Taking your brand overseas
Transcript of Taking your brand overseas
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Taking your brand overseas
Gavin Llewellyn Senior Associate
Intellectual Property
11th March 2015
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Steps to take before you
launch your brand overseas
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Many businesses spend time getting the
business side right and forgetting about
the law
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• Five stages
– Planning and research
– Development
– Clearance
– Trade mark/design registration
– Launch, monitoring and enforcement
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Planning
• Identify what you are exporting
– Goods or services?
– What is your USP?
– Who are your customers?
• Research your target market
– Identify local competition
– Will your USP work?
– Demographic comparison
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Development
• How are you going to launch the brand?
– Is there any current brand recognition?
• Consider adapting for the local market
– Will it appeal to foreign buyers?
• How am I going to package the product?– Labelling
– Compliance with local laws
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Development
• Who will exploit your brand locally?
– Branch office
• Who will be your employees?
• Consider local employment laws
– Local partners
• Franchising
• Distribution
• Agency
• Licensing
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Clearance
• Intellectual property rights
• Assets like any other
• IPR strategy
• Protect your IPRs
• Check freedom to use your IPRs!
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Copyright
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Design rights
Gimex ‘Transline’ bag Gimex cooler bag
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‘Chill Bag’ product
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Trade marks/passing
off/unfair competition
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Clearance
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Clearance
• Trade mark clearance searching
– First past the post
• Designs
• Commercial investigations
– Looking for evidence of use and goodwill
– Looking for ‘prior art’
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Protection
• Trade mark registration
• Design registration
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Launch, monitoring and
enforcement
• Monitor not just the success of your brand,
but also what your competitors are doing
• Trade mark watching services
• If you have registered trade marks, you
should receive notice of conflicting
applications
• Need to carry out your own monitoring of
product designs
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• If you discover a potential infringement of
your IPRs act quickly
• Seek local law advice with a local
presence
• Consider joining local trade associations
which champion IPR protection