MANAGING INTELLECTUAL PROPERTY: Rights of
Intellectual property
AMAZON
GROUP EIGHT Members:
Usifoh Kelvin Ehichioya BBA 2307-7925
Abdalla Yassir BBA 2303-7513
Nurmuhammet Ovekov BBA 2307-7943
Anozie Victor Nnaagozie BBA 2307-7967
Muhammad Haikal
Introduction
Founded by Jeff Bezos Initial Vision Initial Public Offering
Amazon was founded on Bezos aimed to create an Amazon went public on
July 5, 1994, by Jeff Bezos 'Everything Store' that May 15, 1997, raising
in Bellevue, Washington. could leverage the internet $54 million. Its stock
Originally conceived as to reach a vast customer symbol is AMZN on
an online bookstore, it base, disrupting traditional NASDAQ (Correia,
quickly diversified its retail models (O’Reilley & 2021).
offerings (Jamawat, Tushman, 2021).
2019).
Industry Overview
E-commerce and Retail Technology and Cloud Entertainment and
Amazon is a dominant Computing Media
player in the global e- Through Amazon Web Amazon has expanded
commerce industry, with Services (AWS), the into digital content,
operations in over 100 company has become a including streaming
countries. It offers a vast leader in cloud services (Amazon Prime
range of products, from computing, serving Video) and publishing,
books to electronics (Wu millions of customers disrupting traditional
& Gereffi, 2018). globally (Saraswat and media industries (Wu &
Tripathi 2020). Gereffi, 2018).
Amazon’s Core Products And Services
• E-commerce Platform: Amazon's e-
commerce platform is its most well-known
service, offering millions of products across a
wide range of categories (Turban et al. 2015).
• Amazon Web Services (AWS): AWS provides
cloud computing services, including storage,
computing power, and databases, to
businesses and governments worldwide
(Saraswat and Tripathi 2020).
Amazon’s Core Products And Services
• Amazon Prime: A subscription
service that offers customers
benefits such as free shipping,
streaming of movies and TV shows,
and access to exclusive deals
(Turban et al. 2015).
Amazon’s Trademarks
• Trademark Types: Amazon holds
trademarks across several classes, including
Class 35 (advertising and business services),
Class 38 (telecommunications), and Class 42
(scientific and technological services) (Rikap
2022).
• Iconic Trademarks: Key trademarks include
'Amazon,' 'AWS,' 'Alexa,' and 'Kindle,' each
representing major pillars of the company's
brand identity.
Amazon’s Trademarks
• Trademark Registration: These
trademarks are registered globally, with
initial filings dating back to 1994 in the
United States. They are regularly
renewed to maintain legal protection
(Rikap 2022).
Trademark Registration Details
• United States Registrations: Amazon's key
trademarks were first registered in the U.S.
starting in 1994, including 'Amazon' for retail
services. These registrations have been critical
in establishing Amazon's brand in its home
market (Rikap 2022).
• International Registrations: To support its
global expansion, Amazon has registered its
trademarks in multiple jurisdictions, including
Europe, Asia, and Latin America, with each
region presenting unique legal challenges
(Kim, 2014).
Trademark Registration Details
• Ongoing Maintenance: Amazon
regularly renews its trademarks to
ensure ongoing protection, adhering to
local laws and filing requirements in
each country to maintain its brand's
legal security (Kim, 2014).
Maintaining Trademark Registrations
• Regular Renewals: Amazon ensures that its
trademarks are regularly renewed according to
the laws in each jurisdiction, avoiding lapses that
could lead to loss of protection.
• Legal Defenses: The company actively defends
its trademarks against infringement, often
engaging in legal battles to protect its brand
integrity (Kim, 2014).
• Global Monitoring: Amazon uses advanced
monitoring systems to detect potential
infringements across global markets, allowing for
timely legal actions (Ginsburg and Calboli 2020).
Value of Amazon's Brand
Brand Ranking
A study by Belkhir and
Global Brand Value Mathew (2018) show Brand Equity Drivers
According to Statista that Amazon The key drivers of
(2023), Amazon's consistently ranks in the Amazon's brand equity
brand is valued at top three of global include customer trust,
approximately brand rankings, often product innovation, and
$705.65 billion as of competing with Apple its extensive global
2023, making it one of and Google for the top reach (Steenkamp,
the most valuable spot. 2020).
brands globally.
Challenges in Owning Trademarks
Trademark Infringement Cases:
Amazon has faced numerous trademark
infringement cases, both as a plaintiff
and defendant. These include disputes
over the use of its brand name and
related logos.
Domain Name Disputes: The company
has been involved in legal battles over
domain names that include 'Amazon,'
aiming to protect its online identity from
cybersquatters.
Resolution Strategies: Amazon
employs a mix of legal actions,
Resolution of Trademark Challenges
Aggressive Litigation: Amazon
frequently takes legal action to
defend its trademarks, pursuing
cases in courts across the world to
stop unauthorized use of its brand
(Ertekin et al. 2018).
Strategic Settlements: In some
cases, Amazon opts for settlements,
negotiating terms that protect its
brand while avoiding prolonged
litigation.
Domain Acquisitions: To secure its
online identity, Amazon has
Academic Insights on Brand Management
• Brand Equity Theory: According to brand
equity theory as explained by Chen and
Myagmarsuren (2011), strong trademarks
contribute significantly to a company's brand
value, driving customer loyalty and market
differentiation.
• Trademark Dilution: Ertekin et al. ( 2018)
emphasize the risks of trademark dilution,
where unauthorized use can weaken brand
strength over time. Amazon's proactive legal
actions align with these insights.
Academic Insights on Brand Management
• Global Brand Strategy: Theories on
global brand management suggests
that maintaining a consistent brand
image across markets is crucial for
international success, as seen in
Amazon's trademark approach
(Swaminathan et al. 2020).
Conclusion
• Strategic Brand Management:
Amazon's success is deeply tied to its
strategic brand management, with
trademarks playing a critical role in
maintaining its market position
(Swaminathan et al. 2020).
• Global Influence: The company's
ability to adapt its trademark strategy to
different markets while maintaining
global coherence is a key factor in its
international success (Smith and Richey
2013).
• Future Outlook: As Amazon continues
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