Beretta in a glance The story began in 1526 in the village of - PowerPoint PPT Presentation

BERETTA A trademark experience Brescia, April 10 th 2018

Beretta in a glance The story began in 1526 in the village of Gardone Val Trompia in the oldest firearms factory of the world … The first official document stated the payment of 296 ducats for 185 harquebus barrels to the Venice Arsenal Brescia, April 10 th 2018

Nowadays 2017 total preliminary consolidated turnover, 670 € /Mln • Sales in US > 320 € /Mln (48%) • 3.000 employees • 12 production sites • Capex 30/40 € /Mln per year • R&D 15/18 € /Mln per year • Brescia, April 10 th 2018

A global presence The most important markets are reached directly Brescia, April 10 th 2018

A constantly growing business … Turnover ( € /Mln) 690 679 680 670 670 661 660 650 638 640 630 624 620 610 600 590 2013 2014 2015 2016 2017 Brescia, April 10 th 2018

… with a complete Range of Products Sporting Hunting Shotguns Over & Under Bolt Action Replicas Airguns Ammunitions Accessories Clothing Brescia, April 10 th 2018

Personal Defence Law Enforcement Pistols Assault Rifles Grenade Launchers Carbines Pumps Laser & illuminators Tactical lights Brescia, April 10 th 2018

Let’s go back to the origin… Although the concept of trademark was already in use since the end of the XIX century (i.e. PB ), the first registrations in class of firearms (#13) are: In Italy, the figurative mark in March 1950 • Worldwide (International registration) the word mark BERETTA , in • July 1950 In the last 30 years the growing power and popularity of our marks has pushed us to develop, beside the firearms sector, a full range of complementary products . Brescia, April 10 th 2018

Where? We have expanded our registrations in the following classes: Brescia, April 10 th 2018

Which approach? Apart from our three historical main brands BERETTA that we registered worldwide in class 13 (FIREARMS) , we have a selective approach for the product marks in all the other classes and countries. For this reason we defined an Internal Committee formed by our General Manager, Finance Director, Marketing Director and our Internal Lawyer in oder to evaluate each single mark in each class and country. Brescia, April 10 th 2018

How Firstly, when we go out with a brand new product we ask for a trademark search in our main markets, the E.U. and the U.S., in order to understand if that mark or similar ones already exist. Then, with new firearms we generally file applications to register trademark in the E.U. and in the U.S. in that specific class (#13). Brescia, April 10 th 2018

How Due to some licence agreements we have the same approach for the class 28 «TOYS» (soft-air weapons) but in different countries (i.e. Korea, Japan) But, we do not do the same if we consider different classes: in this case not all the words become trademarks (i.e. CLOTHING). That depends on how much that product is important in our sales strategies in some designated countries where revenues are significant. Brescia, April 10 th 2018

Infringements Worldwide Trademark Surveillance Service with our Trademark Counsels. We regularly receive evidences of new worldwide trademark applications containing the word «BERETTA» or very similar (wording or figurative) trademarks in all the classes. We do not sue the cases in classes or countries we are not interested in. We focus mainly in the classes «FIREARMS» and «CLOTHING» where revenues impact is definitely higher. Brescia, April 10 th 2018

Where we are now Today we manage: 34 122 12 Registered Main Registered Classes Trademarks Product Trademarks In 93 countries. Brescia, April 10 th 2018

A cross mark Beretta Defense Technologies is an alliance of four market leading companies. Brescia, April 10 th 2018

Brescia, April 10 th 2018

Brescia, April 10 th 2018

Thank you! Brescia, April 10 th 2018