Effective Use of the Effective Use of the Effective Use of the Effective Use of the Madrid System: Case Madrid System: Case Madrid System: Case Madrid System: Case

StudiesStudies

Honda Motor Co., Ltd.Honda Motor Co., Ltd.Toshiyuki MatsudairaToshiyuki MatsudairaToshiyuki MatsudairaToshiyuki Matsudaira

We are needing a global trademark protecting system.

I d i f H dI d i f H dIntroduction of HondaIntroduction of Honda

The Three Joys

Respect for the Individual

The Three Joys

Company Name： Honda Motor Co., Ltd.Head Office： Tokyo, Japany , pEstablished： September 24, 1948President & CEO： Takanobu ItoCapital： ¥86 billion (as of March 31, 2011)Sales (2011)：( )

Consolidated: ¥8,936,867 millionUnconsolidated: ¥2,915,416 million

Total number of employees：Consolidated: 179,060 (as of March 31, 2011)( )Unconsolidated: 25,673 (as of March 31, 2011)

Consolidated subsidiaries：382 subsidiaries (March 31, 2011)

Chief Products： Motorcycles, automobiles, power products

D k H d ?D k H d ?Do you know Honda?Do you know Honda?

D k H d ?D k H d ?Do you know Honda?Do you know Honda?

Do you know Honda?Do you know Honda?Do you know Honda?Do you know Honda?Worldwide motorcycle unit sales (Jan.-Dec. 2010)(unit:1,000vehicles)y ( )( )

China1,285 Japan

North America192Europe, Middle East Japan

196192

A i & O i

p ,And Africa

258

South America1,640

Asia & Oceania14,378

Current main market

Next market

Gl b l T t l

Current main market

Global Total17,952

Do you know Our Brand?Do you know Our Brand?yy

Corporate Symbol

Product Mark (Automobile as Honda brand)Product Mark (Automobile as Honda brand)

Product Mark (Motorcycle)

P od ct Ma k (A tomobile as ACURA b and)Product Mark (Automobile as ACURA brand)

Do you know Our Brand?Do you know Our Brand?Do you know Our Brand?Do you know Our Brand?

ＨｏｎｄａＨｏｎｄａ Brand StrategyBrand StrategyＨｏｎｄａＨｏｎｄａ Brand StrategyBrand Strategy

Utilization of brand value

Utilization of brand value

Build value into the brand

Assurance and reliability Assurance and reliabilityAppreciationAppreciation

Products

Communication (advertising and sales promotion)

Products

Dealerships

All corporate activities including products, advertisements, dealerships and services that embody the brand identity.

ＨｏｎｄａＨｏｎｄａ Brand StrategyBrand StrategyＨｏｎｄａＨｏｎｄａ Brand StrategyBrand Strategy

New value creation to earn people's appreciation

Honda brand is only one in the world.

We need a strong protection of Honda brand all of the worldWe need a strong protection of Honda brand all of the world.

What happen to Honda?What happen to Honda?What happen to Honda?What happen to Honda?

How should we protect our How should we protect our b d?b d?brand?brand?

We need an effective, useful and reasonable system to protect Honda , y pbrand. How should we protect it?

The clear answer is a Madrid system.

Madrid system has a great benefit for users.

The advantage of Madrid The advantage of Madrid ttsystemsystem

Si l li ti i th C t ti P ti• Single application in the Contracting Parties

• Automatically enjoy protection

• Easy extension

y j y p

• Just one single expiry date

• Cost-effective administrationCost effective administration

Difference of Filing FeeDifference of Filing FeeDifference of Filing FeeDifference of Filing Fee

OverseasAttorney's Fee

e

Normal Application

Fee

DomesticAttorney's Fee

DomesticAttorney's Fee

Madrid System

Official Fee

Attorney s Fee

Official Fee

Country

Official Fee

Madrid NormalSystem Application

Filing ProcedureFiling ProcedureFiling ProcedureFiling Procedure

To designate the country which we hope to file an application in…MM2

Check only

FR FFR France

Expiring DateExpiring DateExpiring DateExpiring DateMadrid system Normal system

10years 10years 10years

A

Madrid system Normal system

Country CountryRenewal timing depends on each country’s trademark system

AA

B

A

B

C

D

C

D

E E

G

F

G

F

H H

Filing PriorityFiling PriorityFiling PriorityFiling Priority

Low Priority…High Priority !

toco

ls

Member State

High-Important

Member State

Middle-Important

Member State

Low-ImportantMem

ber

Madrid System Application

Mad

rid P

rot

Non-Member State Non-Member State Non-Member State

embe

r

Normal Application

Non-Filing

M

High-Important Middle-Important Low-Important

Non

-M

Normal Application

Market Importance

High Middle Low

Our use case of Madrid Our use case of Madrid systemsystemIn order to protect the mark in world wide,

we have to use two ways of application system. =

Madrid system applications Normal applications

PendingRegistered

The Member SatesThe Member SatesThe Member SatesThe Member Sates

Asia Pacific Middle East South America and AfricaAsia, Pacific, Middle East, South America, and Africa..Our important market has not yet entered into Madrid Protocols.

Japanese use of Madrid Japanese use of Madrid ttsystemsystem

A t f D i dAmount of applications

Designated countries

2011 Annual Report from Japan Patent Office

Madrid system has also a great benefit for the member states.

Entered EffectEntered EffectEntered EffectEntered Effect

Low Priority…High Priority !

toco

ls

Mem

ber

High-Important

Member State

Middle-Important

Member State

Low-Important

Member State

Mad

rid P

rot

High-Important Middle-Important Low-Important

embe

r

M

Non-Member State Non-Member State Non-Member State

Non

-M

Market Importance

High Middle Low

Entered EffectEntered EffectEntered EffectEntered EffectChina’s CaseAmount of

applications120000

applicationsAnnual Development Report on China's Trademark Strategy 2010

Madrid systemapplications

80000

100000applications

60000

40000

Overseas applications

20000

applications

0

1979

1980

1981

1982

1983

1984

1985

1986

1987

1988

1989

1990

1991

1992

1993

1994

1995

1996

1997

1998

1999

2000

2001

2002

2003

2004

2005

2006

2007

2008

2009

2010

Year

ConclusionConclusionConclusionConclusion

All Japanese companies including Honda strongly hope that all states in the world would enter into the Madrid Protocol.

We are fairly convinced that entering the Madrid ProtocolWe are fairly convinced that entering the Madrid Protocol effects well not only for users but the member states.

Thank you for your attention.y y