Brand Protection in China

Ron DavisSenior Director, Brand Protection

Qualcomm Incorporated

April 30, 2013

Brand Protection in China

Engage in China – QBPC

Networking – Learn from your peersEnforcement through cooperation with

administrative agencies

Multi-layer protection strategy

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WELL-BRANDED PRODUCTS ARE

ALWAYS COUNTERFEITED

WELL-BRANDED PRODUCTS ARE

ALWAYS COUNTERFEITED

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Beijing-based volunteer association under CAEFI/MOFCOM

Established March 2000

210+ multinational member companies, most of which are companies headquartered in America, Europe and Asia

Annual membership survey assessing status of our efforts

Representing over US$ 80 billion in investment in China

QBPC has a voice in China

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Engage in China - QBPC

Quality Brands Protection CommitteeChina Association of Enterprises with Foreign Investment

www.QBPC.org.cn

Quality Brands Protection CommitteeChina Association of Enterprises with Foreign Investment

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Abbott Labs Fresenius Novozymes

adidas Freudenberg NXP

Semiconductors

Agilent Tech Gates Unitta OSRAM

AkzoNobel General Mills Panasonic

Alcatel GHD Panduit

Amer Sports Giga-Byte Technology ParexDavco

Ansell GlaxoSmithKline Pentland

Anheuser-Busch

Gucci Pernod Ricard

Applied Materials

Harley-DavidsonPSAPeugeot

Citroën

Armstrong Harman Pfizer

AstraZeneca HDMI Philip Morris

Audi Heineken Power Balance

Bacardi Hella Prada S.A.

BASF Hermes PUMA

Bayer Hindustan Pencils Ralph Lauren

3M Emerson QUALCOMM

ABB GE (China). RIM

ABRO General Motors Samsung

ALTECO Hewlett-Packard Siemens

Amway IntelSony

Corporation

Apple Johnson & Johnson UL

Beiersdorf AG

Microsoft Unilever

Bosch Nike Zippo

Diageo Nokia

Eastman Philips

Epson Procter & Gamble

BP Imperial Tobacco Samsonite

Burberry Infineon SanDisk

Callaway Irdeto B.V. SANOFI

Calvin Klein Jaguar Land Rover SAP AG

Canon John Deere Schaeffler

Caterpillar JT International S.A. Schneider Electric

CHANEL Kao S.C. Johnson

Cisco Systems

KarstenSeb

Développement

Cleveland Golf

Kimberly-Clark Servier

Coach Levi Strauss SGG Lisco LLC

Coca-Cola Lee Kum Kee Saint-Gobain

Codaa LG Electronics Shell

Colgate-Palmolive

Life Technologies Shiseido

CommScope Limited Brands SKF

Continental Logitech Sony Ericsson

Corning China L’OréalSpirits

International

BMW Group Husqvarna AB Roche

Bose IBM Rovio

Danfoss (Tianjin) L

Mann-Hummel Takeda

Deckers Mary Kay Texwood

Dell Mattel Tiffany & Co.

Delphi McCormick Time Warner Inc.

D-Link MCM Timken

Disney Merck Toshiba

DSM Michelin Toyota

Dolby Laboratories,

Micro-Pak TRW Automotive

Dow Corning Moët Hennessy TE Connectivity

Dupont Moncler Ubiquiti

Eaton Monsanto Ubukata

ELM Mosaic Universal Music

Eli Lilly Motolora Valeo

Energizer NBA Properties Inc VERSACE

Estée Lauder NEC Corp. Volkswagen AG

Evonik Degussa

Newell Rubbermaid Wacom

ExxonMobil New Era Cap Wahl

Federal-Mogul Corporation

Nestle WD-40

Fendi NGK Spark Plug Wrigley

Ford Motors Nissan Motor Zegna 

Frey Wille Novartis ZF

Creative Tech Lutron GL Starwood

Crocs LVMH Fashion Group STIHL

Cummins Mahle SWAROVS KI

Daimler Northeast

Manchester Syngenta

213 MNC Members

NETWORKING

Quality Brands Protection CommitteeChina Association of Enterprises with Foreign Investment

To work cooperatively with the Chinese Central and local

governments, local industry, and organizations to make

positive contributions to intellectual property protection in

the People’s Republic of China.

Mission Statement“building the bridge”

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Best Practices / Enforcement Committee

Communications Committee

Customs Committee

Government Cooperation Committee

Legal Committee

Membership Services Committee

Patent & Innovation Committee

Quality Brands Protection CommitteeChina Association of Enterprises with Foreign Investment

7 Committees

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Chairman & 6 Vice Chairmen

Quality Brands Protection CommitteeChina Association of Enterprises with Foreign Investment

22 Industry Working Groups1. Agricultural

2. Audio & Musical Instrument

3. Automotive

4. Battery

5. Construction & Integration

6. Creative

7. Electrical Distribution

8. Food & Beverage

9. Fast Moving Consumer Goods

10. Golf

11. Home Appliances

12. Imaging Supplies

13. IT

14. Lighting

15. Luxury Goods

16. Personal Care

17. Pharmaceutical

18. Power Tools

19. Refrigeration & Air-Conditioning

20. Sporting Goods

21. Toys & Licensed Goods

22. Wireless & Integrated Circuit　　　　

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Central Government Solicits Comments from QBPC/“Industry”

15- 20 opportunities annually - Draft Amendments, Rules, Case Transfer Procedures, New and Amended Laws (i.e. Draft Anti-Monopoly

Law )

Chinese Government Participants at QBPC Events

2011-2012 - Director Generals (DG), Deputy DGs & Directors of General Administration of Customs (GAC); Ministry of Commerce

(MOFCOM), Ministry of Public Security (PSB); State Intellectual Property Office (SIPO),State Administration for Industry & Commerce (SAIC);

General Administration for Quality Supervision, Inspection & Quarantine (AQSIQ); Economic Crime Investigation Department (ECID).

Judges of Supreme People’s Court (including IP Tribunal & Procuratorate) and People’s Court: High Courts, Intermediate Courts & Peoples

Procuratorate.

Economic Crime Investigation Department (ECID),

Quality Brands Protection CommitteeChina Association of Enterprises with Foreign Investment

Engaging Government, Agencies & Courts

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Quality Brands Protection CommitteeChina Association of Enterprises with Foreign Investment

Top 20 Best Practices - Winners

WANG Chao, Assistant Minister (now Vice Minister) of MOFCOM Presenting Awards

New for 2013

Selection Criteria:

Case needs to be prosecuted for IP crimes , because

Amount involved satisfies relevant criminal thresholds for IP crime; or

Seriousness of illegal facts may constitute IP crimes.

Agencies notified the IP owner, and requested the PSB to intervene

PSB has accepted the case

Economic Crime Investigation Department (ECID),

Quality Brands Protection CommitteeChina Association of Enterprises with Foreign Investment

5 Model Cases of Harmonizing Administrative & Judicial IP Enforcement

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Quality Brands Protection CommitteeChina Association of Enterprises with Foreign Investment

Membership

Re-active: Case

investigations Product testing Escalation to

Management

Attack Supply and Demand

Pro-active: Raids and supply-chain

investigations Legal proceedings Company policy

changes Supplier initiatives Controlled buys Customs initiatives

Preventative: Labeling Business Processes –

scrap process Manufacturing and

engineering changes CF Prevention Technology Training and education

BP

Multi-layer protection strategyDetection / Response / Prevention

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Thank You

Ron DavisSenior Director, Brand Protection

Qualcomm Incorporated

Practical Brand Protection14