1. 26/28/04/2014 – Trademark Protection and Strategy HG-2 - 1 - Using Distinctive Signs to Market Products and Services: The Role of Trademarks in Enhancing Business Competitiveness and in Building Trust with the Consumers Heinz Goddar / Ludwig Kouker Boehmert & Boehmert

2. 26/28/04/2014 – Trademark Protection and Strategy HG-2 - 2 - Trademark Protection – why? n Exclusion/exclusivity right  monopoly n Continuity of marketing by u Origin function u Warranty/quality function u Advertising function

3. 26/28/04/2014 – Trademark Protection and Strategy HG-2 - 3 - Trademark Protection – for what Features? n Recognition effect of u Word marks u Logo marks u Characters, numbers u Colors, including combinations u Shapes (3-dimensionial marks) u Acoustic marks u Olfactic marks

4. 26/28/04/2014 – Trademark Protection and Strategy HG-2 - 4 - Trademark Protection – for what features? Examples:

5. 26/28/04/2014 – Trademark Protection and Strategy HG-2 - 5 - Trademark Protection – where? n Distribution markets, incl. potential/future ones n Production markets n Typical piracy markets

6. 26/28/04/2014 – Trademark Protection and Strategy HG-2 - 6 - Trademark Protection – how? n Trademark by use (well- known to the public) n National trademark registration n International trademark registration (MMA Protocol) n EU Community Trademark

7. 26/28/04/2014 – Trademark Protection and Strategy HG-2 - 7 - Trademark Protection Systems – Common Principles n Harmonization of national laws in e.g. European Union (EU) n Examination for absolute eligibility (protectability) n Opposition possibility for owners of prior rights n Duration of protection 10 years n Grace period for non-use 5 yers n Cancellation possibility because of non-use n Cancellation possibility for owners of prior (older) rights

8. 26/28/04/2014 – Trademark Protection and Strategy HG-2 - 8 - Trademark Protection Systems – Special Features of EU Community Trademarks n Uniform trademark for 27 countries u Cost advantages u Administrational simplication u Simplicition of enforcement n Long duration of procedure until effective protection n Great risk for collision with prior rights n Priority saving transformation possibility n Use in one EU country sufficient

9. 26/28/04/2014 – Trademark Protection and Strategy HG-2 - 9 - Trademark Protection System – Special Features of IR Marks  Use compulsory in each region/country  Great flexibility nearly world-wide  Quick procedure, since protection from date of filing  Depending on basic mark for 5 years (central attack possible)  Transformation possibility only in countries of protocol

10. 26/28/04/2014 – Trademark Protection and Strategy HG-2 - 10 - Trademark Protection System – Overall Recommendation  National trademark only if merely domestic use intended and/or because of lack of time  Community Trademark if export activities into several EU countries  International Registration (IR) with Community Trademark as basis for saving all potential transformation possibilities  IR with national trademark as basis in case of interest only in MMA countries and/or because of lack of time