Transcript from the Video Interview with Eti on the Madrid system

"ETİ is one of the leading confectionary brands in Turkey. As a pioneer in the category, we try to establish a bond with our consumers through innovative and unique products under strong brands. Those brands are the building stones of the bond between Eti and its consumers. Today, we export our brands to many different countries all around the world. We, therefore, need to protect our trademarks not only in Turkey, but also in other countries.

We are well aware that, our brands are one of the most important legacies of our company, and our trademarks need to be protected through registration. As a proof of this awareness, ETİ received an award in 2009 from the Turkish Patent Institute as the company with the highest number of trademark applications.

The international trademark registration system in accordance with the Madrid Protocol has come into force in Turkey as of 1999. It has become a standard for ETİ and been used since 2000. The Madrid System provides important advantages to companies. Most importantly,  the protection of our trademarks is valid, as soon as the application process through Madrid System is initiated. Moreover, it gives significant cost advantages, it helps to avoid bureaucratic procedures, it ensures a faster registration process and a more predictable time planning and the last but not the least, it is reliable."