TRADEMARKS, NOW
TRADEMARK INDUSTRY REVIEW Q1 2017
CONTENTS
From the Editor (4) Personal Care, Beauty and Fast-Moving Consumer Goods (33) CEO Interview (5) - Introduction (34) - Product Class Trends (34) From the Engine Room (7) - Regional Trends (34) - 1. L’Oreal (35) Global Trends (8) - 2. Unilever (36) - TM Volume by Product Class (8) - 3. LG Household & Health Care (37) - TM Volume by Country (9) - 4. Amorepacific Group (38) - Rankings: The 50 Fastest-Growing TM Portfolios (10) - 5. Kao Corp (39) - Takeaways (11)
Pharmaceuticals and Medical Devices (40) Clothing, Apparel & Luxury Goods (12) - Introduction (41) - Introduction (13) - Product Class Trends (41) - Product Class Trends (13) - Regional Trends (41) - Regional Trends (13) - 1. Johnson & Johnson (42) - 1. LVMH Moet Hennessy Louis Vuitton SE (14) - 2. Bayer Group (43) - 2. L Brands Inc (15) - 3. Merck & Co (44) - 3. VF Corporation (16) - 4. Novartis (45) - 4. Kering SA (17) - 5. GlaxoSmithKline (46) - 5. Cie Financiere Richemont SA (18)
Retail (47) Food & Beverages (19) - Introduction (48) - Introduction (20) - Product Class Trends (48) - Product Class Trends (20) - Regional Trends (48) - Regional Trends (20) - 1. Coppel (49) - 1. Nestle (21) - 2. Schwarz Gruppe GmbH (50) - 2. ORION Corp (22) - 3. Abercrombie & Fitch Co (51) - 3. PepsiCo (23) - 4. Walmart (52) - 4. Grupo Bimbo (24) - 5. E-Mart Inc (53) - 5. Haribo (25)
Media, Entertainment & Games (26) Technology Hardware, Software & - Introduction (27) Internet (54) - Product Class Trends (27) - Introduction (55) - Regional Trends (27) - Product Class Trends (55) - 1. Time Warner Inc (28) - Regional Trends (55) - 2. Comcast Corp (29) - 1. Tencent Holdings Ltd 56 - 3. Walt Disney Co (30) - 2. LG Electronics (57) - 4. International Game Technology PLC (31) - 3. LeEco (58) - 5. Viacom Inc (32) - 4. Apple Inc (59) - 5. Alibaba Group (60)
Appendix: 3 Trademark Registries Included in This Report (61) FROM THE EDITOR
Who’s filing the most new
Trademarks?
It’s a question that is of perennial interest to both the legal and business communities, from both an overall risk standpoint, and a strategic/competitive perspective. Legal teams, of course, are always interested to know if their firms (or client firms) are keeping up with their competitors in terms of brand protection in their industries around the globe. Corporate strategists, likewise, are keen to uncover any early-warning signals that other companies in their space are innovating in new ways.
Trademark activity has also been of interest to economists, academics and policy makers, who in recent years have demonstrated a clear correlation between companies’ trademark activity and innovation (defined, in one such study, as “share of sales coming from new products and new services” ¹). In sum: innova- tor companies tend to apply for more trademarks than imitators, all else (sector, company size, etc.) being equal. These studies have also indicated that “firms are more likely to use trademarks when they are large, when they gauge the risk of imitation by competitors to be high and when they are active in terms of exports.”2
Looking at our rankings of the most-active trademark portfolios across different industries, we certainly concur.
Welcome to the inaugural TrademarkNow summary of global trademark trends. With access to over 90% of the world’s registered trademark information by volume, and lots of nifty data-processing tools, we at TrademarkNow are often interested ourselves in looking at this kind of information – and we thought we’d share some of what we found interesting.
We’ll likely continue to evolve the format of this report in subsequent issues, and your feedback is very welcome. Please visit us at trademarknow.com/industry-report to see the digital version of this report, and provide your comments.
Thanks and happy reading!
Charlie Hill Head of Product, TrademarkNow
4 1. Schmoch, U. (2003). Service marks as novel innovation indicator. Research Evaluation, pp. 149-156. 2. Castaldi, C. (2016). Trademarks, innovation and economic performances. European Commission, Joint Research Centre, p. 6. CEO Interview
TrademarkNow is a company focused on transforming the working lives of professionals in the industry by virtue of creating the possibility of instant access to information about trademarks and their owners all over the globe. We envision a world in which search and watch reports contain not only comprehensive results but are ranked in order of threat level to permit speed in an industry in which faster responses are increasingly critical. We are committed to the mission of providing the kind of access to the key data that our clients, col- leagues and professionals would have dreamed of – if Mikael Kolehmainen they had thought it was possible. CEO, TrademarkNow
One of the many challenges inherent in this industry is The woman who would become our Chief Scientist, the lack of visibility and information. Many professionals Anna Ronkainen, was speaking at the event and I met admit that they are often choosing between what is con- her afterwards. sidered ‘best practice’ and what is a realistic option for their clients or the companies they represent. Compre- Can you remember the moment hensive data on trademark applications, industry trends, you decided to go for it? Nice Class populations and global activity that would enhance the advice they can give, has been difficult to I had just made an exit from one of the angel investments come by. As the years have passed, legacy providers I made. At the same time, my employer was going through have consistently failed to embrace this challenge and an acquisition that would have meant adjusting to a new provide practitioners with viable alternatives. way of things in any case. So, everything seemed to line up to take the leap. As we celebrate the first edition of our industry report ‘Trademarks, Now’, we take a look back at the inspiration What inspired the idea? and history behind TrademarkNow. Our CEO, Mikael Kolehmainen, explains how and why he and the other Clients frequently asked for a faster way of doing things founders developed the platform. especially in the clearance space where TrademarkNow got started. They had some pretty simple requests, but with the legacy systems available, you could not fulfil What were you doing before them without burning through your client’s budget. On TrademarkNow? top of this, a lot of the clearance work is very routine – I was a trademark attorney at a boutique IP law firm for finding a way to collect data, collecting the data, analys- 8 years and did some small angel investing on the side. ing the data and repeating the same process day in, day out. I am also quite a big sci-fi fan, so the idea of using AI to figure out a more modern day approach came quite Where and how did the 4 founders naturally. meet each other?
I met our CTO, Matti Kokkola, through a mutual friend. How long has the company been in Matti then brought Heikki Vesalainen on board and he development? 5 became our Chief Architect. I attended a talk on AI and trademarks at a post-graduate law student email group. Matti and I had started working on it already in 2011. … …
The rest of the founders joined in early 2012 and the I have always been a bit of a non-conformist and come company was started in the Summer of 2012. Anna had from a long line of entrepreneurs. I have always enjoyed been researching how AI applies to trademarks for about all things business, so after all the other things lined up in 15 years before that, which got us off to a flying start! life, it made sense to combine fixing the things that I had found most tedious in my work and the business element.
What milestones has it met? What was the biggest challenge 130+ customers, 35 employees and an investment round in your early years of TrademarkNow from tier 1 VCs. and how did you solve it?
I think those challenges are similar for every young How did you get up and running? business. Funding is the critical challenge solved only by We started coding at Start-up Sauna, got Lifeline Ven- successful fundraising. tures and Tekes interested and got our first office at Regus in Helsinki. I had an office without windows with Future goals and ambitions? calming red walls. Having TrademarkNow eventually serve as the ultimate platform for all things trademarks, and at least doubling Why would a qualified lawyer give it up revenues year on year going forward. and take the risk – considering the money lawyers make? Looking back now, what advice would you Being a lawyer was not really what I enjoyed doing. Wak- give to others starting on a similar path? ing up and going to work each day just got more and more difficult each day, and being unhappy at work spilt over Learn to looove fundraising. :) to my social and family life. It spiralled into an existence that was a really long way from what the 18 year old me What are you most looking forward to in had hoped for. It was time to take a long, hard look at the 2017? bigger picture. So, I started trail running with vengeance, lost tons of weight and did not go out or even meet Introducing more features, better coverage and person- friends really for about 18 months while I was processing ally also closing fundraise and growing as per plan. all this. As part of the angel investing, I was serving on a couple of boards, and enjoyed that work tremendously.
“Having TrademarkNow eventually serve as the ultimate platform for all things trademarks”
6 FROM THE ENGINE ROOM
On behalf of the TrademarkNow development graphic distribution of its trademark portfolio. team I welcome you, dear reader, to this inaugural report of trademark industry terms. We hope you The cumulative portfolio chart shows the growth find the information useful and interesting. of the portfolio as well as the six brand names with A much wider variety of statistics analysis tools the most filings with application and jurisdiction will soon provided as a part of our platform. counts and the earliest filing date for each. The top products table shows the five specific products Creating the report gave us yet another opportu- with the most applications over the past five years nity to use our unique data analytics capabilities, with a grand total and a graph for annual trends. such as analyzing the similarity of goods and ser- The “hot or not” list shows the products with the vices on the level of the individual product rather biggest relative proportional up- and downward than just class level or simple string matching, and changes against the entire portfolio. And for all our trademark owner analysis, which makes it Nice diehards, we show five-year trends for the possible to create and maintain entire trademark classes most relevant for the industry. portfolios effortlessly. Finally some caveats: The figures in this report The report opens with a global overview, followed are based on trademark applications data from by profiles of seven specific industries, with the 70 registries listed at the end of the report as some general data and profiles of the five biggest it was available to us as of May 4 2017. Generally (groups of) companies in terms of trademark this includes also unpublished applications, but in applications within each industry. some cases the data on unpublished applications can be incomplete (e.g. missing the name of the In the global overview section, we present some applicant) or missing altogether. Most significantly global statistics on the most active registries and this concerns China, where we only have data on applicants, which industries the applicants repre- published applications. Because of its significance sent and where they are from, as well as the most and impact on the overall trends, we have decided popular Nice classes, followed by an analysis of to use a correction factor in this specific case, the general trends in the trademark space across comparing major applicants’ past quarterly filing different industries. trends against the data we have and based on that estimating that we have approximately 30% of all In the industry profile overview sections, we pro- 2017 applications. vide comparisons for the five companies profiled in more detail: overall application counts for 2016, For most registries, our data does not cover all historical trends for the past 20 years, and Nice applications which have wholly expired before class distribution within the classes most relevant the computer age, which inter alia means that for the industry. We also show the combined earliest-application dates for some brands can be application counts for these companies for the a bit off sometimes. It is also worth noting that past five years in eight jurisdictions, generally our figures may in general differ from statistics including at least the five biggest plus some others published by the trademark offices themselves, with interesting trends. as they may count individual classes rather than entire applications, or exclude unserious or unpaid For each company we give a brief summary and applications altogether. some overall key figures. A map shows the geo-
Anna Ronkainen 7 Chief Scientist, TrademarkNow GLOBAL TRENDS
Trademark Volume by Product Class Among the largest-volume trademark classes in 2016 were those within the always-busy broad business-oriented categories (e.g., Class 35, Advertising & Business; Class 42, Research & Development), and the prominent Technology/ Media/Telecom categories (Class 9, Electrical & Scientific Devices; Class 41, Education & Entertainment). Clothing (Class 25) and Pharmaceuticals & Medical Supplies (Class 5) also placed near the top.
