Title: Beyond marketing: the motivation and challenge chapters behind Kumamon's trademark management

Authors: Chi-Fong Feng; Yu-Chan Chiu; Li-Chun Huang

Addresses: Department of Bio-Industry Communication and Development, National Taiwan University, No. 1, Sec. 4, Roosevelt Rd., Taipei 106319, Taiwan ' Department of Bio-Industry Communication and Development, National Taiwan University, No. 1, Sec. 4, Roosevelt Rd., Taipei 106319, Taiwan ' Department of Bio-Industry Communication and Development, National Taiwan University, No. 1, Sec. 4, Roosevelt Rd., Taipei 106319, Taiwan

Abstract: This study explores the unconventional trademark management strategies used by the Kumamoto Government to manage Kumamon, a mascot with widespread popularity in Asia, the US, and Europe. We investigate the motivations behind the government's shift in its trademark portfolio, focusing on the influence of collective intelligence (CI) in shaping these decisions. Through qualitative document analysis, we assess the role of CI, stakeholder collaboration, and legal factors in the Kumamoto Government's trademark strategy. Our findings reveal that CI significantly impacted these trademark decisions, while also identifying legal and business challenges related to rights ownership, estoppel, and trademark ownership. This research broadens the discussion beyond traditional marketing, contributing to the understanding of how CI affects brand image in the digital age. It also highlights the legal complexities of collaboratively created intellectual property, offering new insights into marketing management.

Keywords: collective intelligence; Kumamon; ownership; trademark management.

DOI: 10.1504/IJIPM.2026.152064

International Journal of Intellectual Property Management, 2026 Vol.16 No.1, pp.1 - 27

Received: 06 Mar 2024
Accepted: 01 Nov 2024
Published online: 05 Mar 2026 *

Full-text access for editors Full-text access for subscribers Purchase this article Comment on this article