global branding strategy and the madrid system - prh · teliasonera - in brief • result of a...
TRANSCRIPT
![Page 1: Global Branding Strategy and the Madrid System - PRH · TeliaSonera - in brief • Result of a merger of the Swedish incumbent Telia AB and Finnish incumbent Sonera Corporation in](https://reader030.vdocuments.us/reader030/viewer/2022011808/5c96291c09d3f2650d8bd076/html5/thumbnails/1.jpg)
Global Branding Strategy and the Madrid System
WIPO Seminar, PRH, June 8, 2015
Kirsi EkströmDirector, IPR & TrademarksTeliaSonera
© TeliaSoneraJune 8, 2015
![Page 2: Global Branding Strategy and the Madrid System - PRH · TeliaSonera - in brief • Result of a merger of the Swedish incumbent Telia AB and Finnish incumbent Sonera Corporation in](https://reader030.vdocuments.us/reader030/viewer/2022011808/5c96291c09d3f2650d8bd076/html5/thumbnails/2.jpg)
TeliaSonera - in brief
• Result of a merger of the Swedish incumbent Telia AB and Finnish incumbent Sonera Corporation in December 2002
• Head office in Stockholm, Sweden
• 2014 net sales SEK 101.1 billion
• Approximately 26,000 employees
• Market capitalization approximately USD 25 billion* (SEK 219 billion)
April 2015
© TeliaSoneraJune 8, 2015
![Page 3: Global Branding Strategy and the Madrid System - PRH · TeliaSonera - in brief • Result of a merger of the Swedish incumbent Telia AB and Finnish incumbent Sonera Corporation in](https://reader030.vdocuments.us/reader030/viewer/2022011808/5c96291c09d3f2650d8bd076/html5/thumbnails/3.jpg)
The world of TeliaSonera
NORWAY
NORWAY
NORWAY
NORWAY
NORWAYNORWAY
NORWAY
NORWAY
NORWAY
NORWAY
NORWAY NORWAY
NORWAY
NORWAY
NORWAY
NORWAY
NORWAY
Subsidiaries
Associated companies
© TeliaSoneraJune 8, 2015
![Page 4: Global Branding Strategy and the Madrid System - PRH · TeliaSonera - in brief • Result of a merger of the Swedish incumbent Telia AB and Finnish incumbent Sonera Corporation in](https://reader030.vdocuments.us/reader030/viewer/2022011808/5c96291c09d3f2650d8bd076/html5/thumbnails/4.jpg)
Subsidiaries
Associated companies
International Carrier
Footprint of TeliaSonera
© TeliaSoneraJune 8, 2015
![Page 5: Global Branding Strategy and the Madrid System - PRH · TeliaSonera - in brief • Result of a merger of the Swedish incumbent Telia AB and Finnish incumbent Sonera Corporation in](https://reader030.vdocuments.us/reader030/viewer/2022011808/5c96291c09d3f2650d8bd076/html5/thumbnails/5.jpg)
Main brands100% owned
Nordics/Baltics
Corporate brand
Fighting brands100% owned
Majority owned
brands Baltic & Spain
Minority owned
brands
Endorsed brands
100% owned
Endorsed brands
100% owned
Complementary
brands 100% owned
5
Main brandsEurasia
Brand Architecture
![Page 6: Global Branding Strategy and the Madrid System - PRH · TeliaSonera - in brief • Result of a merger of the Swedish incumbent Telia AB and Finnish incumbent Sonera Corporation in](https://reader030.vdocuments.us/reader030/viewer/2022011808/5c96291c09d3f2650d8bd076/html5/thumbnails/6.jpg)
Our logo
© TeliaSoneraJune 8, 2015
![Page 7: Global Branding Strategy and the Madrid System - PRH · TeliaSonera - in brief • Result of a merger of the Swedish incumbent Telia AB and Finnish incumbent Sonera Corporation in](https://reader030.vdocuments.us/reader030/viewer/2022011808/5c96291c09d3f2650d8bd076/html5/thumbnails/7.jpg)
Trademark protection strategy
• Local naming
– Use of local trademark offices
– No international filings
• International naming
– Priority applications
– International filings– CTM
– WIPO
– National
© TeliaSoneraJune 8, 2015
![Page 8: Global Branding Strategy and the Madrid System - PRH · TeliaSonera - in brief • Result of a merger of the Swedish incumbent Telia AB and Finnish incumbent Sonera Corporation in](https://reader030.vdocuments.us/reader030/viewer/2022011808/5c96291c09d3f2650d8bd076/html5/thumbnails/8.jpg)
The advantages for using Madrid Protocol
• Cost effective
– One registration, one renewal, one application for recording changes
– Our filings through WIPO in appr. 30 countries in 6 – 8 international classes
• Easy to use
– E-subsequent designation
– E-renewal
– Account for payment of fees
• Covers most of our core countries outside European Union
– Norway, Community Trademark, Azerbaijan, Kazakhstan, Moldova, Russian Federation, Tajikistan, Turkey, Uzbekistan
• Missing countries of importance
– Most of South American countries, Nepal, Canada
© TeliaSoneraJune 8, 2015
![Page 9: Global Branding Strategy and the Madrid System - PRH · TeliaSonera - in brief • Result of a merger of the Swedish incumbent Telia AB and Finnish incumbent Sonera Corporation in](https://reader030.vdocuments.us/reader030/viewer/2022011808/5c96291c09d3f2650d8bd076/html5/thumbnails/9.jpg)
Our filings in numbers
The countries covered by different channels
CTM 28
WIPO 33
National18
© TeliaSonera
![Page 10: Global Branding Strategy and the Madrid System - PRH · TeliaSonera - in brief • Result of a merger of the Swedish incumbent Telia AB and Finnish incumbent Sonera Corporation in](https://reader030.vdocuments.us/reader030/viewer/2022011808/5c96291c09d3f2650d8bd076/html5/thumbnails/10.jpg)
Improvements and handicaps of the system
Improvements
• Issuance of statement of grant of protection where no notification of provisional refusal has been communicated within the applicable time period by WIPO
• MGS = Goods and Services tool
Handicaps
• South American countries are still missing
• Regardless which language you have chosen when filing the application, the local offices use the language they have chosen in all correspondence
June 8, 2015 © TeliaSonera
![Page 11: Global Branding Strategy and the Madrid System - PRH · TeliaSonera - in brief • Result of a merger of the Swedish incumbent Telia AB and Finnish incumbent Sonera Corporation in](https://reader030.vdocuments.us/reader030/viewer/2022011808/5c96291c09d3f2650d8bd076/html5/thumbnails/11.jpg)
© TeliaSoneraJune 8, 2015