1. Advertising and business 35 5 4k 2. Electrical and scientific devices 9 404k 3. Education and entertainment 41 3 k 4. Clothing 25 2 2k 5. Research and development 42 2 1k . Pharmaceuticals and medical supplies 5 231k 7. Staple foods 30 22 k . Hotels and restaurants 43 212k . Cosmetics and cleaning preparations 3 1 5k 10. Paper goods and printed matter 16 1 1k 11. Insurance and financial 36 1 2k 12. Meats and processed foods 29 15 k 13. Construction and repair 37 130k 14. Medical, cosmetic and agricultural services 44 125k 15. Communication 38 123k 1 . Transportation and storage 39 111k 17. Light beverages 32 10 k 1 . Environmental control apparatus 11 102k 1 . Toys and sporting goods 28 102k 20. Social and legal services 45 101k 21. Wines and spirits 33 3. k 22. Leather goods 18 3.4k 23. Machinery 7 1.4k 24. Housewares and glass 21 7. k 25. Furniture and natural materials 20 . k 2 . Vehicles 12 5. k 27. Natural agricultural products 31 3.0k 2 . Jewelry 14 77.1k 2 . Medical devices 10 72.3k 30. Chemicals 1 . k 31. Metal goods 6 1.4k 32. Fabrics 24 5 .2k 33. Non-metallic building materials 19 5 .7k 34. Manufacturing 40 53. k 35. Hand tools and cutlery 8 35.0k 3 . Rubber goods 17 33.7k 37. Lubricants and fuels 4 30. k 3 . Paints 2 27. k 3 . Smokers’ articles 34 25.3k 40. Sewing supplies 26 24. k 41. Floor coverings 27 20.1k 42. Cordage and fibers 22 17.2k 43. Musical instruments 15 12.2k 44. Explosives and firearms 13 12.1k 45. arns and threads 23 .5k
8 Trademark Volume by Country By far the biggest regional story in 2016 trademarks continued to be China: the State Administration for Industry and Commerce (SAIC) in Beijing accepted 3.7 million trademark applications during the year, a 29% increase over 2015 and more than seven times(!) the filing volume of the second-busiest trademark office, the USPTO. Besides China, other newly industrialized countries - India, Brazil, Mexico, Turkey - featured prominently in the top ten globally, as international companies expanded their businesses there and sought brand protections.
1. China 3.7M 2. United States 414k 3. India 303k 4. Japan 207k 5. South Korea 1 3k . Brazil 1 2k 7. Mexico 152k . European Union 132k . Turkey 112k 10. France 0. k 11. Australia 3.5k 12. Taiwan 7 .0k 13. Argentina 7 .5k 14. Germany 72.2k 15. United Kingdom .1k 1 . Russia 4.5k 17. Spain 1. k 1 . Canada 55. k 1 . Chile 50. k 20. Italy 50.1k
9 Rankings: The 50 Fastest-Growing Trademark Portfolios Chinese social media and internet technology giant Tencent, which recently became the world’s tenth-most valuable public company, held the fastest-growing trademark portfolio in the world during 2016, with more than 4000 applications filed. Korean technology manufacturer LG Electronics was second in portfolio growth, with over 3600 filings; media titan Time Warner was third, with over 3500. Pharmaceuticals and medical devices conglomerate Johnson & Johnson and global cosmetics company L’Oreal rounded out the top five.
Trademark Applications Filed, 2016 (in Hundreds)
1. Tencent Holdings Ltd 4.1k ( 32 ) 2. LG Electronics 3. k (- ) 3. Time Warner Inc 3.5k (+1�590%) 4. Johnson & Johnson 3.2k ( 17 ) 5. L Oreal 3.1k (+19%) . Coppel 2. k (+196%) 7. Merck & Co 2.7k (+69%) . Unilever 2.5k (-99%) 9. Novartis 2.2k (-74 ) 10. LeEco 2.2k ( 174 ) 11. Comcast Corp 2.1k (+50%) 12. LVMH SE 2.1k ( 4 ) 13. Bayer Group 2.0k (+19%) 14. GlaxoSmithKline 1.9k (+59%) 15. LG Household & Health Care 1.9k (-75 ) 1 . Apple Inc 1. k (- 2 ) 17. Philip Morris 1. k ( 21 ) 1 . Alibaba Group 1.7k (-95%) 19. Amorepacific Group 1.7k ( 12 ) 20. Samsung Electronics 1.7k (-100%) 21. Nestle 1. k (-96%) 22. Philips 1. k (- 2 ) 23. Merck KGaA 1. k ( 1 ) 24. Huawei Technologies 1. k (-71 ) 25. Alphabet Inc 1.5k ( 4 ) 2 . Bayerische Motoren Werke 1.5k ( 5 ) 27. ORION Corp 1.5k (+1�114%) 2 . Kao Corp 1.5k ( 24 ) 29. PepsiCo 1.5k ( ) 30. Procter & Gamble 1.5k (-90%) 31. Shiseido Co Ltd 1.3k (-94%) 32. Grupo Bimbo 1.2k (-98%) 33. Walt Disney Co 1.1k (-80%) 34. CH Boehringer Sohn AG 1.1k (-80%) 35. Schwarz Gruppe GmbH 1.1k ( 27 ) 3 . Colgate Palmolive 1.1k ( 5 ) 37. Leshi Internet Info & Tech Corp 1.1k (- ) 3 . Daimler AG 1.1k ( 21 ) 39. Baidu Inc 1.1k ( 2 ) 40. Volkswagen AG 1.0k (-7 ) 41. Hyundai Motor Co 1.0k ( ) 42. Abercrombie & Fitch Co 973 ( 5 ) 43. Sanofi 942 (-91%) 44. Walmart 932 ( 21 ) 45. L Brands Inc 922 (+60%) 4 . BASF SE 917 (+59%) 47. Bristol-Meyers Squibb 911 (+207%) 4 . Toyota Motor Corp 894 (- 1 ) 49. VF Corporation 840 (-91%) 50. Amazon.com Inc 37 ( 15 )
Industries In terms of industry-sector representation among the fastest-growing companies in trademarks, the “big three” sectors in 2016 were Technology Hardware, Software & Internet, with 12 (24%) of the Top 50 companies; Pharmaceuticals & Medical Devices, with 9; and Personal Care, Beauty & Fast Moving Consumer Goods, with 8. Automotive (5), 10 Food & Beverages (4); Retail (4); Clothing, Apparel & Luxury Goods (3); Media, Entertainment & Games (3); Energy & Industrials (1); and Tobacco (1) companies completed our Top 50. Industries
1. Technology Hardware, Software & Internet 12
2. Pharmaceuticals & Medical Devices
3. Personal Care, Beauty & Fast-Moving Consumer Goods 4. Automotive 5
5. Food & Beverages 4
. Retail 4
7. Clothing, Apparel & Luxury Goods 3
. Media, Entertainment & Games 3 . Energy & Industrials 1
10. Tobacco 1
Countries By country, United States-based businesses led our rankings, accounting for 17 (34%) of the Top 50 fastest-growing trademark portfolios in 2016. German-headquartered companies were second, with 8 of the Top 50, while China and Korea placed third, with 6 each. Japan and France, with 3 companies each, tied for fifth.
1. United States 17 2. Germany
3. China 4. South Korea
5. France 3 . Japan 3
7. Mexico 2 . Switzerland 2
. United Kingdom 2 10. Netherlands 1
Takeaways Looking at the 2016 global picture in trademark filings, Within the technology sector, the Chinese internet-giant then, a large part of what we (still) see among the top trio of Tencent, Alibaba, and Baidu all placed within our top tier of trademark filers is predominantly very big, multi- 50 global trademark-filers, as three other Chinese tech/ national, largely western companies seeking to protect media/telecom companies (LeEco, Huawei Technologies, their brands in both large economies and the newly-in- and Leshi Internet Information and Technology Corp). dustrialized economies. More specifically: we see lots Two Mexican firms - department store retailer Coppel of huge American, European, Korean, and Japanese firms and baked goods producer Grupo Bimbo - also made our protecting themselves both in their traditional “G20” top 50. And several Indian firms, while not quite placing markets and in the trademark boomtowns of China, India, among the top 50, finished just beneath it - including Brazil, Mexico, and Turkey - among others. pharma company Sun Pharmaceutical Industries Ltd and personal care products manufacturer Patanjali Ayurved. But the other part of the 2016 trademarks story - and perhaps the more interesting part - is that we are also wit- In short, we see the world of trademarks clearly repre- nessing the exponential growth of trademarked brands senting the overall growth and innovation patterns of (and, thus according to recent studies, an explosion of multinational business more broadly. It will be interesting innovation) within the newly-industrialized economies to see how these trends evolve in the coming months and 11 themselves. years. Clothing, Apparel & Luxury Goods
12 Industry Sector Trends Clothing, Apparel & Luxury Goods
2015 was a peak year for the Clothing, Apparel & Luxury Goods business in terms of new trademark applications. While 2016 was a bit softer, it was still strong by historic standards: our Top 5 Clothing, Apparel & Luxury Goods companies applied for more than 6400 marks around the world during 2016.
In terms of company locations, French and American-based companies dominated the trademark activity in the Clothing, Apparel & Luxury Goods industry in 2016, together representing four of the top five companies in mark applications globally.
3k
2k
1k
0 1 7 1 1 2000 2001 2002 2003 2004 2005 200 2007 200 200 2010 2011 2012 2013 2014 2015 201
LVMH SE L Brands Inc VF Corporation Kering SA Cie Financiere Richemont SA
Product Class Trends While the top 5 companies in the Clothing, Apparel & Luxury Goods space obviously have varied areas of focus in terms of products, Leather Goods (Nice Class 18) has shown consistent growth in trademark applications over the past five years among these companies. Cosmetics (Class 3) and Jewelry, while still a larger fraction of the total product mix, have had flatter growth in trademark filings.
Top Product Classes
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10k
5k
0 LVMH SE L Brands Inc VF Corporation Kering SA Cie Financiere Richemont SA
3: Cosmetics and cleaning preparations 14: ewelry 18: Leather goods 25: Clothing 33: Wines and spirits
Regional Trends China was by far the highest-activity trademark office among the Top 5 companies in the Clothing, Apparel & Luxury Goods sector in 2016, continuing (and expanding on) a trend that is several years in the making. Hong Kong filing activity has also dramatically increased among these companies over the past couple of years.
