Brand Promotion
Epson's Brand Promotion Activities
Utilizing Intellectual Property to Promote Our Brands
Epson works to increase brand value so that the people who use our products experience a sense of pride, joy, and peace of mind. Epson recognizes that building a brand requires (1) uniqueness that differentiates the brand from the competition, and (2) consistency and continuity in conveying a consistent brand concept to customers. Accordingly, we consider intellectual property to be a key element in enhancing brand value. Therefore, by showcasing the patents, designs, trademarks, and other intellectual property rights used in Epson products in product promotions, we communicate the message that our products are unique and distinct from those of other companies. We convey a consistent brand concept to customers by acquiring trademark rights representing original technology and original designs to brand these technologies and designs.
Examples of brand promotions that take advantage of the IP rights we have acquired are presented below.
Brand Promotion Examples
1. Utilization of trademark rights and patent rights in robot promotions
Epson drew upon its efficient, compact, and precision technologies to create its own ultra-compact gyroscopic sensors from the company's crystal devices. In addition, by combining these sensors and robot control technology, we achieved high-speed and high-precision servo control that allows for quick movements and accurate stops. This gives manufacturers more options for automation.
Patent numbers for key inventions are shown in the video for introducing GYROPLUS Technology, which is robot control technology combined with gyroscopic sensors. Showing these numbers serves to highlight the fact that GYROPLUS is a proprietary technology and, moreover, is differentiated from technology of other companies due to Epson's advanced technological capability.
Patented
(1) Basic patent for equipping a SCARA robot with a gyro sensor: Japanese Patent No. 5817142
(2) Basic patent for equipping a 6-axis robot with a gyro sensor: Japanese Patent No. 6111562
GYROPLUS technology video (Japanese only):
https://www.youtube.com/watch?v=foUKaV2hvas
2. Utilization of patent rights in wristwatch promotions
Escape wheels are one of the main components responsible for measuring time in mechanical watches. Epson fabricated an escape wheel from silicon, a lightweight material, to extend the length of time mechanical watches can run without being rewound. Micro-electro-mechanical system (MEMS) technology, which is also used in the fabrication of Epson's printheads, was applied in the high-precision process used to produce these parts. The invention of a configuration that utilizes the elastic characteristics of silicon, achieved through fabrication with micron-level accuracy, enables the creation of a spring structure. This structure, when combined with a pinion, allows for a snug fit and center alignment. Furthermore, the invention of a design that prevents rotation misalignment that matches the slits of the pinion, creates a strong fit without the need for adhesive. Additionally, the application of an oxide film and polysilicon film to the silicon surface produces a brilliant blue color. These inventions led to the creation of a silicon escape wheel that is proprietary to Orient Star and that combines durability and superb accuracy along with captivating beauty.
The patent numbers for silicon escape wheel inventions are shown on Orient Start websites, in product news releases, and in online product information to let people know that our silicon escape wheel is an exceptional invention that provides value.
Example of a Web page that explains the technology behind the silicon escape wheel and lists patent numbers
Orient Start web page (Japanese only)
Example of a product news release that lists patent numbers
Example of a product information Web page that lists patent numbers
Epson's Trademark Strategy
1. EPSON brand protection
The EPSON brand marked its 50th year in 2025. Epson launched its first information device, the compact and lightweight EP-101 digital electronic printer, in 1968. It was this printer that served as the impetus for the creation of the EPSON brand in 1975. The brand name reflects the company's hopes of preserving the value of the electronic printer ("EP") while continuing to create many derivatives ("SONs"). It embodies a commitment to capitalize on our unique efficient, compact, and precise technologies to deliver innovative products and services that provide value to people around the world.
"EPSON" has been registered as a trademark in some 180 countries and regions to protect the trust that our customers around the world have in us. The continued use of the EPSON trademark has made EPSON a widely recognized and beloved brand around the world. In Japan, China, Turkey, Taiwan, India, and Romania, EPSON is officially recognized under their respective trademark systems as a well-known trademark and is thus afforded strong protection.
2. Product brand protection
Epson launched printers equipped with high-capacity ink tank systems based on feedback from customers in emerging markets who were using our printers for business purposes. In 2024, cumulative global sales of these printers surpassed 100 million units. These printers use the "EcoTank" brand, a product brand that is a trademark registered in various countries. The EcoTank brand has gained strong support from countless customers who know it as a trusted name for printers with high-capacity ink tank systems, printers that eliminate the need for ink cartridge replacement, are environmentally friendly, and support high-volume printing.
3. Technology brand protection
Epson also brands its technology in various areas of business, using trademark rights to promote our technological strengths. This helps to communicate our technological capabilities to customers in an easily understandable way.
Main Technology Brands
PrecisionCore: High-precision printhead technology
PrecisionCore technology is Epson's next-generation inkjet printing technology. In addition to delivering prints with amazing quality at dramatically faster speeds, it offers a greatly expanded range of options in terms of ink materials and printable media.
GYROPLUS Technology: High-performance sensor control technology
This control technology combines an ultra-compact gyroscopic sensor at the tip of the robot arm with advanced vibration control to sense and dampen minute vibrations even during high-speed robot movements and enable the arm to stop with exceptional accuracy and precision.
Dry Fiber Technology: Defibration and forming technologies that use a dry process to minimize adverse environmental impact
Epson's proprietary technology transforms fibrous raw materials into a form that has value. It is used to create highly functional materials by defibrating, binding, and forming the materials as needed for the application.
One product that uses this technology is PaperLab, the world's first office papermaking system that creates new paper from used paper without using water. More recently, this technology is also being used to transform used paper into absorbent ink pads found inside inkjet printers, further reducing environmental impact.
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