In France, brands are protected by the intellectual property law from counterfeit. The trademark registration is done by the INPI. But what is the role of the women in this important step? Do they lay as many brands as men? Do women lay more feminine brands than men? What links can be established between the feminine target and a trademark, the sex of a brand applicant, and his gender?
History of trademarks by women
Women have been very invisible in the world of entrepreneurship and testimony of brands for a long time. « Women are paid less than their male colleagues. They are more exposed to precarious employment and unemployment and have less access to positions of responsibility. In the field of entrepreneurship, women are vastly underrepresented. Women entrepreneurship is however a major challenge for growth and employment, « said David Kimelfeld, Vice-President of the city of Lyon (France) in charge of economic development (1).
For the past 8 years, this international contest submits the finest wines of the world to experts of oenology, vines, wines, but also to the oenophile general public, but also Media gastronomy and business professionals. The latest edition of the contest took place in Monaco in April 2013.
« Monaco, known for its international reputation was the favorite spot to host this major event, a mythical city and a source of international gastronomy » underlines Régine Le Coz, graduated oenologist, creator and initiator of five international contests in oenology. (1)
Interview with Marti Barletta, one of the pioneers of gender marketing and author of the book Marketing to Women: How to Understand, Reach, and Increase Your Share of the World’s Largest Market Segment, 2nd Edition (2006). She also launched The TrendSight, a consulting group aimed at helping companies market to women.
There isn’t much coverage for marketing to women in French speaking countries, why would you think this is?
It has not been adopted by major corporations in the proportion that the economic opportunity represents. For example, my book is available in 19 languages but none of them are the major European languages. I was curious about that and was told that the language of business in Europe is English, which is why they’re reading my book in English and it has not been translated. I am not aware of what is going on in France but I do know about a few books on the topic. However, the fact that there has been more published on marketing to women in the US than in France does not mean that there has really been that much more commitment to it.
In April 2013, aufeminin.com in partnership with eBay, revealed a study on the relationship between women and their mobiles. (1) How do they use their mobile phones? Where, when and how do they use them? What benefits do they obtain from them in their everyday lives? How do they perceive online shopping on their mobiles (m-commerce)? Here is the precise decoding of an online survey of 3,000 Internet users in seven European countries: Belgium, France, Germany, UK, Italy, Spain and Poland.
« Let’s start by saying this: the modern sport was invented in the last quarter of the nineteenth century by men, for men » Here is the observation that the reporter Fabienne Broucaret exposes in her book, published in June 2012, ‘Le sport, dernier bastion du sexisme’.
Physical qualities qualified as masculine have been widely emphasized in sport: exacerbated muscles, the cult of performance, competition, etc…An organization marked by “machismo” results from this fact: there is low coverage of women’s sports, usually male leaders in athletic institutions, substantial wage differences…
By November 2013, the BMW i brand dedicated to sustainable development of the German manufacturer, must formalize the launch of these two electric models: the coupe concept i3 and i8 concept spyder. These cars promise to combine innovation, environmental sensitivity and hedonism.
BMW: an eco-responsible company
BMW has been working for years to improve automotive technology. The first electric attempt of the brand was in 1972. Aware of the many changes in our planet, such as global warming, depletion of natural resources and urbanization, the BMW Group is working on its social responsibility. For this reason the BMW i brand was conceived with the perspective of creating new innovative and inspiring cars. (1)
Tags : automobiles, bmw i, cars, driving, electric, environment, men, sustainable development, technology, women, workplace
It goes without saying that nowadays mobile phones and smartphones play a fundamental role in women’s everyday lives. More specifically though, what about mothers? How can we measure their mobile media consumption? These were the questions raised in a study conducted by InMobi in December 2012 in partnership with Decision Fuel with 1523 respondents from 14 countries (1).
Entitled « A ‘new wave’ takes shape », the study demonstrates the changes in mobile media usage amongst mothers. On a global scale, women tend to multi-task more and more; sending text messages or browsing the web on their smartphones whilst watching TV. The mobile has also become an indispensable tool for brands to influence purchasing amongst women who tend to tolerate ads on this new medium. Thus opening a whole host of opportunities to marketers.
The mobile phone: the first device support for mothers
Women reportedly spend 7 hours per day using media. Although this in itself is important to take into account, it is the distribution of this media consumption which particularly draws our attention. In fact mobile media usage counts for 102 minutes, ahead of fixed internet usage (99 minutes), television (96 minutes), radio (48 minutes), tablets (41 minutes), and finally 33 minutes of reading i.e. magazines and newspapers. In other words, on a global scale, 24% of the media consumption amongst mothers is carried out on their mobiles.
At the end of 2009, Apple announced that it was launching the iPad in the United States and the rest of the world. In 2010, Samsung entered this promising market with its Galaxy Tab, Sony followed in 2011 with the Sony Tablet. The tablet extends the possibilities for surfing, online shopping and web searches.
Four years after the launch of the first tablet, the French, in particular, adopted this innovation with a penetration rate of 10%, about 3 million French households. (1) Both men and women have been tempted by this innovative medium. In fact, the distribution of the iPad is homogeneous across men and women since 2 million women are equipped with a tablet, the same rate as for men. (2)
According to Gartner, U.S. Consulting and Research Company in the field of advanced technology, the growth of tablet sales should be exponential in the coming years. Between 2012 and 2017, PC sales are expected to decline by 20.4% in the world to reach 271.612 million units, while tablet sales will reach nearly 468 million units. (3)
Since the beginning of April 2013 Eram launched its new spring summer advertising campaign. Prior, an anonymous teasing maintained by a dozen fashion bloggers created a nice surprise. With originality, this brand of shoes imagine an innovative musical of 20 minutes about « What makes girls walk. »
In April 2013, Dove created another buzz with an amazing video showing how women are still struggling to see their real beauty. This new brand campaign, « Real Sketches » features seven women who have been drawn by Gill Zamora, a portrait maker from the FBI. To do this, he only had only the information that these women gave to him, hidden behind a curtain.
Women were made to precisely describe all parts of their faces: shape, features styles, dyed hair…