Why conduct brand research?
Conducting brand research is of great importance. Failing to do so exposes you to significant risks. There’s a chance that at a later point, when your brand is already well-established in the market, you might suddenly be forced to change your brand because it infringes upon the older rights of someone else. It’s crucial to investigate whether your brand conflicts with an older, protected trademark.
Do you remember the Arena case? The stadium hadn’t done its homework well and hadn’t conducted thorough research into the availability of the name ‘Arena.’ Hotel Arena, located near Amsterdam’s Oosterpark, successfully objected through legal means. The Arena stadium had to change its name. Eventually, the case was settled. In exchange for the right to continue using the name, the stadium paid Hotel Arena around €1.5 million.