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0 2007 200 200 2010 2011 2012 2013 2014 2015 201 13
China European Union France Hong Kong Mexico Singapore South Korea United States LVMH Moët Hennessy Louis Vuitton SE 1. OVERALL RANK: 12
The Paris-based diversified luxury goods group is a perennial powerhouse in trademarks, having applied for more than 2100 marks around the world in each of the past three years. In terms of regions, its greatest number of applications in 2016 were filed in China, the United States, France, and Mexico. Cosmetics decreased as a fraction of its overall mark applications during the year, while Leather Goods and Jewelry increased. 1 100 2 27 2 4 none
TRADEMARK PORTFOLIO GROWTH OVER TIME
30k Jun 1 5 TAG HEUER 32 Feb 1 0 20k BVLGARI 37 105 Dec 1 75 LORO PIANA 2 4 73 Jun 1 75 10k LOUIS VUITTON 325 2 Apr 1 31 LV 5 4 4 0 1 0 1 0 1 00 1 10 1 20 1 30 1 40 1 50 1 0 1 70 1 0 1 0 2000 2010
TOP PRODUCT TYPES PRODUCT CLASS TRENDS
PRODUCT 2012 2016 TOTAL 1000
3 Perfume 22 3 3 500
0 3 Eau de toilette 1 1 4110 2012 2013 2014 2015 201
3 Cosmetics and cleaning preparations 3 Eau de colognes 14 3 3424 33 Wines and spirits 1 Leather goods 14 Jewelry Electrical and scientific devices
3 Soaps 145 405
3 Make-up 140 3371
PRODUCT TRENDS
Bath foam Cinematographic machines and apparatus Bath gels Agates Hair creams Cosmetic and toilet utensils and bathroom Leather preservatives [polishes] articles Hand creams Corkscrews Drinking glasses 14 L Brands Inc 2.OVERALL RANK:45
Columbus, Ohio-based clothing and fashion produc- er-retailer L Brands Inc, whose flagship brands include Victoria’s Secret and Bath & Body Works, filed an all-time high number of trademarks for the company in 2016. Its product focus was increasingly on cosmetics and perfumes, and its geographic focus shifted significantly towards newly-industrialized markets like China, Mexico and Turkey. 1 2 27 135 13 34 none
TRADEMARK PORTFOLIO GROWTH OVER TIME
5k Apr 200 LOVE PINK 73 2 4k May 2000 VICTORIA S SECRET PINK 10 1 3k Nov 1 THE WHITE BARN CANDLE CO 5 32 2k Mar 1 0 BATH & BODY WORKS 172 5 1k Feb 1 7 VICTORIA S SECRET 253 5 0 1 40 1 50 1 0 1 70 1 0 1 0 2000 2010
TOP PRODUCT TYPES PRODUCT CLASS TRENDS
PRODUCT 2012 2016 TOTAL 500
3 Perfume 52 100 250
0 25 Bras 2 0 45 2012 2013 2014 2015 201
3 Cosmetics and cleaning preparations 25 Clothing 4 Lubricants and fuels 35 Advertising and business 3 Eau de toilette 274 4 0 1 Leather goods
3 Body creams 2 2 577
3 Soaps 255 551
PRODUCT TRENDS
Soaps Boots Essential oils Sleepwear Perfume Swimming caps Scented water Cosmetic dyes Self-tanning preparations [cosmetics] Cosmetic preparations for eyelashes
15 VF Corporation 3. OVERALL RANK: 49
North Carolina-based apparel producer VF Corporation, whose brand names include Wrangler and Lee jeans, Timberland footwear, Nautica sportswear, and The North Face, filed more than 800 trademarks in 2016, an all-time high for the company. In addition to its home country, its primary regional focus was on several large Latin American and East Asian economies. 1 3 40 325 32 521 none
TRADEMARK PORTFOLIO GROWTH OVER TIME
15k Oct 1 REEF 317 55 May 1 5 10k NAUTICA 421 5 Sep 1 2 VANS 3 4 54 May 1 47 5k WRANGLER 57 Aug 1 1 LEE 3 0 5 0 1 0 1 00 1 10 1 20 1 30 1 40 1 50 1 0 1 70 1 0 1 0 2000 2010
TOP PRODUCT TYPES PRODUCT CLASS TRENDS
PRODUCT 2012 2016 TOTAL 750
500 25 Footwear 1170 42 1 250
0 25 Headwear 4 2 50 2012 2013 2014 2015 201
25 Clothing 1 Leather goods 35 Advertising and business 25 Jackets 7 2153 Electrical and scientific devices 24 Fabrics
25 Trousers 43 2221
25 Shirts 0 22 3
PRODUCT TRENDS
Underwear Ski jackets Headwear Skin lotions Footwear Essential oils Shorts Backpacks Evening coats Satchels
16 Kering SA 4.OVERALL RANK: 54
The owner of Gucci and Yves Saint Laurent applied for over 800 new marks around the world in 2016 - some- what less than it did in 2015 (when it filed more than 1200), but still about average given its filing activity over the past 10 years. Regionally, the company’s top focus continued to be on China. Leather goods and jewelry were Kering’s top Product Classes in 2016. 1 70 71 201 202 1005 none
TRADEMARK PORTFOLIO GROWTH OVER TIME
15k Jun 1 77 GG 2 10 Oct 1 73 10k BOTTEGA VENETA 221 0 Jul 1 5 GUCCI 1005 104 Jan 1 2 5k YVES SAINT LAURENT 344 1 Jan 1 2 YSL 3 5 3 0 1 50 1 0 1 70 1 0 1 0 2000 2010
TOP PRODUCT TYPES PRODUCT CLASS TRENDS
PRODUCT 2012 2016 TOTAL 400
1 Luggage 00 2327 200
0 1 Umbrellas 770 2214 2012 2013 2014 2015 201
14 Jewelry 3 Cosmetics and cleaning preparations 3 Perfume 74 2704 1 Leather goods 25 Clothing 35 Advertising and business
1 Evening bags 72 1710
14 Jewellery 723 143
PRODUCT TRENDS
Leather pouches Fingernail decals Shoe bags Boxer shorts Carry-all bags Electronic data processing Satchels Downloadable image files Key cases Fragrances
17 Cie Financiere Richemont SA 5.OVERALL RANK: 72
The Swiss owner of Cartier and Montblanc slowed its overall filing activity significantly in 2016 versus the prior year. China, Hong Kong, the U.S., and South Korea were Richemont’s top regions for trademark filings for the year. Jewelry marks remained the company’s top focus, but represented a proportionally smaller share of its total trademark filings in 2016 versus past years. 1 2 3 474 475 1375 none
TRADEMARK PORTFOLIO GROWTH OVER TIME
20k Dec 1 47 PIAGET 32 1
15k Jul 1 44 CARTIER 4 5 Jan 1 30 10k DUNHILL 73 May 1 10 53 5k MONTBLANC Jan 1 00 MUST DE CARTIER 300 75 0 1 0 1 0 1 00 1 10 1 20 1 30 1 40 1 50 1 0 1 70 1 0 1 0 2000 2010
TOP PRODUCT TYPES PRODUCT CLASS TRENDS
PRODUCT 2012 2016 TOTAL 750
14 Watches 45 21 500
14 Jewellery 424 32 2 250
14 Earrings 351 4733 0 2012 2013 2014 2015 201 14 Cufflinks 340 53 3 14 Jewelry 35 Advertising and business 3 Cosmetics and cleaning preparations 14 Necklaces 33 45 1 Leather goods 25 Clothing
PRODUCT TRENDS
Water heaters for shower baths Opticians’ goods Microwave ovens Nibs Automobile lights Index cards Installation, cleaning, repair and Advice relating to the sale of businesses maintenance Cardboard boxes Water faucets 18 Food & Beverages
19 Industry Sector Trends Food & Beverages
Trademark filing activity for our Top 5 companies in the food & beverages sector peaked historically in 2008, and fell significantly after the financial crisis. Since then it has been gradually increasing - but has yet to reach pre-2008 levels. By far the “biggest mover” among the 2016 Top 5 was Korea-based confectionery producer ORION Corp, which increased its trademark activity more than ten-fold versus the prior year.
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0 1 7 1 1 2000 2001 2002 2003 2004 2005 200 2007 200 200 2010 2011 2012 2013 2014 2015 201
Nestle ORION Corp PepsiCo Grupo Bimbo Haribo
Product Class Trends The biggest product class among our top 5 companies in the food & beverages sector, staple foods (Nice class 30), grew in both absolute and percentage terms in 2016. Light beverages (class 32) and processed foods (class 29) ranked #2 and #3 among our Top 5 companies, but growth in these classes was essentially flat.
Top Product Classes
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20k
10k
0 Nestle ORION Corp PepsiCo Grupo Bimbo Haribo
29: Meats and processed foods 30: Staple foods 31: Natural agricultural products 32: Light beverages 33: Wines and spirits
Regional Trends Among our Top 5 companies in the food & beverages sector, the United States and Mexico have been the top jurisdic- tions for trademark applications over the past few years, with China making a significant jump in 2016.
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0 20 2007 200 200 2010 2011 2012 2013 2014 2015 201
Argentina Australia Bra il Chile China Hong Kong Mexico United States Nestle 1. OVERALL RANK: 21
The diverse Swiss food producer, which owns such brands as Kit Kat, Poland Spring, Gerber, and Nespresso, applied for more than 1600 trademarks around the world in 2016 - a huge total for any company, but less than half of Nestle’s peak filing total of more than 4100 marks, set in 2008. Its top jurisdictions for trademark applications in 2016 were China, Chile, the United States and Mexico; its top trademark class remained staple foods (class 30). 1 153 154 1 17 1 34 none
TRADEMARK PORTFOLIO GROWTH OVER TIME
50k Sep 1 5 NESPRESSO 247 1 40k Sep 1 43 GERBER 277 2 30k May 1 3 NESCAFE 3 4 20k Apr 1 11 KIT KAT 2 4 10k Oct 1 4 NESTLE 47 7 0 1 0 1 0 1 00 1 10 1 20 1 30 1 40 1 50 1 0 1 70 1 0 1 0 2000 2010
TOP PRODUCT TYPES PRODUCT CLASS TRENDS
PRODUCT 2012 2016 TOTAL 1500
1000 30 Biscuits 2 70 5 1 500
0 30 Chocolate 25 57 2012 2013 2014 2015 201
30 Staple foods 2 Meats and processed foods Coffee and 30 substitutes therefor 247 100 5 Pharmaceuticals and medical supplies 31 Natural agricultural products 32 Light beverages
Teas and 30 substitutes therefor 2231 50
Cocoa-based 30 beverages 21
PRODUCT TRENDS
Foodstuffs for animals Vegetable extracts for food Meal replacement powders Vitamins with minerals Nutritional supplements Sesame Live trees Confectionery made of sugar Mobile phones Fish food
21 ORION Corp 2.OVERALL RANK: 27
South Korean confectionery company ORION Corp applied for more than 1500 trademarks in 2016, prin- cipally in South Korea itself, China, the Philippines, and Hong Kong - a huge increase over its filings in prior years. Its main trademark class was staple foods, class 30 - with pies and puddings representing its fastest growing product types according to trademark records. We don’t expect sago and tapioca to be the next food trend, but 1 4 5 2 27 30 none they do show that class headings are still going strong even after the IP TRANSLATOR case.
