How the World’s Best Brands Protect and Enforce Trademarks

By Josh Gerben, Esq.

Published: March 7, 2025
Modified: March 23, 2026 Published: March 7, 2025 | Modified: March 23, 2026

In today’s world, a good brand matters more than ever before.

A strong brand lets a consumer know that a product is of a certain quality and ultimately safe to use.

Time Magazine recently created a list of the World’s Best Brands of 2024 (United States).

We thought it would be interesting to examine how these brands have protected and enforced their trademark rights. The most successful brands don’t just register trademarks; they also actively enforce them, ensuring their identity remains distinct and their reputation untarnished.

In this article, I will analyze the trademark filings and enforcement actions of the “World’s Best Brands.” Through this analysis, we will gain insight into what legal steps these companies take to protect their brands.

Jump to the trademark data

Trademark Registration: Building a comprehensive trademark portfolio

Trademark ownership is a key indicator of a strong brand, as one of the most telling signs of a brand’s commitment to protection is the number of trademarks it has registered. Among the leading brands from TIME’s 2024 list of the world’s best brands in the United States, some companies have amassed an impressive trademark portfolio. For instance:

• Nike Inc. holds 276 trademarks, demonstrating its extensive brand reach and commitment to protecting its intellectual property across various product lines.
• The North Face Apparel Corp. maintains 155 trademarks, ensuring that its brand remains distinguishable in the outdoor apparel market.
• Gucci America Inc. owns 147 trademarks, reinforcing its position as a leader in the luxury fashion industry.

Trademark ownership not only safeguards a brand’s name and logo but also extends to product designs, slogans, and even unique brand elements such as sounds and packaging. For businesses wondering how to build a strong brand, securing and maintaining trademarks is a critical step.

Trademark Enforcement: Filing ‘oppositions’ to similar trademark applications

Owning trademarks is only part of the equation, enforcement is equally crucial. When another business attempts to register a mark that is confusingly similar to an existing one, brands with strong identities take swift action to oppose the application. The most proactive brands regularly file “Opposition Proceedings” with the USPTO to prevent infringement and dilution of their trademarks and maintain exclusivity.

• Nike Inc. has filed 259 oppositions in total, with 16 new oppositions in 2024 alone, showcasing its aggressive stance in trademark enforcement.
• Levi Strauss & Co. has a total of 162 oppositions, with 2 filed in 2024, reflecting its vigilance in protecting its brand identity.
• The North Face Apparel Corp. has challenged 88 trademark applications in total, with 8 new oppositions in 2024, reinforcing its dedication to brand protection.

These statistics highlight how building strong brands requires not just trademark registration but also consistent enforcement efforts.

Failing to enforce trademark rights can lead to dilution, confusion, and loss of exclusivity. Consumers associate trademarks with quality and reputation, and any unauthorized use can weaken a brand’s value. By taking trademark protection seriously, brands with strong identities maintain their market dominance and prevent competitors from unfairly capitalizing on their success.

What does proactive brand protection look like?

Successful brands do not wait for trademark infringement to escalate into costly legal battles. Instead, they take a proactive approach by:

1. Regularly filing trademarks to protect new product lines and brand extensions.
2. Monitoring new trademark applications to detect potential conflicts early.
3. Filing oppositions against confusingly similar marks before they become entrenched in the marketplace.
4. Filing federal lawsuits when other attempts to enforce trademark rights fail.

If you are considering how to build a strong brand, these proactive steps are essential for maintaining a brand’s reputation and market position.

Final thoughts

A strong brand is not just built, it is maintained and protected. The data from the world’s leading brands underscores the importance of both trademark registration and enforcement. Companies that actively monitor and challenge potential infringements maintain stronger brand equity and ensure their intellectual property remains an asset rather than a liability.

At Gerben IP, we help businesses navigate the complexities of trademark protection, from securing trademarks to enforcing them through oppositions. If you want to take a proactive approach to safeguarding your brand and learn how to build a strong brand through trademark protection, reach out to us today.

The Trademark Activity for TIME’s 2024 Best Brands

Trademark data as of February 10, 2025. | Back to top

Industry: Apparel, Shoes & Luxury Goods

Industry: Beverages

Industry: Consumer Electronics

Industry: Cosmetics and Personal Care

Industry: E-Services

Industry: Finance and Insurance

Industry: Foods

Industry: Hospitality and Travel

Industry: Mobility

Industry: Retail

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Josh Gerben, Esq.

Josh Gerben, Esq. is a nationally recognized trademark attorney and the founder of Gerben IP. Since launching the firm in 2008, he has overseen the registration of over 10,000 trademarks and handled over 1,500 trademark disputes. Josh's practice focuses on building and defending global trademark portfolios for clients. These clients include entrepreneurs, private equity-backed businesses, athletes, celebrities, and public companies. Frequently quoted by major media outlets like CNBC, CNN, The New York Times, and The Wall Street Journal, Josh is widely regarded as a leading authority in trademark law.