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Why are Trademarks Important?
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Why are trademarks important?
  • Trademarks play an essential role in protecting consumers and in promoting global economic growth.
  • Trademarks enable consumers to make quick, confident and safe purchasing decisions.
  • Trademarks promote freedom of choice.
  • Trademarks and related intellectual property encourage vibrant competition for the benefit of consumers, workers, brand owners and society at large.


What are they worth?

The value of trademarks has been demonstrated through various brand rankings and in recent studies conducted in the United States and the European Union and by the World Intellectual Property Organization (WIPO): 

Brands—Reputation and Image in the Global Marketplace (WIPO 2013)

This study examines the impact of branding on the global economy, describing key trends and patterns of branding activity across the globe, reviewing the role of trademarks and exploring how branding activities affect market competition and innovation.

The study estimates that global branding investments approached half a trillion dollars in 2011 and found a notable increase in branding investments relative to GDP in rapidly growing low- and middle-income countries. 




Intellectual property rights intensive industries: contribution to economic performance and employment in the European Union (EPO and OHIM 2013)

According to this study, approximately 50% of industries in the EU are IP-intensive. These industries generated almost 39% of total economic activity (GDP) in the EU, worth—€4.7 trillion—, and directly support 26% (56 million) of all jobs in the EU.

The study found that trademark-intensive industries are responsible for the highest shares of both employment and GDP contribution. 




Intellectual Property and the U.S. Economy: Industries in Focus (ESA and USPTO 2012)  

This study showed that IP-intensive industries accounted for about $5.06 trillion in value added, or 34.8% of U.S. GDP, in 2010. Moreover, 40 million jobs, or 27.7% of all jobs, were directly or indirectly attributable to the most IP-intensive industries. 








Brand rankings: