Trademark Data

What Is Trademark Data?

Trademark data is the collection of information about trademarks—i.e., brand names, slogans, and logos. Technically, trademarks only refer to goods while service marks refer to services. However, both intellectual properties are grouped together. 

Where Does Trademark Data Come From?

This data is publicly available, though difficult to work with due to the sheer volume of trademarks available.

Further, the information is collected in national and international databases for anyone to browse—but some databases, like most of the EUIPO’s, require you sign up for an account before accessing anything. 

Finally, private companies provide trademark data as well, often with update feeds and analytics services.

What Types of Columns/Attributes Should I Expect When Working with This Data?

Common attributes of trademark data include brand, logo image, date of registration, application number, country of origin, country of designation, and country of the trademark holder. 

Databases should also have historical information on patents, such as changes in logo design.

What Is This Data Used For?

Economists and business managers use this data to analyze competitors and markets. For example some researchers have determined that trademark data, like changes, registrations, and incorporations, signal market expansion, the development of new services or products, and more. 

How Should I Test the Quality of Trademark Data?

By the time of registration, hundreds of people have already reviewed trademarks and service marks, so the data itself is fine. Where you may have trouble is in the search process and the analysis of the data itself.

That is to say, there is a massive volume of data to search through and very little literature on the analysis of it. So if that is your goal, you will have to make your way without much assistance.

However, this does not mean you are entirely alone: public databases and private data vendors offer data and some analytics.

If you choose to use a data vendor like one of the ones on our site, consider their reputation and whether their analytics meet your needs.

Interesting Case Studies and Blogs to Look Into

General Information:

What is the Difference Between a Copyright, Patent and Trademark?

Sagepub: All the great things you can do with trademark data: Taking stock and looking ahead – Carolina Castaldi, 2020

Databases:

WIPO Global Brand Database

The World Bank: Trademark Applications, Total

Trademark Case Files Dataset | USPTO

TM‐Link: An Internationally Linked Trademark Database – Petrie – 2020 – Australian Economic Review

Case Studies:

IPR Helpdesk: Case Study Koalect: trade mark conflicts and the importance of prior searches

WIPO: Case Studies: Effective Use of Trademarks and Service Marks by SMEs in their Business Strategies

IPR Helpdesk Southeast Asia: Case Study 09 – Similarity of Goods & Services: Trade Mark Registration in Vietnam

Tangible Examples of Impact

“European trademark applications are an indicator of business confidence. While they have not dropped during the first wave of Covid-19 in aggregate, some countries and types of business are more affected than others.”

—Trademark applications as an indicator of post-Covid economic activity | VOX EU, CEPR Policy Portal

“BMW has filed to trademark the name ‘Silent Shadow’ in Germany, suggesting that a long-rumoured all-electric Rolls-Royce could be further into development than we previously thought.”

—Car Advice: BMW files to trademark ‘Silent Shadow’ name, likely for electrified Rolls-Royce

“Trademark squatting is common in China – as has been widely reported, these applicants often attempt to extract money for the transfer of trademark rights or they piggyback off the reputation of established brands…Unsurprisingly, trademark squatting can be a real headache for developers.”

—World Trademark Review: Indie devs and trademarks: exclusive research reveals brand protection issues of independent video games