TRADEMARK PORTFOLIO GROWTH OVER TIME
4k Jun 2010 MARINE BOY 51 2
3k Sep 2007 MARKETO 50 1 Oct 1 4 2k CHOCOPIE 4 40 Apr 1 5 23 1k ORION CHOCO PIE Sep 1 7 ORION 104 55 0 1 0 1 5 1 0 1 5 2000 2005 2010 2015
TOP PRODUCT TYPES PRODUCT CLASS TRENDS
PRODUCT 2012 2016 TOTAL 1500
1000 30 Biscuits 1 0 130 500
0 30 Bread 1 40 5 5 2012 2013 2014 2015 201
Sweets (candy), 30 Staple foods 2 Meats and processed foods 30 candy bars and 15 4 0 0 32 Light beverages Electrical and scientific devices chewing gum 43 Hotels and restaurants
30 Crackers 1525 33 0
30 Chocolate 131 5724
PRODUCT TRENDS
Pies Sherbets [confectionery] Puddings Juices Crackers Mineral water Pastries, cakes, tarts and biscuits (cookies) Tomato juice beverages Caramels Fruit juice 22 PepsiCo 3. OVERALL RANK: 29
The American food and beverage giant applied for more than 1500 trademarks in 2016, a modest increase over the prior year, but still well below its 2008 record of more than 2700. Its top locations for filings in 2016 were the United States itself, Mexico, Russia, Chile and China, with light drinks (class 32) its top product class over the past year. 1 105 10 541 542 2740 none
TRADEMARK PORTFOLIO GROWTH OVER TIME
30k Jul 1 GATORADE 245 5 Oct 1 4 20k CHEETOS 312 5 May 1 3 7UP 374 Mar 1 15 10k PEPSI 41 Mar 1 4 UAKER 2 7 2 0 1 00 1 10 1 20 1 30 1 40 1 50 1 0 1 70 1 0 1 0 2000 2010
TOP PRODUCT TYPES PRODUCT CLASS TRENDS
PRODUCT 2012 2016 TOTAL 1000
30 Cereals 1275 5134 500
0 2012 2013 2014 2015 201 30 Flour 124 5 34 32 Light beverages 30 Staple foods 2 Meats and processed foods Coffee and 30 substitutes therefor 1220 5 05 5 Pharmaceuticals and medical supplies 35 Advertising and business
30 Honey 11 4 54 1
30 Sauces 1173 5351
PRODUCT TRENDS
Tapioca Cream puffs Sago Powdered eggs Papads Lentils, preserved Rice cakes Pizzas Taco chips Fish sandwiches
23 Grupo Bimbo 4.OVERALL RANK: 32
Mexico City-headquartered baked goods producer Grupo Bimbo, owner of the Thomas’, Sara Lee and Entenmann’s brands, applied for more than 1200 new trademarks and registered more than 400 unique brands in 2016. Its top regions were Mexico itself, Chile and Argentina.
1 7 5 4453 none
TRADEMARK PORTFOLIO GROWTH OVER TIME
15k Aug 1 77 RICOLINO 123 34 Sep 1 71 10k TIA ROSA 134 31 Jul 1 5 IDEAL 147 1 Mar 1 3 5k MARINELA 17 32 Sep 1 43 BIMBO 34 7 0 1 30 1 40 1 50 1 0 1 70 1 0 1 0 2000 2010
TOP PRODUCT TYPES PRODUCT CLASS TRENDS
PRODUCT 2012 2016 TOTAL 1500
1000 30 Spices 1 54 454 500
0 30 Flour 1 12 4 2 2012 2013 2014 2015 201
30 Staple foods 2 Meats and processed foods 30 Sauces 1 11 4543 5 Pharmaceuticals and medical supplies 32 Light beverages 31 Natural agricultural products
30 Baking powders 1 5 4520
30 Frostings 1 01 4052
PRODUCT TRENDS
Tapioca Canola oil Sago Algae Rice Frozen yogurt Table salt Brine for cooking Breakfast cereals Pastry dough containing honey 24 Haribo 5.OVERALL RANK:66
Bonn, Germany-based candy and confectionary com- pany Haribo, makers of the first gummi bear candies during the 1920s, filed more than 600 trademarks in 2016. Their focus was global in scope, with their highest volume of applications in Benelux, France, and the U.S., with significant increases in India, China and Turkey.
1 33 34 7 77 72 none
TRADEMARK PORTFOLIO GROWTH OVER TIME
4k Apr 2015 CRA Y ROXX 32 7
3k Jun 1 4 RIC LES 53 1 May 1 72 2k CHAMALLOWS 27 3 Dec 1 2 50 100 1k MAOAM Jan 1 2 HARIBO 132 107 0 1 30 1 40 1 50 1 0 1 70 1 0 1 0 2000 2010
TOP PRODUCT TYPES PRODUCT CLASS TRENDS
PRODUCT 2012 2016 TOTAL 1000 Sweets (candy), candy bars and 500 30 chewing gum 1275 2225
0 Retail and 2012 2013 2014 2015 201 35 wholesale services 1 21 30 Staple foods 35 Advertising and business 2 Meats and processed foods 30 Sugar confectionery 12 24 3 Cosmetics and cleaning preparations 5 Pharmaceuticals and medical supplies
Chocolate 30 confectionery 10 505
30 Chewing gum 104 2 5
PRODUCT TRENDS
Sweets (candy), candy bars and Fruit juice chewing gum Teeth filling material Sugarless candies Materials for dressings Fruit gums [other than for medical use] Deodorizers and air purifiers Jellies Sweetmeats [candy] being flavoured with Alginates for culinary purposes fruit 25 Media, Entertainment & Games
26 Industry Sector Trends Media, Entertainment & Games
As might be expected, the U.S. is dominant in Media trademark activity: American companies represented all five of the Top 5 Media, Entertainment & Games companies by number of trademark applications in 2016. The “biggest movers” in this industry for 2016 were Time Warner and Comcast, which both dramatically increased their filing activity especially in China.
10k
5k
0 1 7 1 1 2000 2001 2002 2003 2004 2005 200 2007 200 200 2010 2011 2012 2013 2014 2015 201
Time Warner Inc Comcast Corp Walt Disney Co International Game Technology PLC Viacom Inc
Product Class Trends In terms of product classes applied for in new trademarks by the Top 5 Media companies, the picture looked similar in 2016 as with previous years: the top three classes were Education & Entertainment (Nice class 41), Toys & Sporting Goods (class 28), and Electrical & Scientific Devices (class 9). All three classes showed modest decreases in absolute number of trademark applications over the last two years.
Top Product Classes
10k
5k
0 Time Warner Inc Comcast Corp Walt Disney Co International Game Viacom Inc Technology PLC
9: Electrical and scientific devices 16: Paper goods and printed matter 38: Communication 41: Education and entertainment 42: Research and development
Regional Trends Regionally, China, Brazil and Chile were significantly increased focus areas for our top five Media companies in 2016; several other Latin American countries were also a major focus of activity. These companies’ total number of applica- tions in the United States declined versus 2015, but the U.S. still had the second highest volume of applications overall.
k
4k
2k
0 2007 200 200 2010 2011 2012 2013 2014 2015 201 27
Argentina Bra il Canada Chile China European Union Mexico United States Time Warner Inc 1. OVERALL RANK: 3
New York-based Time Warner applied for more than 3400 trademarks in 2016, its highest total in the compa- ny’s history - and registered more than 200 new brands. Of note was a dramatically increased focus on trademarks in China. The company’s proposed acquisition by AT&T was recently approved in the EU, and is (as this document goes to press) under review in the U.S. 1 2 2 270 271 5 none
TRADEMARK PORTFOLIO GROWTH OVER TIME
15k Nov 1 71 ROAD RUNNER 151 45 Sep 1 0 10k BUGS BUNNY 1 7 50 Apr 1 40 BATMAN 270 43 Aug 1 3 5k SUPERMAN 17 44 Oct 1 35 WB 1 57 0 1 30 1 40 1 50 1 0 1 70 1 0 1 0 2000 2010
TOP PRODUCT TYPES PRODUCT CLASS TRENDS
PRODUCT 2012 2016 TOTAL 200
Games software 2 5 1724 100
0 2012 2013 2014 2015 201 Software 275 1131 Electrical and scientific devices Toys, games, 41 Education and entertainment 25 Clothing 2 Toys and sporting goods 2 playthings and 272 2 5 novelties 1 Paper goods and printed matter
2 Go games 2 1 2 45
Computer software applications, 25 0 downloadable
PRODUCT TRENDS
Entertainment in the nature of Soccer balls golf tournaments Magnetic data media Entertainment in the nature of Color pencils tennis tournaments Games software Graphics tablets Handbags Interactive video apparatus 28 Providing facilities for sports tournaments Comcast Corp 2.OVERALL RANK: 11
Philadelphia-based Comcast, which owns the NBC and Universal flagship brands, applied for more than 2100 trademark applications and registered more than 230 unique brands in 2016 - both all-time records for the company - as it added DreamWorks Animation’s brands to its corporate portfolio through its purchase of the stu- dio. The U.S., Brazil, China and Mexico were Comcast’s top areas of regional focus for trademarks. 1 15 1 17 17 1077 none
TRADEMARK PORTFOLIO GROWTH OVER TIME
12.5k Jun 2014 URASSIC WORLD 174 22 10k Aug 2013 THE SECRET LIFE OF PETS 147 7.5k Apr 1 4 DREAMWORKS 1 3 51 5k Mar 1 2 URASSIC PARK 23 40 2.5k Mar 1 44 UNIVERSAL 357 1 0 1 40 1 50 1 0 1 70 1 0 1 0 2000 2010
TOP PRODUCT TYPES PRODUCT CLASS TRENDS
PRODUCT 2012 2016 TOTAL 500
41 Entertainment 1053 2050 250
0 Entertainment 2012 2013 2014 2015 201 41 information 5 2 41 Education and entertainment Toys, games, Electrical and scientific devices 2 Toys and sporting goods 25 Clothing 2 playthings and 533 1174 novelties 1 Paper goods and printed matter
Production of 41 television programs 525 1041
Games software 520 1015
PRODUCT TRENDS
Eyeglasses Book rental Action skill games Slide calipers Clothing Jigs [measuring instruments] Vegetable juices [beverage] Protractors [measuring instruments] Meals consisting primarily of pasta Industrial paper and cardboard
29 Walt Disney Co 3. OVERALL RANK: 33
Burbank, CA headquartered Walt Disney Co’s trademark activity slowed somewhat in 2016 versus prior years, but the owner of the Star Wars and Marvel Entertainment franchises still applied for more than 1100 marks and registered over 100 unique brands around the world during the year. Its top regions for trademark activity were Chile, the U.S. China and Brazil. 1 200 201 5 7 5 1503 none
TRADEMARK PORTFOLIO GROWTH OVER TIME
50k Jun 1 77 STAR WARS 34 5 40k Jun 1 3 DONALD DUCK 3 4 47 30k Mar 1 31 MINNIE MOUSE 314 4 20k May 1 2 MICKEY MOUSE 454 50 10k Jun 1 2 DISNEY 423 51 0 1 10 1 20 1 30 1 40 1 50 1 0 1 70 1 0 1 0 2000 2010
TOP PRODUCT TYPES PRODUCT CLASS TRENDS
PRODUCT 2012 2016 TOTAL 1000
25 Footwear 155 535 500
0 2012 2013 2014 2015 201 41 Entertainment 1545 5257 Electrical and scientific devices 41 Education and entertainment Stationery and 1 educational supplies 153 5422 2 Toys and sporting goods 1 Paper goods and printed matter 25 Clothing
Christmas tree 2 decorations 1531 53 7
Toys, games, playthings and 1511 27 2 novelties
PRODUCT TRENDS
Aprons Water tanks [for live fish] Toy masks Drinks containers Computer software applications, Egg yolks downloadable Unleavened bread Swimming goggles Internet radio broadcasting services Water slides 30 International Game Technology PLC 4.OVERALL RANK: 72
International Game Technology PLC, a Providence, RI-based producer of digital slot machines and other interactive casino game hardware and software, applied for more than 600 new trademarks and registered more than 250 unique brands in 2016, with a regional focus on the U.S. and Canada.
