Wipo Smes Dam 11 Ref Theme03 01
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Transcript of Wipo Smes Dam 11 Ref Theme03 01
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Looking Good:
Appeal of Designs in Getting Noticedby the Customer
Dr. Kristina Januauskait
Advocate (Lithuania)
WIP !! Progra" #or $%&s
Da"ascus' $ria' Januar *+,-' ,-
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utine: What /i /e kno/ a#ter this session0
What industrial design means
Ho industrial design can be a tool to strengthen companies!branding
"n hich ay industrial design is a part of companies! brandingstrategy
What steps a company can ta#e and hat should a company#no before registering a design
Ho industrial design fits ith other forms of legal protection of acompany!s products
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utine
What does industrial design mean$
Ho industrial design can be a tool to strengthen companies!branding%
"n hich ay industrial design is a part of companies! brandingstrategy%
What steps a company can ta#e and hat should a company#no before registering a design%
Ho industrial design fits ith other forms of legal protection of acompany!s products%
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Creation &echnology &e'tile (ashion and trends "nterior) constructions)
houses
*rocess of creatingappearance of +ariousob,ects -co+er of a boo#.
Draings) applied artor#s)
/ore$%%
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Industria Design
Appearance of a product or its part
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Industria Design
0epresented by lines) contours) colours) shape)te'ture and materials of a product or its
ornamentation) or their combination
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Industria Design
1D or 2D
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Industria Design
3et of articles
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Industria Design
*ac#aging of products4containers
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Industria Design
Design of clothes) fashion accessories)te'tiles
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Industria Design
5lectronic icons created by the computer code
Graphic 6ser "nterfaces -G6"s. seen on computers!
monitors
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utine
What does industrial design mean$
Ho can an industrial design be a tool to strengthencompanies! branding$
"n hich ay industrial design is a part of companies! brandingstrategy%
What steps a company can ta#e and hat should a company#no before registering a design%
Ho industrial design fits ith other forms of legal protection of acompany!s products%
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"t attracts potential customers easier%
vs.
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"t ins customers! loyalty%
3ource7 Apple Company
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"t creates harmony beteen functionalities and
form of a product%
3ource7 Allesi Company
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"t can add +alue to a company!s products%
18 63D 988 63D
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utine
What does industrial design mean$
Ho can an industrial design be a tool to strengthen companies!branding$
"n hich ay can an industrial design be a part ofcompanies! branding strategy$
What steps a company can ta#e and hat should a company#no before registering a design%
Ho industrial design fits ith other forms of legal protection of acompany!s products%
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I"1roving co"1an2s 3randing strateg
+ Genera 3randing strateg
multi:brand strategy family brand strategy
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I"1roving co"1an2s 3randing strateg
, 4 Product or ine e5tension
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I"1roving co"1an2s 3randing strateg
6 4 7rand e5tension
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utine
What does industrial design mean$
Ho can an industrial design be a tool to strengthen companies!branding$
"n hich ay can an industrial design be a part of companies!branding strategy$
What steps a company can ta#e and hat should acompany #no before registering a design$
Ho industrial design fits ith other forms of legal protection of acompany!s products%
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When to register0
Attracti+e appearance ofproducts can impro+e acompany!scompetiti+eness%
Attracti+e appearance ill
bring additional re+enuesto a company%
Attracti+e appearancebecomes successful onthe mar#et%
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What are the 3ene#its o# a registration0
*rotection from copying and imitating by competitors
0ecoup of in+estments made in creating niceappearance of products
&ransfer of design rights more effecti+e -licensing)selling -for e'ample) by licensing a company canreach other mar#ets..
5nsuring fair competition and principles of fair trade
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An other o1tion o# 1rotection0
8nregistered Design (&8+/ide)
0egulated under &8 9o""unit Designs eguation (,---)
;ationa a/s o# &8 %e"3er $tates.
