Presentation on theme: "Protecting Your Brand VALET Program Meeting October 28, 2011 David Watson Reynolds Consumer Products."— Presentation transcript:
Protecting Your Brand VALET Program Meeting October 28, 2011 David Watson Reynolds Consumer Products
You have a successful business in Virginia, and now you are looking to expand internationally. What do you need to do to protect the value of your business as you move into foreign markets?
Hypothetical Five years ago Harry started ShieldExec, LLC, a successful Virginia business that sells both his patented ShieldExec® light-weight body armor and his ShieldExec® mobile travel protection service. With the advent of Occupy Wall Street-style protests, sales to paranoid politicians and high income business executives have skyrocketed. Now Harry would like to continue to grow the business by moving into foreign markets with his ShieldExec® products and his ShieldExec® protection service.
Initial Decisions Where does Harry want to go? What is the best approach for Harry to market his product/services in the new territory? What business model does Harry want to use? How can Harry ensure maximum protection for his ShieldExec®brand in these new international markets?
Before You Go Understand the Foreign Market – Are your products/services needed? – Can the customers afford them? Determine Your Focus – All products/services, or start small? – Use your US brand, or create a new international one? Consult with Legal Counsel in the Market – How to protect your brand, patents and other IP – Understand the foreign licensing and regulatory environment
What business model? Determine what Business Model is best for your products/service in each foreign market – Setting up a foreign subsidiary – Using a local distributor – Licensing your brand name to a local company that can make the products/ provide the services Each has Pros and Cons The “right” answer may vary from country to country
Protecting your Brand Have a system in place to monitor the market for counterfeits -- document any examples Monitor quality of branded products / services Address counterfeit problems - incremental approach – Cease and desist letter – Local attorney demand – Use of legal remedies Cost/benefit analysis
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