Brand Support

Epson's Brand Promotion Activities

Using 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 design rights in printer promotions

One of the appeals of Epson's SC-P8550D and SC-T7750D large format printers is how they can be arranged in a room. To convey the appeal of this to customers, we obtained the design rights to the layout of these products. These rights were acquired under Japan's Design Act, which was revised in 2019 and, for the first time, affords protection to interior designs. This was the first instance where design rights were acquired specifically for the layout of large-format printers.

The fact that we were able to acquire the design rights to the layout of these products is evidence of the uniqueness and originality of the layouts. Epson has publicly shared examples of these registered layout designs and presented them to our customers (examples provided below). We believe that acquiring and disclosing layout design rights can serve as a tool for capturing interest in and appreciation for our products and their interior layout. Additionally, we hope that this inspires our customers to create their own layouts that suit their individual usage environments.

These efforts have won praise both internally and externally and were recognized with the Intellectual Property Achievement Award from the commissioner of the Japan Patent Office in 2023.

Examples: Layout design on the Web and layout design registration

Examples of registered design layouts are available for viewing on Epson's website. Two such designs are shown below.

See some of Epson's design layouts:corporate.epson/en/technology/design/layout/

Japanese Design Registration No. 1691263
Japanese Design Registration No. 1691267
Example of a layout design in a product exhibit

Below we present an example in which registered layout designs were exhibited together with a product exhibit.

Examples of design rights in a product tour video

See a variety of possible layout designs in a product tour video from an Epson sales company.

Video:SureColor T-Series T7770D 44 " CAD, Technical and Graphics Printer Full Product Tour | 5-23-2022

2. Utilization of design 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 rigid and 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-like 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 unique 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

News release (Japanese only)

Example of a product information Web page that lists patent numbers

Product information

3. 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.

Epson acquired trademark rights to develop its branding of GYROPLUS technology, which combines these gyroscopic sensors with robot control technology.

The unique technology that goes into GYROPLUS is protected by numerous foreign and domestic patents. The patent numbers of the most important of these patents are shown in a video that showcases this technology.

By exercising its trademark rights to build the technology brand, Epson has made GYROPLUS technology stand out as a unique technology. Moreover, patent numbers are displayed to indicate that GYROPLUS is a differentiated, unique technology based on advanced technological capability.

GYROPLUS technology video (Japanese only):https://www.youtube.com/watch?v=foUKaV2hvas

Epson's Brand Protection Activities

Epson's Policy Against Counterfeit Products

Epson is actively engaged in anti-counterfeiting measures aimed at ensuring that customers can use Epson products safely and securely. When counterfeit products are inferior products that do not have the quality that customers have come to expect from Epson products, there is a risk that customer safety may be compromised, which in turn could undermine the value of the Epson brand that customers have come to trust and have a serious impact on Epson's business activities.

Based on our Management Philosophy that emphasizes a relationship of trust with our customers and society, Epson operates our business with the utmost respect for the rights of others in accordance with laws, regulations, and corporate ethics. At the same time, in order to ensure that Epson's legitimate rights are also respected, in addition to taking legal action against counterfeit products, Epson is taking strict legal action, in accordance with laws and regulations, against products that infringe on Epson's intellectual property rights.

What are Counterfeit Products of Epson products ?

Counterfeit products of Epson products include ink cartridges, ink bottles, ink ribbons, and toner, which are consumables for printer products, as well as watches and replacement lamps for projectors.

As shown in the case studies below, counterfeit products are goods made to appear genuine by imitating the brand name, product shape, and other product features. In many cases, they are indistinguishable from the genuine item at first glance, and customers may mistakenly purchase them for the real thing.

Counterfeit Products of Epson products

Epson's Measures Against Counterfeit Products

In order to protect our valued customers from being harmed by counterfeit products, Epson is promoting the 4 NOs Activity, which consists of "NO manufacturing," "NO importing/exporting," "NO selling," and "NO buying."

NO Manufacturing
NO importing/exporting
NO selling
NO buying
NO Manufacturing

Epson is collaborating with relevant government agencies worldwide to raid manufacturers, manufacturing plants, and warehouses that are the production bases of counterfeit products, with the aim of eliminating counterfeit products from the very foundation of the industry.

Case: Manufacturing equipment and ink bottles exposed at a counterfeit goods manufacturing plant in China

Manufacturing equipment
Counterfeit ink bottles
NO importing/exporting

Epson collaborates with customs offices worldwide to stop the import and export of counterfeit goods at national borders. In Japan and the U.S., customs offices also stop counterfeit goods based on patent or design rights, as well as trademark rights.

Cases: Examples of goods seized at Japan Customs

1) Ink bottle
2) Ink cartridge
3) Ink cartridge

Source (Japanese only):

1) Produced from "Status of Border Control of Goods Infringing Intellectual Property Rights, 2019" (Customs website)
(https://www.customs.go.jp/tokyo/content/tokyo_chizai_R1-2.pdf)

2) Produced from "Status of Border Control of Goods Infringing Intellectual Property Rights, First Half 2020" (Customs website)
(https://www.customs.go.jp/tokyo/content/tokyo_chizai_R2kami-2.pdf)

3) Produced from "Status of Border Control of Goods Infringing Intellectual Property Rights, 2020" (Customs website)
(https://www.customs.go.jp/tokyo/content/tokyo_chizai_R2_2.pdf)

NO selling

Epson conducts warnings, raids, and lawsuits against physical stores that sell counterfeit goods to prevent them from selling counterfeit goods in their stores.
In the online marketplace, which has been rapidly expanding in recent years, Epson monitors online marketplaces in about 40 countries and regions worldwide and requests deletion of more than 100,000 listings of counterfeit products and fraudulent labels per year.
In addition, Epson is also making efforts to educate dealers who handle Epson products.

Case: Example of a listing that was deleted as selling counterfeit products in the online market

NO buying

Awareness-raising activities on the existence of counterfeit products are also important to prevent customers from purchasing counterfeit products, and Epson is conducting such activities in stores, online, and at trade shows.
In addition, in areas where counterfeit products are particularly prevalent, labels that allow customers to determine the authenticity of the product themselves are used.

Case: Scene of a seminar on authenticity

(Epson's counterfeit products introduction booth at the "China International Fair for Investment and Trade" in September 2019)

Counterfeit Products and Genuine Products
trade shows

Global Measures Against Counterfeits

In line with its policy against counterfeit products, Epson is protecting consumers from harm posed by counterfeits by continuing to halt their manufacture and sale in countries and regions worldwide.

Below we introduce some recent examples of measures against counterfeits, taken in China as well as in other parts of Asia and Latin America.

China.

A production site of a vendor selling counterfeit ink bottles online was raided (2021).

Seized items: Approx. 50,000 ink bottles

India.

A counterfeit ink bottle production site was raided (2023).

Seized items: Approx. 6,300 ink bottles and 80,000 other parts

Bangladesh.

A store and warehouse selling counterfeit ink bottles was raided (2022).

Seized items: Approx. 3,600 ink bottles

Ecuador.

A store and warehouse selling counterfeit ink bottles was raided (2021).

Seized items: Approx. 145,000 ink bottles and 10,000 other parts

Peru.

A counterfeit ink bottle production site was raided (2022).

Seized items: Approx. 3,000 ink bottles and 110,000 other parts

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