How Coca-Cola protects its rights in Asia
Protecting the IP rights of one of the most valuable brands in the world is a daunting task. In few places is it more challenging than in Asia. Daniel Greif, trade mark counsel for Coca-Cola's Pacific Group, tells Emma Barraclough how he manages the company's regional portfolio of more than 5,000 trade marks
Would you explain how Coca-Cola structures its trade mark
Coca-Cola’s entire legal function reports
functionally to general counsel Geoff Kelly. Historically, all
the trade mark lawyers were based in Atlanta. However, several
years ago, the company placed some of its in-house trade mark
lawyers in its group offices (North America, Latin America, the
EU, Eurasia, Africa and the Pacific). This has allowed them to
better serve Coca-Cola’s client base because
matters are addressed in real time.
In Atlanta, Bill Lummus, Coca-Cola’s associate
general counsel for marketing, strategy, innovation and
customer, heads the company’s trade mark function,
which has three lawyers and four staff. They are responsible
for overseeing Coca-Cola’s global portfolio of
30,000 registered marks and the coordination of global
projects. Lummus also heads Coca-Cola’s patent
Together, all of the Coca-Cola trade mark lawyers work
through the Trademark Practice Team. We...
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