Beretta in a glance The story began in 1526 in the village of - - PowerPoint PPT Presentation
BERETTA A trademark experience Brescia, April 10 th 2018 Beretta in a glance The story began in 1526 in the village of Gardone Val Trompia in the oldest firearms factory of the world The first official document stated the payment of 296
Brescia, April 10th 2018
Brescia, April 10th 2018
Beretta in a glance
The story began in 1526 in the village of Gardone Val Trompia in the oldest firearms factory of the world …
The first official document stated the payment of 296 ducats for 185 harquebus barrels to the Venice Arsenal
Brescia, April 10th 2018
Nowadays
Brescia, April 10th 2018
A global presence
The most important markets are reached directly
Brescia, April 10th 2018
A constantly growing business …
638 624 661 679 670 590 600 610 620 630 640 650 660 670 680 690 2013 2014 2015 2016 2017
Turnover (€/Mln)
Brescia, April 10th 2018
… with a complete Range of Products
Hunting Sporting
Shotguns Over & Under Bolt Action Replicas Airguns Ammunitions Accessories Clothing
Brescia, April 10th 2018
Laser & illuminators Tactical lights
Personal Defence Law Enforcement
Pistols Pumps Assault Rifles Grenade Launchers Carbines
Brescia, April 10th 2018
July 1950 In the last 30 years the growing power and popularity of our marks has pushed us to develop, beside the firearms sector, a full range of complementary products.
Let’s go back to the origin…
Although the concept of trademark was already in use since the end of the XIX century (i.e. PB), the first registrations in class of firearms (#13) are:
Brescia, April 10th 2018
We have expanded our registrations in the following classes:
Where?
Brescia, April 10th 2018
Apart from our three historical main brands BERETTA that we registered worldwide in class 13 (FIREARMS), we have a selective approach for the product marks in all the other classes and countries. For this reason we defined an Internal Committee formed by our General Manager, Finance Director, Marketing Director and our Internal Lawyer in oder to evaluate each single mark in each class and country.
Which approach?
Brescia, April 10th 2018
Firstly, when we go out with a brand new product we ask for a trademark search in our main markets, the E.U. and the U.S., in
Then, with new firearms we generally file applications to register trademark in the E.U. and in the U.S. in that specific class (#13).
How
Brescia, April 10th 2018
Due to some licence agreements we have the same approach for the class 28 «TOYS» (soft-air weapons) but in different countries (i.e. Korea, Japan) But, we do not do the same if we consider different classes: in this case not all the words become trademarks (i.e. CLOTHING). That depends on how much that product is important in our sales strategies in some designated countries where revenues are significant.
How
Brescia, April 10th 2018
Worldwide Trademark Surveillance Service with our Trademark Counsels. We regularly receive evidences of new worldwide trademark applications containing the word «BERETTA» or very similar (wording or figurative) trademarks in all the classes. We do not sue the cases in classes or countries we are not interested in. We focus mainly in the classes «FIREARMS» and «CLOTHING» where revenues impact is definitely higher.
Infringements
Brescia, April 10th 2018
Today we manage: In 93 countries.
Where we are now
Registered Main Trademarks
Classes
Registered Product Trademarks
Brescia, April 10th 2018
Beretta Defense Technologies is an alliance
A cross mark
Brescia, April 10th 2018
Brescia, April 10th 2018
Brescia, April 10th 2018