Jollibee, the Philippines’ most successful brand with an iconic mark, is the first to gain access to the Register for Well-Known Marks in the Philippines, established by the Intellectual Property Office of the Philippines (IPOPHL), for the further protection and recognition of well-established trademarks, both local and foreign.
At the launch of the Register for Well-Known Marks on April 28, 2025, Bureau of Trademarks Director Jesus Antonio Z. Ros announced that Jollibee Foods Corp. is the first Filipino company to apply under the new registry system. The company has filed two applications for its mark.
Ros explained that the Register already contains an initial list of roughly 60 well-known marks carried over from previous lists since 2014, some of which were included in a memorandum under then Trade and Industry Secretary Roberto Ongpin. This initial list went live on April 28, 2025, and those listed are given five years to justify their continued inclusion in the Register. Ros noted that most of the marks on this list are foreign-owned.The initial list will be published in a newspaper of general circulation.
IPOPHL Director General Nathaniel S. Arevalo stated that once a mark is declared well-known, it adds significant economic value to the brand. In addition to enhancing the mark’s status, it also provides protection and facilitates legal proceedings when litigation arises. Arevalo further mentioned that approved applications will be issued certificates.
Ros added that the declaration of a mark as well-known ensures consumer confidence, which is why many trademarks are often offered as franchises.
This recognition is also highly valuable for enforcing marks in other jurisdictions or countries, as it serves as very persuasive evidence.
The protection granted to well-known marks is primarily governed by Republic Act No. 8293, also known as the Intellectual Property Code of the Philippines (IP Code).
Ros explained that for a mark to be recognized and protected as well-known, it must be declared as such by a competent authority, such as the Director General of the Intellectual Property Office of the Philippines (IPOPHL), the Bureau of Legal Affairs, the Director of Trademarks, or any court with competent jurisdiction.
A comprehensive list of the criteria can be found in Rule 5 of the Regulations on Well-Known Marks. These criteria include requirements related to the duration and geographical extent of the mark’s use, registration, and marketing or promotion. The criteria also consider factors such as the mark’s market share both in the Philippines and internationally, as well as the reputation of the mark, including any distinctiveness it has acquired over time.
Protection granted to well-known marks
A well-known trademark, whether registered or unregistered, is afforded substantial legal protection by granting the exclusive right to prevent others from using identical or confusingly similar marks on related goods or services, thereby minimizing the risk of infringement and brand dilution.
For registered marks that have been recognized as well-known, this protection extends even to dissimilar goods or services—provided that the use of the mark on those unrelated products would imply a connection to the owner of the registered mark and that such use is likely to cause damage to the owner. Furthermore, well-known marks enhance commercial value, boost consumer trust and loyalty, and increase market share.
They also attract licensing opportunities and protect the brand from dilution, tarnishment, and unfair competition, ensuring long-term legal and commercial advantages. The period of protection is ten years from the date of declaration and is renewable for another ten years at a time, subject to the submission of the required Declarations of Actual Use.
Regular trademark registration is not a prerequisite for the registration of a mark under the Well-Known Marks registry.
