The importance of branding in Türkiye is growing. An analysis by Destek Patent shows that branding efforts in Türkiye are accelerating, with nearly 600,000 trademark applications filed in the last five years. Considering the number of applications filed last year, it appears that one trademark application was filed almost every five minutes.
The process of creating a brand for companies is challenging and requires patience. The first step towards branding is choosing a name, creating a logo, and submitting official applications. Destek Patent, Türkiye's most established patent and branding organization, analyzed TURKPATENT's five-year data. According to the latest five-year projection, nearly 600,000 trademark applications were filed between 2014 and 2018. The highest number of applications in the past five years was in 2017.
Istanbul ranks first in trademark applications, followed by Ankara
According to the data, Istanbul ranks first in trademark applications, followed by Ankara, Izmir, Bursa, and Antalya.
Most trademark applications were made on digital platforms.
The analysis reveals that the sectors with the most trademark applications are online marketplace (website) services for buyers and sellers and retail services. This sector is followed by food and beverage services, temporary accommodation services, education and training services, symposium, conference, congress, and seminar organization, administrative services, clothing, and construction services. While there hasn't been a significant shift in branding across sectors over the years, there's a significant rivalry between food and construction for a spot in the top five. It's noteworthy that the construction materials sector didn't rank among the top five sectors with the most and fastest branding in 2018; instead, the textile sector is gaining momentum.
Arçelik and Apple are the leaders in trademark applications
One of the most interesting findings of the analysis is the brands that have filed the most trademark applications. Among domestic companies that stand out in branding, Arçelik leads, while among foreign companies, Apple leads. Among domestic companies, the top 10 include BİM, Betek Boya ve Kimya, Akbank, Aktif Yatırım, Bilim İlaç, Eyüp Sabri Tuncer, Abdi İbrahim, Ali Raif İlaç, and Doğuş Gıda ve İçecek. Among foreign companies, Daimler, Bristol-Myers, Biofarma, Bayer, British American Tobacco, Avon, Basf, BSH Hausger, and beIN Media. Brands such as UPL Ziraat ve Kimya, Türkiye Vakıflar Bankası, Ege Seramik, and Royal Halı stand out among those with trademark applications filed over the past five years.
In 2018, a trademark application was filed every 5 minutes.
Last year, 120,000 trademark applications were filed in Türkiye. This data shows that in 2018, a trademark application was filed at a rate of approximately every five minutes.
Branding is necessary for the future
Stating that there is a great acceleration in terms of branding in Türkiye, Support Patent Board Chairman Kemal Yamankaradeniz"As Destek Patent, we analyzed and interpreted the last five years of data we received from TURKPATENT and wanted to share this important report on behalf of our own sector and the development of our country. This report provides us with information parallel to our country's economic development. While the most promising sectors are in technology and digitalization, along with global developments, Istanbul remains the beating heart of the business and economic world. Our country has a long way to go in terms of branding. Türkiye's role as a gateway to the Middle East and Europe contributes significantly to our country's branding journey. For our country to achieve a high share of global trade and succeed in global competition, it is essential to create more brands. Branding strategies must be developed to create strong Turkish brands. For branding to further develop in Türkiye, we must understand the importance of working with all stakeholders. To make the voices of Turkish brands heard in every corner of the world, we must create added value and focus on the future," he said.
