IP at LargeExploring similarities between patents, trademarks and designs (as

indicators of innovative/IPR activity)

ECOOM Antwerp

Bart Van Looy Caro VereyenJulie CallaertXiaoyan Song

20 November 2015

IP at Large

1. Trademarks2. Designs3. Patents, TM’s and Designs – resulting in different indicators - or

not?

Trademarks

Definition

• A trademark is a sign capable of distinguishing the goods or services of one enterprise from those of other enterprises. Trademarks are ‘protected’ intellectual property rights.

TM Data in the EU

• The Office for Harmonization in the Internal Market ( for Trademarks and Designs) or OHIM is the trademark and design registry for the internal market of the European Union.

• 1 TM application in OHIM is possible (from 900 euro onwards) offering protection throughout the EU for 10 years.

Trademark data

TM application trend

1996 1997 1998 1999 2000 2001 2002 2003 2004 2005 2006 2007 2008 2009 2010 2011 2012 20130

10000

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90000

Trademarks (CTM) count by receiving yearOHIM-applications-EU28

Classification of TM’s

• OHIM trademarks are classified by means of the NICE classification. NICE is an international classification system, existing of 45 categories reflecting different goods (n=34) or services (n=11).

• The applicant is allowed to choose the class (up till 3 NICE classes per TM-application for the intital fee).

NICE Classification (on class level)

Concordance NICE – NACE?

Distribution of TM’s towards NACE sectors

• TM-applicants in OHIM are often business/service related subsidiaries or TM agents

TM-applicants are to be found (considerably) under service NACE sectors

• TM-applicants opt for a wide range of NICE categories TM’s are very dispersed towards different NACE sectorsE.g.: Disneyland, Lidl, Deutsche Telekom, Kellogg and many companies in the Automotive industry cover between 29 and 45 different NICE categories with their TM’s

NICE Classification reflects the Sector of Use rather than the Sector of Origin (merchandising purposes)

Matrix-concordance

• By calculating the distribution of (1) applicants and (2) trademarks for each NICE-NACE combination

• Reveals a very dispersed distribution of NICE classes towards NACE sectors and vice-versa

Reflects the sector of use

NICE/NACE 1 10 11 12 13 14 15 161 0,203% 4,962% 0,900% 0,000% 0,364% 0,094% 0,015% 0,354%2 0,044% 3,517% 1,064% 0,000% 0,498% 0,018% 0,036% 0,529%3 0,102% 4,720% 0,924% 0,173% 0,430% 1,698% 0,574% 0,183%4 0,073% 3,378% 0,614% 0,426% 0,202% 0,249% 0,136% 0,235%5 0,202% 8,846% 0,979% 0,302% 0,304% 0,319% 0,042% 0,060%

Distribution of NICE towards NACE

NACE

NICE

Bigger ‘propensity’ of certain NACE industries to apply for trademarks

10 ‘Food Products’ 20 ‘Chemicals and Chemical Products’ 29 ‘Motor Vehicles, Trailers and Semi-Trailers’ 46 ‘Wholesale Trade, Except of Motor Vehicles and Motorcycles’ 47 ‘Retail Trade, Except of Motor Vehicles and Motorcycles’ 64 ‘Financial Service Activities, Except Insurance and Pension Funding’ 70 ‘Activities of Head

Offices; Management Consultancy Activities’

Content based concordance

• The table relates both classifications based on content similarity, whereby NACE categories serve as a starting point

Reflects the sector of origin

NACE NACE description NICE NICE description

12 Manufacture of Tobacco Products [12]

NCL34 Tobacco; smokers articles; matches.

13 Manufacture of Textiles [13]

NCL22 Ropes, string, nets, tents, awnings, tarpaulins, sails, sacks and bags (not included in other classes); padding and stuffing materials (except of rubber or plastics); raw fibrous textile materials.

NCL23 Yarns and threads, for textile use.NCL24 Textiles and textile goods, not included in other classes; bed covers; table

covers.NCL27 Carpets, rugs, mats and matting, linoleum and other materials for

covering existing floors; wall hangings (non-textile).

Top 25 main players (at OHIM)Owner name CTM Count

NOVARTIS 2614P&G (PROCTER & GAMBLE COMPANY) 2419L'OREAL 2330DEUTSCHE TELEKOM 1639LG ELECTRONICS 1487KONAMI 1443GLAXO 1421DAIMLER 1224MARS 1184JOHNSON & JOHNSON 1147NOVOMATIC 1120RECKITT BENCKISER 1069LIDL STIFTUNG & CO 1036INTESA SANPAOLO 1031BSH HAUSGERATE 1018SAMSUNG 844SONY 830BASF (BADISCHE ANILIN & SODA FABRIK) 821BRISTOL-MYERS SQUIBB 813ELI LILLY 803IBM (INTERNATIONAL BUSINESS MACHINES CORPORATION) 792ASTRAZENECA 785NESTLE 767MERCK 766LANCOME 755

Design data

Definition

• A design is the appearance of the whole or a part of a product resulting from the features of, in particular, the lines, contours, colors, shape, texture and/or materials of the product itself and/or its ornamentation. Designs can be protected by intellectual property rights.

