Display the owner of the brand next to the brand name
Add a new field close to the brand name to inform of the owner of the brand. Many times the brand and company's name doesn't match or a company can have plenty of registered trade marks, like Kraft, Pepsico or Lidl supermarkets. (suggestion by Javichu)
That’s a good idea. I started a file some time ago to list the hierarchy of brands and companies:
I’m guessing the file can be international. We may get a few conflicts here and there (different brands with the same name) but hopefully we’ll find a way to solve them.
I add (meanly for the spanish people that hopefully will come in the future :-)) the "oficial" web to look for the marks that are registered in Spain: http://sitadex.oepm.es/Localizador/buscarDenominacion.jsp I think this is the first place to start the searching for spanish marks/legal owner. If the mark is not there, probably is registered at the european level and can be found in the European Union trademark database: http://oami.europa.eu/ows/rw/pages/QPLUS/databases/searchCTM.en.do (javichu)
Well, I saw that the first web, i.e www.markify.com, takes its data from two official places:
- European Union trademark database (CTM): http://oami.europa.eu/ows/rw/pages/QPLUS/databases/searchCTM.en.do
- US federal trademark database (USPTO): http://www.uspto.gov/trademarks/index.jsp
So probably is better look first to the "source" official places.
Just some comments:
(1) I have updated the file with the brands existing in the Spanish version. I have separated them in two big groups: the "private brands" (fr:marques de distributeur, es:marcas blancas) and the rest or "manufacture brands" (I don't know if that name exist!). And then, I have group them again by country to make easier the identification. This is not always obvious: a brand that is marketed in one country can be owned by a company of the same country that is a subsidiary of a foreign company or directly be owned by the foreigner company. I choose the criteria to include the brands in the country of the owner of the brands. Anyway, I put in red the country where the brand is mostly known. (I don't know if the explanation is clear to somebody :-)
(2) It exists a hierarchy among companies but I don't think that exist hierarchies among brands. From the legal point of view a brand or trade mark have a legal owner and that's it. For example, I don't think that exist a hierarchy between "Kinder" and "Kinder Bueno". Legally they belong to the same owner but the relationship between brands is flat ("Kinder Bueno" don't belong to other brand (i.e. Kinder) but to a company (Ferrero)). Other question is that companies include sometimes two brands in the packaging that can be similar (Kinder, Kinder Bueno) o very different (Hengstenberg, Knax). I think that this is more for marketing purposes, so the consumer can identify the more known label or can group them mentally in a family of similar products. I can be completely wrong though.
(3) If can be helpful to somebody else: I have used several webs to identify the legal owner of a brand (what is not always obvious). Probably the best are:
(a) http://www.markify.com (for global labels).
(b) http://www.informacion-empresas (only for Spanish brands) (To avoid the registering process, just type in Google: site:http://www.informacion-empresas.com Name-Of-the-brand).