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Annual Study of New Trademark Applications Reveals Hot Marketing Trends.

PHILADELPHIA -- 'Trends in Trademarks' Spotlights the Collapse of the Low-Carb Craze, China's Great Leap Forward as a Marketing Power, a Gambling Boom, and Other Trends in U.S. Branding

The low-carb craze is over. China and India are on the rise. Blue States trump Red States in trademark applications. And marketers are betting on the gambling industry, especially poker. These and other findings are covered this year in Dechert's Trends in Trademarks report, which analyzes recent trademark filings and charts what those filings tell us about current economic trends and consumer fads and fancies.

The 2005 edition of Dechert's Trends in Trademarks, now in its 13th year, is an unusual vantage point on the public's perceived appetite for new products and services. Among the key findings this year:

* The volume of recent trademark applications suggests economic growth, particularly in certain industries and geographic regions. There were 248,000 trademark filings in 2004, a nine percent increase from 2003 and the third highest number in U.S. history. Dechert's Trademark Trends traditionally has shown a correlation between the number of trademark filings and the strength of the economy. For example, the report tracked a steady rise in filings from 1992 through early 2000, with the number of applications reaching an all-time high in March 2000, the same month NASDAQ hit its peak. Applications then plummeted by 23 percent from 2000 to 2001, precisely tracking the burst of the bubble.

This year, the report looks at regional, state, international, and industry trends to get a sense of economic growth in those areas. An example of the findings: Of the top 10 filing states, Florida is next-to-last in major corporate headquarters, but third in trademark applications, suggesting the state has more than its share of vibrant small businesses. Note to editor: Dechert's Trends in Trademarks contains data on many states, countries, and industries. In addition to data in the report, Dechert can provide geographic- and industry-specific numbers are upon request.

* On the international front, filings from China rose 58 percent, mirroring recent news about China's rise as an economic power. Although Taiwan still had more applications than China (1,082 compared to 770), China's big increase shows it is gaining rapidly on its island rival, as Taiwan's numbers actually fell by 2 percent from 2003. India and Eastern Europe also saw an upsurge in filings - a 25 percent increase from the previous year for India, while Poland logged a 78 percent increase, Hungary 67 percent and Russia a 22 percent increase. Poland is advancing on Russia, with 105 Polish applications coming up neck-in-neck with Russia's 134. Overall, the data show a rise in applications by countries that have traditionally been manufacturers of products for others, but have not created strong brand names of their own.

* "Low-carb" is out. In 2004, there were 630 trademark applications containing the word carb, such as COMFY CARBS, CARB APPEAL, AND LIVE LA VIDA LOW CARB. The anti-carb craze ballooned in the early part of the year, but faded away like a fad diet by the last quarter of the year: There were 336 CARB-related filings in the first quarter and only 37 in the fourth.

* "Blue States" produced far more trademark applications, if not electoral votes, than Red States" 132,000 compared to just 81,000 from Red States. Also, applications for marks containing the phrase BLUE STATE outpaced RED STATE (16 for the Blues and 3 for the Reds).

* Gambling-related trademarks rose by 42 percent from 2003 to 2004, with a 266 percent increase in marks containing the word POKER.

Glenn Gundersen, the author of the report, says. "Trademark applications forecast new businesses, product launches, line extensions, and ad campaigns and reflect the current mood of consumers and producers."

Gundersen, a nationally recognized intellectual property attorney, launched Trends in Trademarks in 1992. He is also author of the book Trademark Searching and co-author of Intellectual Property Assets in Mergers and Acquisitions, and has been a partner in the Philadelphia office Dechert LLP for more than two decades. He serves as co-chair of the firm's intellectual property practice group.

The full Trends in Trademarks report is available by request, or by visiting

With 760 lawyers located in 17 cities around the world, Dechert LLP advises corporations and financial institutions on corporate, transactional, regulatory, and litigation matters. Visit Dechert on the web at
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Publication:Business Wire
Geographic Code:1USA
Date:Jul 18, 2005
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