco-label trademarks can send the right message to consumers.

15 October 2015

Kimberly-Clark decries Wikipedia ‘misinformation’ in battle against genericide

The threat of genericism is a constant fear for the owners of successful mainstream brands, and one that is keepings its head above the water, despite being bombarded with genericism challenges, is Kleenex. However, the counsel charged with protecting the trademark notes that the level of misinformation online makes this an uphill battle.

07 January 2015