Hogan Lovells Launches Global Trademark Management Report

26 September 2014 - A global survey conducted by Hogan Lovells trademark practice has found that the biggest challenge facing international brand owners is inadequate legal structures in emerging markets, with 32 per cent of respondents citing this as a key concern. This was closely followed by a lack of harmonization of trademark laws and crowded trademark registries.

The inaugural survey targeted 58 multinationals from a wide range of industries, including food and beverages, TMT, life sciences and manufacturing, with a focus on those headquartered in the United States, Europe, and Asia-Pacific.

The report focuses on the challenges companies face when filing and enforcing their trademarks around the world.

According to the report, China currently poses the greatest challenges in trademark filing with 28 per cent of respondents citing this country as the most difficult jurisdiction to enforce trademarks. This is followed closely by other Asian countries at 28 per cent. Interestingly, a significant number of those surveyed report China, Japan, Korea and Taiwan as the main geographical regions they see having the greatest increase in expenditure on trademark filing and enforcement over the next five years.  

Lloyd Parker, Head of Intellectual Property at Hogan Lovells commented:

"Despite clear and common frustrations companies have with prosecuting and enforcing trademarks in Asia, we can expect to see increased number of applications. This market will only continue to grow and develop so branding will remain a key tool in competing successfully."

In Asia, where, on average, the trademark team size is considerably lower than Western companies, the main concern amongst trademark teams is around insufficient understanding/co-operation from their business units. Western companies are more concerned about insufficient budgets to increase their team headcount and carry out desired work.

To request a copy of the full report complete this online form.


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