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ARTICLE · 23 JUNE 2022

A New Frontier: Brand Protection And Elevation In The Metaverse

Withers LLP
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A tectonic shift is underway in the area of brand protection and brand elevation. Technologies such as blockchain, non-fungible tokens (NFTs) and the like are creating new opportunities...

United StatesIntellectual Property
Gina Bibby
Gina Bibby
Samuel B. Fein
Samuel B. Fein
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A tectonic shift is underway in the area of brand protection and brand elevation. Technologies such as blockchain, non-fungible tokens (NFTs) and the like are creating new opportunities for brands in the metaverse—while, at the same time, raising challenging legal questions related to brand protection.

The Metaverse, NFTs and Blockchain

A metaverse generally refers to the translation of physical world human experience to an online virtual world. For example, digital platforms currently exist that allow users to immerse themselves in digital worlds where they can socialize; attend concerts and other events; purchase and own virtual goods; and even purchase, own and develop virtual real estate. These virtual activities are mostly facilitated by NFTs and blockchain technology.

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