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Brand Management Focus 2005

  • Editorial

  • Counterfeiting: Faking it

    Shampoo, washing powder, chewing gum, mineral water, razors, shoe polish, vodka, tea bags... items on your regular shopping list? Perhaps, but in 2005 they are also high on another list: favourite output from today's counterfeiting industry. Marie Pattullo, of the European Brands Association AIM, reports

  • Asset management: Making it happen

    The increased visibility of IP in today's market has upped the value attached to companies' IP rights, increasing also the responsibilities of intellectual asset managers. Michael Leathes of British American Tobacco considers whether their mindsets and tools keep pace with the changing demands

  • Interview: Raising the value of trade marks

    On January 1 2005, Anne Gundelfinger, associate general counsel of Intel, took over as the new president of INTA. She spoke to Stéphanie Bodoni about her priorities for the next year, the challenges facing brand owners, and what changes are looming in the trade mark world

  • Advertisement feature: EU trade mark searches made easy

    Clearing a new trade mark in the expanded EU can be a tiresome and costly task for in-house trade mark counsel. Daan Teeuwissen and Ellen Gevers of Knijff have found one solution which they say will make brand owners' lives easier

  • Image rights overview: How to defend image rights

    Celebrities remain a successful crowd puller in advertisements around the world. But what happens if their image is used without their consent? Richard Penfold, Alex Batteson, and Jeremy Dickerson of DLA Piper Rudnick Gray Cary compare the laws in Europe, the US and Australia

  • Australia: How consumers evaluate brand extensions

    A brand's identity is comprised of more than just its name or logo, and includes all the associations that consumers attach to the brand. Studies demonstrate that consumer knowledge of a brand's identity will influence how they evaluate extensions of that brand into different product categories. By Andrew Lockhart and Eugene Ford of Shelston IP

  • Canada: Minding your language when branding

    The existence of two official languages in Canada has affected trade mark registration procedures in the country. Joanne Nardi of Torys explains how language issues set Canada's trade mark law apart from those of the rest of the world

  • Germany: How to get that 3D shape mark registered

    The ECJ's case law on three-dimensional shape marks in recent years has had its effects on German jurisprudence. Aloys Hüttermann of Maiwald explains why applicants need to be extra careful when registering their shape marks in the future

  • India: How to gain from comparative advertising

    Comparative advertising is a useful tool for a company to stand out in an increasingly competitive market. Keshav S Dhakad and Vaishali Mittal of Anand & Anand examine the advantages and the pitfalls to look out for

  • Indonesia: Minimizing the threats to one's brand portfolio

    Getting the best protection against trade mark infringements is every brand owner's aim. But as Didi Irawadi Syamsuddin of Acemark explains in his outline of the Indonesian trade mark system, many owners ignore the basic protection measures

  • Malaysia: The steps to effective brand management

    Malaysia's success as a global trading partner means that trade mark creation and protection are more important in the country than ever. Karen Abraham of Shearn Delamore & Co provides a run-down of the brand management process

  • Mexico: The state of well-known trade marks

    A new law is being introduced in Mexico aimed at clarifying the rules for well-known trade marks. Guillermo Ballesteros of Olivares & Cia explains the status of well-known marks and the issues that remain unanswered in the new law

  • The Philippines: A better system to fend off IP infringers

    Piracy and counterfeiting offences remain widespread in the Philippines, but a boost to the country's IP protection and enforcement law could change the situation. Ignacio S Sapalo and Augusto R Bundang of Sapalo & Velez give a detailed outline of what is available to rights owners

  • Singapore: Well-known brands enjoy better protection

    On July 1 2004, Singapore's trade mark legislation was amended to introduce better protection for well-known trade marks. One novelty is the introduction of trade mark dilution. Kevin Wong and Nathan Lau of ECSF explain why this is good news for brand owners

  • United States: Using descriptive marks to one's advantage

    A recent US court decision allowing third parties to claim fair use of descriptive trade marks could deter businesses from adopting descriptive marks in the future. But Thomas Zellerbach and Diana Rutowski of Orrick, Herrington and Sutcliffe explain why no one should be dissuaded from continuing to use such marks as powerful marketing tools

  • United States: The ins and outs of US trade mark litigation

    W Mack Webner of Sughrue outlines trade mark litigation in the US and recommendations for litigation management and budgeting to control litigation costs


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