smes division branding and marketing - role of trademarks and geographical indications - may 2007,...
TRANSCRIPT
![Page 1: SMEs Division Branding and Marketing - Role of Trademarks and Geographical Indications - May 2007, Geneva Won-Kil YOON Counsellor, SMEs Division World](https://reader035.vdocument.in/reader035/viewer/2022062516/56649dce5503460f94ac1926/html5/thumbnails/1.jpg)
SMEs Division
Branding and Marketing- Role of Trademarks and Geographical Indications -
May 2007, Geneva
Won-Kil YOONCounsellor, SMEs Division
World Intellectual Property Organization (WIPO)
![Page 2: SMEs Division Branding and Marketing - Role of Trademarks and Geographical Indications - May 2007, Geneva Won-Kil YOON Counsellor, SMEs Division World](https://reader035.vdocument.in/reader035/viewer/2022062516/56649dce5503460f94ac1926/html5/thumbnails/2.jpg)
SMEs Division
1.
Branding & Marketing
![Page 3: SMEs Division Branding and Marketing - Role of Trademarks and Geographical Indications - May 2007, Geneva Won-Kil YOON Counsellor, SMEs Division World](https://reader035.vdocument.in/reader035/viewer/2022062516/56649dce5503460f94ac1926/html5/thumbnails/3.jpg)
SMEs Division
![Page 4: SMEs Division Branding and Marketing - Role of Trademarks and Geographical Indications - May 2007, Geneva Won-Kil YOON Counsellor, SMEs Division World](https://reader035.vdocument.in/reader035/viewer/2022062516/56649dce5503460f94ac1926/html5/thumbnails/4.jpg)
SMEs Division
Why does a brand matter?“Consumers are starved for time and
overwhelmed by the choices available to them.
They want strong brands that simplify their decision making and reduce their risks.”
![Page 5: SMEs Division Branding and Marketing - Role of Trademarks and Geographical Indications - May 2007, Geneva Won-Kil YOON Counsellor, SMEs Division World](https://reader035.vdocument.in/reader035/viewer/2022062516/56649dce5503460f94ac1926/html5/thumbnails/5.jpg)
SMEs Division
What is Branding?
• Making company image as seen by the customer
• Good branding : getting people to recognize your product as the best in the market
• Brand : what differentiates you mostly from your competitors in the market
- Co-branding : useful for entering new markets (ex. LG-Phillips)
- Multibranding : useful for attracting various consumers ex.) For core premium customer : Nike brand For discount shoppers : Starter brand For “lifestyle” consumers : Converse Sneaker brand
- Co-branding : useful for entering new markets (ex. LG-Phillips)
- Multibranding : useful for attracting various consumers ex.) For core premium customer : Nike brand For discount shoppers : Starter brand For “lifestyle” consumers : Converse Sneaker brand
![Page 6: SMEs Division Branding and Marketing - Role of Trademarks and Geographical Indications - May 2007, Geneva Won-Kil YOON Counsellor, SMEs Division World](https://reader035.vdocument.in/reader035/viewer/2022062516/56649dce5503460f94ac1926/html5/thumbnails/6.jpg)
SMEs Division
Guiding Principles to make a Good Brand
Able to be protected as a trademark
Easy to read, write and remember
Acceptable in major overseas markets
The best brand The best brand for your businessfor your business
Able to be registered as domain name
![Page 7: SMEs Division Branding and Marketing - Role of Trademarks and Geographical Indications - May 2007, Geneva Won-Kil YOON Counsellor, SMEs Division World](https://reader035.vdocument.in/reader035/viewer/2022062516/56649dce5503460f94ac1926/html5/thumbnails/7.jpg)
SMEs Division
Best Global Brands
14%30,131 Telecom Equipment6. Nokia
12%27,941 Automotive7. Toyota
-9%32,319 Computer Hardware5. Intel
5%27,848 Media/Entertainment8. Disney
Diversified
Computer Services
Computer Software
Beverages
Sector Change in Brand Value2006 Value ($m)Brand
48,907
56,201
56,926
67,000
4%
5%
-5%
-1%
4. GE
3. IBM
2. Microsoft
1. Coca-Cola
(Best Global Brands 2006, Interbrand, www.interbrand.com)
![Page 8: SMEs Division Branding and Marketing - Role of Trademarks and Geographical Indications - May 2007, Geneva Won-Kil YOON Counsellor, SMEs Division World](https://reader035.vdocument.in/reader035/viewer/2022062516/56649dce5503460f94ac1926/html5/thumbnails/8.jpg)
SMEs Division
2.
