In this article, we present a comparative analysis of the most frequently used keywords in trademarks registered within the European Union (EU) between 2020 and 2023.

Shared Keywords Across The Years: Interestingly, there is considerable overlap in the top ten keywords from year to year. The keyword 'group' occupies the top spot throughout this period, suggesting a prevailing emphasis on corporate branding and collective identity. The words 'green', 'life', 'pro', and 'solutions' consistently rank high, indicating continued focus on sustainability, vitality, professionalism, and problem-solving in branding strategies. Here's a brief look at the top 10 keywords for each year: 2020: 1. Group, 2. Green, 3. Life, 4. Smart, 5. Pro, 6. Home, 7. World, 8. Care, 9. Solutions, 10. Com; 2021: 1. Group, 2. Green, 3. Life, 4. Home, 5. One, 6. World, 7. Smart, 8. Solutions, 9. Pro, 10. Care; 2022: 1. Group, 2. Green, 3. Life, 4. Energy, 5. One, 6. World, 7. Home, 8. Solutions, 9. Club, 10. Pro; 2023: 1. Group, 2. Life, 3. Energy, 4. Green, 5. Power, 6. Solutions, 7. Home, 8. Pro, 9. One, 10. Com; These persistent keywords in the EU trademark landscape reflect dominant themes in the business world, showcasing a mix of environmental consciousness ('green', 'energy'), home-centricity ('home'), and professional aspiration ('pro', 'solutions').

Emergence and Evolution of Keywords: Beyond the staples, there are keywords whose popularity waxed and waned across the years. 'Smart' and 'care' from the 2020 list, for instance, did not persist through 2021 to 2023, indicating possible shifts in marketing language. Conversely, 'energy', not present in 2020 or 2021, rose to prominence in 2022 and 2023, mirroring perhaps the EU's strategic focus on renewable energy and sustainability. Similarly, 'power' made its debut in the top 10 list in 2023, while 'club' appeared only once in 2022. These fluctuations in keyword usage offer valuable insights into the changing focus areas for businesses. High-Value Keywords: Based on the consistent recurrence of specific keywords, it's evident that certain concepts carry high value for trademark owners and applicants. Words such as 'group', 'green', 'life', 'pro', 'solutions', 'business', and others, encapsulate key branding elements sought after in the European market. As such, these high-value keywords can serve as a useful starting point for businesses seeking to establish a strong brand presence. Conclusion: The analysis of trademark keywords provides a wealth of information on the prevailing trends in branding and marketing strategies. For businesses and trademark applicants, understanding these trends can be instrumental in developing effective branding strategies. It's evident that themes of unity ('group'), sustainability ('green', 'energy', 'power'), vitality ('life'), professionalism ('pro'), and problem-solving ('solutions') hold significant traction in the EU market. As we move forward, it will be interesting to see how these patterns evolve, reflecting the changing business landscape and societal values.