Marketing Currents - Business and Marketing Current Events

Meta, Microsoft, hundreds more own trademarks to new Twitter name


Billionaire Elon Musk’s decision to rebrand Twitter as X could be complicated legally: companies including Meta and Microsoft already have intellectual property rights to the same letter.

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Discussion Questions:

  1. What is branding?
  2. Why is branding important in business?
  3. Is Microsoft a brand? Meta? Twitter?
  4. What is rebranding?
  5. Why would Twitter want to rebrand?
  6. What is competition?
  7. What is the difference between direct and indirect competition?
  8. Who might represent direct competition to Twitter?
  9. Who might represent indirect competition to Twitter?
  10. What is a trademark?
  11. How does a trademark help to protect a brand?
  12. How might trademarks present a potential challenge for Twitter’s recent rebrand to X?
  13. Elon Musk has said he wants “X” to be an “everything app.” What does that mean?
  14. What is positioning?
  15. How might X’s strategy of becoming an everything app represent an example of positioning?
Chris Lindauer
After working for nearly a decade in professional sports, Chris Lindauer, formed Sports Career Consulting to provide unique sports business education opportunities in and out of the classroom. In the eighteen years (and counting) that followed, Chris has inspired thousands of students to pursue their passions and explore the career of their dreams. He currently lives in Portland, Oregon with his wife, two teenage daughters and their dog.