Beyond the numbers: How global trademark filing trends reveal strategic shifts in brand protection
As brands expand across borders and digital platforms, understanding where, how and why trademarks are filed has become essential for anticipating market shifts, identifying competitive threats and crafting resilient IP strategies.
Drawing on nearly a decade of trademark data from the CompuMark SAEGIS database, the Trademark Filing Trends 2025 report uncovers how economic forces, geopolitical shifts and evolving consumer markets are influencing trademark strategies worldwide.
From surging foreign trademark filings in the U.S. to the soaring growth of brand creation in India, the findings offer a roadmap for IP professionals navigating an increasingly interconnected and competitive global landscape.
Jurisdictional filing divergence
One of the interesting takeaways from the report is the divergence in trademark filing activity across jurisdictions. While some markets are experiencing steady growth, others are experiencing a multi-year decline. The U.S. saw a 9.1% increase in total trademark filings in 2024, driven largely by a 25% surge in foreign applications, particularly from Mainland China.
Meanwhile, India has quietly become the world’s third most active trademark register, with over 537,000 filings in 2024 and a decade-long average growth rate of 10%.
In contrast, some traditionally strong jurisdictions (France, Japan and Mainland China) have experienced consecutive years of decline. In Mainland China, filings dropped to their lowest level since 2018, though the jurisdiction still leads the world in total volume, with over 6.7 million applications in 2024. These shifts suggest a maturing of certain markets and a recalibration of brand strategies in response to changing economic conditions.
The rise of the global filing powerhouses
Companies like Procter & Gamble, Nestlé, Apple, L’Oréal, Novartis, LG Electronics, and Unilever consistently appear in the top 20 trademark portfolios across multiple jurisdictions, but they are not simply filing extensively. Instead, they are strategically filing and tailoring their portfolios to local market dynamics while maintaining global consistency.
For these global brands, trademark filings are not just about protection: they are about positioning, signaling and long-term brand architecture.
Foreign trademark filings
While much attention is given to foreign brands entering new markets, the report reveals a more balanced picture in some regions. The U.K., for instance, achieved a near-even split between incoming and outgoing trademark filings in 2024, reflecting its role as both a brand exporter and a magnet for international IP activity. Similarly, Canada and the EUIPO continue to attract significant foreign interest, with the U.S. and Mainland China leading the charge.
Interestingly, the U.S. remains the top destination for foreign filings, with over 233,000 applications from non-U.S. entities in 2024. Chinese applicants alone accounted for more than 150,000 of these, possibly driven by e-commerce expansion and the need to secure brand rights in one of the world’s most litigious IP environments.[1]
Strategic implications for IP professionals
For trademark attorneys and brand strategists, the implications of these trends are clear:
- A data-driven strategy is not optional. Filing trends reveal not just legal activity, but market intent. Understanding where competitors are filing — and where they’re not — can inform everything from product launches to enforcement priorities.
- Global coordination is key. As brands expand, so must their IP strategies. Coordinating filings across jurisdictions, managing local counsel, and maintaining portfolio coherence are essential for long-term brand equity.
- Expect the unexpected. The brand IP world is changing, and major players and jurisdictions continue to adapt and change. Keeping up with these trends is integral to successful brand growth.
The future of filing
As the global trademark landscape continues to evolve, one thing is certain: agility and insight will define the next generation of brand protection. Whether navigating the rise of filings in India, the digitalization of Chinese IP services, or the resurgence of foreign interest in the U.S. market, trademark professionals must stay ahead of the curve.
By leveraging the insights of The Trademark Filing Trends 2025 report, IP professionals can move from reactive protection to proactive brand building, turning trademark data into a competitive advantage.
Improve your trademark research and screening with SAEGIS by CompuMark. Discover how our powerful tools can help you reduce risk, save time and stay ahead of the competition. Contact us today to learn more.
[1] What are the most litigious countries in the world?
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