Top 100

New Brands 2023

The changing dynamics in the
modern brand landscape
Contents

03
Foreword

04
Building New Brands

05
Methodology

06
Top 100 New Brands 2023

13
Analyzing the New Brands landscape

17
Helping brands through
our Think forward™ promise
Foreword
Arnaud Deschamps
Nestlé Vice President.
Head of Nescafé Dolce Gusto
At Nescafé Dolce Gusto, our purpose
is to bring the excitement of the coffee
shop culture into every home, at the
touch of a button. More than ever,
coffee lovers, especially Millennials and
Gen Z, want to experience at home
what they experience in coffee shops
which have become their reference
in terms of quality and choice.
3
In addition, despite inflation and
the current context of instability,
people expect sustainability to
drive innovation development.
The ambition of our next generation
of coffee systems, NEO, is to deliver
on those expectations, while
offering enhanced convenience
and connectivity – which we
know will continue to be an
important trend for the industry.
NEO is the first coffee system that
automatically adjusts so many
extraction parameters in one single
machine, recreating barista techniques
to deliver an authentic coffee shop
quality experience at home.
The machine can connect to your
smartphone to take the control of the
cup preparation or to offer an effortless
experience of our loyalty program by
granting points automatically to your
account, each time you brew a coffee.
From machine to pod, all aspects
of NEO were developed with
sustainability in mind. Made of
recycled materials wherever
possible and with an energy rating
of A++, the machine is designed
for easy dismantling for up to
10 years repairability. Coffee is
100% responsibly sourced. Most
noticeably, NEO’s coffee pods
are paper-based and home
compostable – a Nestlé’s first.
We are honored that NEO is
recognized as a meaningful innovation
and is named a Top 100 New Brand
2023, as it represents what we believe
is the long-term future and strategic
direction of Nescafé Dolce Gusto.
Building New Brands
Brand owners face challenging conditions today when they prepare
to launch a new brand. Continued global economic uncertainty is
dampening consumer spending.1 Even more challenging is the brand
fatigue that consumers are experiencing, as they are overloaded with
information from multiple channels from an ever-expanding number
of brands, according to a recent survey.2

Yet, expectations of brands are ever
higher today, especially from Gen Z and
millennials, the two groups that wield
significant influence and purchasing
power. In the United States, Gen Zers,
the generation born between 1997 and
2012, wield an estimated US$360 billion
in disposable income annually3 but they
are asking more of their brands, seeking
authenticity and looking for brands to
embody a meaningful brand purpose.
Millennials, the generation preceding
Gen Z, represent the biggest
percentage of the U.S. workforce.4
According to a McKinsey survey,5 40%
of millennials fall into the value category,
38% are image-driven consumers
while 22% are focused on quality.
There is no one-size-fits-all approach
to targeting millennials, but the same
survey revealed one purchasing habit
that unites millennials. A majority
conduct detailed research, both
online and offline before purchasing.
On the other side of the world, Gen Z
and millennials are presenting brands
with a different challenge. While
consumer spending in Mainland China
recovered in the first three months of
2023, most new Chinese households
still prefer saving rather than spending,
revealed a recent survey by the
country’s central bank.6 Gen Z and
millennial consumers have gone further,
with some embracing frugal living.7
The modern brand landscape is
evolving fast. Brands, whether
new or heritage, recognizable or
unknown, are all operating in a
multi-dimensional world where
Introducing this year's Top 100
New Brands™ from Clarivate.
consumer preferences and behavior
are dynamic, even unpredictable.
The commercial pressures are
greater, there are more risk angles
to consider when organizations plan
a new brand launch. Amidst these
challenges, resourceful new brands
are cutting through the noise.
At Clarivate™, we connect our Brand
IP data in innovative ways to bring
clarity to the complex. First launched
in 2022, we identify the new brands
that are navigating challenges in
the brands landscape and on the
path to achieving their potential.

1
World Economic Forum, “Chief economists outlook: January 2023,” Jan 2023
2
Mintel, “Mintel announces global consumer trends for 2023,” Oct 2022
3
Bloomberg, “Gen Z has $360 billion to spend, trick is getting them to buy,” Nov 2021
4
Business Insider, “The 40-year-old millennial and the 24-year-old Gen Zer are in charge of America right now,” Sep 2021
5
McKinsey & Company, “Cracking the code on millennial consumers,” Mar 2017
6
South China Morning Post, “China’s consumer recovery still dubious as nearly 60 percent of households prefer to save,” Apr 2023
7
Reuters, “Frugal is the new cool for young Chinese as economy falters,” Sep 2022

4
 Methodology
To identify the Top 100 New Brands 2023,
we leaned on our global trademark data covering
145 million individual trademark records to analyze
applications filed worldwide between 2021 and
2022 with a verbal (word) element.

