October 01, 2018 Landslide Feature

Virtual Reality and Augmented Reality: A New Reality for Brand Owners?

Tony Onorato, Guido Asshoff, and Jaime Castillo

As with any new technologies, including virtual reality (VR) and augmented reality (AR), such innovations on the verge of gaining acceptance among the mainstream population could potentially give rise to legal concerns surrounding trademark protection. Many companies are using VR/AR applications to market their brands to consumers but are concerned about where and how their trademarks are really being used, with many new possibilities of unauthorized trademark use, infringements of intellectual properties, and counterfeiting. It is yet to be seen what the future will bring, but digital use of trademarks in VR and AR technologies and the potential impact on trademark owners is fundamental to brand protection.

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