The American Victor company acquired the use of the trademarked image in the early 20th century, and RCA picked it up with its acquisition of Victor in 1929. Today, the trademark's ownership is divided among different companies in different countries. Global electronics giant JVC, for example, is actually the Victor Company of Japan and still uses Nipper in its logo and advertising, but only in Japan.
The original title of the painting was “His Late Master’s Voice”, but that was quickly determined to be a bit morbid as an advertising campaign.
In the 1990s, RCA produced a series of commercials featuring Nipper played by a real dog. Those ads also introduced a puppy, “Chipper”.
The Gramophone Company became so associated with the logo and slogan that around 1908 the company was renamed HMV. Today, more than a hundred years later, HMV is a popular global retail chain which continues to use the Nipper logo.