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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

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

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

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

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

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

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

What is our brand and what makes it successful? That is the key question brand owners and company brand managers have to answer before embarking on any further tasks. The answer is not straightforward. A brand is more than just a trade mark or a logo or a slogan - it is a combination of all these and more, including colours, symbols, signs and shapes. A brand is all that makes a company and its products stand out in the eye of the consumer and what leads him or her to prefer one company's products over that of another.

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

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