...the Madrid Protocol

Madrid Protocol to draw more investors to PH

By: Riza T. Olchondra
Philippine Daily Inquirer

Wednesday, July 4th, 2012

The Philippines expects higher investor interest in trademark registrations starting this month as the country opens applications under the Madrid Protocol, which allows brands to get protection in several countries through a single filing, according to the Intellectual Property Office of the Philippines (Ipophl).

Ipophl director general Ricardo R. Blancaflor said that, overall, the number of trademark registrations is increasing and there may be 10 percent more registrations in 2012 from 2011.

“As of end-June, we’re up around 3 to 4 percent so I think we can hit 10 percent growth,” Blancaflor said.

In terms of registrations specifically under the Madrid Protocol, Blancaflor said initial reports reaching his office indicated that at least 200 trademark applications may be filed on the first day of registration alone on July 25.

Citing information from law firms specializing in trademark registration and protection, Blancaflor said the San Miguel group alone may have about 2,000 marks that may be registered under the protocol.

“We expect many Philippine brands going global. International brands [coming] to the Philippines are also expected and the bulk will come from European brands. If international brands file their marks in the United States that would cost them $400 (per filing) but in the Philippines, it’s less than $100,” Blancaflor said. “This also helps Philippine companies since they get protection when they go global.”

Blancaflor noted the Philippines can beat Malaysia, Thailand and Indonesia in terms of attracting filings because these Asean countries will only join the Madrid Protocol by yearend. He also said the Philippines is a significant market because of its strong middle class and Filipinos’ “very good taste” in brands.

The Philippines’ accession to the Madrid Protocol also gives investors, such as British companies, more confidence in the market, said British embassy trade and investment director Derek Page. “It enables me to promote the Philippines as a market where intellectual property rights are protected. And of course anything that lessens bureaucracy and red tape is very welcome,” Page said.

Ipophl will begin accepting applications filed via the Madrid Protocol by July 25, 2012. Trademarks registered through the protocol will also be automatically registered in the other 85 member-countries.

Trade groups have welcomed the accession as this would make their members’ trademark registration faster, easier and more affordable. A single channel will likewise facilitate renewals and changes in trademark ownership.

The Philippines’ major trading partners—including Japan, the US, China, Singapore, Korea, Australia and the European Union—are all members of the Madrid Protocol.