145M
Our Brand IP experts evaluated each Taken together, we identify the
application and checked for owner Top 100 New Brands 2023 – new
details, and applied a score to each brands which have surged into the
brand based on key metrics from the public sphere in the last two years
Clarivate Trademark Strength Index™: and demonstrated exceptional
global trademark ability bringing value, impact and
records used to • Market footprint – scope of protection on a global scale.
Nice Classes covered by the
identify the Top 100 brand, including a measure The analysis was performed on data
New Brands 2023 of how dominant the brand is made available by registers as of
within each relevant class. March 31, 2023. Brands that were
launched in 2022, but where filing
• Geographic/economic coverage – information was not available at the
the number of countries/registers time the analysis was compiled due
where protection has been sought, to register delays or filing strategies,
weighted for country GDP. may appear in subsequent reports.

Clarivate Trademark Strength Index

Built on the CompuMark™ global trademark database, the
Clarivate Trademark Strength Index (CTSI) harnesses the power
of modern data science techniques to benchmark and score
marks and their wider brand family of marks. The CTSI analyzes
the history and activity profiles of protected brands, their
geographic and market presence and their distinctiveness.

Note: the methodology used in this report is designed to identify significant global trademark filing programs; this
may include major expansions of existing brands with a small footprint, as well as the launch of entirely new brands.

5
 Top 100 New
Brands 2023
From auto makers and electronic devices, to
fashion, luxury and royalty, the brands on this
year’s Top 100 New Brands list are diverse.

Using our transformative Brand IP intelligence and analytics, and

trusted in-house expertise, we provide key perspectives on the new
brands ‘brandscape’. We identify those which demonstrate the greatest
diligence in building, protecting and expanding their brand footprint.

Here are the Top 100

New Brands 2023.

6
Top 100 New Brands 2023

Mark Owner Sector Country

26 1 18 1 INDITEX Luxury, fashion and sports Spain

A AISIN Aisin Corporation Automotive Japan

Accelleron Turbo Systems Switzerland Industrial systems Switzerland

AIRCOVER Airbnb Travel, hospitality and logistics U.S.

AITO Huawei Automotive China, Mainland

ANDSCAPE ESPN Software, media, fintech and finance U.S.

Apeos FUJIFILM Business Innovation Corp. Electronics and computing equipment Japan

APPLE FIND MY Apple Electronics and computing equipment U.S.

APPLE WATCH ULTRA Apple Electronics and computing equipment U.S.

AQUALUXX CITIZEN WATCH COMPANY Luxury, fashion and sports U.S.

BEST AMINO CJ CHEILJEDANG CORPORATION Consumer goods and food South Korea

BioNTainer BioNTech Medical and biotechnology Germany

BIONTECH BioNTech Pharmaceuticals Germany

BORED APE YACHT CLUB Yuga Labs Software, media, fintech and finance U.S.

BOSS CAMEL HUGO BOSS Luxury, fashion and sports Germany

bproauto STELLANTIS Automotive Netherlands

BYRYZN HUGEL Medical and biotechnology South Korea

7
Top 100 New Brands 2023

Mark Owner Sector Country

Cal.AI BAYER Medical and biotechnology Germany

CÉCRED First Hawk Street Consumer goods and food U.S.

CETTIRE ARK Technologies Software, media, fintech and finance Australia

Guangzhou Wanglaoji Great Health Industry Co.,

Cininji Consumer goods and food China, Mainland
Ltd.

CONTIVUE Roche Medical and biotechnology Switzerland

CryptoPunks Yuga Labs Software, media, fintech and finance U.S.

CSL SEQIRUS CSL Seqirus Pharmaceuticals U.K.

CULTURE PARFUM CHANEL Luxury, fashion and sports France

DANNY HOME Yiwu Bestway Kitchenware Co., Ltd. Consumer goods and food China, Mainland

DOLCE GUSTO NEO Nestlé Consumer goods and food Switzerland

Doosan Enerbility DOOSAN CORPORATION Industrial systems South Korea

Shenzhen Xinyuetang Plastic Hardware Products

DUNDUN Consumer goods and food China, Mainland
Co., Ltd.

DYLLU Chongqing Amity Machinery Co., Ltd. Consumer goods and food China, Mainland

e& enterprise Emirates Telecommunications Group Software, media, fintech and finance U.A.E.

