Branding in motion: Trends, challenges & success stories

Dive into the always evolving world of branding!

This program explores mega trends, social media challenges like the dupe phenomenon, and real-life company cases including Finlayson’s brand strategy against fast fashion. Gain insights from leading experts on trademarks, fashion law, and emerging hot topics, and join the discussion on how brands can stay relevant and protected in today’s fast-paced market.

The seminar is hosted by Taru Kallio-Nyholm, Brand Strategy Lead at Orion Corporation.

The seminar is a part of IPR University Center’s “Aineettomat oikeudet liiketoiminnassa” course offered at Aalto University, but is open to anyone interested in brand licensing and trademarks.

We provide breakfast and lunch for the on-site participants (on-site participation is fully booked!)

Program

9.15 – 10.15 Opening words and introduction to the mega trends in branding and branding challenges
Taru Kallio-Nyholm, Brand Strategy Lead, Orion

10.15 – 10.30 Coffee

10.30 – 11.30 Challenges of trademarks and brands on social media – The dupe phenomenon
Ellenetta Jestoi, Lawyer, Papula-Nevinpat & Peppina Iivonen, European Trademark Attorney, Papula-Nevinpat

11.30 – 12.15 Company case – Finlayson: Growing a strong brand
Nea Mertsalmi, Head of Marketing and Communication, Finlayson

12.15 – 13.15 Lunch

13.15 – 14.00 You can’t have your cake and eat it too – current observations from brands, green transitions and IP claims
Heidi Härkönen, Docent of Fashion Law, LL.D., University of Turku

14.00 – 14.45 Panel discussion

The program is subject to change.