As the world struggles to overcome the crisis caused by the pandemic, brands are reshaping their strategies. The digital world is playing an increasingly significant role in shaping customer preferences, and brand investments in this area are becoming increasingly important for staying ahead in global competition.
We're already hearing the rumblings of many new ventures and brands emerging after the pandemic. Especially during this time, many individuals and organizations previously operating solely on digital platforms are moving toward branding and protecting their rights in this area by registering trademarks.
The coronavirus, which has affected the entire world and disrupted global economic balances since December 2019, also plays a major role in the future of brands.
Social media, which allows many people to gain commercial profit through branding in addition to their personal sharing, also makes it necessary to take the necessary precautions to protect naming rights.
Brand communication determines the fate of companies
Emphasizing that competition between brands is more intense than ever in the digital world due to the Covid-19 pandemic, Destek Patent Chairman Kemal Yamankaradeniz noted the following about the importance of brand investments:
A concept that doesn't fully understand today's world has emerged: the VUCA (Volatility, Uncertainty, Complexity, Ambiguity) World. Derived from the concepts of volatility, uncertainty, complexity, and ambiguity, VUCA summarizes the fact that our perspective on economy, technology, business practices, and consumption habits must change. The importance of "domestic production" is understood in all countries where concepts like hygiene, natural beauty, and health are now top priorities, while small businesses have opened doors to the world in e-commerce through branding. In this period of significant increase in demand for organic and easily accessible products, small businesses can make their mark thanks to their quick reflexes and creative minds that closely follow the field. Accurate analysis and management of crises must be prioritized more than ever. "Brand" and "brand reputation" are among the top priorities to be protected during this period. Embracing the values represented by the brand and continuing communication by prioritizing trust are the top priorities for companies in their struggle for survival. has to be.
Competition between brands is increasing in the digital world
Integrating technology into life and being responsive to consumer needs is of critical importance in the new world order. The increasing number of farmers engaged in agricultural and culinary production and small businesses operating from home signals that the norms will change and global competition will reach a new level. The era of survival in business is beginning for those with quick reflexes, those who best understand the realities of the field, and those who can adapt creativity to their work. In the coming period, we will see new business areas and increased specialization in these areas. The most critical aspect of ensuring this process will be the need for infrastructure and equipment. Furthermore, those who continue their journey with the priority and principle of branding will be the ones who successfully overcome this competitive crisis.
Branding on social media is now more important
On social media, individuals can not only share individually and increase their followers, but also sell products and services as amateurs. As the number of followers of an account increases, both advertising offers and portfolio power increase. Naturally, these names gain economic value and become recognized as brands. Before reaching this point, it's crucial to protect their accounts by registering a trademark. If the desired name isn't being used exactly as described in the standard social media account opening procedure, you can open one. However, if you have a trademark registration, you can pursue a legal process that allows you to block or remove accounts created similar to or identical to the relevant social media institution. Furthermore, because your registered name is protected by trademark registration, you can report fake accounts to the social media institution and have them removed or blocked. Furthermore, trademark registration allows you to prevent actual commercial use outside of social media. This allows the product/service they present with their content to be evaluated in terms of both industrial property rights and copyrights, and protected by registration.
Social media accounts are legally protected through trademark registration.
Underlining the importance of technology on people's lifestyles and preferences, Destek Patent Chairman Kemal Yamankaradeniz concluded his remarks as follows:
The digital world, and especially social media, has accelerated the interaction rate to lightning speed. At a time when the power of marketing is paramount, creating and maintaining a brand story for organizations must be much faster and more strategic than before. Becoming a brand on social media is now much easier. It's crucial to emphasize that if account holders want to achieve commercial benefits in their future plans, they must legally protect their accounts through trademark registration. It's equally valuable for organizations to have legal partners in their branding journeys. As Destek Patent, we are ready to implement excellent examples of this in the future, as we have done in previous years.
