Yin & Yang: Finding the Best Pathways for SMEs

ByMarkport

Trademarks are more than just legal tools. They are essential to how people recognise, trust, and share your brand. The WIPO Pathfinders Report offers key insights into the future of intellectual property (IP), with a focus on trademarks, branding, and education. These insights are especially valuable for small and medium-sized enterprises (SMEs) navigating the digital economy.

This article explores findings from the report and how they can help in finding the best pathways for SMEs seeking growth and protection.

How this affects SMEs and trademark owners

1. A greater need for IP awareness and education

Many SMEs still do not fully understand how the trademark system works or how to use it. Without proper guidance, business owners may delay registration or skip it altogether, leaving their brands open to imitation or disputes.

To address this, the report recommends introducing IP learning at multiple levels, from schools to executive programs, so more people are equipped to protect what they create.

2. The rising importance of early trademark registration

In today’s digital economy, securing your brand name early is more critical than ever. As more businesses move online, it is essential to protect your name, logo, and tagline before entering new markets or launching products.

The report warns that digital platforms and AI-driven marketplaces are evolving rapidly. Therefore, businesses must secure their identity across both physical and digital spaces to stay competitive.

3. Making systems more inclusive and affordable

Many small businesses find trademark systems too complex, slow, or costly. In response, the report supports practical reforms such as:

  • simplifying application procedures
  • introducing tiered fee structures
  • expanding online platforms for easier access

These reforms aim to make trademark protection more realistic and accessible for SMEs.

4. Adapting to global and digital branding challenges

Trademark systems must evolve with the digital economy. As part of finding the best pathways for SMEs, it is important for businesses to:

  • understand trademark use in e-commerce and social media
  • protect virtual goods or services
  • manage cross-border IP risks

Without a digital IP strategy, businesses may lose control of their brand online or miss opportunities to scale.

5. Building collaboration and support networks

Most SMEs do not have in-house legal teams or dedicated IP advisers. Therefore, the report calls for greater collaboration among governments, IP offices, and service providers.

This includes more outreach programs, public–private partnerships, and tools to help SMEs learn, register, and manage their trademarks with confidence.

What the report predicts: Two futures that affect SMEs

The WIPO Pathfinders Report outlines two possible scenarios for IP by 2034. These help clarify what is at stake for SMEs when finding the best pathways forward.

The Yin: A future of risk and fragmentation

In this future:

  • IP systems become fragmented, complex, and expensive
  • Big corporations dominate
  • AI-generated content overwhelms IP offices
  • SMEs and small creators fall behind
  • Trademarks lose meaning due to confusion and poor enforcement

The Yang: A future of access and opportunity

In contrast, this future presents a more balanced outcome:

  • IP systems are inclusive, fast, and easy to understand
  • Trademarks are used early and often
  • IP education is part of school and business training
  • Governments make cross-border enforcement simpler
  • Trademarks remain vital tools for growth

The path forward for SMEs

The decisions made today by governments, businesses, and support organisations will influence which future takes shape.

For SMEs and trademark owners, this means taking proactive steps:

  • Register your trademarks early
  • Build a brand strategy that fits your market
  • Stay informed and ask for guidance when needed

A strong, protected brand gives your business an edge — helping you grow while preparing for both challenges and opportunities.

Source
WIPO (2025). WIPO Pathfinders Report: Exploring the Futures of IP-Driven Innovation and Creativity. Geneva: World Intellectual Property Organization.
DOI: https://doi.org/10.34667/tind.58661

To learn more about trademarks and brand protection:
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