Starbucks trademarks: expansion into trademark classes, 1970–2023
Video: how Starbucks extended its South African trademarks into new classes from 1970 to 2023 – from coffee, flour & sweets, beer & soft drinks, meat, dairy & oils into new fields. 24 of 45 classes, 279 trademarks. South African trademark statistics by Sibanda & Zantwijk.
Transcript
- 1993: Starbucks moves into class 30 coffee, flour & sweets; class 42 tech & IT services.
- 1996: Starbucks moves into class 32 beer & soft drinks.
- 1998: Starbucks moves into class 7 machines; class 9 electronics & software; class 11 lighting & appliances; class 16 paper & print; class 18 leather & bags; class 21 kitchenware; class 25 clothing; class 29 meat, dairy & oils; class 35 advertising & retail.
- 1999: Starbucks moves into class 28 toys & sports goods.
- 2001: Starbucks moves into class 14 jewellery & watches; class 41 education & entertainment; class 43 restaurants & hotels.
- 2003: Starbucks moves into class 33 wines & spirits; class 36 finance & insurance.
- 2004: Starbucks moves into class 38 telecoms.
- 2012: Starbucks moves into class 3 cosmetics & cleaning.
- 2014: Starbucks moves into class 37 construction & repair; class 45 legal & security.
- 2015: Starbucks moves into class 5 pharmaceuticals; class 20 furniture.
- By 2023, Starbucks had trademarks in 24 of the 45 classes.