Case study

Customer Case Study of the Introduction of the Cloud-Based Intellectual Property Management BRANTECT byGMO

In January 2017, Mr. Okuda and Mr. Oki of Kao Corporation, who have been using BRANTECT byGMO, were asked about the background of the introduction.

Mr. Itsuo Okuda, Director, Brand Legal Department, Legal and Compliance Division, Kao Corporation

The Japanese headquarters oversees almost all trademarks, but several subsidiaries overseas also have a trademark management team. We received a BRANTECT byGMO propose when we thought we would like to collaborate more easily and smoothly.
Trademark management systems used up to that time are not a problem domestically, but are insufficient overseas. Therefore, it was necessary to check the two databases in order to check the situation of each other, using separate systems in Japan and overseas subsidiaries.
As BRANTECT byGMO is standardized not only for domestic but also for items required for overseas trademark control, it seems that the requirements for a single domestic and overseas system are met as a common tool.
In the end, the decision to introduce this system was largely expected to help improve the efficiency of trademark management, including the naming process.
In order to manage trademarks in close collaboration with business divisions, we have decided to introduce a new system that will enable us to evolve functions and operations in the future. Specifically, we can add a naming management function.
When migrating data from a previous system, a specialist in the technical field responded, so I was entrusted with it without worry. The transition itself was smooth because we had several tens of thousands of data in both domestic and overseas terms and items integrated in advance.

Ms. Mie Oki, Brand Legal Department, Legal and Compliance Division, Kao Corporation

It's useful to be maintenance-free if you can customize the interface for each user-friendliness, or if you ask GMO branded security for procedures. Updated trademarks can also be viewed in bulk with data already built.
When migrating from a previously used system, there was, of course, some discomfort until it became used to it, but the manual at the time of introduction can be customized for the actual operation, and so on. A single management system is now available for use by overseas subsidiaries, making it easier for trademark management sites to collaborate.
In addition, there is a sense of security not only in terms of functionality, but also in terms of data construction and input, as well as consulting on how to use it in accordance with actual operations.

Customer Case Study of Introduction of Domain Management Guidelines

In 2020, we heard about the background of the introduction of the Domain Management Guidelines to forests.

Ms. Yuko Hayashi, Strategic Branding Group, Corporate Branding Office, Ricoh Company, Ltd.

The Domain Administration Guidelines were originally created by GMO Brand Security, who began to interact with the company after the new gTLD was created.
However, the digital environment has also changed in recent years, including the global proliferation of smartphones and the rapid increase in phishing sites. In terms of operation, it has become increasingly incompatible with the current status of the company. Therefore, the recognition of the timing of the revision and the first experience of a domain-related incident have brought a realistic sense of the necessity of reviewing the guidelines, which has led to the implementation of the revision.
In this renewal, there was a desire to clarify the "broad policy," which is a criterion for deciding whether to take or discard a domain, rather than just a management manual that knows the procedures, and to enable practitioners to be clearly aware of the "enemy" who is trying to misuse the brand.
GMO Brand Security is well aware of the "enemies" that violate the brand and offers countermeasures from multiple perspectives. It also has a viewpoint of "protecting the brand" that protects not only the person in charge but also the "company" from incidents, so I have decided to ask for the renewal of this guideline.
Although the Corporate Branding Office does not directly interact with end users, it is responsible for the company's brand image and the mission of protecting everyone in the company from incidents. In order to accomplish this mission steadily, there is a mix of parts that you do not want to compromise and parts that you must be flexible and unbalanced. In such a case, sales representatives of GMO brand-security provide us with a number of options that are easy to consider, and they are very encouraging to think together and push the back. I feel deeply sympathetic to this mission and can easily ask questions like friends who are close to me. This is not only a guideline, but I think it is easy to get together when deciding what is important.
Consultants who actually make the framework of the Guidelines are those who have actually been involved in domain management operations at ordinary companies, so there is a sense of security that they can share the idea that "this should be done" and the reality that "to the extent that we can actually do it in the field" do not mean that the Guidelines need to be stricter, and that there is no significance if they become dead bodies.

With regard to GMO brand security, we believe that the domain name is not just a tool for Web, but an asset that supports the brand of a company. In addition to providing administrative agencies and management tools, we have also developed and renewed guidelines that enable customers to smoothly promote domain name management within the company.

Customer case studies of trademark registration support and advance preparation

We provide comprehensive support, including preparation of documents related to trademark applications and application procedures overseas, and communication to overseas agents.

Mr. Junpei Fukuyasu, Intellectual Property Group, Legal Department, Corporate Strategy Division, Pigeon Corporation

We have asked GMO Brand Security to do a variety of things, including preparing to file a foreign trademark application.
I feel that the "Sales Style" in which one of GMO brand-security staff is the contact point is very convenient, rather than the style in which the common "Inquiry Centre" is used and the attorney-at-law teacher is used as the contact point.
We appreciate that there are people who always understand our situation. If the attorney or patent attorney's teacher is the direct contact point, it will be difficult to communicate directly. However, it is easy to consult with the salesperson in charge about questions and minor matters because the salesperson in charge stands in between. There are other companies that have sales representatives in charge, but GMO Brand Security offers advice on procedures as well as counseling on costs and special internal conditions, so it is very easy for sales representatives to work.
Above all, unlike requests to patent firms that make internal decisions on a variety of application conditions, such as the country of filing and the classification of applications, I believe that the fact that we can proceed with consultations from the "sprouting" stage of the application is a distinctive feature of GMO brand-security, which differs from other firms, is a very strong presence.

We have a "Pigeon Way," which is the basis of our business activities, including our management philosophy, and our employees' ideas and actions.
This Pigeon Way is shared by all Group companies, including both domestic and overseas. However, because of the company-wide penetration, I believe that the Pigeon Group's strengths are that it is possible to think about things on the same language, even if they are in different languages.
In order to promote businesses, the content requirement by each division is also based on Pigeon Way of each division. Therefore, as the intellectual property division as much as possible, it is necessary to consider the ideas of each division and make it possible to proceed based on NG of each division. For this reason, I would really appreciate it if we were able to establish relationships with GMO brand security that allow us to consult with you from the review stage.
In addition, the collaboration between sales representatives and those in charge of operations, who are liaison with overseas representatives, is also flexible and helpful. The sales representatives in charge take the opportunity to respond more quickly, and as a result, the overseas representatives control more smoothly.
Even if a problem arises, we are working to draw the intentions of both our overseas representatives and to translate them one by one to make sure that they are convinced of them as well.
We do not need to order something from us, but we can discuss the points of reflection and improvement with our GMO brand security. We believe that we are building relationships where we can grow together next time.

GMO Brand Security has acquired and renewed trademarks in all countries, both domestic and overseas. In addition to providing management agencies and management tools, we also provide support for internal governance, such as the establishment and renewal of guidelines to disseminate trademark-related rules within the company.