Walmart Fights to Protect Its Brand and Reshapes Operations for Greater Success
Feb/14/2025
Walmart is taking steps to protect its brand with a trademark opposition against Harvey Ball Smile Ltd., claiming their figurative mark too closely resembles Walmart’s extensive retail services. The action comes after the retailer’s recent trademark filings, including those for products like 'HYPER TOUGH' and 'FREE ASSEMBLY'. At the same time, Walmart is reshaping its corporate presence with plans to cut nearly 700 jobs and shift operations to key cities, reinforcing its emphasis on collaboration and in-person work.
Walmart’s proactive approach to trademark protection is evident in its February 12 opposition against Harvey Ball Smile Ltd. and its figurative mark, which Walmart argues too closely resembles its own established retail brand. With a broad portfolio spanning retail services, grocery, electronics, and more, Walmart’s action underscores its efforts to maintain clear brand differentiation in a crowded market. This follows a series of new trademark filings, including those for 'HYPER TOUGH' and 'FREE ASSEMBLY', aimed at expanding the retailer’s product range. The visualisation below compares the similar patterns between the opposing (left) and opposed (right) trademarks.
Walmart is also reconfiguring its corporate structure and footprint. As part of a strategic shift, the company will cut nearly 700 corporate jobs in New Jersey and North Carolina while expanding offices in California, Arkansas, and New York City. This restructuring is aimed at fostering greater collaboration, innovation, and speed by bringing teams together in person. Walmart has already made significant investments in its Bentonville headquarters and is planning the expansion of its Hoboken office. The retailer’s focus on returning to in-person work comes after years of remote arrangements, reflecting a broader industry trend toward office-based collaboration post-pandemic. These align with Walmart’s vision to accelerate momentum, optimize operations, and continue its growth across all market segments. Walmart is one of the most frequent applicants for U.S. trademarks each year, with its portfolio consisting mainly of a variety of products and services (42.9%), followed by advertising and business services (13.2%), and scientific and electric apparatus (11.4%). The chart in the second visualisation shows Walmart’s overall industry portfolio.
