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Company name: Dogtag Ltd

Industry sector: Insurance

Business activity: Travel insurance designed for the sports and activity market.

Why is IP important to you? We compete in a highly commoditised and crowded marketplace and our IP is vital in keeping us differentiated and remembered. The Dogtag name comes ready-made with meaning and is the ultimate name for an identity-based travel insurance product designed to be discovered in an emergency. It makes our business scalable and transferable into other markets and territories.

Does IP underpin your competitive advantage? Our IP is heavily responsible for engendering referrals and repeat business. This keeps our cost per acquisition very low and gives our business a predictable and sustainable growth.

Why did you enter the IP League Table? We entered the IP League Table because we are proud of our brand, and keen to fully realise its potential.

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