ECODESIGN DECATHLON Luxury, fashion and sports France

ekaterra ekaterra Consumer goods and food Netherlands

embecta embecta Medical and biotechnology U.S.

8
Top 100 New Brands 2023

Mark Owner Sector Country

EMPRANDO Novartis Pharmaceuticals Switzerland

EVNIA TPV Electronics and computing equipment Netherlands

FARIZON AUTO Zhejiang Geely Holding Group Co., Ltd. Automotive China, Mainland

FITAI Huawei Electronics and computing equipment China, Mainland

GEOPOST LA POSTE Travel, hospitality and logistics France

HALEON gsk / Pfizer Consumer goods and food U.K.

Hassan II King Mohammed VI of Morocco Consumer goods and food Morocco

HEXAGON PURUS HEXAGON TECHNOLOGY Industrial systems Norway

Hi nova China Post Communications Equipment Electronics and computing equipment China, Mainland

HIPHORIUS DSM Consumer goods and food Netherlands

Huawei Care Huawei Software, media, fintech and finance China, Mainland

HUGO BLUE HUGO BOSS Luxury, fashion and sports Germany

HUGO JEANS HUGO BOSS Luxury, fashion and sports Germany

HUGO RED HUGO BOSS Luxury, fashion and sports Germany

IMANNOOR Iman Çolakoglu Consumer goods and food Turkey

INDER RIVIAN Automotive U.S.

itCAVL Guangzhou Baolun Electronics Co., Ltd. Electronics and computing equipment China, Mainland

9
Top 100 New Brands 2023

Mark Owner Sector Country

JADEVER Chongqing Amity Machinery Co., Ltd. Consumer goods and food China, Mainland

JIDU Shanghai Jidu Automobile Co., Ltd. Automotive China, Mainland

KIA AutoMode KIA MOTORS Automotive South Korea

KODAS Yuga Labs Software, media, fintech and finance U.S.

La’eeb FIFA Luxury, fashion and sports Switzerland

Guangzhou Wanglaoji Great Health Industry Co.,

LI XIAO JI Consumer goods and food China, Mainland
Ltd.

Shenzhen Konka Intelligent Electric Technology

LITTLE COFA Consumer goods and food China, Mainland
Co., Ltd.

MASTER DATEJUST ROLEX Luxury, fashion and sports Switzerland

MASTER DAY-DATE ROLEX Luxury, fashion and sports Switzerland

Meebits Yuga Labs Software, media, fintech and finance U.S.

MK KASHIYAMA MK KASHIYAMA Automotive Japan

MOONBIRDS PROOF HOLDINGS Software, media, fintech and finance U.S.

MO'PD Marc O'Polo Licence AG Luxury, fashion and sports Germany

MUTANT APE YACHT CLUB Yuga Labs Software, media, fintech and finance U.S.

OMODA CHERY AUTOMOBILE Automotive China, Mainland

OnePlus Nord ONEPLUS TECHNOLOGY (SHENZHEN) Electronics and computing equipment China, Mainland

Opzelura Incyte Pharmaceuticals U.S.

10
Top 100 New Brands 2023

Mark Owner Sector Country

Panasonic GREEN IMPACT Panasonic Electronics and computing equipment Japan

PATEK PHILIPPE MUSEUM PATEK PHILIPPE Luxury, fashion and sports Switzerland

Petal Maps Huawei Software, media, fintech and finance China, Mainland

powart Jiangsu Dartek Technology Co., Ltd Consumer goods and food China, Mainland

Prince Moulay Hassan King Mohammed VI of Morocco Consumer goods and food Morocco

QPARIK Incyte Pharmaceuticals U.S.

REALITY ONE Immersive Health Solutions Electronics and computing equipment U.S.

REALITY PRO Immersive Health Solutions Electronics and computing equipment U.S.

RESTORE FUND Apple Software, media, fintech and finance U.S.

REVUELTO LAMBORGHINI Automotive Italy

Sa Majesté le Roi Mohammed VI King Mohammed VI of Morocco Consumer goods and food Morocco

SHAREPLAY Apple Software, media, fintech and finance U.S.

SIGNTIME Apple Software, media, fintech and finance U.S.

SKKN BY KIM Kim Kardashian Consumer goods and food U.S.

SUSTAINera STELLANTIS Automotive Netherlands

TICOTA Chongqing Amity Machinery Co., Ltd. Consumer goods and food China, Mainland

TIDEL TIDEL ENGINEERING Electronics and computing equipment U.S.

