exploiting ip assets - licensing, franchising … · exploiting ip assets - licensing, franchising...
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EXPLOITING IP ASSETS -
LICENSING,
FRANCHISING AND
MERCHANDISING
By
CHANDER M. LALL
Managing Partner
Lall & Sethi Advocates
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2 © 2002 Lall & Sethi Advocates
Mark I Mark 2 Mark 3 Pepsodent Popular
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3 © 2002 Lall & Sethi Advocates
MOULD COPYRIGHT
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4 © 2002 Lall & Sethi Advocates
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Generics
Opportunities for future
growth
Research & Development
Contract Manufacturing
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Generics
Opportunities for future
growth
Research & Development
Contract Manufacturing
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Prescription drugs worth US$ 40 billion
in the U.S. and 26 billion in Europe lost
their patents in the year 2008.
In 2009, the global generic drug market
was estimated to be US$ 84 bn, of
which the US accounted for 42%.
patented drugs constitute only 10% of the market.
Rest are generics.
Opportunities for Generics
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In 2011 products worth more than $30 billion
losing patent protection. This includes products
like Lipitor, Plavix, Zyprexa and Levaquin. These
products generated more than $15 billion in sales
in 2010.
Opportunities for Generics
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Generics
Opportunities for future
growth
Research & Development
Contract Manufacturing
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Why the emerging
economies ?
“Eighty-five percent of the world's population lives in
the emerging markets, and during the past 5 years, all
real economic growth has come from these markets,”
(Patrick Keohane, Vice President (VP) for R&D Asia
Pacific at AstraZeneca)
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Developing
countries have very
few scientists per
million population
Developing
countries need to
increase R&D
spend as
percentage of GDP
Other than China
developing
countries spend
too little on R&D
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HEALTHCARE
R&D EXPENDITURE - ANNUAL
US$ 7 billion +
US$ 5 billion +
US$ 4.5 billion +
US$ 4 billion +
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Sanofi
US$ 9 bn +
Astra Zeneca
US$ 8 bn +
GSK
US$ 7 bn +
R&D PAYS BACK –
Annual Sales of a product
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Roche
US$ 8 bn +
Abbott
US$ 8 bn +
Pfizer
US$ 8 bn +
Products of the future
Anticipated Sales 2014
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Annual Sales of LIPITOR US$
13 billion +
Losing patent in November 2011
THE LIPITOR EXAMPLE
Pfizer purchased Warner Lambert for
US$ 90.27 billion
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There are 5 different types of IP:
Trade Marks source identifier
Patents technology protector
Designs protection to product shape
Copyrights protection of creativity
Confidential Information
© 2002 Lall & Sethi Advocates 2
Intellectual Property
Rights (IPR)
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© 2002 Lall & Sethi Advocates 3
TM What is a Trade Mark / Brand
An invisible link between the product source (known or unknown) and the consumer
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© 2002 Lall & Sethi Advocates 4
What constitutes a Trade Mark / Brand ?
word slogan GUCCI
device
label
Name Numerals
Product Shape
Sound
Character
signature
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© 2002 Lall & Sethi Advocates 5
USE not Registration the
Key...
• The existence and life of a trade mark
depends on use.
• Registration provides additional remedy
of infringement only.
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© 2002 Lall & Sethi Advocates 6
TM Trade Mark / Brand Audit
Are the marks being used ?
Are the marks registered ?
Are the registrations use based or on intent to use ?
Are the registrations periodically renewed ?
Are the registrations susceptible to cancellation for non-use or other grounds ?
Are there any cancellation actions pending against the mark ?
How many successful enforcement actions have been initiated based on the mark ?
Were any actions unsuccessful ?
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© 2002 Lall & Sethi Advocates 7
TM Trade Mark / Brand Audit….contd.
Are there any licenses for the mark ?
If yes, are these licenses properly monitored ?
What is the state of the Register ? Are there other similar / identical marks on the Register ?
Are there similar / identical marks in use by third parties ? For how long ?
Are there any third parties who can claim concurrent / parallel rights in the mark ?
Has the mark been diluted for any reason ?