6sed mainly7 In #ashion'
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egistration o# designs:
Which route to choose0
;ationa egiona Internationa
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egistration o# Designs: ;ationa oute
0egulated under national design las
Design application to be submitted to a
national "* office
*rotection limited to that specific countryhere design is registered
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egistration o# designs: egiona oute
0egulated under Community Design0egulation -2888.
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egistration o# designs: Internationa
oute
0egulated under the international treatyadministered by W"*< -under the Hague
Agreement on "nternational 0egistrationof "ndustrial Designs.
:month priority right
*rotection in designated states hich are/embers to the Hague 3ystem
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egistration o# designs: $te1s
Application
(ormal e'amination
3ubstanti+e e'amination
0egistration
*ublication
0eneal -up to ?9
years) 9years @ 2 reneals
-3yria..
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egistra3e industria design
Ne
Distincti+e
Contains e'ternal ualities hich allo
distinguishing a design from the pre+iously#non models
"s not contrary to public order or public
beha+iour
"s not functional
Does not infringe other "* rights
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What "eans =ne/> and =distinctive>0
No identical industrial design before filing an
application or before the date of priority%
Design as displayed at a national or international fairor published) or modelled in a conference or in ascientific periodical and an application for registrationas submitted ithin a period of > months in 3yria%
"f design is considerably and essentially different fromthe pre+iously #non designs%
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utine
What does industrial design mean$
Ho can an industrial design be a tool to strengthen companies!branding$
"n hich ay can an industrial design be a part of companies!branding strategy$
What steps a company can ta#e and hat should a company#no before registering a design$
Ho can an industrial design fit ith other forms oflegal protection of a company!s products$
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Which t1es o# IP rights are invoved in iPhone0
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Industria Design and ther ?or"s o#
Lega Protection (%uti+1rotection)
Designs B *atents -or 6tility /odels.
Designs B Copyright
Designs B &rademar#s
Designs B 6nfair Competition
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As1ects o# %uti+1rotection
Designs and Patents (or 8tiit %odes)
? : Design protects aestheticalfeatures of a product -it is primarilyornamental.) hereas its functionalfeatures -functional impro+ements.can be protected by patents or asutility models%
2 : "n order to establish itsaesthetical function) design should
be +ieed in its entirety) and not ona feature:by:feature basis%
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As1ects o# %uti+1rotection
Designs and 9o1right
? Dua (cu"uative) 1rotectionby design laand by copyright la +aries on a country:basis7in some7 only for certain types of designs -and not for others.)
in others7 for all types of designs)
in others7 copyright protection is suspended until design rightslapse)
"n others -3yria) 63.7 design of some products is protectedunder copyright as or#s of applied art or or#s of plasticand applied arts%
2 "n a concrete case a company should chec#the nationa egisationand establish hich
protection strategy for a certain design is moreappropriate%
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As1ects o# %uti+1rotection
Designs and !rade"arks
? "f a product!s design becomes adistinctive #eatureof that product) it can beprotected as a 1D trademar# or as a tradedress -in some countries.%
2 Ac@uisition o# a distinctive designithin time -in order to protect it as atrademar# later. can be also a co"1an2s3randing and "arketing strateg%
1 Dua 1rotectionis also possible -e%g%
icons on i*hone!s monitor.) but its regulation+aries from country to country%
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As1ects o# %uti+1rotection
Designs and 8n#air 9o"1etition
? Dual protection7 under the la againstunfair competition and design la
2 6nfair competition las usually reuireto sho that a product is distincti+e in acertain mar#et) that there is an indication ofa product!s origin and that a re1utationofsuch product is infringed by an unfair
competition act%
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Industria Designs: 9heckist
"ndustrial design protects ornamental appearance of
goods) not their technical features%
"n most countries a registration is not compulsory inorder to protect creati+e designs%
Designers can file an application to the national designoffices only%
3ome countries protect an unregistered design for a
short period%
Design protection can be applied together ithpatents) copyright) trademar#s) unfair competitionlas%
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!hank ou
Buestions0