Trademark applications in a sectoral approach

TRADEMARK APPLICATIONS IN A SECTORAL APPROACH D . Domicián MÁTÉ - D . Ildikó O bán Ms. Tamás Dékán Uni e si y o Deb ecen, Facul y o Economics and Business Adminis a ion, Ins i u e o Accoun ing and Finance The economic oles o he In ellec ual P ope y Righ s (IPRs) a e one o he key mys e ies o he economic heo ies. A he beginning o he 1760s a sus ained and apid g ow h in pe capi a income occu ed all o e he wo d and since hen he b oad his o y o economic ins i u ions has s ill qui e im- po an . This esea ch pape elies on he concep ual amewo k o IPRs. Howe e , he academic li e a u e has claimed ha he p esences o hese ins i u ions a e essen ial elemen s o a well- unc ioning economy, bu in el- lec ual p ope y has come o mean no only he igh o own and sell, bu also he igh o egula e i s use. Mo eo e se e al unexploi ed dilemmas ha e s ill emained in p ac ice. In o de o suppo he heo e ical insigh s we inspec o o e iew he adema ks g ow h endencies in a ious OECD coun ies. In his pe spec i e we ollowed a speci ic axonomy o he adi- ional Nice Classes (NCL) o iden i y he dis ibu ion and he g ow h changes o hese p ope y igh applica ions in a speci ic sec o al app oach. Besides de e mining he di e ences wi h some compa a i e s a is ics in he b anch- es, we could also demons a e he economic impo ance o adema k appli- can s ha place on he p o ec ion o b ands in he se ice-o ien ed indus- ies. Howe e , he e was alls in due o he las economic c isis; i seemed o ollow a pe sis en and subs an ial g ow h pa h again. In his sense, we could also sugges he be e alo iza ion o IPRs ha mus be conside ed in a con ex o acili a e SMEs’ access o he bene i s o globalised ma ke s in hese indus ies. Keywo ds: p ope y igh s, sec o al app oach, adema ks JEL Codes: D23, I23, O34 1. In oduc ion o he economic ole o p ope y igh s One o he essen ial ac s in he his o y o economic g ow h was he Indus- ial Re olu ion in B i ain. A he beginning o he 1760s a sus ained and apid g ow h in pe capi a income occu ed all o e he wo d. Al hough Adam Smi h (1759) was he i s pionee s o analyse how i.e. no ms, belie s and cul u e e c. a ec his economic pe o mance, he ole o ins i u ions has only de eloped in ecen decades. Recen ly some ins i u ional economis s, such as he Nobel-p ize winne Douglas C. No h in 1993, claimed ha “ins i u- ions ma e ” and since hen he b oad his o y o economic ins i u ions has s ill qui e impo an (No h, 1990). The economic oles o he In ellec ual P ope y Righ s (IPRs) a e one o he key mys e ies o he heo ies. Basically, he inno a ion (R&D) wi hou ans- 2 ac ion cos s migh no be sus ained by in en o s a e hey ha e c ea ed hei in en ions, unless hey ha e some expec a ion o being able o cap u e he gains o e icien alloca ion in he o m o p o i (Coase, 1960). Pa en s and copy igh s a e legal o m o hese mechanisms which “… g an in es o s monopoly powe in o de o allow hem o ob ain a e u n om hei in en- ions.” (Jones, 2001:86). These IPRs a emp o use legal sys ems o in lu- ence he deg ee o excludabili y o ideas. Essen ially, i migh be qui e easy o someone o “copy” an in en ion wi hou any adema ks and he compe i- ion a ising om his imi a ion elimina es he incen i e o in es o s o c ea e new ideas in he i s place. Howe e , while he mains eam academic li e a u e has ea lie claimed ha he p esence o IPRs leads o be e economic g ow h and hey a e essen ial elemen s o well- unc ioning economies, o he s such as Bold in and Le ine (2002) a gued ha new ideas should be p o ec ed and a ailable o sale. Hence “in ellec ual p ope y” has come o mean no only he igh o own and sell, bu also he igh o egula e i s use. In his iew, hese ins i u ions c e- a e socially ine icien ma ke s and hey migh be be e de ined as “in ellec- ual monopolies”. Howe e , ou side hese heo e ical