1. IViR – Institute for Information Law Dubai 19 December 2010 Looking Good The Role of Design in Branding Ana Ramalho, LL.M. Researcher IViR – Institute for Information Law University of Amsterdam WIPO – Training of Trainers Program

2. 1. Industrial Design basics 2. Importance of Designs in business 3. Protection of Industrial Designs 4. Multi-protection IViR – Institute for Information Law Dubai 19 December 2010 Outline 1.Industrial Design basics 2.Importance of designs in business 3.Protection of Industrial Designs 4.Multi-protection

3. 1. Industrial Design basics 2. Importance of Designs in business 3. Protection of Industrial Designs 4. Multi-protection IViR – Institute for Information Law Dubai 19 December 2010 What is an Industrial design? -Ornamental or aesthetic aspect of a product or part of a product -Defined by its features: lines, contours, colours, shape, texture and materials, etc -3D or 2D

4. 1. Industrial Design basics 2. Importance of Designs in business 3. Protection of Industrial Designs 4. Multi-protection IViR – Institute for Information Law Dubai 19 December 2010 fashion & textile products

5. 1. Industrial Design basics 2. Importance of Designs in business 3. Protection of Industrial Designs 4. Multi-protection IViR – Institute for Information Law Dubai 19 December 2010 FurnitureHousehold appliances

6. 1. Industrial Design basics 2. Importance of Designs in business 3. Protection of Industrial Designs 4. Multi-protection IViR – Institute for Information Law Dubai 19 December 2010 Technological products

7. 1. Industrial Design basics 2. Importance of Designs in business 3. Protection of Industrial Designs 4. Multi-protection IViR – Institute for Information Law Dubai 19 December 2010 CarsWatches

8. 1. Industrial Design basics 2. Importance of Designs in business 3. Protection of Industrial Designs 4. Multi-protection IViR – Institute for Information Law Dubai 19 December 2010 Packaging & containers But also…

9. 1. Industrial Design basics 2. Importance of Designs in business 3. Protection of Industrial Designs 4. Multi-protection IViR – Institute for Information Law Dubai 19 December 2010 Why are designs important to your business?

10. 1. Industrial Design basics 2. Importance of Designs in business 3. Protection of Industrial Designs 4. Multi-protection IViR – Institute for Information Law Dubai 19 December 2010 Attracting consumers vs

11. 1. Industrial Design basics 2. Importance of Designs in business 3. Protection of Industrial Designs 4. Multi-protection IViR – Institute for Information Law Dubai 19 December 2010 Maintaining consumers (consumer loyalty)

12. 1. Industrial Design basics 2. Importance of Designs in business 3. Protection of Industrial Designs 4. Multi-protection IViR – Institute for Information Law Dubai 19 December 2010 Adding value to your product USD 10USD 1800

13. 1. Industrial Design basics 2. Importance of Designs in business 3. Protection of Industrial Designs 4. Multi-protection IViR – Institute for Information Law Dubai 19 December 2010 Creating harmony between functionality and form vs

14. 1. Industrial Design basics 2. Importance of Designs in business 3. Protection of Industrial Designs 4. Multi-protection IViR – Institute for Information Law Dubai 19 December 2010 Improving your marketing strategy: Multi-brand or family brand strategies

15. 1. Industrial Design basics 2. Importance of Designs in business 3. Protection of Industrial Designs 4. Multi-protection IViR – Institute for Information Law Dubai 19 December 2010 Improving your marketing strategy: product extensions – line extensions

16. 1. Industrial Design basics 2. Importance of Designs in business 3. Protection of Industrial Designs 4. Multi-protection IViR – Institute for Information Law Dubai 19 December 2010 Improving your marketing strategy: product extensions – brand extensions

