Strengthening Brand Protection: A Trademark Awareness Seminar for Students and Entrepreneurs

On February 27, 2026, the Ateneo Intellectual Property Office (AIPO) successfully conducted an Intellectual Property (IP) Awareness Session focused on trademarks. The online seminar brought together 115 participants from Ateneo and external communities to strengthen their understanding of trademark protection.

The session featured Atty. Joan Janneth Estremadura, Senior Associate from ACCRALAW and an esteemed alumna of the Ateneo Law School. With her extensive expertise in IP law, Atty. Estremadura shared practical insights on how trademarks protect brand identity, set businesses apart in the marketplace, and serve as long-term strategic assets — not just legal formalities.

Image: Atty. Estremadura delivering an insightful discussion on Trademarks

Participants gained a clearer understanding of what qualifies for trademark registration and why distinctiveness plays a crucial role in determining whether a mark can be approved. The discussion covered traditional word marks, figurative and composite marks, as well as certain non-traditional marks such as three-dimensional and color marks recognized in Philippine practice. Emerging forms of marks, including motion and hologram marks, were also briefly introduced as evolving areas in trademark law internationally.

Image: Group photo of the attendees. Around 115 participants joined us for an engaging session on trademark awareness, equipping themselves with valuable insights on IP protection.

Atty. Estremadura also guided participants through common pitfalls in the trademark registration process and practical tips for filing stronger applications—equipping attendees with the knowledge to take their first steps with confidence.

For those ready to act, AIPO offers a trademark filing assistance service open to both the Ateneo community and external applicants. AIPO guides applicants from preparation through submission and coordinates directly with the Intellectual Property Office of the Philippines (IPOPHL) on their behalf. To get started, download the registration form at aipo.ateneo.edu/trademark-registration, email the completed form and supporting documents to aipo@ateneo.edu, settle the applicable fees, and AIPO will handle the rest.

AIPO continues to promote intellectual property awareness, actively supporting innovators, entrepreneurs, and creatives in protecting their ideas. This seminar is part of AIPO’s ongoing commitment to fostering a robust IP culture within and beyond the Ateneo community, ensuring that individuals and organizations recognize the value of protecting their intellectual assets.

Through initiatives like this, AIPO reaffirms its dedication to building an environment where intellectual property rights are respected and utilized for economic and creative growth. The office looks forward to hosting more educational sessions that empower individuals and businesses in their IP journey.

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Frequently

Asked

Questions

What is a trademark and why should I register one? 

A trademark is any visible sign — a name, logo, slogan, or combination — that identifies your goods or services and distinguishes them from competitors. Registering it gives you exclusive rights to use it in the Philippines, legal standing to act against infringement, and a foundation for building long-term brand value.

How do I file a trademark through AIPO? 

Download the registration form at aipo.ateneo.edu/trademark-registration, complete it, and email it with any supporting documents to aipo@ateneo.edu. After settling the applicable fees, AIPO handles coordination with IPOPHL and keeps you updated on your application's progress.

Can a generic or descriptive mark ever be registered? 

Not automatically — but it is possible over time. Philippine IP law recognizes acquired distinctiveness, or secondary meaning: if a mark has been used so extensively that the public associates it with a specific brand rather than a general product category, it may qualify for registration. The key is consistent, long-term use that builds that association in the minds of consumers.

Is AIPO’s trademark filing service available to those outside Ateneo?

Yes. AIPO’s IP services and awareness programs are open to both internal and external communities. Whether you are a student, faculty member, researcher, or an entrepreneur from outside the university, AIPO is available to assist you. Start by visiting aipo.ateneo.edu/trademark-registration or emailing aipo@ateneo.edu.

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For more IP-related sessions like this, visit www.aipo.ateneo.edu or email aipo@ateneo.edu. You may also check out their Facebook and LinkedIn pages for the latest updates and announcements.