Jollibee becomes the first registered well-known trademark in the Philippines under IPOPHL’s new regulations
Jollibee becomes the first registered well-known trademark in the Philippines under IPOPHL’s new regulations
“New IPOPHL rules protect famous brands like Jollibee from trademark misuse and brand dilution”
In a landmark development for intellectual property protection in the Philippines, the country's iconic fast-food brand Jollibee has been formally recognized as a well-known mark. On August 10, 2025, the Intellectual Property Office of the Philippines declared that the Jollibee logo and its associated brand image have met the legal criteria to be registered in the newly established Register of Well-Known Marks—a first in the nation’s history. This significant recognition underscores Jollibee’s enduring influence on Filipino culture and its expansive global reach.
Understanding the Framework for Well-Known Marks
The declaration follows the implementation of new regulations governing the identification and registration of well-known marks. On February 5, 2025, IPOPHL issued the Rules and Regulations for the Declaration and Creation of the Register of Well-Known Marks, which officially took effect on April 28, 2025.
According to Rule 2(f) of the regulations, a “well-known” mark refers to any trademark officially declared as such by IPOPHL, based on criteria drawn from the Intellectual Property Code, Supreme Court rulings, and the said regulations. Rule 5 further clarifies that a brand’s recognition need not be universal; instead, it must be well-known within the relevant sector of the public in the Philippines, whether through use, reputation, or marketing efforts.
Among the critical criteria for recognition include:
- Duration and geographical extent of brand use
- Degree of promotion and advertising
- Market share both locally and globally
- Inherent or acquired distinctiveness
- Reputation for quality, image, or influence
Legal and Commercial Significance of the Recognition
According to Atty. Susan Villanueva, senior partner and head of the IP Department at Cruz Marcelo & Tenefrancia, the recognition of Jollibee as a well-known mark delivers more than symbolic value. It confers enhanced legal protection, streamlining enforcement efforts and reducing the brand’s vulnerability to infringement or dilution.
“By being declared well-known and included in the register, the ‘Jollibee’ mark is effectively shielded from dilution and misuse even in unrelated industries,” Villanueva noted. “This recognition facilitates the enforcement of Jollibee’s rights over its mark, sparing the company from repeatedly proving its brand’s market presence and reputation in every legal proceeding.”
Previously, brands had to assert their well-known status through time-consuming and costly legal proceedings, such as oppositions, cancellations, or infringement suits. With the Register of Well-Known Marks now in place, the process is more proactive, allowing trademark owners to pre-emptively secure protection and avoid post-facto remedies.
Implications for Trademark Enforcement and Brand Strategy
The establishment of the Register strengthens IPOPHL's capacity to protect both local and global brands from bad faith registrations. According to Villanueva, the Register acts as a deterrent by enabling IPOPHL examiners to reject identical or confusingly similar trademark applications during the initial review process.
This system not only bolsters preventive protection but also enhances the commercial value of a brand. Being listed in the Register serves as an official endorsement of brand recognition, sending a strong message to investors, franchisees, and potential infringers alike. Furthermore, protection granted under the Register is valid for 10 years, renewable for another decade, providing long-term security for rights holders.
Jollibee: A Global Brand with Local Roots
Founded in 1978, Jollibee has grown from a small ice cream parlour in the Philippines into a global fast-food powerhouse. Owned by Jollibee Foods Corporation, the brand now operates over 1,700 stores worldwide, including 103 in North America, with 81 branches in the United States alone. Jollibee’s success is rooted in its unique blend of Filipino flavours, community engagement, and strategic international expansion. Its formal recognition as a well-known mark is not only a testament to its cultural significance but also a milestone in its brand journey securing its place in the evolving global landscape of intellectual property rights.
The IPOPHL’s declaration of Jollibee as the Philippines’ first registered well-known mark represents a critical advancement in trademark law enforcement and brand protection. It offers a model for how other Filipino and international companies can proactively safeguard their brands, while also affirming the global stature of Jollibee as more than just a restaurant chain—it is a symbol of Filipino pride and innovation. As the country continues to modernize its IP framework, this development signals a more robust and preventive approach to trademark protection, ultimately benefiting businesses, consumers, and the broader economy.
