A brand is not merely a label but an identity that originates through a combination of elements which make it recognisable in the market: from the logo to the colours, from the typefaces to the packaging, from the layout of retail outlets to staff uniforms, right through to promotional materials and digital communication. And it is precisely this ‘total look’ that the law is now called upon to protect and preserve its recognisability in the market.
In this first episode of Mark UP’s new podcast series, produced by our law firm, Francesca La Rocca Sena and Elisabetta Berti Arnoaldi address the issue of protecting the ‘total look’ and the key legal aspects linked to corporate advertising, with a particular focus on the world of large-scale retail.
From protecting individual distinctive elements to market monitoring, right through to managing relationships with creative agencies, commercial partners and franchisees, safeguarding a brand requires a comprehensive and consistent strategy.
This challenge is now expanding further, as the brand’s identity must remain recognisable and consistent across physical spaces, digital channels and new content generated by artificial intelligence.