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Copyrights
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–Films
–Musical works
–Sound recordings
–Literary works
Subject matter of Copyrights
–Artistic works
–Dramatic works
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Term and Registration
• Copyrights extend for the life of the authour +
60 years.
• No statutory requirement for registration
• Copyrights subsist with the creation of the work
• India a member of UCC & the Berne
Convention
• Copyrights enjoy international protect on a
reciprocal basis.
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ACQUISITION OF RIGHTS
BY
ASSIGNMENT
OR LICENSE
IN WRITING
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ASSIGNMENT / LICENSE ESSENTIALS
Territorial extent
Amount of Royalty
Period
Identify the work
One year to exercise rights
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What does this bundle contain?
FOR BOOKS
An exclusive right to:
• make additional copies (back to back copies) ;
• make electronic copies ;
• sell or distribute copies to the public ;
• read out the work publicly ;
• make a film i.e. film script ;
• make a sound recording i.e. use it as lyrics ;
• translate ;
• make an adaptation ;
• reproduce in material form.
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What does this bundle contain?
FOR SOFTWARE
An exclusive right to:
• make additional copies (back to back copies) ;
• make electronic copies ;
• sell or distribute copies to the public ;
• Sell or rent a copy
• make an adaptation ;
• reproduce in material form.
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What does this bundle contain?
FOR SOUND RECORDINGS
An exclusive right to:
• make additional copies ;
• to sell ;
• to give on rent / hire ;
• to publicly play the recording
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What does this bundle contain?
FOR CINEMATOGRAPH FILMS
An exclusive right to:
• make additional copies ;
• use one screen shot and make a photograph ;
• to sell ;
• to give on rent / hire ;
• to display publicly
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What does this bundle contain?
FOR MUSICAL WORKS
An exclusive right to:
• make additional copies (back to back copies) ;
• make electronic copies ;
• sell or distribute copies to the public ;
• Play the work on an instrument or sing it publicly ;
• make a film i.e. film music;
• make a sound recording ;
• make an adaptation ;
• reproduce in material form.
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What does this bundle contain?
FOR ARTISTIC WORKS
An exclusive right to:
• make additional copies ;
• make a 3 dimensional image of a 2 dimensional
work and visa versa ; i.e. making a sculpture of a
sketch or a sketch of a sculpture ;
• display publicly ;
• include in a film ;
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© 2002 Lall & Sethi Advocates 19
TM Copyright Audit
Is the work Original ?
Is the work registered ?
Is the Assignor / Licensor the Author of the work ?
Does the Assignor / Licensor have the necessary authority to assign / license the work ?
Are there any joint authors ?
If the Author of the work is a corporate entity, are the employees bound by proper contracts ?
Is the work easily identifiable ?
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© 2002 Lall & Sethi Advocates 20
Designs
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© 2002 Lall & Sethi Advocates 21
Designs • Feature of shape,
• Configuration,
• Pattern,
• Ornament,
• Composition of lines or colours
applied to any article, whether in two
dimensions or three dimensions
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© 2002 Lall & Sethi Advocates 22
Designs
• Relates solely to appearance - appeal to the eye
• Does not include mode or principle of construction or
mere mechanical devices
• Registration mandatory prior to publication
• Valid for 10 years, with one renewal for 5 years
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© 2002 Lall & Sethi Advocates 23
• Protection granted to New and Novel
designs.
• Novelty is the fundamental reason for
the protection granted.
• Eye is the ultimate judge, thus novelty
should be substantial.
Novelty not Originality the Key..
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© 2002 Lall & Sethi Advocates 24
Unregisterable Designs
• Designs that are not new or original
• Designs disclosed to public anywhere, by
publication in tangible form, or by use or in
any other way.
• Designs not significantly distinguishable
• Scandalous or obscene designs
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• Patent laws giver protection to inventions.
• Invention must be new, useful and have
industrial application.
• Invention must relate to a product.
• An improvement can also be patented.
• Right to exclude others from making, using
or selling the invention.
• Term of protection 20 Years
© 2002 Lall & Sethi Advocates 25
Patents
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• Assignment or outright sale
• Licensing / Franchising
• Consultancy
• Joint Ventures
© 2002 Lall & Sethi Advocates 26
Transfer of Rights
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–THANK YOU FOR STAYING AWAKE