17. 1. Industrial Design basics 2. Importance of Designs in business 3. Protection of Industrial Designs 4. Multi-protection IViR – Institute for Information Law Dubai 19 December 2010 Importance of design - case study: IKEA -Concept: design furniture at affordable prices; functional approach to design -Founded in 1940s by 17 year-old I. Kamprad -301 stores in 37 countries (August 2009) -Secret: cost cutting solutions not affecting the quality of the products

18. 1. Industrial Design basics 2. Importance of Designs in business 3. Protection of Industrial Designs 4. Multi-protection IViR – Institute for Information Law Dubai 19 December 2010 Types of protection 1)Registered design 2)Unregistered design (EU) 3)Copyright 4)Trademark

19. 1. Industrial Design basics 2. Importance of Designs in business 3. Protection of Industrial Designs 4. Multi-protection IViR – Institute for Information Law Dubai 19 December 2010 1)Registered design Why register? -Protection against imitations made by competitors -Generate income – licensing, selling -Acquiring leverage

20. 1. Industrial Design basics 2. Importance of Designs in business 3. Protection of Industrial Designs 4. Multi-protection IViR – Institute for Information Law Dubai 19 December 2010 1)Registered design (cont.) How? Application to the Industrial Property Directorate (Ministry of Finance and Industry) Application to the Office of Harmonization for the Internal Market (OHIM). But: EU representative

21. 1. Industrial Design basics 2. Importance of Designs in business 3. Protection of Industrial Designs 4. Multi-protection IViR – Institute for Information Law Dubai 19 December 2010 1)Registered design (cont.) How? 1st stepApplication -To be submitted to the Directorate or OHIM -With a description of the industrial design (pictures, photos, etc.) -UAE: 2 drawings or photographs of the design (or photographs of each side if it is 3D) + samples + extract of Commercial Register -Payment of fees. EU: 350 Euro + 90 Euro (1st renewal) + 120 Euro (2nd renewal) + 150 Euro (3rd renewal)

22. 1. Industrial Design basics 2. Importance of Designs in business 3. Protection of Industrial Designs 4. Multi-protection IViR – Institute for Information Law Dubai 19 December 2010 1)Registered design (cont.) How? 2nd stepFormal Examination Examination of the formal requirements of the application 3rd stepSubstantive Examination Examination of the substantive requirements of the application

23. 1. Industrial Design basics 2. Importance of Designs in business 3. Protection of Industrial Designs 4. Multi-protection IViR – Institute for Information Law Dubai 19 December 2010 1)Registered design (cont.) How? 4th stepRegistration 5th stepPublication Official Gazette (UAE) 6th step(Eventual) Renewal Registration of licenses

24. 1. Industrial Design basics 2. Importance of Designs in business 3. Protection of Industrial Designs 4. Multi-protection IViR – Institute for Information Law Dubai 19 December 2010 1)Registered design (cont.) Duration: UAE: 5 years + 2 renewals = 15 EU: 5 years + 4 renewals = 25

25. 1. Industrial Design basics 2. Importance of Designs in business 3. Protection of Industrial Designs 4. Multi-protection IViR – Institute for Information Law Dubai 19 December 2010 1)Registered design (cont.) Requirements for registration: -Novelty/ originality -Usable as an industrial or craft product -Not contrary to public policy or morality of UAE

26. 1. Industrial Design basics 2. Importance of Designs in business 3. Protection of Industrial Designs 4. Multi-protection IViR – Institute for Information Law Dubai 19 December 2010 1)Registered design (cont.) Requirements for registration: A design is new if… -No identical industrial design before filing the application -No prior application requesting the registration of an identical industrial design Industrial designs are identical if their features differ only in immaterial details

27. 1. Industrial Design basics 2. Importance of Designs in business 3. Protection of Industrial Designs 4. Multi-protection IViR – Institute for Information Law Dubai 19 December 2010 1)Registered design (cont.) Requirements for registration: Usable as an industrial or craft product = Industrial applicability

