The Intellectual Property Office of the Philippines is ramping up efforts to strengthen intellectual property (IP) protection, with a focus on well-known marks, geographical indications (GIs), and patents to support both established brands and emerging enterprises.
Acting Director-General Nathaniel Arevalo said the agency is urging more Filipino companies to seek recognition under its newly launched rules on well-known marks, a designation that provides enhanced legal protection for brands with strong reputation and consumer recall.
Fast-food giant Jollibee Foods Corporation became the first registrant in August 2025. IPOPHL declared both the Jollibee logo and its full brand image as the country’s inaugural well-known marks, setting a benchmark for other local brands.
“This is not only about branding, but also about trust and quality,” Arevalo said, noting that recognition can boost commercial value, deepen consumer loyalty, and expand market reach.
Alongside trademarks, IPOPHL is advancing the use of geographical indications to promote region-specific products.
These include Guimaras mangoes, Aklan piña, and Alburquerque Asin Tibuok—goods whose distinct qualities are tied to their place of origin.
Arevalo said GIs can strengthen regional economies by enhancing product positioning while boosting tourism and local enterprise development.
IPOPHL is also backing proposed legislation to establish clearer legal remedies and enforcement for GI protection.
The agency is likewise prioritizing patents and innovation, particularly among small and medium enterprises. One example is Pili Sealant, developed by Mark Kennedy Bantugon, which uses pili tree resin as a safer alternative to conventional sealants.
IPOPHL said it aims to showcase more success stories to encourage wider adoption of IP protection, emphasizing its role in scaling both large corporations and grassroots innovations.
