In this episode of Naming in the AI Age, Ashley Elliott explains why trademarking a name has become increasingly challenging. Global trademark filings have nearly doubled over the past decade, from 6 million in 2015 to 11.7 million in 2024, with significant concentrations in countries like China and growing activity in emerging markets such as India, which filed roughly 540,000 trademarks in 2024. The rise of e-commerce, especially during COVID, fueled spikes in filings as online-first sellers raced to protect new product lines. This growth in filings has led to more oppositions, monitoring, and marketplace enforcement, making it harder to secure a name. To navigate this complex landscape, Ashley advises focusing on priority markets, selecting distinctive names, filing early, and working with professional or local IP counsel to streamline filings and avoid conflicts. The key takeaway: Name smart and protect early.

Disclaimer: We are not attorneys and do not provide legal advice. We always recommend consulting an IP attorney.