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Wipo smes ge_2_06_www_63204-part1
- 1. LAUNCHING NEW PRODUCTS IN THE MARKET Unleashing the Power of Branding through Trademarks (updated 2006) Caroline Schwab - Program officer Small and Medium-Sized Enterprises Division WIPO - World Intellectual Property Organization
- 2. Branding and trademarks are keys to success in business and in the global market
- 3. YESTERDAY’S OPERATION: - Technology Brands - E-mails Campaigns - PR in place of advertising - Viral Marketing TODAY: - Lifestyle Brand - Authenticity Marketing - Product Placement - Viral Marketing - Brand Culture
- 7. THE PINK PANTHER IS A WORLDWIDE PROTECTED CHARACTER USED AS A MARK, AS A COPYRIGHT & AS AN INDUSTRIAL DESIGN .
- 8. TRADEMARKS ARE FOR EVER
- 11. 10 Points about TRADEMARKS
- 12. 10 POINTS ABOUT TRADEMARKS 1. P roduct or service Image (Identity) 2. Distinguish goods or services among others 3. Play a pivotal role in the branding/marketing Strategy 4. Can be extended to any country 5. Defines a certain image - builds a reputation 6. Is a marketing tool - enabling licensing & franchising 7. Is a valuable IP business asset 8. Encourage companies to invest, maintain and improve product quality 9. Once protected, are useful for obtaining financing 10. Can be put in the stock exchange Before launching a trademark - key to success is CLEARANCE
- 26. The Madrid system for the international registration of marks (the Madrid system) established in 1891 functions under the Madrid Agreement (1891), and the Madrid Protocol (1989) are administered by the International Bureau of WIPO located in Geneva, Switzerland. This system for an international protection of Trademarks and Brands is adopted by more than 70 member states of WIPO, members of the « MADRID UNION » Madrid System for the International Registration of Marks
- 27. The Madrid and the Protocol system offers the possibility to record a trademark in 78 countries at once. However, owners has to go through their own national office to present their request to WIPO WIPO HAS MADE POSSIBLE A FREE SEARCH ON-LINE OF “ROMARIN” – INFORMATION ON TRADEMARKS RECORDED AT WIPO . http://www.wipo.int/madrid/en/services/ MANY REGISTRIES FOR SEARCH ARE AVAILABLE IN THE PRIVATE SECTOR OR VIA THE IP OFFICES, COUNTRY BY COUNTRY . Madrid System for the International Registration of Marks
- 39. SMES GUIDE FOR TRADEMARKS
- 40. THANK YOU FOR YOUR ATTENTION (end of part I) www.wipo.int/sme/en SUSCRIBE TO OUR NEWSLETTER ON-LINE [email_address]
Notas del editor
- This brings us to the main subject of this presentation, namely trademarks. We will be looking at what trademarks are, their function and value from a business perspective, why it is important to protect your trademark and various other practical aspects related to the registration and enforcement of trademarks.
- This brings us to the main subject of this presentation, namely trademarks. We will be looking at what trademarks are, their function and value from a business perspective, why it is important to protect your trademark and various other practical aspects related to the registration and enforcement of trademarks.
- Branding and IP are closely linked from a business perspective. Enterprises today know the value of branding. The ultimate aim of an enterprise should be to create a loyal customer, because a loyal customer insists on buying a certain product or service even if the price is higher than that of the competition - and That is the type of customer an enterprise can gain through branding
- Branding and IP are closely linked from a business perspective. Enterprises today know the value of branding. The ultimate aim of an enterprise should be to create a loyal customer, because a loyal customer insists on buying a certain product or service even if the price is higher than that of the competition - and That is the type of customer an enterprise can gain through branding
- To maintain a successful brand image it should be sold not only to customers outside but to employees inside because when employees are motivated about a brand image, it will be communicated at all operational levels. It is important for companies to recognize that IP rights such as trademarks, industrial designs, patents and trade secrets are important tools for successful branding and help a company to differentiate itself from the competition. Therefore, enterprises need to understand the IP system and use it to their advantage
- This brings us to the main subject of this presentation, namely trademarks. We will be looking at what trademarks are, their function and value from a business perspective, why it is important to protect your trademark and various other practical aspects related to the registration and enforcement of trademarks.
- This brings us to the main subject of this presentation, namely trademarks. We will be looking at what trademarks are, their function and value from a business perspective, why it is important to protect your trademark and various other practical aspects related to the registration and enforcement of trademarks.
- This brings us to the main subject of this presentation, namely trademarks. We will be looking at what trademarks are, their function and value from a business perspective, why it is important to protect your trademark and various other practical aspects related to the registration and enforcement of trademarks.
- This brings us to the main subject of this presentation, namely trademarks. We will be looking at what trademarks are, their function and value from a business perspective, why it is important to protect your trademark and various other practical aspects related to the registration and enforcement of trademarks.
- This brings us to the main subject of this presentation, namely trademarks. We will be looking at what trademarks are, their function and value from a business perspective, why it is important to protect your trademark and various other practical aspects related to the registration and enforcement of trademarks.
