Filipino Brands Seek Int'l Trademarks

Manila Bulletin, February 3, 2013 | Go to article overview

Filipino Brands Seek Int'l Trademarks


Twenty-three Filipino brands, comprising of small but authentic homegrown concepts, have sought trademarks protection in 86 countries as they plan to expand their businesses and services abroad.

Atty. Ricardo Blancaflor, executive director of the Intellectual Property Office of the Philippines (IPOPHL), in a press conference said the 23 applications that have been filed with them under the Madrid Protocol, would ensure these local brands of trademarks protection in countries under the Madrid Protocol. At present, there are 86 countries in accession, the latest of which is the Philippines which instrument of accession was signed by President Benigno Aquino III on March 27, 2012.

The 23 brands have sought a total of 375 international designations where they target to market their products particularly in countries with huge pool of Filipino migrant workers.

Ten of the applicants originate from the buzzing City of Cebu, namely: Profood International Corporation (Philippine Brand Dried Mangoes and Profood Cebu Dried Mangoes), International Pharmaceuticals, Inc. (Efficascent Oil, Omega Painkiller Liniment, Gastripac, Bioderm, and Dr. S. Wong's Sulfur Soap), Magicmelt Foods, Inc. (Magic Melt), Arden Siarot (Arden), and Murillo's Export International, Inc. (Murillo).

The two applicants from Manila are international fashion designer Robert Tomas (Tomas) and religious group Iglesia Ni Cristo (Iglesia Ni Cristo seal). Julie's Bakeshop, which originates from Cebu has also filed an application.

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 beauty of the Madrid Protocol is it allows a local brand to get a trademark protection globally at a lot lower cost," Blancaflor said.

Without the Madrid Protocol, companies who are going abroad to market their products either through franchise or other schemes have to spend an estimated P800,000 for trademark application in four countries alone. …

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