the european trademark rankings 2021
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Passion for IPWe protect your intellectual property across borders –
and have been doing so for over 85 years.
www.boehmert.com
SPACE TO FILL
Backstrom & coBoco IPBoreniusCastrén & SnellmanEversheds SutherlandHannes SnellmanKolsterRoschierPapula-NevinpatProperta Attorneys
Finland
AWABech-BruunBudde SchouBugge ValentinChas HudeGorrissen FederspielKromann ReumertPatradePlesnerNjord Law Firm
Denmark
SPACE TO FILL
Bardehle PagenbergBird & BirdBoehmert & BoehmertGleiss LutzHarmsen UtescherHarte-BavendammHogan LovellsLubberger LehmentLorenz Seidler GosselPreu Bohlig & Partner
Germany
Armengaud GuerlainBaker MckenzieCabinet ChaillotCabinet Beau de LoménieCandé Blanchard DucampDe Gaulle Fleurance & AssociésDuclos Thorne Mollet-Viéville & Associés (DTMV)Gide Loyrette NouelHogan LovellsHoyng Rokh Monegier Véron
France
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48 THE TRADEMARK LAWYER CTC Legal Media
THE EUROPEAN TRADEMARK RANKINGS 2021
Throughout the next few pages, you will view a comprehensive list of the 10 most well-respected law firms from Europe, in alphabetical country and company order. Our focused list is derived from a multifaceted methodology, which uses months of industry research and feedback from our readers, clients, and esteemed connections around the world. All firms are ranked top 10 in their jurisdiction but are displayed alphabetically to avoid bias.
ARSIS ConsultingBojinov & BojinovBoyanov & CoDimitrov Petrov & CoDjingov Gouginski Kyutchukov & Velichkov (DGKV)Dr. Emil Benatov & Partners Julian Varbanov and Partners (JVP)Kambourov & PartnersK Tahtadjiev Manev & Partners
Bulgaria
SPACE TO FILL
Baker McKenzieBird & BirdČermák a spolCMSKorejzová & spolPatentservis PrahaRott Růžička & GuttmannRowan LegalTraplová Hakr KubátVšetečka Zelený Švorčík & Partners
Czech Republic
A.G.Paphitis & Co Andreas Coucounis & Co LLCChristodoulos G. Vassiliades & Co. LLCDr. K. Chrysostomides & Co LLCElias Neocleous & CoIP CyprusKoushos Korfiotis PapacharalambousLellos P Demetriades Law OfficeMarkides & CoMichael Kyprianou & Co LLC
Cyprus
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Abreu AdvogadosBMACaiado GuerreiroCMS Portugal�GarriguesInventa InternationalJ Pereira da Cruz SA�Sérvulo & AssociadosSimões, Garcia, Corte-Real & Associados�Yolanda Busse, Oehen Mendes & Associados
Portugal
SPACE TO FILL
Baker McKenzieJWPKochański & PartnersKulikowska & KulikowskiLDS Lazewski Depo & PartnersPatpolPolserviceSołtysiński Kawecki & SzlęzakTraple Konarski Podrecki & PartnersWardynski & Partners
Poland
Bérczes Law O ceT H E I P E N F O R C E M E N T S P E C I A L I S T I N H U N G A R Y
We support the Brand Owners. . .
www.berczes.hu • o [email protected]: +36203543333
. . . by arranging inves ga ons,organising customs seizures andclaiming damages from the infringers.
SPACE TO FILL
Cabinet M OproiuEnporaMilcev BurbeaMuşat & AsociaţiiNestor Nestor Diculescu Kingston Petersen (NNDKP)Ratza & ratzaRominventSimion & BaciuTuca Zbârcea & AsociatiiZamfirescu Racoti & Partners
Romania
IP protectionin Polandand Europe
COPYRIGHTSDESIGNSPATENTS
TRADE MARKS
JWP PATENT & TRADEMARK ATTORNEYS
www.jwp-poland.com [email protected] +48 22 4360507
Rankings: Asia
in Issue 3 of The Trademark Lawyer
To advertise [email protected]
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SPACE TO FILL
AdvopatentBaker McKenzieBérczes Law OfficeCMSDanubia Germus & PartnersGödölle Kékes Mészáros & SzabóOppenheimSBGKSzecskay Attorneys at Law
Hungary
Established 1920
2, Coumbari Str., Kolonaki, 10674 Athens, Greece T: +30 210 3626624 • F: +30 210 3626742 E: [email protected] • W: www.hplawfi rm.com
• Patents• Utility Models• SPC’s• Plant Breeders’ Rights• Trademarks• Designs• Copyright• Anti-Counterfeiting & Anti-Piracy• Litigation• Licensing• Franchising
• Commercial and Corporate Services• Internet• E-Commerce and Domain Names• Competition Law• Advertising / Consumer Protection• Foreign Jurisdictions• Consultancy
THE EUROPEAN TRADEMARK RANKINGS 2021
SPACE TO FILL
A & K Metaxopoulos & PartnersDr. Helen G. Papaconstantinou and PartnersDrakopoulosKiortsis & AssociatesKLC Malamis & AssociatesPatrinos & KilimirisPrentoulis GerakiniTsibanoulis & PartnersVayanos Kostopoulos
Greece
SPACE TO FILL
BrinkhofDe Brauw Blackstone WestbroekDLA PiperHofhuis Alkema GroenHoogernradd & HaakHoyng Rokh MonegierKennedy Van Der LaanKnijff Trade Mark AttorneysNovagraafTurnstone
Netherlands
SPACE TO FILL
Barzanò & ZanardoBird & BirdGLP Hogan LovellsIP Law GalliJacobacci & PartnersModiano & PartnersSocietà Italiana BrevettiStudio TortaTrevisan & Cuonzo
Italy
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A Zalesov & Partners Patent & Law FirmBaker McKenzieGorodissky & PartnersGowling WLGLiapunov & CoPapula-NevinpatPatentica SojuzpatentVakhnina & PartnersZuykov & Partners
Russia
THE EUROPEAN TRADEMARK RANKINGS 2021
Rankings: The Americas, Middle East & Africa
in Issue 4 of The Trademark Lawyer
To advertise [email protected]
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Expanding businesses beyond domestic market might actually cause a headache to their owners and brand managers
when it comes to proper brand transition strategy. Adapting your brand to a local market is,
above all, about the language. Seemingly neutral words might appear innuendo-laden, have negative connotations or accidentally sound improper, which poses a dilemma for brand owners: going global or going down?