1 4 5 1155 115 1 05 none
TRADEMARK PORTFOLIO GROWTH OVER TIME
k Jul 2011 GAMBLIFICATION 2 14
k Apr 200 SBX 1 10 May 1 4k MEGABUCKS 1 Jun 1 1 1 22 2k INTERNATIONAL GAME TECHNOLOGY Jun 1 1 IGT 1 5 4 0 1 5 1 0 1 5 2000 2005 2010 2015
TOP PRODUCT TYPES PRODUCT CLASS TRENDS
PRODUCT 2012 2016 TOTAL 1000
500 2 Gaming machines 1777 30 7 0 2012 2013 2014 2015 201 Games software 1242 37 0 2 Toys and sporting goods 41 Education and entertainment Electrical and scientific devices Providing on-line 41 computer games 1 1417 35 Advertising and business 3 Insurance and financial
41 Entertainment 14 3
Toys, games, playthings and 5 1 4 2 novelties
PRODUCT TRENDS
Go games Card readers Toys, games, playthings and novelties Digital televisions Computer game apparatus Chipcards Gaming machines Game services Portable media players Batting gloves
31 Viacom Inc 5.OVERALL RANK: 82
The New York-based owner of Paramount Pictures, MTV Films and Nickelodeon applied for more than 500 trademarks and registered more than 100 unique brands in 2016, with a regional focus on the U.S. and several South American countries, and mainly within Nice class 41 (education and entertainment).
1 13 13 50 50 714 none
TRADEMARK PORTFOLIO GROWTH OVER TIME
20k Sep 1 7 SPONGEBOB S UAREPANTS 1 42
15k Oct 1 4 MTV 270 Mar 1 3 10k MTV MUSIC TELEVISION 232 53 Nov 1 7 2 4 5 5k NICKELODEON Oct 1 22 PARAMOUNT 3 2 5 0 1 20 1 30 1 40 1 50 1 0 1 70 1 0 1 0 2000 2010
TOP PRODUCT TYPES PRODUCT CLASS TRENDS
PRODUCT 2012 2016 TOTAL 400
25 Footwear 2 4 2507 200
Entertainment 0 41 information 2 0 351 2012 2013 2014 2015 201
41 Education and entertainment 25 Clothing 25 Headwear 23 21 4 Electrical and scientific devices 3 Communication 2 Toys and sporting goods
Television 41 entertainment 225 3 70
25 Sweatshirts 221 1 35
PRODUCT TRENDS
Beer and brewery products Candy coated popcorn Audio testing apparatus Voice and data transmission services Entertainment in the form of television Video recorders programmes (Services providing) Boots Fruit juice Blouses Loudspeakers 32 Personal Care, Beauty and Fast-Moving Consumer Goods
33 Industry Sector Trends Personal Care, Beauty and Fast-Moving Consumer Goods While overall trademark filing activity for the top companies in the personal care, beauty and fast-moving consumer goods sector has been fairly flat since the late 1990s, there is an ongoing shift among the top players: while activity by longtime traditional leaders such as Unilever, L’Oreal, Procter & Gamble, and Colgate Palmolive has slowed or declined, several fast-growing players from Asia - LG Household & Health Care, Amorepacific, Kao Corp and Patanjali Ayurved among them - have challenged and displaced them in our rankings.
k
4k
2k
0 1 7 1 1 2000 2001 2002 2003 2004 2005 200 2007 200 200 2010 2011 2012 2013 2014 2015 201
L Oreal Unilever LG Household & Health Care Amorepacific Group Kao Corp
Product Class Trends The dominant product class among our top 5 companies in the Personal Care, Beauty & FMCG sector, Cosmetics & Cleaning Preparations (Nice class 3), has grown gradually in terms of trademark applications by these companies over the past few years. Other significant classes for these companies include 5, 21, 30, and 35.
Top Product Classes
50k
25k
0 L Oreal Unilever LG Household & Health Amorepacific Group Kao Corp Care
3: Cosmetics and cleaning preparations 5: Pharmaceuticals and medical supplies 21: Housewares and glass 44: Medical, cosmetic and agricultural services
Regional Trends Among our Top 5 companies in the personal goods sector, trademark activity has greatly increased in both China and Hong Kong in the past 2-3 years, while filing volumes in most other jurisdictions has remained relatively flat.
1500
1000
500
0 34 2007 200 200 2010 2011 2012 2013 2014 2015 201
Australia Canada China European Union France Hong Kong Mexico United States L’Oreal 1. OVERALL RANK: 5
The French beauty and health-aid giant applied for more than 3100 trademarks resulting in nearly 700 valid registrations across the world in 2016, with the greatest number of filings in France, the EUIPO, and Canada. Per- fumery & Fragrances (nearly 1100 mark applications) and Bath Preparations (more than 900) were the company’s top product types. 1 20 207 151 151 1 5 none
TRADEMARK PORTFOLIO GROWTH OVER TIME
50k Dec 1 4 SHU UEMURA 7 5 40k Oct 1 VICHY 102 75 30k Nov 1 45 LANCOME 111 35 20k Jun 1 24 MAYBELLINE 114 1 10k Apr 1 17 L OREAL 100 4 0 1 20 1 30 1 40 1 50 1 0 1 70 1 0 1 0 2000 2010
TOP PRODUCT TYPES PRODUCT CLASS TRENDS
PRODUCT 2012 2016 TOTAL 4k
3 Make-up 2 2 22102 2k
0 2012 2013 2014 2015 201 3 Hair shampoos 2157 2024 3 Cosmetics and cleaning preparations 44 Medical, cosmetic and agricultural services 21 Housewares and glass 35 Advertising and business 3 Hair dyes 1 70 1 747 41 Education and entertainment
Immune sera and 5 immunoglobulins 14 0 3047
Hair preparations 3 and treatments 1344 124
PRODUCT TRENDS
Colouring lotions for the hair Medical information Hair protection lotions Chemical preparations for use Hair protection creams in cosmetic products Immune sera and immunoglobulins Lip liner Cosmetic make-up services Chemical compositions and materials for use in cosmetics Body milk 35 Unilever 2.OVERALL RANK: 8
Consumer packaged goods giant Unilever, owners of brands as diverse as Vaseline, Alberto VO5, Lipton and Ben & Jerry’s, applied for more than 2500 trademarks during 2016 - essentially flat compared with the year before, and across many product categories including food, detergents, fragrances, and personal care products. Top countries for applications were the United States, Canada, China and India. 1 13 137 1350 1351 37 3 none
TRADEMARK PORTFOLIO GROWTH OVER TIME
0k Nov 1 30 DULUX 204 5
0k Nov 1 23 POND S 2 5 57 Oct 1 1 40k LIPTON 30 Aug 1 13 224 20k KNORR Jan 1 00 LUX 2 5 4 0 1 0 1 0 1 00 1 10 1 20 1 30 1 40 1 50 1 0 1 70 1 0 1 0 2000 2010
TOP PRODUCT TYPES PRODUCT CLASS TRENDS
PRODUCT 2012 2016 TOTAL 2k
3 Soaps 4 3 17 0 1k
0 2012 2013 2014 2015 201 3 Cosmetics 3 50 13 32 3 Cosmetics and cleaning preparations 30 Staple foods 2 Paints 5 Pharmaceuticals and medical supplies 5 Cosmetics 3 31 130 2 21 Housewares and glass
3 Essential oils 3 20 12 7
3 Perfume 35 0 130
PRODUCT TRENDS
Antiperspirants [toiletries] Salt for preserving food Hairdressing Publishing and reporting Soaps for personal use Pharmaceuticals Colouring matter for plastics Plates Soaps Floor polishes
36 LG Household & Health Care 3. OVERALL RANK: 15
While its applications volume was off from its record-set- ting 2015 levels, LG’s cosmetics and consumer goods corporation, based in Seoul, South Korea, continued to invest heavily in trademarks in 2016, applying for more than 1900 marks during the year, the lion’s share of these (1300+) within Korea itself.
1 1 20 3 37 172 none
TRADEMARK PORTFOLIO GROWTH OVER TIME
12.5k Jan 2012 UST BEYOND 3 1 10k Jun 2010 THEFACESHOP NATURAL STORY 43 34 7.5k Jun 2010 BELIF BELIEVE IN TRUTH 42 3 5k Jun 2003 THEFACESHOP 0 3 2.5k Aug 1 77 REACH 30 10 0 1 40 1 50 1 0 1 70 1 0 1 0 2000 2010
TOP PRODUCT TYPES PRODUCT CLASS TRENDS
PRODUCT 2012 2016 TOTAL 4k
3 Toothpaste 4 12 1 2k
0 2012 2013 2014 2015 201 3 Hair shampoos 411 117 3 3 Cosmetics and cleaning preparations 5 Pharmaceuticals and medical supplies 21 Housewares and glass 35 Advertising and business 3 Foundation make-up 3 1 5077 32 Light beverages
3 Perfume 35 34
3 Make-up 35 2710
PRODUCT TRENDS
Creamers for beverages Pharmaceuticals for veterinary use Other preparations for making beverages Tonics Preparations for making beverages Cosmetic powder compacts Antiobesity preparations, excluding Dieting Powder puffs Animal beverages Sponge holders
37 Amorepacific Group 4.OVERALL RANK: 19
Amorepacific Group, a South Korean beauty and cos- metics conglomerate and owner of the Etude House, innisfree, and Laneige brands, filed more than 1700 trademarks in 2016, primarily in East Asian jurisdictions and particularly within South Korea and China.
1 1 17 74 75 373 none
TRADEMARK PORTFOLIO GROWTH OVER TIME
12.5k Sep 200 ETUDE HOUSE 122 52 10k Sep 1 SULWHASOO 150 3 7.5k May 1 5 LANEIGE 11 5 5k Aug 1 2 INNISFREE 217 0 2.5k Apr 1 72 AMORE 11 22 0 1 30 1 40 1 50 1 0 1 70 1 0 1 0 2000 2010
TOP PRODUCT TYPES PRODUCT CLASS TRENDS
PRODUCT 2012 2016 TOTAL 4k
3 Make-up 422 1131 2k
0 2012 2013 2014 2015 201 30 Green tea 41 74 3 Cosmetics and cleaning preparations 35 Advertising and business 21 Housewares and glass 44 Medical, cosmetic and agricultural services 32 Waters 415 1 30 Staple foods
3 Toothpaste 3 1270
Teas and 30 substitutes therefor 3 3 7 0
PRODUCT TRENDS
Herbal tea [infusions] Administrative processing of purchase Grinding preparations orders within the framework of services provided by mail-order companies Algae prepared for human foods Ordering services for third parties Algae Administrative order processing Fruit snacks Chemical reagents for non-medical 38 purposes Business consultancy and advisory services Kao Corp 5.OVERALL RANK: 28
Kao Corporation, a chemical and cosmetics company headquartered in Tokyo, Japan and owner of the Kanebo Cosmetics and Molton Brown brands, filed over 1500 trademarks in 2016. Its primary regional focus outside its home country was on China and Hong Kong, as well as other East Asian and large global markets.
