PFA urges local retailers to get trademark security

CEBU, Philippines - While Filipino brands have great potential to compete internationally, the Philippine Franchise Association (PFA) is urging local retailers to apply for trademark protection to pursue global market penetration.

PFA chairman emeritus Samie Lim called the Filipino brand owners to immediately seek trademark protection in the 85 countries that have acceded to the recently launched Madrid Protocol, in Madrid, Spain, deemed an international route for trademark protection.

In his report to the exporters’ organization through PhilExport, Lim said that he is confident that the Protocol will provide a significant boost to Filipino brands, specifically to the franchise industry.

“This is something they would be happy about. This will be the shortcut to enable local brands expand global reach. Hopefully, 200 Filipno brands will be protected in other countries where they would like to go to,” said Lim.

Based on the protocol, among the designated contracting parties are Australia, Bahrain, BENELUX, China, European Union, France, Iran, Israel, Italy, Japan, Monaco, Mongolia, Norway, Oman, Poland, Russia, Singapore, South Korea, Switzerland, Turkey, United Kingdom, United States and Vietnam.

The Intellectual Property Office of the Philippines (IPOPHL) already received 12 international trademark protection applications during the first day of entry into force of the Madrid Protocol in July 25.

During the protocol's launching at the Franchise Asia Philippines, IPO director general Ricardo Blancaflor said he expected filings for trademark protection to reach 500 before the end of the year.

Blancaflor asked more brand owners to go to Madrid, as it provides global protection for Filipino brands.

"They better hurry, they have to protect it. As they sign in, we open the door. As we go out, the rest of the world are coming in," Blancaflor said.

He added that with 10 million Filipinos working abroad, there is a ready- market for these Filipino brands.

A trademark is a sign that distinguishes the products (trademark) or services (service mark) of an enterprise, which includes the container of the products or the packaging.

Meanwhile, an international IP (Intellectual Property) consultant Lighthouse IP Group, urged local firms to start considering intellectual property protection, as this is one of the most important shield to fight-off competition and thrive in the highly competitive global market.

The Netherland-based firm, which has established an outsourcing office in Cebu since 2009, is now looking at the local market to seriously look at the IP protection, especially for the manufacturing companies, creative sector, among others.

Lighthouse IP Group chief executive officer (CEO) Willem Geert Lagemaat said in a press conference that there is a need for Filipino companies to be aware and be more educated of the benefits in protecting their businesses, by applying trademark or patent registration.

The company, through its Philippine office in Cebu, registered as Lighthouse Software Cebu Inc. is offering its services to the local companies, encouraging Filipino companies to join its global pool of clients who are getting expert advice on IP from the company.

In the Philippines, Lagemaat said despite the government’s push to promote IPR (Intellectual Property Rights), there is still a huge number of companies, which still has to understand and be aware more of the huge benefit they have to get once their products, services are protected.

“People [in the Philippines] should be aware that it’s a threat to their businesses, [if their products and services are not protected]. It is something that they can benefit from in the long term,” Lagemaat said. (FREEMAN)