Jollibee first to register ‘well-known’ trademarks

BRAND ASSETS The iconic Jollibee Mascot and Stacked Logo made history as the first trademarks to be officially declared Well-Known Marks by the Philippine Intellectual Property Office. The marks were conferred on Aug. 10. —CONTRIBUTED

The Jollibee Group’s mascot and stacked logo have made history as the first trademarks to be registered as well-known marks at the Intellectual Property Office of the Philippines (IPOPHL).

The IPOPHL conferred this recognition to Jollibee under its newly launched Rules and Regulations for the Declaration and Creation of the Register of Well-Known Marks.

Jollibee Group general counsel Shean Molera said, “This recognition is more than just a milestone … It is a powerful affirmation of the enduring love for the Jollibee brand and a proud moment for the Filipino people.”

During the ceremonial awarding held on Aug. 27, Jollibee handed over a limited-edition Jollibee Funko Pop in barong Tagalog as a token of appreciation.

“This declaration marks a historic moment for the Philippines as it recognizes the strength of a homegrown brand, as well as a registry system that provides prestigious marks with enhanced protection, higher commercial value and stronger defenses against counterfeiting and unfair competition,” IPOPHL Director General Brigitte da Costa-Villaluz said in a statement.

IPOPHL Deputy Director General Ann Claire Cabochan encouraged brand owners to take advantage of the system to protect and promote both local and global enterprises.

“By becoming the first registered well-known mark, Jollibee not only sets a precedent for other brands to follow but also signals the readiness of the Philippine IP (intellectual property) system to protect world-class names as they expand in global markets,” Cabochan said.

Jollibee secured the registration under Memorandum Circular No. 2025-009 issued by the IPOPHL in February aimed at safeguarding IP rights against infringement.

Registered well-known marks offer benefits including enhanced brand equity, expanded licensing opportunities, consumer trust and stronger protection against dilution, tarnishment and unfair competition.

Based on the IPOPHL rules, well-known marks are granted an initial 10-year protection period starting from the official declaration date, renewable for another 10 years, subject to proof of continuous commercial use.

Such marks are declared by the IPOPHL or a competent court, which will be reviewed ex parte or independently by the Bureau of Trademarks.

After publication, third-party observations may be filed within one month by any party that believes it may be adversely affected by the declaration.