European marks dominate ‘best-protected brands’ list


Alex Baldwin

European marks dominate ‘best-protected brands’ list

josefkubes /

The first-ever ‘Top 100 Best Protected Global Brands’ report, released by Clarivate today, said that almost half of the best-protected brands across the world are based in Europe, representing 49 out of 100 of the countries featured.

To create the index, the IP data services company ranked approximately 80 million trademarks that remain in force on four factors: heritage and persistence, industry and market, footprint, distinctive identity.

The results were then evaluated for “digital presence” and “fame”.

Jeff Roy, president, IP Group, Clarivate, said: “Our very first ‘Best Protected Global Brands’ report honours businesses that have created powerful identities. Their brand stewards recognise the pivotal role IP plays in supporting business strategies and delivering long-term value.”

Business breakdown

According to the report, consumer brands made up just over half of the list, representing 51 of the 100 companies. Specifically, consumer goods and foods companies lead with 18 brands represented, followed by luxury/fashion/sports with 15 and then electronics with 13.

ABB, SKF and Caterpillar are among the non-consumer companies on the list, highlighting the importance of IP to industrial systems companies, said the report. 

“We congratulate the ‘Top 100 Best Protected Global Brands’ for their commitment to elevating and protecting their commercial identity, at a time when the rate of change and complexity of competition is greater than ever before,” added Roy.

Conglomerate representation

Heritage brands made up a substantial part of the report, with 19 companies present that were first registered more than a century ago, including Coca-Cola, Nestlé, Kodak, Merck and Shell.

A total of seven companies appeared more than once on the list under different product brands, including Google (YouTube), ExxonMobil (Exxon, Esso, Mobil), and Nestlé (Nescafé, Maggi).

Roy concluded: “The traditional ways of protecting a product, brand or corporate identity are no longer adequate in today’s rapidly changing and geographically diverse environment. Understanding what works in this new landscape requires newly derived knowledge.”

The report measured company IP protection strength through the analysis of unified IP data, including trademark information, global case law and digital name protection.

The full report can be read here.

Did you enjoy reading this story? Sign up to our free daily newsletters and get stories sent like this straight to your inbox

Today’s top stories

Netflix sinks copyright suit over ‘Outer Banks’ series

China: Secret solutions

Clarivate, ABB, SKF, Caterpillar, Europe, Coca-Cola, Nestlé, Kodak, Merck, Shell, report, IP