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We recently covered some of the perils of flawed rebrands: customer alienation, reputational damage and financial loss. Typically arriving hand-in-hand, these can result from a failure...

Luxury brands are expanding beyond traditional product categories into wellness, hospitality, and experiential services, fundamentally transforming how trademark protection must adapt. As fashion houses open cafés, beauty brands operate spas, and heritage maisons launch wellness programs, the legal framework struggles to keep pace with ecosystem-based diversification that challenges conventional notions of brand boundaries and distinctiveness.