Google Sharpens Its IP Strategy Across Health Tech and Home Devices
Jan/28/2026
Google has moved on two fronts in U.S. trademark filings, underscoring both its ambitions in consumer health technology and its vigilance in defending core brands. On January 23, the company applied for protection of ARIA AIR, a mark covering smart scales and related software designed to track weight, body fat, and fitness metrics—signaling continued investment in data-driven wellness ecosystems. Days later, on January 27, Google lodged an opposition against Nanchang Kuangxing Trading over the mark HEATNEST, arguing that its use across a wide array of powered household, heating, and lighting products risks confusion with Google’s established NEST brand. Taken together, the actions reflect a familiar playbook: expanding into adjacent digital-health hardware while aggressively policing brand equity in the connected home, where name recognition remains a strategic asset.
Latest Surveys
-
Revolut Tightens Its Brand — and Its Defenses
Jan/16/2026 -
Brand Battles in a Converging Marketplace
Jan/12/2026 -
Taco Bell Bets on Difference, Not Just Speed
Jan/19/2026 -
Adidas Defends the Stripes as Growth Accelerates
Jan/07/2026 -
Meta Sharpens Its Metaverse and AI Ambitions
Dec/30/2025