1 5 5 2 2 4 1 none
TRADEMARK PORTFOLIO GROWTH OVER TIME
25k Oct 1 3 SENSAI 72 4 20k Jul 1 77 SOFINA 2 15k Mar 1 37 花王 3 10k Jan 1 30 KANEBO 3 3 5k May 1 1 KAO 2 5 0 1 20 1 30 1 40 1 50 1 0 1 70 1 0 1 0 2000 2010
TOP PRODUCT TYPES PRODUCT CLASS TRENDS
PRODUCT 2012 2016 TOTAL 2k
1k 3 Soaps 172 1117 0 2012 2013 2014 2015 201 3 Toothpaste 13 30 7 3 Cosmetics and cleaning preparations 21 Housewares and glass 5 Pharmaceuticals and medical supplies 44 Medical, cosmetic and agricultural services 3 Perfume 135 0 10 Medical devices
3 Perfumed soap 121 230
5 Sanitary panties 54
PRODUCT TRENDS
Dietary supplements for medical use Hair styling lotions Protein supplements Brushes Zinc bandage without supplements Abrasive paper Zinc bandage with supplements Anti-acne preparations Dietary supplemental drinks Pottery
39 Pharmaceuticals and Medical Devices
40 Industry Sector Trends Pharmaceuticals and Medical Devices
Our Top 5 companies in the Pharmaceuticals and Medical Devices sector have seen essentially zero growth in trade- mark applications volume over the past five years - and overall filing activity for these companies peaked back in 2001-2002. Nonetheless, the overall sector volume of trademark applications remains very high in absolute terms: the Pharma and Medical sector has the highest number of companies in our overall Top 50 trademark filers list. The top trademark-filers in this sector continue to be predominantly European and American firms, though activity by firms in India and China is increasing.
k
4k
2k
0 1 7 1 1 2000 2001 2002 2003 2004 2005 200 2007 200 200 2010 2011 2012 2013 2014 2015 201
ohnson & ohnson Merck & Co Novartis Bayer Group GlaxoSmithKline
Product Class Trends Nice class 5, pharmaceuticals and medical supplies, remains by far the most important class of products for our Top 5 companies in the sector, despite recent absolute and relative declines in trademark applications. Other significant classes for these companies include 1, 3, 10, 42 and 44.
Top Product Classes
0k
40k
20k
0 Johnson & Johnson Merck & Co Novartis Bayer Group GlaxoSmithKline
1: Chemicals 3: Cosmetics and cleaning preparations 5: Pharmaceuticals and medical supplies 10: Medical devices 44: Medical, cosmetic and agricultural services
Regional Trends Among our Top 5 companies in the sector, the U.S., Mexico, Brazil and the European Union have been the top juris- dictions for trademark applications over the past two years. Unlike most other sectors, new filings in China have been comparatively low as an overall fraction of the global total.
2000
1500
1000
500
0 2007 200 200 2010 2011 2012 2013 2014 2015 201 41
Australia Bra il Canada Chile China European Union Mexico United States Johnson & Johnson 1. OVERALL RANK: 4
New Brunswick, NJ-based J&J applied for more than 3100 trademarks and registered 400+ new brands in 2016, with its greatest regional focus on the U.S., China, Chile, the European Union and Canada. Its trending new products mix in trademark applications included antipsy- chotics, immunoglobulins, and drug delivery devices.
1 5 570 1 0 1 0 3004 none
TRADEMARK PORTFOLIO GROWTH OVER TIME
0k Feb 1 CLEAN & CLEAR 3 2
0k Nov 1 4 OHNSON & OHNSON 473 7 Aug 1 21 40k & 237 5 Apr 1 12 4 1 1 20k OHNSON S Feb 1 3 LISTERINE 214 57 0 1 0 1 00 1 10 1 20 1 30 1 40 1 50 1 0 1 70 1 0 1 0 2000 2010
TOP PRODUCT TYPES PRODUCT CLASS TRENDS
PRODUCT 2012 2016 TOTAL 2k
1k 5 Pharmaceuticals 7 12 5 0 2012 2013 2014 2015 201 Hair preparations 3 and treatments 77 2157 5 Pharmaceuticals and medical supplies 10 Medical devices 3 Cosmetics and cleaning preparations Sunscreen Electrical and scientific devices 3 preparations 573 17 7 44 Medical, cosmetic and agricultural services
3 Cosmetics 513 3273
5 Cosmetics 4 1 300
PRODUCT TRENDS
Other antipsychotics Dressings for wounds Moisturizers Heat therapy apparatus Concealer Tissues for medical use Hair preparations and treatments Tissues for surgical use Hair creams Pharmaceutical implants
42 Merck & Co 2.OVERALL RANK: 7
The Kenilworth, New Jersey-based pharmaceuticals giant – not to be confused with with its former parent, Merck Group based in Darmstadt, Germany, now a com- pletely separate company – applied for more than 2600 new trademarks and registered more than 170 unique brands in 2016, with a regional focus on Brazil, the U.S. and Mexico. Diabetes tests and drugs were among its trending product mix shown in new mark applications. 1 157 15 4 5 2511 none
TRADEMARK PORTFOLIO GROWTH OVER TIME
40k Sep 200 MERCK SERONO 31 7
30k Jan 1 1 FOSAMAX 11 57 Apr 1 5 20k M 31 105 Jun 1 5 14 55 10k MSD Jan 1 00 MERCK 2 10 0 1 0 1 0 1 00 1 10 1 20 1 30 1 40 1 50 1 0 1 70 1 0 1 0 2000 2010
TOP PRODUCT TYPES PRODUCT CLASS TRENDS
PRODUCT 2012 2016 TOTAL 2k
5 Pharmaceuticals 3 40 17015 1k
0 Pharmaceuticals for 2012 2013 2014 2015 201 5 veterinary use 1337 12 12 5 Pharmaceuticals and medical supplies Dietetic foods 10 Medical devices 1 Chemicals 44 Medical, cosmetic and agricultural services 5 adapted for medical 521 50 0 purposes Electrical and scientific devices
Sanitary preparations for 50 4 7 5 medical purposes Chemical substances, chemical materials 1 and chemical 4 5 2372 preparations, and natural elements
PRODUCT TRENDS
Essences for making beverages Coolants Syrups for making beverages Blood charcoal Fruit juice Biological preparations, other than for Juices medical or veterinary purposes Soda water Sizing preparations Artificial sweeteners 43 Novartis 3. OVERALL RANK: 10
Basel, Switzerland-based Novartis applied for more than 2700 new marks in 2016 - down significantly from prior years, but still a huge overall volume compared to most other companies. Its biggest regional focus was on US, EU and Swiss trademarks, and its new product trends included new allergy treatments and drug delivery devices. 1 2 3 2 4 1712 1713 347 none
TRADEMARK PORTFOLIO GROWTH OVER TIME
0k Apr 2010 CENTURION 2 Feb 1 40k NOVARTIS 1 0 7 Nov 1 4 CIBA VISION 141 7 Dec 1 50 20k ALCON 224 Nov 1 1 SANDO 153 7 0 1 00 1 10 1 20 1 30 1 40 1 50 1 0 1 70 1 0 1 0 2000 2010
TOP PRODUCT TYPES PRODUCT CLASS TRENDS
PRODUCT 2012 2016 TOTAL 5k
5 Pharmaceuticals 72 7 2 331 2.5k
0 2012 2013 2014 2015 201 5 Ophthalmologicals 211 570 5 Pharmaceuticals and medical supplies 44 Medical, cosmetic and agricultural services Pharmaceuticals for 10 Medical devices Electrical and scientific devices 5 veterinary use 20 11257 41 Education and entertainment
Ophthalmic 10 instruments 114 341
44 Medical services 1040 155
PRODUCT TRENDS
Antihistamines for systemic use Chemical preparations for destroying vermin Treatment of allergies Corticosteroids, dermatological Apparatus for the treatment of cancer preparations Hearing aids Magnetic treatment apparatus for medical use Diagnostic testing apparatus for use in immunoassay procedures [medical] Magnetic data media 44 Hearing protection devices Bayer Group 4.OVERALL RANK: 13
While Bayer’s overall trademark activity peaked in 2002, it still has one of the largest trademark portfolios of any company in the world, and the pharmaceuticals giant’s proposed merger with Monsanto could expand its portfolio even more. The Leverkusen, Germany-based company applied for more than 2000 trademarks around the world in 2016, with its greatest regional focus on Mexico, Chile and Brazil. 1 250 251 1074 1075 2253 none
TRADEMARK PORTFOLIO GROWTH OVER TIME
40k Jan 2015 COVESTRO 140 105
30k May 1 37 BEROCCA 111 2 Feb 1 34 20k REDOXON 7 70 Jan 1 31 1 54 10k ALKA-SELT ER Apr 1 00 BAYER 5 3 0 1 00 1 10 1 20 1 30 1 40 1 50 1 0 1 70 1 0 1 0 2000 2010
TOP PRODUCT TYPES PRODUCT CLASS TRENDS
PRODUCT 2012 2016 TOTAL 1500
1000 5 Pharmaceuticals 2 33 1250 500
0 Pharmaceuticals for 2012 2013 2014 2015 201 5 veterinary use 774 5705 5 Pharmaceuticals and medical supplies 10 Medical devices 1 Chemicals Fungicidal 5 preparations 710 4010 42 Research and development 31 Natural agricultural products
5 Herbicides 1 33 7
Vermin destroying 5 preparations 4 3
PRODUCT TRENDS
Diagnostic, examination, and monitoring Chemical preparations for neutralizing equipment water Antihypertensives for pulmonary arterial Artificial sweeteners hypertension Chemical additives for drilling muds Cushions for medical purposes Preservatives for pharmaceuticals Surgical knives By-products of the processing of cereals Medical X-ray apparatus for industrial purposes 45 GlaxoSmithKline 5.OVERALL RANK: 14
London-based GSK applied for 1900+ trademarks around the world and registered 300 new brands in 2016, with its greatest regional focus on the U.S., Mexico and Aus- tralia. New vaccines were among its trending products applied for this year.
1 1 1 1 2 13 7 13 315 none
TRADEMARK PORTFOLIO GROWTH OVER TIME
50k Feb 1 GLAXOSMITHKLINE 207 5 40k Jan 1 NI UITIN C 1 4 30k Nov 1 7 NI UITIN 1 7 51 20k Aug 1 GSK 707 0 10k Jul 1 5 A UAFRESH 325 5 0 1 0 1 00 1 10 1 20 1 30 1 40 1 50 1 0 1 70 1 0 1 0 2000 2010
TOP PRODUCT TYPES PRODUCT CLASS TRENDS
PRODUCT 2012 2016 TOTAL 4k
5 Pharmaceuticals 14 1 25 1 2k
0 Pharmaceuticals for 2012 2013 2014 2015 201 5 veterinary use 412 15133 5 Pharmaceuticals and medical supplies 44 Medical, cosmetic and agricultural services 3 Cosmetics and cleaning preparations 3 Toothpaste 327 25 1 10 Medical devices 21 Housewares and glass
3 Cosmetics 254 1 2
Dietetic foods adapted for medical 24 230 5 purposes
PRODUCT TRENDS
Emollients Medical and veterinary apparatus and Emollients, for veterinary use instruments Hair emollients Drug Skin emollients [non-medicated] Bath preparations (Non-medicated) Skin emollients Cleaning preparations Dental rinse 46 Retail
47 Industry Sector Trends Retail
Despite the Retail industry’s well-documented struggles, the Top 5 Retail companies in terms of new trademark appli- cations set a record in 2016, with over 8000 new marks filed between them around the world. Unlike many other industries, the giant multinational firms in retail tend to dominate only one or two particular regions of the world; retailers have often found it difficult to translate brand success across continents.
