Welcome to the Trademark Meets Brand -program 2021!
Are you looking to increase your knowledge on trademarks, brands and IPRs? Transform your career with this flexible program!
Program is targeted for:
- Decision makers and officers in brand-based companies
- Lawyers looking to specialize in trademarks
- Lawyers looking to build a practice in trademarks in-house or law students looking to work in IP law firms
- Brand/Communication Managers & Directors, entrepreneurs and managers/directors who want to master legal aspects of brands
At this 9 part program You will learn the concepts of branding and trademarks. Together we will examine topics and various strategies related to building, measuring, and managing a brand, including direct and indirect measures of brand equity, structures of desired brand knowledge, choice of brand elements and management of brands over time.
The program will broadly combine trademarks and brands and give the participant concrete tools on how brand practices impact on trademark work. Although trademark and brand professionals approach the topic from different perspectives, the synergy between the two can provide the basis for building strong brands and valuable trademark portfolio.
- A desire to learn and implement strategic brand building techniques & trademarks in business
- Basic understanding on trademarks & brands
Food for thought!
Brands and trademarks are important assets to companies as they have the potential to influence consumers’ product choices. Trademark can be registered, however brand is created by time and by consumers. Brands differ from trademarks by the fact that brand comprises of several factors, such as name, design symbol or typeface and other elements. Brand represents bundle of elements in consumers’ minds, whereas, trademark is something that is regulated by the law and to signs which can be graphically represented. The linkage of brand and trademark goes hand in hand, as companies rely on trademarks to protect their brands. Brand focuses on the perceived added value conveyed by the brand, not by the trademark.
Trademarks and brands are highly discussed and studied, but mostly separately. This program will aim to bring understanding on the topic, by outlining the synergies they bring to each other. “I believe there is a benefit for companies and professionals in learning this matter, as it brings larger understanding on how to formulate internal trademark work and manage them so that they bring value to the company. Finnish companies needs this knowledge.” says Taru Kallio-Nyholm, who has planned the program outline.
All the details of the seminars (program, speakers and exact seminar time) will be updated during the spring 2021.
(All rights reserved)
All the seminars last max 3 hours with the breaks!
25.3.2021 Start of the IPR Story – basics of the protection
23.4.2021 IP Business Strategy
20.5.2021 Brand Building and Brand Creation
23.9.2021 Brand Innovation & Brand Design
Understand how brand innovation linked today’s business. If your brand and design is your core asset, then innovation is about how one evolves and leverages asset in changing markets. Understand how to combine brand and design in legal & IPR context.
7.10.2021 Brand Licensing Models & IP Contracts
Seminar provides an introduction to brand licensing giving understanding on how to operate more effectively and confidently in thriving and lucrative industry. Hear case examples from top brand licensing professionals.
21.10.2021 Trademark and Brand Portfolio Management
Learn more about how our brand portfolio work has energized strategy for global brands, disruptive startups and everything in between. Understand how brand portfolio is linked to trademark portfolio management.
4.11.2021 Brand & Trademark in M&A Actions: Due Diligence
Understand how brand drives M&A success. Trademarks and brands in DD-process.
18.11.2021 Brand Protection in Different Countries: China, UK, USA, Russia
Understand the pitfalls in different countries in protecting your brand.
8.12.2021 Impact of Anti-Counterfeiting to Brand Owners
Every brand is impacted by counterfeiting. What are the current trends in counterfeiting and what measures should brand owners take to protect its own brand.
The chairman of all the seminars is Taru Kallio-Nyholm, Trademark and Design Counsel at Orion Corporation
Practical arrangements and contact:
Marketing and Communication Manager
IPR University Center
+358 40 3521 486