Urban legends about epic localization failures live on, some of them having become paradigmatic examples for marketing experts. For instance, Pepsi’s Slogan “Come Alive with the Pepsi Generation” turned into “Pepsi Brings Your Ancestors Back from the Grave” in Chinese. When Ford launched its PINTO subcompact car (called after a horse coat color) in Brazil, it did not sell well. No wonder, since pinto is a vulgar Portuguese slang term for male genitalia. The
car model’s name was changed to CORCEL (stallion in Portuguese) to save the day.
It is not always about the translation per se, but also about the way a word may sound in a certain language, unexpectedly becoming reminiscent of improper or offensive terms. That was the case of IKEA’s Swedish-inspired branding strategy slipping up, when the company introduced a kid’s portable desk under the name FARTFULL, which actually derived from the Swedish word speedy, and the computer work station JERKER (English slang for drunkard), which was eventually discontinued. Another example would be a French baby food brand BLÉDINA that is doomed in Russia, for this name sounds exactly like a swear word for a woman of easy virtue.
Even if the pronunciation seems fine, danger may lurk in the font. A very recent brand PACKBAG launched by the Pulkovo airport for luggage packing services looks rather innocent, but the Latin letters
Language barriers in brand localization: cross or crash
Ekaterina Kovaleva of Patentica expresses the importance of understanding the language of local markets when marketing and transferring your brand in that space, with important guidance for successful trademark filing.
“
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Leading your mark to new horizons.
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THE EUROPEAN TRADEMARK RANKINGS 2021
SPACE TO FILL
Ankara Patent BureauCagirgan Intellectual Property ServicesDerisDestekEsin Attorney PartnershipGün + PartnersKenarogluMoroğlu ArsevenOrbis VistaSuluk Intellectual Property Law Firm
Turkey
SPACE TO FILL
AWAFenix LegalGroth & CoGullikssonLindahlSandart & PartnersSetterwallsVingeWesterberg & Partners Zacco
Sweden
SPACE TO FILL
Allen & OveryBaker McKenzieBird & BirdBristowsCMSFieldfisherHGFMishcon de ReyaTaylor WessingWiggin
United Kingdom
SPACE TO FILL
AequoArzingerBaker McKenzieDr. Emil Benatov & Partners Doubinsky & OsharovaGorodissky & PartnersGrischenko & PartnersMikhailyuk Sorokolat & Partners (MSP)Pakharenko & PartnersSayenko Kharenko
Ukraine
.fenixlegaL INTERNATIONAL PATENT AND LAW FIRM
SWEDEN SCANDINAVIA EUROPE
[email protected] www.fenixlegal.eu
European Patents EU Trade Marks
Community Designs Copyright & Marketing Law
IP Due Diligence & Business Law Domain Name Disputes & Internet Law
Mediation Social Network Law
Östermalmstorg 1 11442 Stockholm Sweden
IP PORTFIP PORTFIP PORTFOLIO MANAGEMENT - IP RECORDALOLIO MANAGEMENT - IP RECORDALSOLIO MANAGEMENT - IP RECORDALSRENEWALS & ANNUITIES - DISPUTE RESOLUTIONRENEWALS & ANNUITIES - DISPUTE RESOLUTIONRENEWALS & ANNUITIES - DISPUTE RESOLUTIONANTI-COUNTERFEITING - CUSTOMS RECORDALSANTI-COUNTERFEITING - CUSTOMS RECORDALSANTI-COUNTERFEITING - CUSTOMS RECORDALS
IP ENFORCEMENT AND LITIGATIONIP ENFORCEMENT AND LITIGATIONIP ENFORCEMENT AND LITIGATION
TEL: +38 044 4903707WEB: www.gp .uaEMAIL: [email protected]
CONTACT: Liudmyla OlishevychADDRESS: 37-41 Sichovykh Striltsiv St., 3rd floor
KYIV 04053 UKRAINE
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