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http://dx.doi.org/10.22156/CS4SMB.2022.12.02.116

A Study on the Trend Change using Trademark Information before and after COVID-19  

Na, Myung-Sun (Department of Smart Convergence Consulting, Hansung University)
Park, Inchae (Division of Smart Management Engineering, Hansung University)
Publication Information
Journal of Convergence for Information Technology / v.12, no.2, 2022 , pp. 116-126 More about this Journal
Abstract
Many studies using trademark information have suggested that trademark information is good data to monitor business trends. This study intends to analyze the trend change before and after COVID-19 using trademark information. Changes before and after COVID-19 were analyzed by using goods & service classification, similar group code, and designated goods information as trademark information. Among the trademark information, it was statistically significant that the change in trends before and after COVID-19 using designated goods names. To verify the results, the changes in keywords using designated goods names before and after COVID-19 were compared with the frequency of keywords in Google Trends. Among the top 8 keywords extracted from designated goods names, the frequency of Google trend searches for 'online, antibacterial, prevention of epidemics, meal kit, virtual' is on the rise, and 'mask, droplet' is not on the rise, but it increased rapidly at the time of COVID-19, and even after COVID-19, it showed a higher level than before. The frequency of 'unmanned' does not differ much before and after COVID-19, but it has been maintained at a consistently high level, and related businesses have been active since before COVID-19, and it can be interpreted as a keyword with high public interest. This study has academic achievements in that it specifically identified information that could be used in business trends by using three types of trademark information.
Keywords
Trademark; Trademark Data; Goods&Services classification; Similar group code; Goods & Services; COVID-19; Trends;
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