11
Top 100 New Brands 2023

Mark Owner Sector Country

RealMe Chongqing Mobile Telecommunications

TL realme TechLife Consumer goods and food China, Mainland
Corp. Ltd.

UMYOGO Quanzhou Lizao Trading Co., Ltd. Luxury, fashion and sports China, Mainland

unibono Ningbo Unibono Appliance Co., Ltd. Consumer goods and food China, Mainland

VIDAS KUBE BIOMÉRIEUX Medical and biotechnology France

WATCH D Huawei Electronics and computing equipment China, Mainland

WEMIX WEMADE Software, media, fintech and finance South Korea

Wendigo Wendigo Production Software, media, fintech and finance Morocco

WIND FLOWERS Fontaine Limited Consumer goods and food U.K.

Like House (Haikou) Network Technology Co.,

WISH HOUSE Software, media, fintech and finance China, Mainland
Ltd.

X nova China Post Communications Equipment Electronics and computing equipment China, Mainland

XHINKCAR THINKCAR TECH CO., LTD. Automotive China, Mainland

YIELD GIVING Yield GIVING Software, media, fintech and finance U.S.

ZARA ORIGINS INDITEX Luxury, fashion and sports Spain

ZEEKR Zhejiang Geely Holding Group Co., Ltd. Automotive China, Mainland

ZIMVIE ZIMMER BIOMET SPINE INC. Medical and biotechnology U.S.

12
 Analyzing the New
Brands landscape
Hot on the heels of regulators from Mainland China
publishing rules on the development of generative
artificial intelligence (AI) products, lawmakers in the
European Parliament are taking a step closer to
regulating AI.8 While the debate continues over the
benefits and potential risks that AI brings, the speed
of development in AI and technology gathers pace.

The advent of AI is noticeable, with according to the Gartner 2022 Hype

REALITY ONE and REALITY PRO,
virtual reality gadget brands from
Immersive Health featuring in this
year’s list. Yuga Labs, owner of some
of the most recognizable NFT (non-
fungible token) brands including
BORED APE YACHT CLUB boast the
most brands (5) on this year’s list, tied
with Apple and Huawei. Yet, NFTs are
entering the ‘trough of disillusionment’,
Cycle for Emerging Tech, illustrating
how quickly technology is moving
and developing. Indeed, Huawei
embodies the diversity and AI trends
seen in this year’s list. Its Top 100
New Brands cover three sectors
including AITO for the automotive
sector and FITAI, a mark related to
Huawei AI capabilities for the software,
media, finance and fintech sector.

8
CNBC, "Europe takes aim at ChatGPT with what might soon be the West’s first A.I. law. Here’s what it means," May 2023
9
Gartner, "What’s new in the 2022 Gartner Hype Cycle for emerging technologies," Aug 2022

13
The pervasiveness of AI and
technology sees the software, media,
finance and fintech sector with the
second most Top 100 New Brands
(18) and electronics and computing
equipment in third with 14 brands
on the list. The consumer goods and
food sector, like in 2022, is in top
spot and has 23 on this year’s list. The
luxury, fashion and sports sector sees
its number of brands on the list (15)
remain unchanged from last year. This
could be a result of a more considered
approach to consumption among
Gen Z and millennials in Mainland
China and millennials in the U.S.
This year, the automotive sector sees
its representation on the list more
than double to 13 (from six in 2022).
The continued electrification of the
automotive industry is evident as six
of the 13 new automotive brands
this year are focused on the electric
and/or hybrid vehicles market,
including REVUELTO, the first
hybrid-powered LAMBORGHINI.
14
From a geographic perspective,
Mainland China and the United States
show the greatest volume of new brand
activity with the most Top 100 New
Brands. Together, Mainland China
and the U.S. represent the epicenter
of new brand creation and activity. In
2023, South Korea emerges as a rising
source of New Brands, in joint fifth with
the Netherlands with five brands on the
list, reflecting South Korea’s growing
prominence on and increasing
contribution to the global stage.
This year, the automotive
sector sees its
representation on the list
more than double to 13.
There is one commonality among
the brands on our 2023 list. Similar to
our 2022 report finding, 99 out of 100
entries used the World Intellectual
Property Organization (WIPO)
system of International Registration
(IR) to protect their new brand.
This underlines the value of the WIPO
IR system and the advantage it offers
in obtaining trademark protection
in a large number of jurisdictions
efficiently and cost-effectively.
 Top 100 New Brands by country/region

