challenges brand owners face in the global market
TRANSCRIPT
LAWPLUS 1
Challenges Brand Owners Face in the Global Market
Kowit SomwaiyaManaging Partner, LawPlus Ltd.
INTA Workshop in Thailand21 September 2016
JW Marriott, Bangkok
www.lawplusltd.com
LAWPLUS 2
http://www.forbes.com/powerful-brands/list/#tab:rank
The World's Most Valuable Brands (Forbes 2015)Rank Brand Brand Value 1-Yr Value
ChangeBrand
RevenueCompany
AdvertisingIndustry
#1 Apple $145.3 B 17% $182.3 B $1.2 B Technology
#2 Microsoft $69.3 B 10% $93.3 B $2.3 B Technology
#3 Google $65.5 B 16% $61.8 B $3 B Technology
#4 Coca-Cola $56 B 0% $23.1 B $3.5 B Beverages
#5 IBM $49.8 B 4% $92.8 B $1.3 B Technology
#6 McDonald’s $39.5 B -1% $87.8 B $808 M Restaurant
#7 Samsung $37.9 B 8% $187.8 B $3.8 B Technology
#8 Toyota $37.8 B 21% $171.1 B $3.8 B Automotive
#9 General Electronic
$37.5 B 1% $129.1 B - Diversified
#10 Facebook $36.5 B 54% $12.1 B $135 M Technology
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Intellectual Property: Key to Success
• “In the age of the knowledge economy, the efficient and creative use of
knowledge is a key determinant of international competitiveness, wealth
creation and improved social welfare.” said Kamil Idris (former WIPO Director
General).
• In today’s knowledge-driven world, proper use and protection of intellectual
property (IP) assets is the key to success for businesses, both large and small.
• IPRs not only help businesses to prevent imitators from copying their
innovations or brand names but also help them to gain revenue through
licensing, franchising, and other IP commercialization.
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Intellectual Property and Value-based Economy
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Brand Building – General Principles
Quality
Difference and
Identity
Exposure and
Experience
EmotionTrust
Value
BRAND
Awareness
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Brands and Global Markets
• Brand owners need to pay special attention to visual features that
express a brand, such as company logo and colors.
• Maintaining uniformity of brand visual features is essential for creating
a strong global brand.
• Maintaining brand uniformity is more complex in today’s world as
brand images now emerge in different ways, from print media to
television (audio and visual) and the Internet (mixed media).
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Some Challenges for Brand Owners in Global Market
•G
• The Convergence of Brands and Customers
– Every customer is a multichannel customer.
– The customer experience happens across countries and across an increasingly diverse set of
brand interaction points throughout sales, marketing, services, engineering and potentially retail
for brands selling physical products both in their physical stores and online stores.
• Global Markets and “Glocal” Approach
– There is a global need to homogenize products, packaging, and communication to attain a least
common positioning that would be successful across nations. However, specific product
features, communications, distribution, and selling practices may need to be tailored to fit local
consumer requirements.
– Thus, it is challenging for brand owners to create and maintain their identity and uniformity while
using the "glocal" approach.
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Some Challenges for Brand Owners in Global Market
•G
• Borderless Trade
– By opening up new marketing channels, borderless trade offers wider scope for both the
legitimate and counterfeit use of trademarks.
• The Internet of Things and Digital Economy
– When a trademark is used in Digital Economy, it is potentially accessible by viewers world wide.
Businesses are realizing that their on-line identities are potentially valuable resources and must
be protected accordingly.
– Companies need to know what constitutes a valid and legally protected trademark and be
prepared to enforce their trademark rights over digital media.
– Companies must also be aware of methods to detect infringement and remedies available
against trademark infringement.
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Disclaimer
The information provided in this newsletter is general in nature and may not apply to any specific situation. Specific advice should be sought before taking any action based on the information provided. Under no circumstances shall LawPlus Ltd. or any of its directors, partners and lawyers be liable for any direct or indirect, incidental or consequential loss or damage that results from the use of or the reliance upon the information contained in this newsletter. Copyright © 2016 LawPlus Ltd.
LAWPLUS 11
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