EU-ASEAN Project on the Protection of Intellectual Property Rights (ECAP III Phase II)

Workshop for ASEAN SME Trainers On The Promotion Of Brand Creation, Protection & Management

Exchange of information on best practices concerning SME awareness in the ASEAN region and in the EU - Malaysia perspectives

The AYS story

This Project is co-funded by the European Commission and the Office for Harmonization in the Internal Market (OHIM)

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Flow of messages (20 minutes):

• About AYS• Malaysia’s perspectives – AYS’s story • Top 5 things a company should know

about brand protection • Classes of trademark” for a food

product• Things to do to prepare for trademark

registration• What to do after securing a

trademark

Our Vision:To be a trusted brand for International Halal Business Advisory, Specialty M.I.C.E & Halal RTE Meals

Our Mission:Deliver Beyond Religion, Across Boundaries… Creating a Borderless Future

OUR CORE SERVICES:

1. International market entry & development advisory services 

2. Management of exclusive business matching & exhibition

3. Speaking on business, marketing and profit enhancement

4. Provider for Halal ready to eat meals

Visit us at www.goinginternational.com.my for more information

We assist you to develop a clear road map for exponential growth • Management expertise /skills: Very vast and successful

experience in International business of Fast Moving Consumer Goods Industry.

 • Strategic Planning, implementation and development. • Brand – Category – Product – Markets – Trade – Channels

– business analytical, Positioning. Actionable competencies and dynamics.

 • Operating Plans – with vision and right business sense –

Game changer. • Effective profit improvement program without hurting the

progress and business growth. • High scale of growth in time.

We can tailor make MICE program for you

(meeting, incentive, conference, exhibition)

Our signature program: 2 in 1 Combo “Business Matching + Exhibition”

The AYS story

Brand creation, protection and management of

It is all started with the passion of promoting favorite Malaysian meals to the world in 2008…

AYS created a

NEW category in the Malaysian F&B

industry:

Sri Kulai’sBRAND PROMISES..

No Added PreservativesNo Added MSGBiodegradable Packaging

The AYS Story…

Licensing of Sri Kulai RTE Station: Low Cost, No kitchens!

What the industry says about AYS…

A 1-InnoCert Double A’s Rating Company

Media Coverage: Print & TV

www.marketinghalal.com.my

Top 5 things a company should know about brand protection via IP

1. The different types of IP protection available eg Patent, Trade Mark, Industrial Design, Geographical Indication, Copyright

2. IP registration such as statutory requirements

3. Rights of an IP holder

4. Protection coverage eg territorial coverage and duration, limitations, priority of claim

5. Importance of managing of IP

Things to do to prepare for trademark registration

1. To conduct a search on its availability (no similarity)

2. To meet requirements under the Trade Marks Act 1976 and its regulations

Trademark clarification of goods and services Goods : Class 1 to Class 34

Services : Class 35 to Class 45

Classes of trademark registered for Sri Kulai

CLASS 29Meat, fish, poultry and game; meat extracts; preserved, frozen, dried and cooked fruits and vegetables; jellies, jams, compotes; eggs, milk and milk products; edible oils and fats

CLASS 30Coffee, tea, cocoa and artificial coffee; rice; tapioca and sago; flour and preparations made from cereals; bread, pastry and confectionery; ices; sugar, honey, treacle; yeast, baking-powder; salt; mustard; vinegar, sauces (condiments); spices; ice.

CLASS 43Services for providing food and drink; temporary accommodation

Investment costs

• Cost for filing IP claims from trademarks to copyrights and patents could cost less than RM3k, or depending on the complexity upto between RM30-40k.

• By making the investment to stake the IP claim early on in the early start up phase:

• protect their assets during the company’s rapid rise

• leverage the branding to maximize exposure and potential revenue.

Foot for thoughts

• As a startup:

• may not need to go all out on IP at the beginning• have the basics covered such as the name of the

company and brand name• protecting the innovative aspects of their products

as the company grows.

• It is upto the owner to map out the delicate balance of costs and benefit as the company grows to ensure that they do not loose out in any potential IP clash.

What does a company need to do after securing a trademark

• Depending on the company’s objective – such as Branding awareness exercise, Managing mark

• “TM” change to “R”:

• “TM” - an unregistered trade mark (already apply for trade mark registration but pending approval)

• “R” – a registered trade mark

• The duration will depends on the application process, whether there are objections, appeals, hearings.

Passing off

The law of passing off prevents:

• one person from misrepresenting his/her goods or services as being the goods and services of the claimant

• also prevents one person from holding out his or her goods or services as having some association or connection with the plaintiff when this is not true.

EU-ASEAN Project on the Protection of Intellectual Property Rights (ECAP III Phase II)

For more information on AYS

www.ays.com.my

www.goinginternational.com.my

Tel: +60-3-6272 1707 or info@ays.com.my