Design Data in the EU

• Also OHIM • 1 RCD (registered communicty design) application in OHIM is possible

from 350 euro offering protection throughout the EU for 5 years and extendable up to 25 years. There is a bulk discount for variations of a design per application.

Design data

Design application trend

2003 2004 2005 2006 2007 2008 2009 2010 2011 2012 20130

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Design (RCD) count by receiving yearOHIM-applications-EU28

Design data

Classification of Designs

• OHIM designs are classified by means of the Locarno Classification. The Locarno Classification (LOC), established by the Locarno Agreement (1968), is an international classification used for the purposes of the registration of industrial designs. It contains classes and subclasses.

• The applicant is allowed to choose 1 Locarno class per Design-application. Exception LOC class 32 ‘Graphic symbols and logos, surface patterns, ornamentation’ that can be combined with other classes for the same application.

Design data

LOCARNO Design Classification (on class level)

Locarno Design Class

Indication of Products

1 Foodstuffs 2 Articles of Clothing and Haberdashery 3 Travel goods, cases, parasols and personal belongings, not elsewhere specified 4 Brushware 5 Textile piecegoods, artificial and natural sheet material 6 Furnishing 7 Household goods, not elsewhere specified 8 Tools and hardware 9 Packages and containers for the transport or handling of goods 10 Clocks and watches and other measuring instruments, checking and signalling

instruments

11 Articles of adornment 12 Means of transport or hoisting 13 Equipment for production, distribution or transformation of electricity 14 Recording, communication or information retrieval equipment 15 Machines not elsewhere specified

Design data

16 Photographic, cinematographic and optical apparatus 17 Musical instruments 18 Printing and Office machinery 19 Stationery and office equipment, artists' and teaching materials 20 Sales and advertising equipment, signs 21 Games, toys, tents and sports goods 22 Arms, pyrotechnic articles, articles for hunting, fishing and pest killing 23 Fluid distribution equipment, sanitary, heating, ventilation and air-conditioning

equipment, solid fuel

24 Medical and laboratory equipment 25 Building units and construction elements 26 Lighting apparatus 27 Tobacco and smokers' supplies 28 Pharmaceutical and cosmetic products, toilet articles and apparatus 29 Devices and equipment against fire hazards, for accident prevention and for rescue

30 Articles for the care and handling of animals 31 Machines and appliances for preparing food or drink, not elsewhere specified 32 Graphic symbols and logos, surface patterns, ornamentation

LOCARNO Design Classification (on class level)

Design data

Distribution of Designs towards industry sectors (NACE)

• Concordance LOCARNO-NACE (Eurostat project with Quantos)

• In process - linking Design owners to Patent applicants to reveal the NACE sector (currently - 30% matched)

• Comparison of NACE sector and LOC class for Design owner• Designs seems to be classifed more by the Sector of Origin than

the trademarks…

Owner name LOC class LOC class description Count of designs

MARS 1 Foodstuffs 167

CHOCDECOR 1 Foodstuffs 137

MAFIN 1 Foodstuffs 133

CADBURY 1 Foodstuffs 126

NESTLE 1 Foodstuffs 114

Design dataTop 25 main players (at OHIM)

Owner name RCD CountRIEKER SCHUHE 7783SAMSUNG 5396BSH HAUSGERATE 4843NIKE INTERNATIONAL 4075EGLO LEUCHTEN 4040P&G (PROCTER & GAMBLE COMPANY) 3996MICROSOFT CORPORATION 3501ROBERT BOSCH 3409PIERRE BALMAIN 3118THUN 2866PHILIPS ELECTRONICS 2683SONY 2478APPLE 2469INTERIOR'S 2445LG ELECTRONICS 2296BLANCO + CO 2212GABOR FOOTWEAR 2048CREATION NELSON 2003VILLEROY & BOCH 1942SCHWINN BESCHLAGE 1929MINICONF 1896DECATHLON 1694DAIMLER 1678MARS 1649ATLANTA - COMPONENTES PARA CALCADO 1562

Top players for patentsOwner names Patent count

PHILIPS ELECTRONICS 32808SIEMENS 27804PANASONIC CORPORATION 21896ROBERT BOSCH 21011SAMSUNG 18185SONY 15391CANON 15363BASF (BADISCHE ANILIN & SODA FABRIK) 14356GE (GENERAL ELECTRIC COMPANY) 12981ERICSSON 12264LG ELECTRONICS 10320QUALCOMM 10212P&G (PROCTER & GAMBLE COMPANY) 10016NEC CORPORATION 9668FUJITSU 9644ALCATEL LUCENT 9616IBM (INTERNATIONAL BUSINESS MACHINES CORPORATION) 9534KODAK 8937NOKIA CORPORATION 8914TOYOTA 8761TOSHIBA CORPORATION 8754DUPONT 8196HITACHI 8175FUJIFILM CORPORATION 7809

3. IP at Large

2003 2004 2005 2006 20070

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70000

PAT CNTCTM CNTRCD CNT

Trends for Patents, TM’s and Designs over 5 years for EU28

3. IP at Large (top 50)

Mainplayers in Venn diagram