Brands from all industries are trying to avoid missing out on metaverse potential. The metaverse will be well nourished and dressed, from McDonald’s to Victoria’s Secret.
Increase on Trademark Interest
According to 2022 filings, one aspect of the metaverse will be that it will be well nourished and clad. This year alone, companies with a combined market capitalization of $1.1 trillion have filed trademark applications linked to metaverse and NFTs. If Meta includes in the equation, the total comes to about $2 trillion.
Furthermore, in the year 2022 alone, a total of 1967 NFT-related applications got filed. This is already more than the entire year of 2021’s total. Users, on the other hand, are fully aware of Meta’s goals as a result of their branding. Thus they concentrate on the less well-known metaverse participants. Ralph Lauren, Chevron, McDonald’s, Monster, Colgate, WWE, Levis, Playboy, and a slew of other brands are preparing to enter the metaverse and safeguard their intellectual property.
For some, registering trademarks in a new market will be a simple legal exercise to safeguard their company’s brand. However, the documents make it obvious that this isn’t just about brand protection.
McDonald’s
McDonald’s is making an appearance in the metaverse. This initially brought attention in February. McDonald’s applied for a virtual world to use the names McDonald’s, McCafe, and the renowned golden arches. They also intend to use their virtual eateries to sell both physical and virtual items. As a result, it appears that users will be able to enter a McDonald’s in the metaverse. Afterwards, order a BigMac, and have it delivered to their real-world door.
Victoria’s Secret
Victoria’s Secret, the international lingerie, apparel, and cosmetics brand, filed for multiple trademarks in February. Downloadable virtual products, digital collectibles, virtual fashion shows, and online clothes, including undergarments, are all examples of this.
To be honest, this one does not feel safe for work, but what’s remarkable is that they perceive an opportunity. Simultaneously, there is a need to prepare for a deeper shift into the digital realm. The potential market for virtual fashion shows beyond 2020 is simple to see. Virtual underpants, on the other hand, are something that metaverse creators may not have considered yet.
Chevron
Outside of Meta, this is the largest corporation preparing for the metaverse. They have a market capitalization of more than $300 billion and have applied for trademarks relating to NFTs this year. NFTs, virtual gas, virtual retail, and virtual renewable energy items are all covered by their applicability.
In the metaverse, virtual gas will most likely power v cars. However, companies should not expect blockchain validators to agree to add sponsorship to gas transaction fees. Consider how every Ethereum transaction triggers a Chevron advertisement in your wallet.
Monster Energy
The drinks and beverages company has a history of being on the cutting edge of fashion. As a result, their foray into the metaverse comes as less of a surprise than most. They want to use their name, like McDonald’s, to sell NFTs, downloadable virtual food, drinks, and clothing, as well as develop a virtual commodities marketplace.
Monster Energy has already made an appearance in the gaming world with Death Stranding. Monster is the sole way to increase stamina in the main character’s private room in the game. It’s possible that similar agreements made with metaverse projects.
Notable Brands
In the current trademark filings, there appears to be a definite pattern. All of the food and beverage companies have filed to defend their ability to offer virtual restaurants and food. In-game food frequently associates with health benefits or regeneration.
Being a well-known alternative for a player to replenish their health should generate a lot of brand awareness among players of popular games.
Furthermore, metaverse initiatives are constructing their ecosystems in such a way that third-party NFT collections can participate. In the coming years, successful virtual asset projects will require collaboration and agility.
