The world is changing faster than ever. Technology and globalization are making the world feel both smaller and more complicated. This frenetic pace gives brand owners more opportunities that ever before, as well as more challenges. New brands in 2022 have been created during a time of unprecedented complexity and change and our latest report, Top 100 New Brands 2022, tells their story.
Building a new brand used to take many years. Creating the brand, slowly building a reputation, gradually expanding into new markets and obtaining intellectual property protection along the way was a lengthy process.
In the 70s and 80s, Japanese companies – particularly in the automotive and electronics sectors – typically took over 25 years to build global brands. A generation later it was the turn of brands from South Korea, with a 10 to 15 year timeline.
The process has now accelerated almost beyond recognition. The Top 100 New Brands 2022 features 23 new brands from Mainland China, created and launched faster than ever before.
Top new brands created and launched at speed
We see a similar picture in the pharmaceutical sector with COVID-19 vaccine development, where six COVID-19 vaccine brand names appear in the Top 100 New Brands list. Just as the development of these vaccines was accelerated by running testing and development phases in parallel rather than one after another – progressing slowly to avoid expensive failures at later stages – the brands that identify these vaccines were developed and rolled out globally in record time.
New innovative brands and technology
Technology is at the heart of many of these innovative new brands. Our Top 100 New Brands list includes new electric car brands such as the Mercedes-EQ, online-only brands and a number of electronics, gaming and computer related brands.
Technology is accelerating the pace of innovation, including the tools that brand owners have at their disposal as they plan for their new brand launches. Powerful search and clearance tools that harness the power of machine learning and faster access to cleaner, actionable data, help speed up the task of finding a new brand identity and inform data-driven brand decisions. With markets more accessible than ever and the online retail trend, brands today can sell anywhere – they no longer need a store in every town, city or country.
We took this into account in a key metric of our Top 100 New Brands methodology and we monitored the number of domain name registrations that were obtained to create the online presence of each brand.
Current trends reflected in list of biggest new brands
The Top 100 New Brands 2022 also reflects other current global topics. There are new energy brands that look to move away from our reliance on fossil fuels and focus of sustainable energy sources. There are brands that have their foundation in artificial intelligence to tackle social issues, such as Yunex Traffic which is building the infrastructure required for “smart” cities.
Building the foundation for a global brand
Another interesting observation our report uncovered is the power of using the Madrid system of International Registration managed by the World Intellectual Property Organisation (WIPO). 99 out of the Top 100 New Brands share the same strategy – using the WIPO Madrid system to quickly and cost effectively seek trademark protection in a large number of jurisdictions with a single central record, in tandem with national applications where appropriate.
We are pleased to recognize the Top 100 New Brands 2022. They have created new brands at speed, in a fluid, fascinating and fast-moving global ‘brandscape’.
About the author
Robert Reading has a special interest in using trademark data and analytics to provide insight into global commercial activity and trends. Robert writes extensively on trends in the trademark and brand space. He features regularly in the intellectual property (IP) press as an expert on trademark data and authored the latest trademark ecosystem report from Clarivate. Originally from Australia, he studied mathematics and physics at the University of Sydney before moving to the U.K. in 1999 and worked for a leading U.K. IP firm for 15 years before joining Clarivate.