Roundtable: A guide to global brand strategies
MIP, in association with Finnegan Henderson, invited three brand owners as well as lawyers from the US, China and Germany to discuss how to protect and manage brands internationally. Topics covered included famous marks, new types of marks, the Madrid Protocol, transliterations and other means of protecting brands
JN: Could you tell us a little bit about your approach to trade mark protection internationally? What size of portfolio do you have, what are your key brands, which markets are most important?
LH: At Harley-Davidson our entire portfolio is now just over 5,000 trade mark applications and registrations worldwide. Our key marks obviously are HARLEY-DAVIDSON, HARLEY, HOG and what we refer to as the Bar and Shield design, which I am sure you would recognize - basically a shield design with a bar through the centre of it. The US is our most important market. We sell lots of motorcycles here and generate most of our revenues here. The fame of the brand sort of goes without saying in the US, so it's clearly our most important market. Other important markets outside the US include Canada, Japan and the various countries in Europe.
KM: We have a portfolio...
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