w. hollingsworth - exporting intangible business assets - seizing opportunities in trade agreements...
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Exporting Intangible Business
Assets
SPEAKER:
DR. WENDY HOLLINGSWORTHCONCEPTUALISATION INC.
ALL RIGHTS RESERVED © APRIL 2012
Seizing Opportunities in Trade Agreements
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Intellectual Property & International Trade
• Intellectual Property plays a pivotal rolein international trade
• Addressed in several trade agreements
• E.g.:
– WTO-TRIPS Agreement – minimumstandards for IP protection, enforcement
mechanism & dispute settlement – CARIFORUM-EC EPA – Chapter 2 on
Innovation and IP
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Intellectual Property & International Trade
What is Traded?
• Tangible assets – products & services
• Intangible assets – IP & associatedgoodwill
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Intellectual Property & International Trade
Intangible Assets
• Very often more valuable than physicalassets – up to 70% market value of abusiness
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Intellectual Property & International Trade
Intangible Assets – Top Brands for 2011
– Brand Brand Value
– Coca-Cola 72 M
– IBM 70 M
– Microsoft 59 M
–Google 55 M
– GE 42 M
– McDonald’s 35 M
Source: interbrands.com
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Intellectual Property & International Trade
What is Intellectual Property?• Legal term referring to:
» Industrial Property e.g. patents, TradeMarks, industrial designs, geographical
indications, integrated circuits, New PlantVarieties, protection against unfaircompetition
» Copyright and Related Rights
» Territorial – protected within nationalborders
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Intellectual Property & International Trade
Types of Intellectual Property:
• Trade-marks: words, symbols ordesigns used to distinguish goods andservices of one enterprise from that ofanother in commerce
• Protects your brand image, tradenameetc.
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Intellectual Property & International Trade
Types of Intellectual Property:
• Geographical Indications: Identifies agood or service as originating from aspecific geographical origin & whichpossesses some unique qualities or
reputation that is due to the place oforigin
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Intellectual Property & International Trade
Types of Intellectual Property:
• Patents: protect new inventions orimprovements to an existing invention
Industrial designs: protects visual 3Dfeatures of a useful article, such asshape, configuration and pattern
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Intellectual Property & International Trade
Types of Intellectual Property:
• Copyrights and Related Rights:protects artistic, dramatic, musical andliterary creations
• Integrated Circuits: protects the 3Delectronic circuit designs used intechnology
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Intellectual Property & International Trade
Types of Intellectual Property:
• Plant varieties: Provides for theprotection of new varieties of plants
• Trade Secrets: Protects confidentialinformation which has commercial value
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Exporting Intangible Business Assets
Protecting IP in Export Markets:Key Considerations:
• IP is critical component in an export strategy
• All tangible products will have some form of IPassociated with them
• Essential to conduct an IP audit of all productsand services being exported
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Exporting Intangible Business Assets
Protecting IP in Export Markets:Key Considerations:
• Ensure your IP is protected nationally
• Effect registration with foreign IPO in thecountry where you want to export prior toexporting
• Product pricing, brand recognition &brand value in export market (GIs, wellknown trademarks)
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Exporting Intangible Business Assets
Protecting IP in Export Markets:Key Considerations:
• Adaptation of product design, packaging &
trademark for the export market – E.g.
• Irish Mist in German translates as Dung/muck
• Chevy Nova – no va means “it won’t go” in Spanish
markets• Pepsi’s slogan “Come alive with the Pepsi generation” in
Taiwan translates as “Pepsi will bring your ancestors back
from the dead”
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Exporting Intangible Business Assets
Protecting IP in Export Markets:Key Considerations:
• Ownership of IPRs should be addressed with
partners as well as terms & conditions of use
• Exhibitions & trade shows in export market –
care must be taken to not make a publicdisclosure without protecting your IP within aspecified timeframe
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Intellectual Property & International Trade
Protecting IP in Export Markets:Key Considerations:
• Make full use of confidentiality and NDAs
especially in relation to trade secrets
• Recordation & Taxation issues related to
licensing and assignment of IPRs
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Exporting Intangible Business Assets
Protecting IP in Export Markets:Key Considerations:
• Recall that IP protection is territorial and protected forlimited timeframe
• Be cognizant of applicable law in contracts
• Laws and procedures for protection of IPRs can differamong jurisdictions e.g. duration of protection of CR
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Exporting Intangible Business
AssetsSeizing Opportunities in Trade Agreements
DR. WENDY HOLLINGSWORTH
CONCEPTUALISATIONSM INC.
ALL RIGHTS RESERVED © APRIL 2012
THANK YOU