For many people, finding love starts with a dating app. More than 10% of UK adults that use the internet participate in online dating. Online dating is big business and brand strategy is a key aspect of obtaining a share of this lucrative market. Given the value of branding, brand protection is a vital component of protecting a business’ investment as well as its reputation and market share. These were all issues in the dispute that recently concluded in the Court of Appeal between a dominant player in the online dating market, Match Group LLC (Match) and Muzmatch, a disruptive innovator.
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