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September 30, 2025

Practice Work Shop (PWS) On “Does The Rise Of Digital Media Branding Threaten The Value Of Well-Known Trademarks?”

Featuring: Nivrati Gupta

During the last PWS session, Nivrati Gupta, Associate, hosted a discussion on “Does the Rise of Digital Media Branding Threaten the Value of Well-Known Trademarks?” The participants examined whether statutory recognition of well-known marks, long considered the pinnacle of brand protection, still provides the same strategic advantage in a digital marketplace shaped by algorithms, search rankings, and consumer engagement. The session explored how IP frameworks might adapt to protect brands in an environment where “brand spikes” and viral trends create significant equity outside of traditional, long-term use. It also addressed how brand narratives are increasingly shaped by user-generated content and social media, prompting questions about the strategies brands can adopt to maintain value beyond formal legal recognition. The discussion emphasized that while statutory protection remains crucial for enforcement, digital consumer recognition has become equally vital to a brand’s survival and growth.

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