This event is postponed. We apologize for the inconvenience. Thank you.
Brand Managers are beginning to recognise that IP is an intangible asset and similar to real property – it can be bought and sold. They need to be cognisant that their IP strategy should be integrated with their business strategy – and the importance of protecting and acquiring IP as needed when entering new markets.
The terms “brand” or “brand name” are interchangeable with Trade Mark – the term used in legal circles. Of course, a product brand or a corporate brand is a much larger concept than a mere trade mark, as building a strong brand and establishing the brand equity of a business is a bigger challenge than choosing, registering, or maintaining one or more trademarks. However, the ultimate success of a brand is also judged in terms of the total value derived by the customer from the product to which it relates.
This briefing will focus on Brand Protection and What You Need To Know About IP.
- What is a trade mark?
- Why is a trade mark important to brand managers
- The benefits an effective trade mark provides to a brand
- The pitfalls to avoid when creating an effective trade mark, e.g. descriptive/generic terms
- Anecdotes/case studies
- How to ensure brand protection on the digital platform
- Are trade marks protected online as much as offline?
- The importance of registering your domain name/the consequences of not registering your domain name
- Anecdotes/case studies
- Summary of why trade mark is not just a legal matter but a brand one
Sumi Nadarajah, Partner & European Trade Mark Attorney - FRKelly
Involved in the full spectrum of intellectual property law, Sumi counsels foreign and domestic clients in the selection and creation of effective company trade marks to enhance brand recognition and awareness, while also protecting a company’s marketplace position. She coordinates the worldwide IP portfolios of a number of leading Irish companies and also represents the trade mark interests of a broad range of SMEs and private individuals, specialising in the food and beverage and packaging sectors. Sumi has significant experience in domain name matters and her technical expertise extends to registered designs in addition to trade marks. Sumi is also periodically published in Lexology, World Trade Mark Review and various publications within the retail sector in Ireland. She currently chairs the Copyright & Designs Committee of the Association of Patents and Trade Mark Attorneys (APTMA) in Ireland and is also a member of the International Trademark Association, currently sitting on INTA`s European Anti-Counterfeiting Committee.
Read Sumi's article on Brand Protection – What You Need To Know About IP
Date: Thursday (from 8 am to 9.30am)
Venue: Camden Court Hotel, Camden St, Dublin 2
Cost: €20 for members and €30 for non-members.
Sponsored by FRKelly
@IrishMarketers | #MIIFRK