Effective Use of the Effective Use of the Effective Use of the Effective Use of the Madrid System: Case Madrid System: Case Madrid System: Case Madrid System: Case
StudiesStudies
Honda Motor Co., Ltd.Honda Motor Co., Ltd.Toshiyuki MatsudairaToshiyuki MatsudairaToshiyuki MatsudairaToshiyuki Matsudaira
We are needing a global trademark protecting system.
I d i f H dI d i f H dIntroduction of HondaIntroduction of Honda
The Three Joys
Respect for the Individual
The Three Joys
Company Name: Honda Motor Co., Ltd.Head Office: Tokyo, Japany , pEstablished: September 24, 1948President & CEO: Takanobu ItoCapital: ¥86 billion (as of March 31, 2011)Sales (2011):( )
Consolidated: ¥8,936,867 millionUnconsolidated: ¥2,915,416 million
Total number of employees:Consolidated: 179,060 (as of March 31, 2011)( )Unconsolidated: 25,673 (as of March 31, 2011)
Consolidated subsidiaries:382 subsidiaries (March 31, 2011)
Chief Products: Motorcycles, automobiles, power products
D k H d ?D k H d ?Do you know Honda?Do you know Honda?
D k H d ?D k H d ?Do you know Honda?Do you know Honda?
Do you know Honda?Do you know Honda?Do you know Honda?Do you know Honda?Worldwide motorcycle unit sales (Jan.-Dec. 2010)(unit:1,000vehicles)y ( )( )
China1,285 Japan
North America192Europe, Middle East Japan
196192
A i & O i
p ,And Africa
258
South America1,640
Asia & Oceania14,378
Current main market
Next market
Gl b l T t l
Current main market
Global Total17,952
Do you know Our Brand?Do you know Our Brand?yy
Corporate Symbol
Product Mark (Automobile as Honda brand)Product Mark (Automobile as Honda brand)
Product Mark (Motorcycle)
P od ct Ma k (A tomobile as ACURA b and)Product Mark (Automobile as ACURA brand)
Do you know Our Brand?Do you know Our Brand?Do you know Our Brand?Do you know Our Brand?
HondaHonda Brand StrategyBrand StrategyHondaHonda Brand StrategyBrand Strategy
Utilization of brand value
Utilization of brand value
Build value into the brand
Assurance and reliability Assurance and reliabilityAppreciationAppreciation
Products
Communication (advertising and sales promotion)
Products
Dealerships
All corporate activities including products, advertisements, dealerships and services that embody the brand identity.
HondaHonda Brand StrategyBrand StrategyHondaHonda Brand StrategyBrand Strategy
New value creation to earn people's appreciation
Honda brand is only one in the world.
We need a strong protection of Honda brand all of the worldWe need a strong protection of Honda brand all of the world.
What happen to Honda?What happen to Honda?What happen to Honda?What happen to Honda?
How should we protect our How should we protect our b d?b d?brand?brand?
We need an effective, useful and reasonable system to protect Honda , y pbrand. How should we protect it?
The clear answer is a Madrid system.
Madrid system has a great benefit for users.
The advantage of Madrid The advantage of Madrid ttsystemsystem
Si l li ti i th C t ti P ti• Single application in the Contracting Parties
• Automatically enjoy protection
• Easy extension
y j y p
• Just one single expiry date
• Cost-effective administrationCost effective administration
Difference of Filing FeeDifference of Filing FeeDifference of Filing FeeDifference of Filing Fee
OverseasAttorney's Fee
e
Normal Application
Fee
DomesticAttorney's Fee
DomesticAttorney's Fee
Madrid System
Official Fee
Attorney s Fee
Official Fee
Country
Official Fee
Madrid NormalSystem Application
Filing ProcedureFiling ProcedureFiling ProcedureFiling Procedure
To designate the country which we hope to file an application in…MM2
Check only
FR FFR France
Expiring DateExpiring DateExpiring DateExpiring DateMadrid system Normal system
10years 10years 10years
A
Madrid system Normal system
Country CountryRenewal timing depends on each country’s trademark system
AA
B
A
B
C
D
C
D
E E
G
F
G
F
H H
Filing PriorityFiling PriorityFiling PriorityFiling Priority
Low Priority…High Priority !
toco
ls
Member State
High-Important
Member State
Middle-Important
Member State
Low-ImportantMem
ber
Madrid System Application
Mad
rid P
rot
Non-Member State Non-Member State Non-Member State
embe
r
Normal Application
Non-Filing
M
High-Important Middle-Important Low-Important
Non
-M
Normal Application
Market Importance
High Middle Low
Our use case of Madrid Our use case of Madrid systemsystemIn order to protect the mark in world wide,
we have to use two ways of application system. =
Madrid system applications Normal applications
PendingRegistered
The Member SatesThe Member SatesThe Member SatesThe Member Sates
Asia Pacific Middle East South America and AfricaAsia, Pacific, Middle East, South America, and Africa..Our important market has not yet entered into Madrid Protocols.
Japanese use of Madrid Japanese use of Madrid ttsystemsystem
A t f D i dAmount of applications
Designated countries
2011 Annual Report from Japan Patent Office
Madrid system has also a great benefit for the member states.
Entered EffectEntered EffectEntered EffectEntered Effect
Low Priority…High Priority !
toco
ls
Mem
ber
High-Important
Member State
Middle-Important
Member State
Low-Important
Member State
Mad
rid P
rot
High-Important Middle-Important Low-Important
embe
r
M
Non-Member State Non-Member State Non-Member State
Non
-M
Market Importance
High Middle Low
Entered EffectEntered EffectEntered EffectEntered EffectChina’s CaseAmount of
applications120000
applicationsAnnual Development Report on China's Trademark Strategy 2010
Madrid systemapplications
80000
100000applications
60000
40000
Overseas applications
20000
applications
0
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ConclusionConclusionConclusionConclusion
All Japanese companies including Honda strongly hope that all states in the world would enter into the Madrid Protocol.
We are fairly convinced that entering the Madrid ProtocolWe are fairly convinced that entering the Madrid Protocol effects well not only for users but the member states.
Thank you for your attention.y y
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