BIZ BUZZ: Jollibee Chickenjoy strengthens intellectual property value
Jollibee’s Chickenjoy has become so iconic that it’s legally “well-known.”
The homegrown fast-food giant cheered as its Chickenjoy trademark was officially recognized and declared as a Well-Known Mark by the Intellectual Property Office of the Philippines (IPOPHL).
This marks the third Jollibee Group mark to earn the much-coveted status, after the Jollibee aka “The Bee” mascot and stacked logo made history in August as the first to be registered by the IPOPHL.
What’s in it for Jollibee? For its chief executive officer Joseph Tanbuntiong, this new win will be “essential to our growth strategy,” especially as the firm seeks to introduce the brand to more foreign markets.
“This recognition helps ensure that as we bring the Jollibee Group experience to more customers around the world, we also preserve the integrity and distinctiveness of our brands—especially one as beloved as Chickenjoy,” he said.
“The Chickenjoy brand carries decades of trust, deep connection and nostalgia for our customers. Having it recognized as a Well-Known Mark and the third one in the registry underscores the strength of that relationship and the cultural relevance the product has built over generations,” Tanbuntiong said.
Jollibee’s portfolio includes 19 brands, with more than 10,000 stores and cafés across 33 countries.
Its overarching but not far-fetched goal is to be among the top five fast-food chains in the world.
