Brands Under Pressure: Strategy, IP and the New Rules of Competition

Brands Under Pressure: Strategy, IP and the New Rules of Competition

Join us for a full-day seminar exploring how brands are built, protected and transformed in a rapidly changing world. Through expert insights, practical case studies and interactive discussion, we will connect brand strategy, intellectual property, technology and enforcement into one coherent business story. Leave with fresh perspectives, practical tools and actionable ideas to strengthen and protect your organisation’s most valuable assets.

The seminar is chaired by Taru Kallio-Nyholm, Brand Portfolio Lead & Brand IP Manager 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 brands and IPs.

We will provide lunch and coffee for on-site participants. Please note that there are a limited amount of seats for on-site participation. Seats are given in order of registration. Note, that a cancellation policy applies (see below).

Program

9:15–9:30 Opening Remarks
Taru Kallio-Nyholm, Brand Portfolio Lead & Brand IP Manager, Orion

9:30–10:15 From Brand Strategy to Protectable Business Value – Orion Pharma Case Study
Taru Kallio-Nyholm, Brand Portfolio Lead & Brand IP Manager, Orion

10:15–11:00 When Rights Are Infringed: The Most Interesting Trademark, Copyright and Design Cases
Jemina Bonsdorff, Senior Associate, Borenius Attorneus Ltd.

11:00–11:45 How AI Is Changing Brand Building and Brand Protection
Iiris Kivikari, Partner, Dittmar & Indrenius

11:45–12:00 Audience Q&A and Morning Wrap-Up

12:00–12:45 Lunch

12:45–13:30 IP Strategy in Practice: What to Protect, Where and Why?
Kaisu Korpua, Managing Counsel, Brand Protection, Roschier

13:30–14:00 The SME IP Toolbox
Petteri Häkkänen, Partner, Eversheds Sutherland
Akseli von Koch, European Trademark and Design Attorney, Patent Attorney, Asianajotoimisto Heinonen Oy

14:00–14:20 Coffee Break

14:20–15:05 From Dupes to Global Infringements: Protecting Brands in Practice
Ellenetta Jestoi, Lawyer, European Trademark Attorney, Papula-Nevinpat
Peppina Iivonen, European Trademark Attorney, Papula-Nevinpat

15:05–15:35 Panel Discussion: When Should You Defend Your Brand and When Should You Let It Go?
Chair: Taru Kallio-Nyholm, Brand Portfolio Lead & Brand IP Manager, Orion, Speakers TBA

15:35–15:45 Key Takeaways and Closing Remarks
Taru Kallio-Nyholm, Brand Portfolio Lead & Brand IP Manager, Orion

The program is subject to change.