Trademarks
![Page 9: SMEs Division Branding and Marketing - Role of Trademarks and Geographical Indications - May 2007, Geneva Won-Kil YOON Counsellor, SMEs Division World](https://reader035.vdocument.in/reader035/viewer/2022062516/56649dce5503460f94ac1926/html5/thumbnails/9.jpg)
SMEs Division
“A sign capable of distinguishing the goods or services produced or provided
by one enterprise from those of other enterprises”
What is a Trademark?
![Page 10: SMEs Division Branding and Marketing - Role of Trademarks and Geographical Indications - May 2007, Geneva Won-Kil YOON Counsellor, SMEs Division World](https://reader035.vdocument.in/reader035/viewer/2022062516/56649dce5503460f94ac1926/html5/thumbnails/10.jpg)
SMEs Division
Any Distinctive Words, Letters, Numerals, Pictures, Shapes, Colors, Logotypes, Labels or Combinations
![Page 11: SMEs Division Branding and Marketing - Role of Trademarks and Geographical Indications - May 2007, Geneva Won-Kil YOON Counsellor, SMEs Division World](https://reader035.vdocument.in/reader035/viewer/2022062516/56649dce5503460f94ac1926/html5/thumbnails/11.jpg)
SMEs Division
Some Concepts of Trademarks
very famous in the market and
as a result benefit from stronger protection
to distinguish goods or services certified
by a certifying authority
to distinguish goods or services by
members of an association
to distinguish services
to distinguish goods
Well-known mark
Certification mark
Collective mark
Service mark
Trade mark
![Page 12: SMEs Division Branding and Marketing - Role of Trademarks and Geographical Indications - May 2007, Geneva Won-Kil YOON Counsellor, SMEs Division World](https://reader035.vdocument.in/reader035/viewer/2022062516/56649dce5503460f94ac1926/html5/thumbnails/12.jpg)
SMEs Division
![Page 13: SMEs Division Branding and Marketing - Role of Trademarks and Geographical Indications - May 2007, Geneva Won-Kil YOON Counsellor, SMEs Division World](https://reader035.vdocument.in/reader035/viewer/2022062516/56649dce5503460f94ac1926/html5/thumbnails/13.jpg)
SMEs Division
The Nike’s case• Reflects the popularity of a well-known TM
• The “Swoosh” is the well-known symbol of Nike
• Originally Nike’s logo included also the shoemaker’s name
• At the end of the nineties, the Nike’s name disappeared
• The swoosh remained as the main identification symbol of the shoemaker
• Today there is no need to include the brand into this logo since the recognition of a simple swoosh automatically brings our attention to Nike
![Page 14: SMEs Division Branding and Marketing - Role of Trademarks and Geographical Indications - May 2007, Geneva Won-Kil YOON Counsellor, SMEs Division World](https://reader035.vdocument.in/reader035/viewer/2022062516/56649dce5503460f94ac1926/html5/thumbnails/14.jpg)
SMEs Division
What to avoid when selecting a trademark
• Generic: CHAIR to sell chairs
• Descriptive: SWEET to sell chocolates
• Deceptive: “ORWOOLA” for 100% synthetic material
• Marks contrary to public order/morality
![Page 15: SMEs Division Branding and Marketing - Role of Trademarks and Geographical Indications - May 2007, Geneva Won-Kil YOON Counsellor, SMEs Division World](https://reader035.vdocument.in/reader035/viewer/2022062516/56649dce5503460f94ac1926/html5/thumbnails/15.jpg)
SMEs Division
Less Traditional Forms
• Single colors
• 3-D signs (shapes of products/packaging)
• Audible signs (sounds)
• Olfactory signs (smells)
![Page 16: SMEs Division Branding and Marketing - Role of Trademarks and Geographical Indications - May 2007, Geneva Won-Kil YOON Counsellor, SMEs Division World](https://reader035.vdocument.in/reader035/viewer/2022062516/56649dce5503460f94ac1926/html5/thumbnails/16.jpg)
SMEs Division
Application: single color?
