“There is about a 100% probability that Twitter/X will be sued by both opportunistic and legitimate plaintiffs over the new name,” Gerben. “The company could easily spend tens of millions in legal fees and settlement costs attempting to acquire trademark registrations for ‘X’ and in dealing with the litigation that is likely to result from the rebrand.”
For the same reasons, Twitter’s new X branding could also prove difficult to defend, especially internationally. “The chance that @elonmusk will be able to successfully register a trademark for ‘X’ for all the services he intends to provide, in every country he wants to provide them in, is very low,” Gerben wrote.
Even if Twitter is able to fend off legal challenges, there are serious business risks to doing away with a brand as globally recognizable as Twitter’s.that some analysts have estimated the name change could wipe out billions of dollars in value from a brand that’s already been damaged by Musk. Ari Lightman, a professor of digital media marketing at Carnegie Mellon University, says Twitter’s problems go far beyond potential legal headaches brought on by its rebrand. “There's a lot going on that is diminishing the value, the utility, the uniqueness, that Twitter, now X, has in the space,” he says pointing to the rise
and other Twitter competitors. “Tweets are synonymous with this idea of blogging, or microblogging, it's going to be very difficult to resocialize a concept with the global population.”
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