28. 1. Industrial Design basics 2. Importance of Designs in business 3. Protection of Industrial Designs 4. Multi-protection IViR – Institute for Information Law Dubai 19 December 2010 1)Registered design (cont.) Rights of the owner: - Using and preventing others from using the industrial design - Importing and preventing others from importing any product related to the industrial design, or possessing such product for the purpose of selling it

29. 1. Industrial Design basics 2. Importance of Designs in business 3. Protection of Industrial Designs 4. Multi-protection IViR – Institute for Information Law Dubai 19 December 2010 1)Registered design (cont.) Source: BVonstyle Givenchy BCBG Case study:

30. 1. Industrial Design basics 2. Importance of Designs in business 3. Protection of Industrial Designs 4. Multi-protection IViR – Institute for Information Law Dubai 19 December 2010 2) Unregistered design (EU) - Protected under the EU Community Designs Regulation (2000) -Requirements for protection: making a design available to the public (a design was published, exhibited, used in business and used in any other way, so that it becomes known to the specialists in that specific design field) - Limited scope of protection: only prohibition of use of imitations by other designers - Duration: 3 years

31. 1. Industrial Design basics 2. Importance of Designs in business 3. Protection of Industrial Designs 4. Multi-protection IViR – Institute for Information Law Dubai 19 December 2010 3) Copyright -works of applied and plastic art (UAE Copyright Law) -Duration: 25 years -Potential problems: same level of originality? industrial applicability?

32. 1. Industrial Design basics 2. Importance of Designs in business 3. Protection of Industrial Designs 4. Multi-protection IViR – Institute for Information Law Dubai 19 December 2010 4) Trademarks -A trademark is anything which takes a distinctive form (UAE Trademark Law): can be 3D -Duration: 10 years + indefinite renewals -Potential problems: Distinctiveness

33. 1. Industrial Design basics 2. Importance of Designs in business 3. Protection of Industrial Designs 4. Multi-protection IViR – Institute for Information Law Dubai 19 December 2010 Multi-protection The same product might be eligible for multi- protection

34. 1. Industrial Design basics 2. Importance of Designs in business 3. Protection of Industrial Designs 4. Multi-protection IViR – Institute for Information Law Dubai 19 December 2010 Designs & Patents (or Utility Models) Designs & Copyright Designs & Trademarks

35. 1. Industrial Design basics 2. Importance of Designs in business 3. Protection of Industrial Designs 4. Multi-protection IViR – Institute for Information Law Dubai 19 December 2010 Designs & Patents (or Utility Models) Design protects aesthetical features of a product (it is primarily ornamental), whereas its functional features (functional improvements) can be protected by a patent or a utility model

36. 1. Industrial Design basics 2. Importance of Designs in business 3. Protection of Industrial Designs 4. Multi-protection IViR – Institute for Information Law Dubai 19 December 2010 Designs & Copyright Dual (cumulative) protection by design law and by copyright law varies on a country-basis: - in some: only for certain types of designs - in others: for all types of designs -in others: copyright protection is suspended until design rights lapse

37. 1. Industrial Design basics 2. Importance of Designs in business 3. Protection of Industrial Designs 4. Multi-protection IViR – Institute for Information Law Dubai 19 December 2010 Designs & Trademarks - If a products design becomes a distinctive feature of that product, it can be protected as a 3D trademark (in some countries). - Once a design acquires distinctiveness through its use in the market it may qualify for trademark registration.

38. 1. Industrial Design basics 2. Importance of Designs in business 3. Protection of Industrial Designs 4. Multi-protection IViR – Institute for Information Law Dubai 19 December 2010 In short… Industrial designs protect the ornamental or aesthetic aspect of a product or part of a product Designs should be registered – necessary to file an application There are mandatory requirements for registration There are several types of protection available and sometimes they overlap

39. IViR – Institute for Information Law Dubai 19 December 2010 Questions? Thank you! a.b.ramalho@uva.nl