• In principle, single color is considered as not distinctive• Exceptionally, if it gets secondary meaning it may receive
TM protection
* secondary meaning : acquired strong distinctiveness through use• However, colors are in limited supply …
- allowing companies to appropriate colors will soon lead to the "depletion" of all attractive colors in each product line
- preventing use of color would put competitors at a significant disadvantage
functionality test
![Page 17: SMEs Division Branding and Marketing - Role of Trademarks and Geographical Indications - May 2007, Geneva Won-Kil YOON Counsellor, SMEs Division World](https://reader035.vdocument.in/reader035/viewer/2022062516/56649dce5503460f94ac1926/html5/thumbnails/17.jpg)
SMEs Division
Single color?
Blue Frozen Desserts (Ambrit v. Kraft)
US Courts •Royal blue is a “cool
color”. It is suggestive of coldness and used by a
multitude of ice cream and frozen dessert producers
•Royal blue when used to package frozen desserts is functional and can not be
monopolized in a trademark
![Page 18: SMEs Division Branding and Marketing - Role of Trademarks and Geographical Indications - May 2007, Geneva Won-Kil YOON Counsellor, SMEs Division World](https://reader035.vdocument.in/reader035/viewer/2022062516/56649dce5503460f94ac1926/html5/thumbnails/18.jpg)
SMEs Division
• Lego: Patent expired in 1988 - competitors (Tyko, Mega Bloks,
COKO): identical "legos" that are interchangeable and compatible with Lego system
• The Lego brand is all they have left …
• Tried 3-dim Mark
Canadian court + OHIM:
No TM rights in purely functional elements of a product.
If LEGO is unable to rely upon patent protection for those utilitarian features, then those features are available for all to use.
?
Application: 3D trademark?
![Page 19: SMEs Division Branding and Marketing - Role of Trademarks and Geographical Indications - May 2007, Geneva Won-Kil YOON Counsellor, SMEs Division World](https://reader035.vdocument.in/reader035/viewer/2022062516/56649dce5503460f94ac1926/html5/thumbnails/19.jpg)
SMEs Division
Ways to Use Trademarks as Business Assets
• Marketing tool
• Source of revenue through licensing
• Crucial component of franchising agreements
• May be useful for obtaining finance
• Sale of TM itself
![Page 20: SMEs Division Branding and Marketing - Role of Trademarks and Geographical Indications - May 2007, Geneva Won-Kil YOON Counsellor, SMEs Division World](https://reader035.vdocument.in/reader035/viewer/2022062516/56649dce5503460f94ac1926/html5/thumbnails/20.jpg)
SMEs Division
Registering a Trademark – Step by Step
5. Registration & Renewal
1. Making a Mark & Trademark Search
2. Application
3. Formality Check & Examination
4. Publication & Opposition
![Page 21: SMEs Division Branding and Marketing - Role of Trademarks and Geographical Indications - May 2007, Geneva Won-Kil YOON Counsellor, SMEs Division World](https://reader035.vdocument.in/reader035/viewer/2022062516/56649dce5503460f94ac1926/html5/thumbnails/21.jpg)
SMEs Division
Scope of rights
• Exclusive right to use the mark (and allow use)
• Right to prevent others from using – an identical or similar mark for identical or similar goods or
services
– if well-known: also for goods or services of different kind
![Page 22: SMEs Division Branding and Marketing - Role of Trademarks and Geographical Indications - May 2007, Geneva Won-Kil YOON Counsellor, SMEs Division World](https://reader035.vdocument.in/reader035/viewer/2022062516/56649dce5503460f94ac1926/html5/thumbnails/22.jpg)
SMEs Division
3 Ways for International Application3 Ways for International Application
- Application to
countries
in the required
language
- Priority right of 6
months under
Paris Convention
The National Route
- Application to
regional trademark
offices
- The African
Regional Industrial
Property Office,
OHIM for the EU,
etc.