deba es, schola s a e commonly in e - es ed in examining he impac o hese o mal ins i u ions on economic pe - o mance. Ne e heless, he e is cu en ly s ill some disag eemen abou whe he s eng hening adema ks enhances he in e na ional compe i i e- ness o indus ies. Since now, li le e idences ha e been p esen ed because o he limi ed measu emen oppo uni ies and empi ical s udies ha e no been able o e alua e he impac o IPRs on economies, such as ade- ma ks, copy igh s e c. Gould and G uben (1996) ocused on how he e ec o adema ks depends on he deg ee o ade openness o di e en coun- ies; while Gina e and Pa k (1997) emphasized ha pa en igh s could s imula e ac o accumula ion and di ec ly in luences economic g ow h. In a ela ed s udy, ocusing on manu ac u ing indus ies in he OECD coun ies, Pa k (2003) ound ha bo h labou p oduc i i y and R&D expendi u e in- c eased wi h IPRs. In a la ge sample o coun ies Kanwa and E enson (2003) claimed ha s onge pa en igh s we e associa ed wi h highe R&D in ensi y ( he a io o R&D expendi u e o GDP). Hu and Png (2012) demon- s a ed ha mo e pa en -in ensi e indus ies esponded o s onge pa en laws wi h highe g ow h, which esul ed in inc eased GDP pe capi a. The main pu pose o his wo king pape is o suppo he heo e ical insigh s o he economic ole o IPRs and also o e iew he g ow h endencies o adema ks in a ious OECD coun ies. In ou es ima ions we ollow a speci - ic axonomy o iden i y he changes o applican s’ dis ibu ion in di e en b anches o e he p e ious decades. 2. T adema k applica ions in a sec o al app oach Acco ding o he de ini ion o he OECD adema k may be egis e ed unde in ellec ual p ope y legisla ion, such as he Pa en o he T adema k Ac ha may be applicable. The adema ks may o en become equa ed wi h he 3 p oduc i sel and may be one o he main sou ces o he compe i i e ma ke ad an ages (OECD, 2015). Figu e 1: The amoun o adema k applican s in he OECD coun ies, 1990- 2012 Sou ce: own calcula ions based on WIPO (2015) The o al numbe o classes speci ied in adema k applica ions in he exam- ined 14 OECD coun ies 1 g ew by 23% om 1990 o 2012. Howe e , in 2000 was he la ges amoun o adema k applican , he s ong g ow h in applica- ions wo ldwide was s opped. A e he alls in due o he c isis o 2000 and 2007 he adema k applican s seemed o ollow a pe sis en and subs an ial g ow h pa h again (see Figu e 1.). Many o ices use he Nice Classi ica ion (NCL) o classi y adema k applica- ions. This in e na ional o m o classi ica ion o he pu poses o egis e ing ma ks was es ablished unde he Nice Ag eemen and di ided in o 45 clas- ses o goods and se ices. The b eakdown o applica ions by class o e s insigh s in o he ela i e impo ance o adema ks o di e en indus ies. 1 AUR, AUS, DEN, CZE, FIN, GER, ITA, JPY, NED, SLO, SPA, SWE, UK and he USA. 4 Table 1: The dis ibu ion o adema k applica ions by op 10 Nice Classes, 2012 Rank Class Desc ip ion Sha e(%) 1 35 Ad e ising and business managemen 9.4 2 25 Clo hing 7.0 3 9 Scien i ic, pho og aphic, measu ing ins u- men s; eco ding equipmen ; compu e s and so wa e 6.7 4 41 Educa ion, en e ainmen , and spo ing ac i i ies 5.6 5 5 Pha maceu ical p epa a ions, baby ood, die a y supplemen s o humans and ani- mals, disin ec an s, ungicides and he bi- cides 4.6 6 30 Co ee, ea, cocoa, ice, lou , b ead, pas y and con ec ione y, suga , honey, yeas , sal , mus a d; inega , sauces and spices 4.1 7 42 Scien i ic and echnological se ices, de- sign and de elopmen o compu e ha d- wa e and so wa e 4.0 8 3 Bleaching p epa a ions and o he sub- s ances o laund y use; cleaning and ab asi e p epa a ions; soaps, pe ume y and cosme ics 3.5 9 16 Pape , ca dboa d and goods made om hese ma e ials; p in ed ma e , pho o- g aphs, a is s' ma e ials, ypew i e s, and plas ic ma e ials o packaging 3.2 10 43 Se ices o p o iding ood and d ink; em- po a