Business Confidence on the Rise

The opening months of 2026 point to a revival in business confidence.

That’s because trademark applications rose in the first quarter of 2026 – something that generally serves as a leading indicator of business optimism. 

Filings are up across several major jurisdictions. In the United Kingdom there was a rise of over 25%, while in the European Union filings increased by nearly 9%.

While sales figures and economic data reflect what has already occurred, trademark applications signal a forward-looking commitment given that businesses file them when they anticipate launching new products, entering new markets, or cultivating brands with lasting value.

The rise in trademark filings also shows that business owners are beginning to view trademarks differently — not as a bureaucratic box to tick, but as a meaningful tool for safeguarding what they're building.

A trademark does more than confer legal rights. It shields the identity via which a business earns its reputation. It can enhance a company’s value, and opens doors to licensing, eases entry into new markets, and signals to investors, buyers, and partners that the business has a firm grip on one of its most valuable commercial assets.

This change in perspective matters especially now.

In an uncertain economic environment, every pound spent faces closer scrutiny. Yet while many costs can be deferred, brand protection is increasingly treated as a long-term investment rather than an optional expense.

Businesses may put expansion, hiring or capital projects on hold — but they keep developing products, launching services and building brands they expect to pay dividends for years ahead. 

The price of inaction can be steep. Finding out that another business holds the rights to your trading name — after you've poured money into marketing, packaging, websites and customer relationships — can mean costly rebranding, operational disruption and lost goodwill. Registering a trademark early reduces that risk and gives businesses the confidence to invest in growth.

Whether this shift in mindset signals a sustained shift or simply reflects the current climate, one conclusion is hard to argue with: successful businesses no longer treat their brand as just a marketing asset. They treat it as a core commercial asset — one that warrants the same attention and protection as anything else that drives business value.

If you're preparing to launch a business, product or service, don't let trademark protection slip to the bottom of the to-do list. The sooner you act, the better placed you are to protect what you’re building and ensure you’re building correctly with a name that can belong to you long term. 

If you'd like to discuss your brand or trademark strategy, get in touch with Azrights. We'd be delighted to help you secure one of your business's most valuable assets.