The Power of Branding: Lessons from the UGG Trademark Dispute

Branding is about so much more than a name—it’s about recognition, perception, and the story a company tells.

Take the ongoing battle over the name UGG. Earlier this year, UGG Since 1974, an Australian family-owned business, announced it would have to change its name to “Since 74” for sales outside of Australia and New Zealand. Why? Because UGG is a trademark owned by Deckers Outdoor Corporation, who purchased the rights to the name in 1995. Despite UGG Since 1974 having a longer history, this legal battle forced them to abandon the name in favor of a rebrand outside their home country.

In Australia, “ugg” is a generic term used to describe sheepskin boots—essentially, the product itself, not a brand. But globally, particularly in the U.S., UGG has become a trademarked name synonymous with the high-quality boots the company produces. Deckers Outdoor Corporation, which acquired UGG in 1995, has transformed it into a global powerhouse, shaping consumer perception and turning the name into a symbol of luxury and comfort.

This case offers a valuable marketing lesson: While a name is certainly important, it’s not everything. Branding is about much more than just the label on the product. It’s about how your audience connects with you, the story you tell, and the reputation you build. 

In the case of UGG Since 1974, even though the company is forced to rebrand outside of Australia, the value of their brand remains intact. It’s found in their history, craftsmanship, and the loyal customers they’ve built over decades.

So, when building a brand, think beyond the name—focus on creating a lasting impression that connects with your audience, long after the label is forgotten.