China, Brazil, India, Mexico and Taiwan have the highest consumer market potential in the world according to a new Thomson Reuters CompuMark Analysis study. Russia was notably absent from list of top 10 consumer markets listed in the report.

The 2013 study analysed trademark registration data and uncovered a major shift in focus among multinational brand owners, with all eyes firmly fixed on emerging economies. Key findings from the report include:

• China leads the world in total trademark volume: China leads the world with over 860,000 new trademarks published in 2013.  It is followed by the US, Brazil, South Korea, Turkey and Japan.

• India, Mexico and Taiwan replace UK, Germany and Canada on top 10 list: when studying each unique mark (regardless of the number of classes in which it is filed),the UK, Germany and Canada dropped from the list of top 10 global trademark registrars and are replaced by India, Mexico and Taiwan. Noticeably missing from the top 10 list was one of the four largest emerging and developing markets (the BRIC markets), Russia.

• Brazil is the fastest-growing consumer market: among the top 10 trademark registrars in 2013, those showing the sharpest year-over-year growth in new trademark filings are Brazil (53%), South Korea (23%) and Turkey (18%).

• Advertising (class 35) tops trademark categories: across all international trademark classes, class 35 (advertising and business management) is again the most active, with over 440,000 published trademarks  globally. Class 35 is followed by class 9 (scientific, nautical, surveying and other life-saving and teaching apparatus) which has over 280,000 published marks, up from its third place ranking in the prior year.

“Trademarks provide a valuable window into the world’s expanding economy via the filing data of today’s multinational corporations,” says David Brown, managing director, Thomson Reuters IP Solutions. “This report provides strategic insight into macro business trends and expansion in new markets globally.”

The data in this report were compiled using the Thomson Reuters CompuMark SAEGIS on SERION online screening tool to identify trademark filings worldwide from 1 January 2007 through 19 December 2013.