The Regional Route The Madrid Route
- Application to the
countries of
Union or WIPO
- One international
application,
in one language,
subject to
one set of fees
and deadlines
![Page 23: SMEs Division Branding and Marketing - Role of Trademarks and Geographical Indications - May 2007, Geneva Won-Kil YOON Counsellor, SMEs Division World](https://reader035.vdocument.in/reader035/viewer/2022062516/56649dce5503460f94ac1926/html5/thumbnails/23.jpg)
SMEs Division
3.
Geographical Indications
![Page 24: SMEs Division Branding and Marketing - Role of Trademarks and Geographical Indications - May 2007, Geneva Won-Kil YOON Counsellor, SMEs Division World](https://reader035.vdocument.in/reader035/viewer/2022062516/56649dce5503460f94ac1926/html5/thumbnails/24.jpg)
SMEs Division
What is a Geographical Indicaton?
• Sign used on goods that have a specific geographical origin and possess qualities or a reputation that are due to that place of origin
- Source identifiers
- Indicators of quality
![Page 25: SMEs Division Branding and Marketing - Role of Trademarks and Geographical Indications - May 2007, Geneva Won-Kil YOON Counsellor, SMEs Division World](https://reader035.vdocument.in/reader035/viewer/2022062516/56649dce5503460f94ac1926/html5/thumbnails/25.jpg)
SMEs Division
• Mostly: name of place of origin• Country, region, city
• E.g. Champagne (France)
Matterhorn, Switzerland
Eiffel Tower,Paris
Tower Bridge,London
• Some countries: also figurative element• E.g. Eiffel tower, Egyptian pyramid
![Page 26: SMEs Division Branding and Marketing - Role of Trademarks and Geographical Indications - May 2007, Geneva Won-Kil YOON Counsellor, SMEs Division World](https://reader035.vdocument.in/reader035/viewer/2022062516/56649dce5503460f94ac1926/html5/thumbnails/26.jpg)
SMEs Division
• Basically, each enterprise located in the area has right to use GI freely
For some products, – Subject to certain quality requirements, only authorized persons may use the GI
How does a GI work?
• Link between product and place
• Place where product is produced (industrial products, crafts)
• Place where product is extracted (clay, salt)• Place where product is elaborated (liquor,cheese)
![Page 27: SMEs Division Branding and Marketing - Role of Trademarks and Geographical Indications - May 2007, Geneva Won-Kil YOON Counsellor, SMEs Division World](https://reader035.vdocument.in/reader035/viewer/2022062516/56649dce5503460f94ac1926/html5/thumbnails/27.jpg)
SMEs Division
• Unauthorized persons should not use GIs since it could mislead public as to true origin of the product
• for not originating from geographical place,
• for not complying with prescribed quality standards
- Sanctions: • Court injunctions preventing unauthorized use
• Payment of damages
• Fines
• Imprisonment
![Page 28: SMEs Division Branding and Marketing - Role of Trademarks and Geographical Indications - May 2007, Geneva Won-Kil YOON Counsellor, SMEs Division World](https://reader035.vdocument.in/reader035/viewer/2022062516/56649dce5503460f94ac1926/html5/thumbnails/28.jpg)
SMEs Division
Typical examples:
• Agricultural products that have qualities that derive from their place of production and are influenced by specific local factors, such as climate, type of soil, altitude, etc
– E.g. wine, champagne, cognac, port, sherry, whiskey – E.g. cheese, yoghurt– E.g. olive oil, ham, potatoes, honey, rice
