BERETTA A trademark Beretta_Brief... · Then, with new firearms we generally file applications to...

Brescia, April 10th 2018

BERETTA

A trademark experience


Beretta in a glance

The story began in 1526 in the village of Gardone Val Trompia

in the oldest firearms factory of the world …

The first official document

stated the payment of 296

ducats for 185 harquebus

barrels to the Venice Arsenal


• 2017 total preliminary consolidated turnover, 670 €/Mln

• Sales in US > 320 €/Mln (48%)

• 3.000 employees

• 12 production sites

• Capex 30/40 €/Mln per year

• R&D 15/18 €/Mln per year

Nowadays


A global presence

The most important markets are reached directly


A constantly growing business …

638

624

661

679

670

590

600

610

620

630

640

650

660

670

680

690

2013 2014 2015 2016 2017

Turnover (€/Mln)


… with a complete Range of Products

Hunting Sporting

Shotguns Over & Under

Bolt Action Replicas

Airguns Ammunitions

Accessories

Clothing


Laser & illuminators

Tactical lights

Personal Defence Law Enforcement

Pistols

Pumps

Assault Rifles

Grenade Launchers

Carbines


• In Italy, the figurative mark in March 1950

• Worldwide (International registration) the word mark BERETTA, in July 1950

In the last 30 years the growing power and popularity of our marks has pushed us to develop, beside the firearms sector, a full range of complementary products.

Let’s go back to the origin…

Although the concept of trademark was already in use since the end of the XIX century (i.e. PB), the first registrations in class of firearms (#13) are:


We have expanded our registrations in the following classes:

Where?


Apart from our three historical main brands

BERETTA

that we registered worldwide in class 13 (FIREARMS), we have a selective approach for the product marks in all the other classes and countries.

For this reason we defined an Internal Committee formed by our General Manager, Finance Director, Marketing Director and our Internal Lawyer in oder to evaluate each single mark in each class and country.

Which approach?


Firstly, when we go out with a brand new product we ask for a trademark search in our main markets, the E.U. and the U.S., in order to understand if that mark or similar ones already exist.

Then, with new firearms we generally file applications to register trademark in the E.U. and in the U.S. in that specific class (#13).

How


Due to some licence agreements we have the same approach for the class 28 «TOYS» (soft-air weapons) but in different countries (i.e. Korea, Japan)

But, we do not do the same if we consider different classes: in this case not all the words become trademarks (i.e. CLOTHING).

That depends on how much that product is important in our sales strategies in some designated countries where revenues are significant.

How


Worldwide Trademark Surveillance Service with our Trademark Counsels.

We regularly receive evidences of new worldwide trademark applications containing the word «BERETTA» or very similar (wording or figurative) trademarks in all the classes.

We do not sue the cases in classes or countries we are not interested in.

We focus mainly in the classes «FIREARMS» and «CLOTHING» where revenues impact is definitely higher.

Infringements


Today we manage:

In 93 countries.

Where we are now

34

Registered Main

Trademarks

12

Classes

122

Registered

Product Trademarks


Beretta Defense Technologies is an alliance of four market leading companies.

A cross mark


Thank you!

BERETTA A trademark Beretta_Brief... · Then, with new firearms we generally file applications to...

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