- This brings us to the main subject of this presentation, namely trademarks. We will be looking at what trademarks are, their function and value from a business perspective, why it is important to protect your trademark and various other practical aspects related to the registration and enforcement of trademarks.
- This brings us to the main subject of this presentation, namely trademarks. We will be looking at what trademarks are, their function and value from a business perspective, why it is important to protect your trademark and various other practical aspects related to the registration and enforcement of trademarks.
- Audible signs: meaning sounds such as the jingle of the NOKIA tune or the sound of an engine to evoke the Harley Davidson motorcycle Olfactory signs: specific smells used in a much less traditional way as a trademark
- Collective marks: usually owned by an association or cooperative whose members may use the collective mark to market their products - it is the association that establishes a set of criteria for using the collective mark and individual companies can use it if they comply with such standards. Certification Marks: are given for compliance with certain standards but are not confined to membership of an association or cooperative. The Woolmark symbol is one such example. Well-known marks are considered well known by the competent authority in the country and may be protected even if they are not registered in a given territory.
- Trademarks play a pivotal role in the branding and marketing strategies of companies. TM in fact contribute to defining the image and reputation of a company’s product in the eyes of a consumer.
- This gives an idea of how trademarks can become valuable business assets and why it is important to protect them.
- When choosing a trademark for your product or service, keep in mind what you should NOT choose as a trademark so that your choice does not end up being rejected by the trademark office.
- Before submitting an application to register a trademark, a search should be carried out to ensure that the trademark you choose is not being used by someone else. You can do that individually through your national trademark office by consulting commercially operated trademark databases or you can go through a trademark agent.
- While filling in a TM application, you are required in most countries to indicate the good and services under which you wish to register your trademark and group them according to classes which refer to the trademark classification system. It is critical to register your trademark in all classes in which you use or intend to use your trademark. The most widely used classification system (Nice0 has 34 classes for goods and 11 for services. Some TM offices such as in US and Canada require the proof that the TM is used A substantive examination may be required if there is a conflict with an existing Mark on the register Some countries publish the TM in a journal allowing 3rd parties to oppose during a given period Once it is decided that there is no grounds for refusal, a certificate is issued which is valid for 10 years. Registration can be renewed indefinitely but may be cancelled if TM is not actively used for a certain period stated in the TM law.
- This brings us to the main subject of this presentation, namely trademarks. We will be looking at what trademarks are, their function and value from a business perspective, why it is important to protect your trademark and various other practical aspects related to the registration and enforcement of trademarks.
- This brings us to the main subject of this presentation, namely trademarks. We will be looking at what trademarks are, their function and value from a business perspective, why it is important to protect your trademark and various other practical aspects related to the registration and enforcement of trademarks.
- While filling in a TM application, you are required in most countries to indicate the good and services under which you wish to register your trademark and group them according to classes which refer to the trademark classification system. It is critical to register your trademark in all classes in which you use or intend to use your trademark. The most widely used classification system (Nice0 has 34 classes for goods and 11 for services. Some TM offices such as in US and Canada require the proof that the TM is used A substantive examination may be required if there is a conflict with an existing Mark on the register Some countries publish the TM in a journal allowing 3rd parties to oppose during a given period Once it is decided that there is no grounds for refusal, a certificate is issued which is valid for 10 years. Registration can be renewed indefinitely but may be cancelled if TM is not actively used for a certain period stated in the TM law.
- While filling in a TM application, you are required in most countries to indicate the good and services under which you wish to register your trademark and group them according to classes which refer to the trademark classification system. It is critical to register your trademark in all classes in which you use or intend to use your trademark. The most widely used classification system (Nice0 has 34 classes for goods and 11 for services. Some TM offices such as in US and Canada require the proof that the TM is used A substantive examination may be required if there is a conflict with an existing Mark on the register Some countries publish the TM in a journal allowing 3rd parties to oppose during a given period Once it is decided that there is no grounds for refusal, a certificate is issued which is valid for 10 years. Registration can be renewed indefinitely but may be cancelled if TM is not actively used for a certain period stated in the TM law.
- Remember that trademark registration is territorial - if you have registered in your country it does not mean that your TM is protected abroad. . . . . International Route: if a country is member of the Madrid Union for the registration of TM administered by WIPO (check the status of country in question where presentation is being given): advantage is as a member can apply to all other member countries with one application 1 language 1 set of fees. Renewal also single procedure.
- Once TM is registered, it is important to use it or else run the risk of loosing your right to the TM
- Monitor those authorized to use the TM to control quality of goods and services offered under licensed mark Conduct annual checks to ensure that all TM are registered and renew registrations if necessary Evolving mark: there are no restrictions on modifying a TM but should check with TM office procedure and cost of the change
- This brings us to the main subject of this presentation, namely trademarks. We will be looking at what trademarks are, their function and value from a business perspective, why it is important to protect your trademark and various other practical aspects related to the registration and enforcement of trademarks.
- This brings us to the main subject of this presentation, namely trademarks. We will be looking at what trademarks are, their function and value from a business perspective, why it is important to protect your trademark and various other practical aspects related to the registration and enforcement of trademarks.