1. Società Italiana Brevetti – Roma-
Innovation can be more than a patent
An introduction to Trademarks and Industrial Designs, National, Regional and International Approach
by Fabrizio de Benedetti
Roma, March 27, 2006

2. Beyond the protection of patents
Fabrizio de Benedetti
Società Italiana Brevetti – Roma -
Beyond the protection of patents
Designs + Copyright
Trademarks
Domain names
Geographical Indications
Unfair competition – Anti-competitive practices

3. Agreement on Trade-Related Aspects of Intellectual Property Rights
Fabrizio de Benedetti
Società Italiana Brevetti – Roma -
TRIPs
Agreement on Trade-Related Aspects of Intellectual Property Rights
15 April 1994

4. Fabrizio de Benedetti
Società Italiana Brevetti – Roma -
TRIPs
… taking into account the need to promote effective and adequate protection of intellectual property rights…
…recognizing that intellectual property rights are private rights…
…patents shall be available for any inventions…in all fields of technology…without discrimination as to the place of invention, the field of technology…

5. IPR Expansion Process Topographies of Integrated Circuits
Fabrizio de Benedetti
Società Italiana Brevetti – Roma -
IPR Expansion Process
Topographies of Integrated Circuits
Plant varieties
Biotech
Digital inventions
Trademarks having a reputation
Business identifiers (Domain names)
Geographical indications
Unregistered Designs (+ Copyright)
Data compilation / Databases
Know-how: Undisclosed information and trade secrets

6. Globalization of IPR TRIPs PCT – EPC
Fabrizio de Benedetti
Società Italiana Brevetti – Roma -
Globalization of IPR
TRIPs
PCT – EPC
Madrid Agreement – Madrid Protocol
CTMR
CDR
The Hague Agreement on Industrial Designs

7. Protection connections
Fabrizio de Benedetti
Società Italiana Brevetti – Roma -
Protection connections
Patents  Know-How  Trade secrets  Designs  Trademarks  Domain names, etc.

8. Filing strategies Costs Time Risks Fabrizio de Benedetti
Società Italiana Brevetti – Roma -
Filing strategies
Costs
Time
Risks

9. Costs IP rights are often a company’s most valuable asset.
Fabrizio de Benedetti
Società Italiana Brevetti – Roma -
IP rights are often a company’s most valuable asset.
The management of these rights is extremely complex, interacting with an increasingly difficult business environment rapidly changing under the pressure of new technologies and market globalization.
Look for saving but not at the expenses of quality
Good protection in key geographical territories vs.
protection worldwide
Saving at the filing stage could entail additional costs
later

10. Time What are the needs? Immediate protection
Fabrizio de Benedetti
Società Italiana Brevetti – Roma -
Time
What are the needs?
Immediate protection
Postponement of the examination

11. Risks Convention or regional systems: all or nothing
Fabrizio de Benedetti
Società Italiana Brevetti – Roma -
Risks
Convention or regional systems: all or
nothing
National systems: more expensive, but if
a country is vital…
Language problem

12. Global protection possible
Fabrizio de Benedetti
Società Italiana Brevetti – Roma -
Conclusion
Global protection possible
IPR
regions / countries
Targeted protection suitable

13. Thank you! Fabrizio de Benedetti Società Italiana Brevetti – Roma-
Thank you!