Norway, 1
Netherlands, 5
United Kingdom, 3
Germany, 8

France, 4 Switzerland, 8
Spain, 2 Japan, 4

Italy, 1 South Korea, 5

Morocco, 4 Turkey, 1 China, Mainland, 27
United States, 25
U.A.E., 1

Australia, 1

Top 100 New Brands by sector

Consumer goods Software, media, Luxury, fashion

and food [23] fintech and and sports [15]
finance [18]

Electronics Automotive Medical and

and computing [13] biotechnology [7]
equipment [14]

Pharmaceuticals Industrial systems Travel, hospitality

[5] [3] and logistics [2]

15
 Top 100 New Brands:
where they come from
• Brands from Mainland China make
up over a quarter (27) of the list.
The United States sees 25 Top 100
New Brands. Together, they make
up more than half of the 2023 list.
• South Korea emerges as a rising
contributor with five Top 100 New
Brands, up from one last year.
• Europe contributes a significant
number of Top 100 New Brands
including Germany and Switzerland
with eight Top 100 New Brands
each, Netherlands with five, France
with four and the U.K. with three.
• New entrants in 2023: Australia,
Morocco, Norway, Turkey and the
United Arab Emirates. Morocco
with four Top 100 New Brands
and Australia, Norway, Turkey
and the U.A.E with one each.
16
Brand owners with multiple
Top 100 New Brands
• Apple, Huawei and Yuga Labs have
five apiece. Apple owns: SIGNTIME,
SHAREPLAY, APPLE WATCH ULTRA,
RESTORE FUND and APPLE FIND MY.
Huawei owns: AITO, FITAI, Huawei
Care, Petal Maps and WATCH D.
Yuga Labs owns: BORED APE YACHT
CLUB, CryptoPunks, KODAS, Meebits
and MUTANT APE YACHT CLUB.
• Luxury fashion brand Hugo Boss
has four.
• Chongqing Amity Machinery
Co: Ltd. and King Mohammed VI
of Morocco with three each.
• Multiple (nine) organizations
have two brands on the list,
including auto makers STELLANTIS
and Zhejiang Geely, vaccine
manufacturer BioNTech, virtual
and augmented reality devices
company, Immersive Health.
 Helping brands
through our Think
forward™ promise
Bringing a new brand to market today involves
greater complexity and considerations than
ever before. Building a new brand that stands
up to the demands of today and is equipped
for the challenges of tomorrow means the need
for reliable, actionable Brand IP intelligence has
never been greater.

Organizations need intelligence they help redefine their perspectives of

can trust. They need intelligence
that can inform them about brand
risk and viability and give them the
confidence to make critical decisions.
At Clarivate, we work with organizations
across a diverse range of sectors to
the brand landscape through trusted
and transformative intelligence.
Our Brand IP Intelligence solutions
enable organizations to create, expand
and protect their brands, helping new
brands to reach their full potential.

Find out more

Interested in gaining a new perspective of the brand
landscape? Learn how our brand IP intelligence and trademark
analytics solutions bring clarity to the complex. Contact
us today: clarivate.com/contact-top-100-new-brands

17
 Authors
Mihnea Hanganu
Director, Content Strategy
and Management
Mihnea has over a decade of
experience in the field of intellectual
property. He has a background in
business economics having studied
at the Solvay Brussels School of
Economics and Management and
is a data scientist by training.
Robert Reading
Director, Government
and Content Strategy
Robert manages content strategy for
brand/trademark content at the IP
segment at Clarivate and has a special
interest in using trademark data and
analytics to provide insight into global
commercial activity and trends.
18
Mihnea is the data guru behind
programs such as the Top 100 Global
Innovators and Top 100 Best Protected
Global Brands from Clarivate.
Mihnea has a track record in
delivering data and analytics
products that help both corporations
and governments transform their
work and change the future.
Robert writes extensively on trends
in the trademark and brand space
and features regularly in the IP press
as an expert on trademark data.
Originally from Australia, he
studied mathematics and physics
at the University of Sydney before
moving to the UK in 1999. Robert
worked for a leading UK IP firm for
15 years before joining Clarivate.
XBU1111801108 / 09

About Clarivate

Clarivate is a leading global information

services provider. We connect people
and organizations to intelligence they can
trust to transform their perspective, their
work and our world. Our subscription
and technology-based solutions are
coupled with deep domain expertise
and cover the areas of Academia &
Government, Life Sciences & Healthcare
and Intellectual Property. For more
information, please visit clarivate.com.

clarivate.com

© 2023 Clarivate. All rights reserved. Republication or redistribution of Clarivate content,

including by framing or similar means, is prohibited without the prior written consent of
Clarivate. Clarivate and its logo, as well as all other trademarks used herein are trademarks
of their respective owners and used under license.