y accommoda ion 3.0 Remaining classes 48.7 Sou ce: own calcula ions based on WIPO (2015) The i s 34 o he 45 classes indica e goods and he emaining 11 e e o se ices and he i s op 10 classes accoun ed o jus o e hal (51.3%) o all classes speci ied in adema k applica ions (Table 1.). Fou o he op 10 classes ela ed o se ices and he Se ice Class 35 o ad e ising, business managemen , business adminis a ion, and o ice unc ions e c. has occu- pied o sha ed he numbe one posi ion since 2004 (Wipo, 2015). The high- es anked classes o goods we e Class 25 (clo hing, oo wea , and head- gea e c.) and Class 9 (scien i ic, pho og aphic, measu ing ins umen s, e- co ding equipmen , compu e s and so wa e e c.). The esul s o ou analyses ela ing o he NCL classes by indus ies show ha 11 se ice- ela ed classes accoun ed o sligh ly mo e han one- hi d (34.2%) o all classes speci ied in applica ions in 2012. This is app oxima ely 5 equal o he se ice class sha e o 2007 (see Figu e 2.), hus demons a ing he con inuous impo ance o applican s ha place on p o ec ion o b ands in se ice-o ien ed indus ies. Table 2: The adema k applica ions by indus ies Indus y sec o Sha e (%) 2007 2012 Change Ag icul u al p oduc s and se ices 14.5 16.0 1.6 Tex iles - Clo hing and Accesso ies 12.9 14.1 1.2 Scien i ic esea ch, In o ma ion echnology, Communica ions 14.6 13.8 -0.8 Managemen , Communica ions, Real es a e and Financial Se ices 11.4 11.8 0.4 Pha maceu icals, Heal h, Cosme ics 11.4 11.1 -0.3 Leisu e, Educa ion, T aining 12.3 11.0 -1.3 Cons uc ion, In as uc u e 7.6 6.9 -0.6 Household equipmen 6.3 6.5 0.3 T anspo a ion and Logis ics 6.0 5.6 -0.3 Chemicals 3.1 2.9 -0.2 Sou ce: own calcula ions based on WIPO S a is ics Da abase (2015) This able also ep esen s he dis ibu ion o adema k applica ions ac oss a ious indus ies o he OECD economies. No speci ic ca ego ies seem o mos ly domina e o adema k applica ions. Six o he en g oups each in- clude mo e han 10 pe cen o he o al sha e o NCL classes, wi h ag icul- u al p oduc s and se ices accoun ing o he highes sha e (16%) o he agg ega ed o al as well as he highes pe cen age poin change be ween 2007 and 2012. A e i e yea s han he las inancial c isis o he wo ld economy he dis ibu ion o adema k applica ions ac oss indus ies has emained s able be ween 2004 and 2012. 3. Conclusions Acco ding o he ins i u ional economics he ole o IPRs is one o he ele- an de e minan s o economies. Al hough ecen ly he e ha e been se ious heo e ical deba es, no clea consensus has ye eme ged and se e al unan- swe ed p oblems emained o explain he impac o hese ins i u ions. The o al numbe o classes speci ied in adema k applica ions in he exam- ined 14 OECD coun ies inc eased om 1990 o 2012. Howe e , he e was alls in due o he economic c isis; i seemed o ollow a pe sis en and sub- s an ial g ow h pa h again. In his pape we had wo objec i es. The esul s o ou analyses ela ing o he NCL classes by indus ies demons a ing he con inuous impo ance o applican s ha place on p o ec ion o b ands in se ice-o ien ed indus ies 6 and he dis ibu ion o adema k applica ions ac oss indus ies has e- mained s able ill 2012. As a consequence, he be e alo isa ion o adema ks mus be conside ed in a global con ex o ease he access o SMEs o knowledge ma ke s. We can ad ise SMEs o enhance and p o ec he alue o hei in ellec ual as- se s. The economic bene i s o IPRs a e only gained h ough ac ions ha en e p ises ake o ensu e adema ks o hei in en ions o good o se - ices (EC, 2012). An addi ional esea ch di ec ion has also eme ged in his s udy. We a gue ha , such as (He czeg, 2009) and (Tó h, 2014) sugges ed, he changing inancial and accoun ing en i onmen migh impac on he op imal capi al s uc u e and c i ical o enhance p oduc ion abili y in he compe i i e ma - ke s. 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