![Page 29: SMEs Division Branding and Marketing - Role of Trademarks and Geographical Indications - May 2007, Geneva Won-Kil YOON Counsellor, SMEs Division World](https://reader035.vdocument.in/reader035/viewer/2022062516/56649dce5503460f94ac1926/html5/thumbnails/29.jpg)
SMEs Division
Typical examples:
• Also: handicrafts and medium-tech goods
– E.g. ‘Hereke’ (Turkey) for carpets– E.g. ‘Limoges’ (France) for porcelain– E.g. ‘Swiss’ for watches– E.g. ‘Arita’ (Japan) for ceramics
![Page 30: SMEs Division Branding and Marketing - Role of Trademarks and Geographical Indications - May 2007, Geneva Won-Kil YOON Counsellor, SMEs Division World](https://reader035.vdocument.in/reader035/viewer/2022062516/56649dce5503460f94ac1926/html5/thumbnails/30.jpg)
SMEs Division
National legislation to protect Geographical Indications
– Special system for protection• Registration with IP office (Russia, Slovenia)• Decree (France)• Special laws for the protection of GIs (India)
– Certification marks or collective marks • Cert: e.g. in the U.S.A.: Darjeeling, Swiss, Stilton• Coll: e.g. Japan; agricultural label in France
– Passing-off, UC, Consumer Protection• If reputation + misleading • Pass off: e.g. Scotch whisky – Peter Scot in India• Cons prot: e.g. ‘made in Japan’; Egyptian cotton
![Page 31: SMEs Division Branding and Marketing - Role of Trademarks and Geographical Indications - May 2007, Geneva Won-Kil YOON Counsellor, SMEs Division World](https://reader035.vdocument.in/reader035/viewer/2022062516/56649dce5503460f94ac1926/html5/thumbnails/31.jpg)
SMEs Division
Protection on international level
– No legally binding international register for all GIs
– Bilateral agreements • e.g. EU-Bulgaria for wine names
– International treaties
![Page 32: SMEs Division Branding and Marketing - Role of Trademarks and Geographical Indications - May 2007, Geneva Won-Kil YOON Counsellor, SMEs Division World](https://reader035.vdocument.in/reader035/viewer/2022062516/56649dce5503460f94ac1926/html5/thumbnails/32.jpg)
SMEs Division
- TRIPS:
• minimum standard of protection for WTO members
• if misleading or act of unfair competition
• enhanced level of protection for wines and spirits
• no protection if GI is generic term for the goods in the member state
- Lisbon:• international registration system
• member countries must prohibit imitations, including terms like “type” or “kind”
• cannot become generic, as long as protected country of origin
![Page 33: SMEs Division Branding and Marketing - Role of Trademarks and Geographical Indications - May 2007, Geneva Won-Kil YOON Counsellor, SMEs Division World](https://reader035.vdocument.in/reader035/viewer/2022062516/56649dce5503460f94ac1926/html5/thumbnails/33.jpg)
SMEs Division
• Collective branding and marketing– For good reputation, GIs shift focus of production to
quality increased production and local job creation
• Reward producers with higher income in return for efforts to improve quality
• Provide consumers with high-quality products whose origin and mode of production is guaranteed
Benefits for SMEs
![Page 34: SMEs Division Branding and Marketing - Role of Trademarks and Geographical Indications - May 2007, Geneva Won-Kil YOON Counsellor, SMEs Division World](https://reader035.vdocument.in/reader035/viewer/2022062516/56649dce5503460f94ac1926/html5/thumbnails/34.jpg)
SMEs Division
Won-Kil YOON
Tel)+41-22-338-8159
Fax)+41-22-338-8760
WIPO SMEs Web-Site
“www.wipo.int/sme”
“Making a Mark” in Publications
“IP Panorama” in Multimedia
“E-NEWSLETTER”