From TikTok to Comirnaty - Software, media,
fintech and finance; luxury, fashion, sports; and pharmaceutical
brands comprise nearly half the list with 15 brands each
LONDON, June 30, 2022 /PRNewswire/ -- Clarivate
Plc (NYSE: CLVT), a global leader in providing trusted
information and insights to accelerate the pace of innovation,
today released the first ever Top 100 New Brands report.
The report draws on data from more than 20 million new trademark
applications worldwide to identify new brands which have surged
into the public sphere in the last two years. These Top 100 New
Brands – likely powerful brands of their sectors in the future –
have demonstrated the greatest diligence in protecting and
expanding their brand footprint. The report's analysis highlights
the industries that are hotbeds of brand activity and illuminates
the new forms that new brands can take in the rapidly shifting
global brand landscape.
Europe and the United States have long been the epicenter
of global brand creation and activity thanks to their large
consumer markets, and this is reflected in the Top 100 New Brands
2022 list. Europe is home to 50
listed brands and the United
States home to 21. Brands from Mainland China comprise 23 of
the Top 100 list, marking a major step in the evolution of global
brand strategy from Mainland Chinese businesses, according to the
report.
Robert Reading, Head of Content
Strategy, Clarivate said, "Top 100 New Brands 2022 from
Clarivate spotlights the uncharted territory of the new brands
space. Drawing on our unique and industry-leading collection of
intellectual property content, we calibrate a new brands
'brandscape' for the very first time – a fascinating mix of
brand-new brands, and those arising from corporate mergers,
re-branding and brand line extensions."
Other key findings in the report include:
- COVID-19 vaccine makers feature prominently in the Top 100 New
Brands 2022 list, including BioNTech's COMIRNATY; six out of the 15
pharmaceutical brands on the list are COVID-19 vaccines.
- Some notable brand owners have multiple Top 100 New Brands on
the list: Technology company Apple owns six: APPLE AIRTAG, APP
CLIP, APPLE FITNESS+, APPLE ONE, APPLE WATCH STUDIO and ICLOUD+;
and French sports brand Decathlon has four: CORENGTH, KIMJALY,
KUPIMA, and TAMAHOO. COVID vaccine manufacturers BioNTech and
Novavax both have multiple entries on the list.
- Entertainment and technology brands feature strongly on the
list: from video game playing franchise Medabots, LELLOBEE, an
edutainment series for children, and Nordic streaming service
VIAPLAY, to social media phenomenon TikTok.
- Two electric car brands (RIVIAN and MERCEDES-EQ) and a
blockchain-based solution appear in the Top 100 New Brands
2022.
- Acronyms and concepts make their mark on the list, including
YNWA, an acronym for Liverpool Football Club's catchphrase and
anthem, "You'll Never Walk Alone", as well as WATCH ART, which
embodies the artistic craft of mechanical watchmaking, from luxury
Swiss watch brand, Patek Philippe.
Reading concluded, "In today's fast-changing world, the pace of
new brand creation continues to accelerate, and the commercial
space becomes ever more crowded and global. By calibrating the new
brands landscape, we deliver valuable new knowledge that will
empower brand creators to develop and grow successful new brands,
with confidence and at speed. At Clarivate, we are committed to
helping brand owners create, expand and protect strong brands in
the digital era. By offering essential solutions across the IP
lifecycle, including access to critical insights and asset
management capabilities to brand creators, we help their new brands
scale new heights and realize their full potential."
Methodology
Top 100 New Brands uses content resources across Clarivate,
including Clarivate Trademark Strength IndexTM,
CompuMarkTM trademark research and protection, and
MarkMonitorTM domain management. Clarivate experts
analyzed over 20 million new applications filed worldwide between
2020 and 2021 with a verbal (word) element and evaluated each
application and checked for owner details, and applied a score to
each brand based on key metrics from the Clarivate Trademark
Strength IndexTM:
- Market footprint – range of products and services
covered by the brand, including a measure of how dominant the brand
is within each relevant category1
- Geographic/economic coverage – the number of
countries/registers where protection has been sought, weighted for
country GDP
- Online presence – how many top level and country level
domains have been registered to protect the brand.
About Clarivate
Clarivate™ is a global leader in providing solutions to
accelerate the pace of innovation. Our bold mission is to help
customers solve some of the world's most complex problems by
providing actionable information and insights that reduce the time
from new ideas to life-changing inventions in the areas of Academia
& Government, Life Sciences & Healthcare, Professional
Services and Consumer Goods, Manufacturing & Technology. We
help customers discover, protect and commercialize their inventions
using our trusted subscription and technology-based solutions
coupled with deep domain expertise. For more information, please
visit clarivate.com.
Media contact:
Jack Wan, Director, External
Communications - Consumer, Manufacturing & Technology
newsroom@clarivate.com
1 Market footprint metric assesses a brand's
commercial breadth of trademark coverage by measuring the scope of
its coverage across relevant and distinct trademark classification
areas (Nice Classes) as well as the share of activity within
them
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