Yamaha 2009 Annual Report Download - page 31

Patent Owned by Yamaha (as of March 31, 2009)
(Number of patents)
Japan U.S. Other
Areas
Intellectual Property
Since its founding, Yamaha has sought to acquire its own pat-
ents and other intellectual property rights while respecting the
intellectual property rights held by third parties. More recently,
the Company has taken steps to integrate its business, R&D
and intellectual property strategies, enacting a number of mea-
sures designed to maximize the contribution of intellectual
property to business operations.
Patents
Yamaha has formulated patent strategies specifically tailored to
operations in business segments and identified target technical
fields for patent acquisition in the strategies and is striving to
build a strong patent portfolio through concentration in its
core competence.
In each business segment, patents are utilized primarily for
commercial distinction, and to help Yamaha operations secure
and maintain their competitive edge. The Company also promotes
licensing to third parties in certain fields.
From the standpoint of asset optimization, Yamaha annually
assesses its full portfolio of patents held within and outside of
Japan, determining the state of usage and evaluating patent rights
in terms of present and future potential, ultimately retaining only
those deemed most beneficial.
As of March 31, 2009, the Yamaha Group owned a total of
approximately 5,700 patents and utility models in Japan. Outside
of Japan, the Group held roughly 4,600 patents, mainly in the
United States, Europe and China.
Designs
Yamaha views design as a critical element in setting its products
apart in the market, and makes every effort to properly safeguard
and utilize these assets. In recent years, Yamaha has taken
bolder steps to acquire design rights in China in order to counter
counterfeit products. The Yamaha Group held some 700 design
rights in Japan and overseas as of March 31, 2009.
Copyrights
Besides industrial property rights, such as patents, designs and
trademarks, the Yamaha Group generates numerous intellectual
property rights in the form of copyrighted works, mostly in the field
of sound and music. Music-related copyrights are of particular
importance to Yamaha in terms of intellectual property. As such,
the Company strives to ensure their proper management and use,
taking legal measures when necessary.
Brands
Yamaha has taken various initiatives to maintain and enhance the
value of its brand. In 1986, the Company established regulations
for Yamaha brand management, also setting up a Companywide
brand management committee and refining rules regarding brand
representation to ensure appropriate usage. Going forward,
Yamaha will develop and utilize its brands more strategically by
extending rigorous management beyond the main Yamaha brand
to product- and service-related sub-brands.
Anti-Counterfeiting Measures
For more than a decade, Yamaha has pursued a proactive policy
against the counterfeiting of its products. Using bureaucratic and
legal routes, Yamaha has vigorously combated counterfeiting with
some success. Going forward, Yamaha plans to adopt a more
aggressive legal posture, including filing lawsuits against infringers,
to preserve its brand value and to retain consumer trust in the
Yamaha brand.
Patent Management Systems
Corporate staff are assigned to the Legal & Intellectual Property
Division to oversee the integrated management of all patents held
by the Yamaha Group. In addition, specific intellectual property
personnel at each business and R&D division ensure the Company’s
patent strategy is coherent with its business and R&D strategies.
Personnel responsible for intellectual property in each business
and R&D division work in close communication with the Legal &
Intellectual Property Division to promote Yamaha’s patent strategy
from both a Companywide and business domain perspective.
6,000
4,000
2,000
0
n Others
n Lifestyle-Related
Products
n Electronic Devices
n AV/IT
n Musical Instruments
Annual Report 2009 29