3k
2k
1k
0 1 7 1 1 2000 2001 2002 2003 2004 2005 200 2007 200 200 2010 2011 2012 2013 2014 2015 201
Coppel Schwar Gruppe GmbH Abercrombie & Fitch Co Walmart E-Mart Inc
Product Class Trends Product-class trends in new retail trademarks have varied over the years; in 2016, class 30 (staple foods), 3 (cosmetics) and 25 (clothing) were the top three for new trademark applications.
Top Product Classes
7.5k
5k
2.5k
0 Coppel Schwarz Gruppe GmbH Abercrombie & Fitch Co Walmart E-Mart Inc
3: Cosmetics and cleaning preparations 29: Meats and processed foods 30: Staple foods 35: Advertising and business
Regional Trends Latin America represented the biggest share of our Top 5 Retail companies’ trademark activity in 2016, with Mexico, Argentina, Brazil and Chile taking the top four slots in filings by the top companies.
1500
1000
500
0 48 2007 200 200 2010 2011 2012 2013 2014 2015 201
Argentina Australia Bra il Chile China European Union Mexico United States Coppel, S.A. de C.V. 1. OVERALL RANK: 6
Culiacán, Mexico-based Coppel, S.A. de C.V. is one of the largest department store chains in Latin America, with more than 300 stores specializing in household goods and clothing under the Tiendas Coppel name. The com- pany had a large spike in new trademarks in 2016, more than doubling its applications volume to more than 2800 filings. Argentina and Brazil, in addition to Mexico itself, have been the top regions for Coppel in recent years. 1 2 3 3 4 421 none
TRADEMARK PORTFOLIO GROWTH OVER TIME
k Nov 2014 THINNER YOUR BEST SELF 122 3 Nov 2014 4k SAHARA 1 2 Apr 200 THINNER 13 3 Mar 1 7 2k GRAFITO 110 3 Aug 1 COPPEL 110 5 0 1 5 1 0 1 5 2000 2005 2010 2015
TOP PRODUCT TYPES PRODUCT CLASS TRENDS
PRODUCT 2012 2016 TOTAL 300
200 25 Headwear 22 324 100
0 25 Footwear 205 25 2012 2013 2014 2015 201 Data processing equipment and 25 Clothing 35 Advertising and business Electrical and scientific devices 1 Leather goods accessories 1 215 (electrical and 3 Cosmetics and cleaning preparations mechanical) Sound recording carriers 1 4 212
Sound recorders 1 4 212
PRODUCT TRENDS
Other digital recording media Transformers Keyboards for mobile phones Drawing pens Scientific apparatus and instruments Paper sheets [stationery] DVDs Tooth care preparations Carriers adapted for mobile phones Surgical instruments
49 Schwarz Gruppe GmbH 2.OVERALL RANK: 35
Göppingen, Germany-based Schwarz Gruppe GmbH, the owner of the Lidl and Kaufland supermarket chains, applied for more than 1800 new trademarks and regis- tered more than 230 unique brands in 2016, principally in the US, Australia and EU.
1 7 5 1200 none
TRADEMARK PORTFOLIO GROWTH OVER TIME
15k Jun 200 CRIVIT 75 50 May 2004 10k FROTTO 75 32 May 2000 KAUFLAND 174 24 Apr 1 3 5k A UAPUR 4 4 Nov 1 7 LIDL 121 71 0 1 0 1 00 1 10 1 20 1 30 1 40 1 50 1 0 1 70 1 0 1 0 2000 2010
TOP PRODUCT TYPES PRODUCT CLASS TRENDS
PRODUCT 2012 2016 TOTAL 750
Sweets (candy), 500 candy bars and 30 chewing gum 7 7 17 250
0 30 Chocolate 5 1323 2012 2013 2014 2015 201
Pastries, cakes, 30 Staple foods 2 Meats and processed foods 33 Wines and spirits 32 Light beverages 30 tarts and biscuits 57 14 1 (cookies) 31 Natural agricultural products
Alcoholic beverages 33 (except beer) 04 14 2
2 Milk products 5 1 1423
PRODUCT TRENDS
Dairy products and dairy substitutes Surfboards Baked goods, confectionery, chocolate Fruit knives and desserts Kitchen containers Cream [dairy products] Fuel for lighting purposes Tofu Weights Natural sweeteners 50 Abercrombie & Fitch Co 3. OVERALL RANK: 42
A&F have filed for more than 1100 new applications around the world in each of the past two years, an all-time high for the company’s history, with its top jurisdictions for new filings being Mexico, the US and Chile. Belts and cosmetics are among the retailer’s trending new product types.
1 4 47 344 345 437 none
TRADEMARK PORTFOLIO GROWTH OVER TIME
k Jul 200 GILLY HICKS 117 3
k Aug 2000 HOLLISTER 201 5 Oct 1 4k ABERCROMBIE 112 43 Nov 1 7 152 44 2k A & F Feb 1 71 ABERCROMBIE & FITCH 2 1 5 0 1 75 1 0 1 5 1 0 1 5 2000 2005 2010 2015
TOP PRODUCT TYPES PRODUCT CLASS TRENDS
PRODUCT 2012 2016 TOTAL 1000
3 Deodorants 3 7 541 500
0 3 Body sprays 35 5 3 2012 2013 2014 2015 201
3 Cosmetics and cleaning preparations 25 Clothing Air deodorizing 5 preparations 32 450 35 Advertising and business 1 Leather goods 21 Housewares and glass
3 Perfume 327 2 07
3 Fragrances 31 525
PRODUCT TRENDS
Non-medicated skin care preparations Umbrellas Air deodorizing preparations Leg warmers Deodorants Body stockings Body sprays Short-sleeved shirts Fragrances Evening bags
51 Walmart 4.OVERALL RANK: 44
The world’s largest company by revenue filed more than 900 new trademark applications and registered more than 200 unique brands in 2016, significantly less than the company’s all time highs set in 2010-2012. Region- ally, Walmart’s top jurisdictions for new filings in 2016 were Chile, Mexico and the U.S.
1 10 5 1 2 none
TRADEMARK PORTFOLIO GROWTH OVER TIME
20k Jan 2001 LIDER 372 1
15k Apr 1 MEMBER S MARK 225 10 Nov 1 7 10k PARENT S CHOICE 27 12 Jun 1 4 251 1 5k MAINSTAYS Nov 1 51 AURRERA 25 3 0 1 40 1 50 1 0 1 70 1 0 1 0 2000 2010
TOP PRODUCT TYPES PRODUCT CLASS TRENDS
PRODUCT 2012 2016 TOTAL 400
1 Paper and cardboard 2 4 705 200
0 Stationery and 2012 2013 2014 2015 201 1 educational supplies 27 72 35 Advertising and business Adhesives for 1 Paper goods and printed matter 1 stationary or 271 51 Electrical and scientific devices 25 Clothing household purposes 30 Staple foods
Educational 1 equipment 270 42
1 Paintbrushes 2 55
PRODUCT TRENDS
Communication by electronic mail systems Photographs Shop window display arrangement services Railway materials Arranging the distribution of advertising Handbags samples Weight measuring instruments Broadcasting (Television) Ores of metal Television broadcasting services 52 E-Mart Inc 5.OVERALL RANK: 63
The largest retailer in South Korea applied for more than 700 trademarks in 2016, mostly within Korea itself, and mostly within Class 35, Advertising and Business - but within a variety of other food and consumer products classes as well.
1 1 2 1 2 1 none
TRADEMARK PORTFOLIO GROWTH OVER TIME
1500 Aug 201 MADE IN PRO ECT KOREA 43 1 Mar 201 1000 PK 51 3 Mar 2015 No Brand 1 1 Aug 2013 500 Dai 43 2 Oct 1 7 emart 1 1 0 1 2000 2002 2004 200 200 2010 2012 2014 201
TOP PRODUCT TYPES PRODUCT CLASS TRENDS
PRODUCT 2012 2016 TOTAL 100
Retail services 35 relating to food 1 17 50
Retail services 0 connected with 117 125 2012 2013 2014 2015 201 35 stationery 35 Advertising and business 30 Staple foods Management of a 32 Light beverages 35 retail enterprise 10 11 3 Cosmetics and cleaning preparations for others 31 Natural agricultural products Serving as a human resources 35 department for 104 10 others
Retail and 35 wholesale services 104 112
PRODUCT TRENDS
Retail services connected with the sale of Clerical services furniture Binding materials for books and papers Retail services connected with stationery Paper signs Management of a retail enterprise for others Benches Milk of almonds [beverage] Cosmetician services Dried fruit 53 Technology Hardware, Software & Internet
54 Industry Sector Trends Technology Hardware, Software & Internet The top 5 Technology companies had a record-setting year in 2016 in terms of new trademark applications: between them, the five fastest-growing trademark portfolios filed more than 13,000 marks around the world during the year. And perhaps no other industry has seen such a rapid rise from China-based companies as Technology has in recent years: three Chinese technology firms (Tencent, LeEco and Alibaba) cracked our Top 5 for fastest-growing trademark portfolios in 2016.
7.5k
5k
2.5k
0 1 7 1 1 2000 2001 2002 2003 2004 2005 200 2007 200 200 2010 2011 2012 2013 2014 2015 201
Tencent Holdings Ltd LG Electronics LeEco Apple Inc Alibaba Group
Product Class Trends While Class 9 (electrical and scientific devices) has always been the predominant Nice class for technology companies, other (seemingly unrelated) product classes have been rising in importance in recent years among our top 5: class 14 (jewelry) was the #2 class among our top 5 tech firms in 2016, followed by 41 (education and entertainment), 38 (communication) and 35 (advertising and business).
Top Product Classes
15k
10k
5k
0 Tencent Holdings Ltd LG Electronics LeEco Apple Inc Alibaba Group
9: Electrical and scientific devices 16: Paper goods and printed matter 38: Communication 42: Research and development
Regional Trends China has been by far the most important trademark-application jurisdiction for technology firms in each of the past several years - and its importance only further increased in 2016. Other top regions in 2016 were the EU, US, Mexico and South Korea.
10k
7.5k
5k
2.5k
0 2007 200 200 2010 2011 2012 2013 2014 2015 201 55
Australia Bra il China European Union India Mexico South Korea United States Tencent Holdings Ltd 1. OVERALL RANK: –
Shenzhen, China-based internet, gaming and social media giant Tencent Holdings, the most valuable company in Asia by market capitalization since September last year and one of the ten most valuable in the world, was also the fastest-growing company in the world in terms of trademarks during 2016, with nearly all of its filings tak- ing place within its home country. Tencent’s filings span many media, entertainment and gaming product types, 1 52 53 7 2 4 none as well as software applications.
