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Importance of brand for online retailers

Insights, key indicators and case studies that inspire e-commerce providers.

Hero - e-commerce industry

Key indicators on the importance of brands

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.

  • 30

    Perceived importance of brand

  • 4

    Willingness to pay premium for brand


November, 20225 minutes read

Growing influence of crypto trademarks: Block Inc. vs Bitcoin VERSE

The global cryptocurrency market was valued at 1.49 billion dollars in 2020 and is projected to reach 4.94 billion dollars by 2030, growing at a CAGR of 12.8 % from 2021 to 2030, according to the Cryptocurrency Market Outlook. Blockchain technology offers decentralised, fast, transparent, and reliable ways to conduct financial transactions, which makes it easier for companies to deliver high-quality services to consumers. As the market grows, more companies are seeking legal protection for their digital currencies, which prompts new infringement cases. Most recently, Block Inc. has filed a lawsuit against for misuse of its trademark VERSE.


November, 20223 minutes read

Generic trademarks: the case of

By definition, a trademark needs to display sufficient distinctiveness to identify the origin and ownership of the products and services. That means generic and descriptive words should be avoided at all costs. The landmark case in United States PTO v. B.V, however, proves that a generic term combined with “.com” or another top-level domain can be registered as a trademark if there is sufficient evidence of consumer recognition.


November, 20223 minutes read

Stories of our clients: Take on Goliath

“A lot of businesses focus on the product: what's good about the product, what makes the product so different, the unique selling proposition. You hear these phrases all the time. Take On Goliath looks at things a little differently. We go far enough back to see what's needed to support the consumer, the retailer, the wholesaler, and then the brand itself.” Read the full story of Dave Christie, the founder of Take on Goliath, another inspiring brand protected by Trama that helps SME businesses be seen and heard more.


October, 20225 minutes read

Trademarks and search engines: avoid becoming a victim of trademark bidding

Imagine a consumer searching online for your brand name—but instead of seeing your website they’re greeted by ads from someone else. This is how brands become victims of trademark bidding. A registered trademark grants its owner an exclusive right to use the given keyword among search terms as well as product/service description, effectively discouraging any competitive tactics that seek to derive value from the good reputation of a given brand.

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August, 20225 minutes read

Should you trademark your domain name?

Intellectual property of a brand does not end with its name or logo, but can also cover domain name. If you want to reinforce your brand name and ensure visibility of your business online, you should consider trademarking your domain name.


February, 20225 minutes read

Trademark perspective on NFTs: New, Fabled and Thrilling

$40 billion estimated market value and 1,000+ fold increase in the number of trademark applications. Those are some of the breathtaking facts about non-fungible tokens (NFTs) that have captured substantial attention from the public, regulators, established brands and last but not least, IP specialists. This article presents a trademark perspective on NFTs, exploring this novel phenomenon and emerging issues.


August, 20213 minutes read

Stories of our clients: Comfier Sleep

The story of Karolis Dieliautas, the founder of Comfier Sleep, reveals that environmental sustainability and exceptional quality of a product can in fact go hand in hand, resulting in a brand loved by the customers and definitely worth protecting.


July, 20213 minutes read

Stories of our clients: Natural Health Store

Adversity gives rise to greatness. The very idea to launch Natural Health Store came from facing the risk of redundancy. Nowadays, this family-owned business has created brand recognition worth protecting.


July, 20213 minutes read

Stories of our clients: Mooday Memos

Have you ever had a day at work that just didn’t seem to end? Mooday Memos can help brighten your mood with the colourful and sassy stationery sold under this brand! Together with Nita Ukkonen, the founder of Mooday Memos, we explore the origins of this remarkable idea as well as the importance of brand protection.

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