bpost: signed, sealed, protected
Most Belgians know bpost as a national postal service. However, not everyone is aware that it is a global player with more than 330 brands in its portfolio. Functioning on such a scale requires an exceptionally organised approach to Brand Protection, in which brand monitoring becomes a daily duty.
We have been bposts’ long-term partner for Brand Strategy and Creation tasks. But most importantly, we provide it with daily Brand Protection management to ensure the safety of its rich portfolio of brands, trademarks, and domain names worldwide.
Continue reading to discover more details about this case.
Our approach
Bpost holds a mail monopoly in Belgium, but as an international Multibrand company, it faces a lot of competition from players in the parcels and logistics sector. To stay on top of its performance, a corporation this size needs a scalable Brand Protection system for different corners of the world. In different areas, bpost operates under various names and brands, also depending on the services. Some of the major brands in their portfolio are Radial (USA), Landmark Global, Apple Express (Canada), Dynagroup (Europe), Ubiway Retail, and Press Shop (Belgium). In order to keep all bpost brands and sub-brands under control, we prepared a tailored, flexible Protection plan that we execute daily, preventively checking and flagging any possible threats.
Our frequent tasks include strategic advice about trademark registrations and renewals, daily surveillance, opening cases whenever a conflict occurs, and technical support. The most important activity regions are the European Union, the United States, Canada, Australia, and New Zealand.
The flexible approach to Brand Protection is vital since not every brand needs the same level or protection type. Thanks to our expertise in this field, we can assess every brand’s needs, keeping the Protection budget balanced and under control.
Digital times call for digital measures
Online and e-commerce activities know no borders. As a consequence, especially in the delivery sector, domain protection is essential. That is why we also choose, register, and monitor bpost’s domain names worldwide. It is particularly important to keep this under control in case any conflicting domains appear that would use the same names with different extensions or could potentially damage the protected brands’ reputation. We keep our eyes peeled, and bpost keeps delivering.