TRADEMARK PORTFOLIO GROWTH OVER TIME
15k Oct 2011 WEIXIN 54 1 Oct 2011 10k WECHAT 1 27 Apr 2001 腾讯 TENCENT 5 1 Apr 2001 5k TENCENT 72 20 Mar 2001 172 17 0 2000 2002 2004 200 200 2010 2012 2014 201
TOP PRODUCT TYPES PRODUCT CLASS TRENDS
PRODUCT 2012 2016 TOTAL 1000 Computer software applications, 500 downloadable 2252 252
0 Publications in 2012 2013 2014 2015 201 electronic format 1 0 1 43 Electrical and scientific devices 41 Education and entertainment Games software 155 17 2 42 Research and development 3 Communication 35 Advertising and business
Software 1477 1 24
41 Entertainment 131 1 43
PRODUCT TRENDS
Updating of business information on Tour guide services a computer data base Security services Providing financial information via a Consultancy services relating to computer web site networks Hats Dry cells Dating services Information services relating to the appli- 56 Rosaries cation of computer systems LG Electronics 2.OVERALL RANK: 2
Seoul, Korea-based LG Electronics was the #2 technology company in terms of global new trademark applications in 2016, with more than 3400 new filings and 500 unique brands registered around the world. LG’s top regions were China, the EU, South Korea, Brazil and Mexico; its top product types included smartphones, televisions and laptop computers. 1 2 3 2 3 2 40 3 50 none
TRADEMARK PORTFOLIO GROWTH OVER TIME
25k Feb 201 PLAY CAT 4 5 20k Apr 2013 WEBOS 77 22 15k Apr 2011 SMART THIN 55 21 10k Jan 2010 LIVE GREEN 53 21 5k Dec 200 NETCAST 4 27 0 1 5 1 70 1 75 1 0 1 5 1 0 1 5 2000 2005 2010 2015
TOP PRODUCT TYPES PRODUCT CLASS TRENDS
PRODUCT 2012 2016 TOTAL 5k
Televisions 7147 13352 2.5k
0 Mobile phones 7004 117 4 2012 2013 2014 2015 201
Electrical and scientific devices 11 Environmental control apparatus 14 Jewelry Software 3 2 10203 7 Machinery 35 Advertising and business
Portable computers 224 11347
Sound transmitting apparatus 101 100 3
PRODUCT TRENDS
Smartphones Sports watches Wearable computers Brackets for gas burners Digital cameras Transportable beds Light emitting diodes (LEDs) Operating computer software for main Rechargeable batteries frame computers Viewfinders [for cameras] 57 LeEco 3. OVERALL RANK: 10
LeEco is a Beijing-based technology and media con- glomerate that has ventures in consumer electronics, smartphones, music, film - and even electric automobiles, one of its trending trademarked product types of late. It filed more than 2100 marks in 2016, roughly three times its total of the year before, while regionally expanding beyond its home base into India, South America, the U.S. and other jurisdictions. Its planned acquisition of Ameri- 1 2 3 5 225 none can electronics firm Vizio has been shelved, however, and the company faced cash flow difficulties late in the year which could slow its rapid overseas expansion.
TRADEMARK PORTFOLIO GROWTH OVER TIME
4k Aug 2015 LE 105
3k Aug 2015 LESEE 45 Apr 2015 2k FARAFARO 4 Oct 2014 2 7 1k FARAFA Mar 2014 LEECO 70 5 0 200 2010 2011 2012 2013 2014 2015 201
TOP PRODUCT TYPES PRODUCT CLASS TRENDS
PRODUCT 2012 2016 TOTAL 200 Computer software applications, 100 downloadable 123 133
0 2012 2013 2014 2015 201 Televisions 11 132 Electrical and scientific devices 41 Education and entertainment 12 Vehicles Portable media 3 Transportation and storage players 103 117 37 Construction and repair
Projectors 100 113
Computer software 42 design 10
PRODUCT TRENDS Toys, games, playthings and novelties Electromechanical beverage preparation Integrated circuits machines Headsets Dishwashing machines Go games Covers for baby carriages Still cameras Chess sets 58 Charitable fundraising Apple Inc 4.OVERALL RANK: 16
The world’s most valuable company by market capitaliza- tion was #4 in trademark applications among tech firms in 2016, with more than 1800 applications filed. While China has been its top filing jurisdiction in each of the past several years, Cupertino, California-based Apple was relatively less focused on China trademarks this past year, with Mexico, India and Australia also among its top jurisdictions for new marks. Its product mix trends this 1 15 15 332 333 4 7 none year included wearable computers, new PC peripherals, and new voice recognition technology.
TRADEMARK PORTFOLIO GROWTH OVER TIME
20k May 200 SIRI 1 3 0
15k Nov 2007 ICLOUD 222 1 Jun 200 10k BEATS 1 1 Jul 1 7 305 7 5k IPHONE Mar 1 APPLE 5 110 0 1 70 1 75 1 0 1 5 1 0 1 5 2000 2005 2010 2015
TOP PRODUCT TYPES PRODUCT CLASS TRENDS
PRODUCT 2012 2016 TOTAL 2k
Software 3 41 04 1k
0 Computers and 2012 2013 2014 2015 201 computer hardware 3117 5 33 Electrical and scientific devices 42 Research and development 41 Education and entertainment 14 Jewelry Tablet computers 2 2 3 21 3 Communication
Headsets 2 13 3734
Loudspeakers 2417 35
PRODUCT TRENDS Wearable computers Circuit breakers Electrified fences Promoting the sale of goods and services Voice recognisers of others by awarding purchase points for credit card use Speech synthesizers Arranging and conducting marketing pro- Decorative magnets motional events for others 59 Pressure recorders On-line promotion of computer networks and websites Alibaba Group 5.OVERALL RANK: 18
Hangzhou, China-based Alibaba Group, the world’s largest e-commerce company and the world’s largest retailer by Gross Merchandise Value (the total value of all products sold through its online platform), filed more than 1700 trademarks globally in 2016, slightly down from its 2014 peak of more than 1900. While the vast majority of its filings are still within its home market, the company has expanded its trademark activity in other 1 70 70 107 none Asian markets (e.g., Malaysia, Taiwan) and beyond (the U.S., EU, India, Brazil) over the past 2-3 years. Payments software has been one of its trending trademarked prod- uct types in recent years.
TRADEMARK PORTFOLIO GROWTH OVER TIME
10k Jul 2014 ANT FINANCIAL 7 21
7.5k Aug 200 ALIEXPRESS 12 27 Dec 2004 5k ALIPAY 1 4 2 Jul 2003 71 24 2.5k TAOBAO Jan 1 7 ALIBABA 120 2 0 1 1 2000 2002 2004 200 200 2010 2012 2014 201
TOP PRODUCT TYPES PRODUCT CLASS TRENDS
PRODUCT 2012 2016 TOTAL 1000 Computer software applications, 500 downloadable 1 01 240
0 Publications in 2012 2013 2014 2015 201 electronic format 1444 2200 Electrical and scientific devices 35 Advertising and business Software 1377 2542 42 Research and development 41 Education and entertainment 3 Communication
Transmission of 3 messages 135 22
41 Entertainment 134 225
PRODUCT TRENDS Printer sharers Place mats, not of paper Software for online messaging Market investigation via the telephone Computer graphics software Financial research and information services Mapping Computer information services relating to Tutoring financial management 60 Conducting of exhibitions for recreation purposes APPENDIX
Trademark registries included in this report Albania: Drejtoria e Pergjithshme e Patentave dhe Markave (GDPT) Argentina: Instituto Nacional de la Propiedad Industrial (INPU) Armenia: Մտավոր Սեփականության Գործակալություն (IPA) Australia: IP Australia (IPAU) Austria: Das Österreichische Patentamt (ÖPA) Belarus: Национальный Центр Интеллектуальной Собственности (NCIP) Benelux: Benelux Office of Intellectual Property (BOIP) Bosnia and Herzegovina: Institut za intelektualno vlasništvo Bosne i Hercegovine (IIV) Brazil: Instituto Nacional da Propriedade Industrial (INPI) Bulgaria: Патентно ведомство на Република България (BPO) Cambodia: Cambodia Department of Intellectual Property Rights (CIP) Canada: Canadian Intellectual Property Office (CIPO) Chile: Instituto Nacional de Propiedad Industrial (INAPI) China: State Administration for Industry and Commerce of the People’s Republic of China (SAIC) Croatia: Državni zavod za intelektualno vlasništvo Republike Hrvatske (DZIV) Cyprus: Department of the Registrar of Companies and Official Receiver (DRCOR) Czech Republic: Úřad průmyslového vlastnictví (ÚPV) Denmark: Patent- og varemærkestyrelsen (PVS) Estonia: Eesti Patendiamet (EPA) European Union: European Intellectual Property Office (EUIPO) Finland: Patentti- ja rekisterihallitus (PRH) France: Institut national de la propriété industrielle (INPI) Georgia: National Intellectual Property Center of Georgia (Sakpatenti) Germany: German Patent and Trade Mark Office (DPMA) Greece: Γενικη Γραμματεια Εμποριου (GGE) Guernsey: Guernsey Intellectual Property Office (IPO) Hong Kong: Intellectual Property Department (Hong Kong) (IPD) Hungary: Szellemi Tulajdon Nemzeti Hivatala (SZTNH) Iceland: Einkaleyfastofan (ELS) India: Office of the Controller-General of Patents, Designs and Trademarks (IPI) Ireland: Irish Patents Office (IPO) Israel: Israel Patent Office (ELS) Italy: Ufficio Italiano Brevetti e Marchi (UIBM) Japan: 特許庁 (Japan Patent Office, JPO) Jersey: Royal Court of Jersey Judicial Greffe Kazakhstan: Национальный институт интеллектуальной собственности (NIIP) Latvia: Latvijas Republikas Patentu valde (LRPV) Liechtenstein: Amt für Volkswirtschaft (AVW) Lithuania: Lietuvos Respublikos valstybinis patentų biuras (VPB) Macedonia: Државен завод за индустриска сопственост (SOIP) Malaysia: Intellectual Property Corporation of Malaysia (MyIPO) Malta: Industrial Property Registrations Directorate (IPRD) Mexico: Instituto Mexicano de la Propiedad Industrial (IMPO) Moldova: Agenția de Stat pentru Proprietatea Intelectuală (AGEPI) Morocco: Office Marocain de la Propriété Industrielle et Commerciale (OMPIC) New Zealand: Intellectual Property Office of New Zealand (IPONZ) Norway: Patentstyret (PS) Philippines: Intellectual Property Office of the Phillipines (IPOPHL) Poland: Urząd Patentowy Rzeczypospolitej Polskiej (UPRP) Portugal: Instituto Nacional da Propriedade Industrial (INPI) Romania: Oficiul de Stat pentru Invenţii şi Mărci (OSIM) Russia: Федеральная служба по интеллектуальной собственности (Rospatent) Serbia: Serbian Intellectual Property Office (IPORS) Singapore: Intellectual Property Office of Singapore (IPOS) Slovakia: Úrad priemyselného vlastníctva Slovenskej republiky (ÚPVSR) Slovenia: Urad Republike Slovenije za intelektualno lastnino (URSIL) South Africa: Companies and Intellectual Property Commission (CIPC) South Korea: 특허청 (Korean Intellectual Property Office) (KIPO) Spain: Spanish Patent and Trademark Office (OEPM) Sweden: Patent- och registreringsverket (PRV) Switzerland: Swiss Federal Institute of Intellectual Property (IPI) Taiwan: Taiwan Intellectual Property Office (TIPO) Thailand: Thailand Department of Intellectual Property (DIP) Tunisia: Institut National de la Normalisation et de la Propriété Industrielle (INNORPI) Turkey: Türk Patent Enstitüsü (TPE) Ukraine: Український інститут інтелектуальної власності (Ukrpatent) United Kingdom: Intellectual Property Office (IPO) 61 United States: United States Patent and Trademark Office (USPTO) Vietnam: Cục Sở hữu trí tuệ Viêt Nam (NOIP) WIPO: all Madrid system applications