Analysis of Trademark Information for Use of Business Intelligence: Based on Goods and Services Information

In the era of the 4th industrial revolution, there is a growing interest in deriving management insights through the use of data such as big data and business intelligence. In addition, as the importance of intellectual property increases, interest in intellectual property information is increasing. In particular, cases and related studies using patent information as a material for business intelligence are increasing, but the use of trademark data is relatively poor. Among the trademark data, goods and services information represents a business activity area of a company. This study uses this to check the business activity status of a company to find out whether the trademark data can be used as a material for business intelligence. About 200,000 trademark applications are filed every year, and about 3.6 million trademark data are currently accumulated. By collecting the trademark data accumulated in the Korea Intellectual Property Office (KIPO) and checking the business activities of the company through Goods and Services information among them, we analyzed whether the trademark data can be used as a material for business intelligence. In particular, as of 2016, when the 4th Industrial Revolution was introduced, the trademark data for 3 years before 2016 and 3 years after 2016 were compared and analyzed. First, I checked if there was a change in the number of trademark applications. Second, through frequency analysis through Excel, changes in business areas and new establishments were analyzed through the increase or decrease of similar group codes that classified the same and similar products, and then visualized through Power Bi. Third, it was verified whether there is a relationship between the newly designated similar group code and corporate activities through internet news and market information. As a result of the analysis, first, it was found that all trademark applications of the target companies increased. The increase in the number of trademark applications means an increase in the Goods and Services that a company actually sells in the business community. Second, as a result of analyzing product changes in the three years before 2016 and three years after 2016, all similar group codes of target companies increased, and the increase in products related to the 4th Industrial Revolution was also remarkable. Finally, as a result of the analysis of the newly designated similar group code, it was found to be in line with the future business strategy of the target company learned through news or market information. As a result of the analysis, it was confirmed that trademark data can be used as a material for business intelligence as big data. Trademark data can be applied not only as products currently in business, but also as products to be used in the future, so it is expected that current and future business trends can be identified and reflected in management strategies.