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
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
Together, all of the Coca-Cola trade mark lawyers work
through the Trademark Practice Team. We...
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