the role of trademarks and industrial designs in branding · the role of trademarks and industrial...
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Giulio C. Zanetti Beirut, Lebanon
Adjunct Professor, Loyola University Chicago August 25, 2014
International Consultant
The Role of Trademarks and Industrial Designs in Branding
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Competing on global markets
- Increased competition from WW companies
- Pressure to reduce costs + increase efficiency
- Shorter life-cycle of products
- Stricter regulation (eg: environment)
- More demand for accountability
- Raising customers’ expectations for quality
- Changing economies + climate change …
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How can Lebanese SMEs become competitive/profitable?
By providing new or better products/services … or/atlower prices
- more attractive- better quality- more functionalities- brand reputation- lower price- good after-sale services- good marketing strategy
I.e.: innovation!
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INNOVATION
INNOVATION = A PROCESS:analysis of needs opportunity identification (what may be …) ideation/solutions development production marketing, promotion commercialization after-sale services
OUTCOME: a better product, process or service that gives competitive advantage.
Differentiating aspects!!
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How can they innovate?
- By internal R&D => own IPRs (then: license-out)
- By acquiring relevant technologies + IPRs (license-in)
… however …
Costs of R&D or licensing is very high =>
=> IP is best solution because exclusivity (incentive)
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SMEs & IP
By providing new or better products/services … or/atlower prices
- more attractive … industrial designs- better quality … patents /utility models- more functionalities … patents / u.m.- brand reputation … trademarks- lower price … patents- good after-sale services … trade secrets- good marketing strategy … trade secrets
IP = EXCLUSIVE RIGHTS!
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Why TM/ID for SMEs?
TM -ID
Prod-serv Differentiation / competitive adv.
Enhance good-will & value of company
Also through licensing - enforcement
Contribute to image & reputation
Crucial marketing tool
Loyalty of clientele
Easier access to finance
Trust!
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At all levels of value chain
- TM/ID add value to all stages :
- creation of idea, - product development, - product creation, - packaging, - marketing and promotion- after-sale services
- TM/ID strategy should be integral part of overall business strategy of SME
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WHAT IS A TRADEMARK?
Any visual sign capable of distinguishing the goods/services of one natural person/legal entity ... from others, including ….
TRIPS: art 15art 2 LB law
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WORDS (word marks) … examples
Adidas Starbucks Whirlpool Nestlé Volkswagen
Sony Harley Davidson Philips Just Do It Orange
Siemens Lays Red Bull Java Vodafone JVC
Gatorade Coca Cola Shell Ford Apple Levis
Rolex Microsoft PepsiCo RayBan Zippo Bic
MGM Petronor Herbalife EMI Sellotape Pfeizer
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MARKS
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Trademarks Service Marks
PRINCIPLE OF SPECIFICITY
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Creating your own brand
See slide 11
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Branding
In competitive world, where price competitiveness is difficult to maintain, brands can provide business success… butBranding needs time + money + viable product. Continuous process + risk of copying
Case study: PICKWICK
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The public / consumers
INTERESTS TO BE CONSIDERED
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Multi-brand v. Family brand strategy
MB: Nike company
- «starter» for low end
- «converse» for mid level
- «nike» for high end
FB
- Kellogg’s, Heinz, Del Monte … FIAT
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- Distinctive art 2 (2° sentence)
- NOT descriptive art 8.b
- NOT misleading art 8.h
- NOT generic art 8.b
- NOT contrary to public order, morality, religion art 8.e/g
- NOT = flag, emblem art 8.d
- "New”/available: TM search (databases – marketplace – domain names)
art 8.a
Legal CHARACTERISTICS
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- Easy to read, write, spell, pronounce … remember!
- Suitable for all type of media / means of comm.
- Colours
- No undesired connotations in ANY language/culture
- No = to existing domain name
Marketing Considerations
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Laws/Jurisprudence
Average Consumer
Art 2 (2° sent) LB
of Lebanon(Principle of Territoriality)
Assessed in Relation with:
Goods/Services (Principle of Specificity)
DISTINCTIVENESS
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- Fanciful marks ………………………….. KODAK
- Arbitrary marks …………………………. APPLE
- Suggestive marks ………………………. SUNNY DAY
- Descriptive marks ……………………… ECONOPHONE
- Generic marks ………………………...... TELECOM
… from good to … bad
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Want to increase the distinctiveness?
1) Special script
2) Special colour (colour claim/limitation)
3) Logo (non descriptive)
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- Vulgarization
- Secondary Meaning art 8.b
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“NOVELTY” (availability)
1) Prior identical or similar signs
2) For identical or similar goods/services
- If similarity: risk of confusion/likelihood of
association
- If identical TMs for identical g/s = presumption
TRIPS: art 16(1)Art 8.a LB
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SIMILARITY b/w signs
3 criteria:
1) Conceptual similarity
2) Visual similarity
3) Phonetic similarity
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VISUAL SIMILARITY
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CONCEPTUAL similarity
DOUGHBOY v.
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CONCEPTUAL similarity
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CONCEPTUAL similarity
THE SOUTH BUTT
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A MARK MUST NOT BE
DESCRIPTIVE (in the broad sense) art 8.b
GENERIC art 8.b
MISLEADING art 8.h
CONTARY to PUBLIC
ORDER, MORALITY, RELIGION art 8.e/g
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Well known marks
- What is a W-K mark? (criteria)
- Consequences: Exception to 2 principles !
a) if not registered = for identical/similar g/s
b) if registered = for ident. + simil. + dissimilar g/s
Paris Conv.: art 6bisTRIPS: art 16(2)Art 7 LB
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WELL KNOWN TMs cont.
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Protecting your brand
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1. National Route
WIPO
ARIPO2. International Route
Madrid System
Banjul System
3. Regional RouteOHIM
OAPI
EU System - CTM
Bangui System
3 ROUTES / ways
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INDUSTRIAL DESIGN
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- Strengthen brand / TM
- Create a niche / win competitors
- Return on investment (because of exclusivity)
- Business asset: value of company
- Can be licensed
NB: Keep in mind: product’s marketability, cost of manuf., ease of transport, storage, disposal
Why ID?
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Original (= independently created)
Individual Character (= overall impression on informed user)
Industrial
New (worldwide) / confidentiality
INDUSTRIAL DESIGNS
DEF: Aesthetic Shape of mass-produced products2 or 3-D
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NO if …
- Dictated by the function
- Contrary to public order / morality
GOOD NEWS:
Multi-design deposit
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Functional or ornametal ?
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- 3-D TMs
- ©
- Unfair competition
- … unregistered design
Alternatives to ID