Introduction
In today’s business landscape, businesses are all about standing out. Whether it is a quirky logo, a catchy name, or a lovable character, branding plays a crucial role. Thanks to social media, what once took years to build can now go viral overnight. But with this rapid fame comes new challenges. While a strong brand may inspire many, it can also attract copycats eager to ride the wave of success.
This is particular true in Thailand, where counterfeiting is a major issue. It is all too easy for someone to manufacture and sell imitation products, whether locally or from abroad. For this reason, legally protecting your brand is essential if you want to safeguard your business and maintain ownership.
Case Study: Butterbear’s Phenomenal Success
Butterbear serves as a perfect example of how a local brand can grow into a nationwide sensation. What started as a simple mascot soon became a cultural phenomenon in Thailand, captivating audiences of all ages. But beyond just being adorable, Butterbear is also an interesting business case study.
From an intellectual property (IP) perspective, Butterbear is more than just a cute face. The name and logo are registered trademarks, ensuring exclusive rights to use these marks in commerce. Additionally, the character design and the theme songs are also protected by copyright, preventing unauthorized reproduction. Beyond being a mascot, Butterbear’s images or logos appear on a wide range of merchandise, from dolls to teacups to cookies boxes, blankets, clothing, and so on.
Butterbear has also grown its brand through strategic licensing agreements, allowing other businesses to legally use its likeness into their products and services. This not only boosts revenue but also maintains brand control. Given its popularity, Butterbear has even attracted international attention, particularly from Chinese tourists, some of whom travel to Thailand specifically for Butterbear-related events. This global appeal makes international IP protection just as vital as local safeguards.
Photo credits: Rouse own – Images 1 and 2 taken at “A Magical Journey to our Buttery World” event at Siam Paragon, Bangkok on 1 March 2025; Image 3 taken at Butterbear shop, Emsphere, Bangkok on 2 March 2025.
Key IP Protection Considerations for Business Owners
The Butterbear case offers key takeaways for brand owners:
Conclusion and Recommendations
Butterbear’s journey to success shows how local brands can make it big. However, maintaining that success requires diligent IP protection. Business owners should take proactive steps to safeguard their brands, not just locally but on an international scale.
As a leading IP firm in Thailand, we are here to help businesses everything from trademark registrations to copyright protection and licensing. Whether you are building a new brand or managing an established one, securing your IP rights is essential for long-term success. Reach out to us today to keep your brand protected in the evolving market landscape.
