1 The Protection of Patents, Trademarks, Industrial Designs and GIs and Their Role in Trade and Commerce Denis Cohen, WIPO

2 Fields of Industrial Property Patents (protect technical features) Trademarks (protect a sign in relation to goods and/or services) Designs (protect the external appearance of a product) GI’s (geographical names identifying a product from that place, the quality of which is attributable to its geographical origin)

3 Patents

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5 Trademarks

6 Designs

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8 Geographical Indications

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10 Fields of Industrial Property In contrast with copyright, the common denominator to industrial property (patents, trademarks and designs) lies in the fact that: protection requires registration

11 TRADEMARK REGISTRATION Examples of Fees (for a trademark registration covering one class of goods or services): Australia: 345 $; Norway: 360 $; Canada: 440 $;Singapore: 220 $; France: 290 $;Spain: 240 $; India: 55 $;Switzerland: 560 $; Japan: 735 $;UK: 380 $; Morocco: 70 $;OAPI: 780 $ USA: 375 $; EC: 2,240 $

12 Examples of Designs Fees (for 1 Design) Australia: 150$; Norway: 200$; Canada: 350$; Singapore: 150$; France: 90$; Spain: 110$; India: 45 $; Switzerland: 200$; Japan: 480$; UK: 180$; Maroc: 40$; OAPI: 155$ USA: 320$; European Community: 450$

13 Role of IP in Trade and Commerce Common denominator to patents, trademarks, designs And GI’s: protection entails monopoly of rights for the owner privileged situation in the market

14 Role of IP in Trade and Commerce When buying a product, consumers decisions are mainly influenced by: price technical qualities (patents) name or reputation (trademark) external appearance (designs)  Designs: tend nowadays to become the most decisive factor

15 Duration of IP Rights Patents (20 years) Designs (from 10 to 50 years according to the country concerned) Trademarks (10 years but can be indefinitely renewed for additional periods of 10 years); The fact that trademark protection can be endless accounts for the valuation of marks which may reach huge figures

16 World’s Most Valuable Brands 2006 RankBrandCountry of origin Sectorvalue ($M) 1Coca ColaUSBeverages67,000 2MicrosoftUSComputer Software56,926 3IBMUSComputer Services56,201 4GEUSDiversified48,907 5IntelUSComputer Hardware32,319 6NokiaFinlandTelecom equipment30,131 7ToyotaJapanAutomotive27,941 8DisneyUSMedia/Entertainment27,848 9McDonald’sUSrestaurants27,501 10MercedesGermanyAutomotive21,795

17 RankBrandCountry of origin Sectorvalue ($M) 11CitiUSFinancial Services21,458 12MarlboroUSTobacco21,350 13Hewlett- Packard USComputer Hardware20,458 14American express USFinancial services19,641 15BMWGermanyAutomotive19,617 16GilletteUSPersonal care19,579 17Louis VuittonFranceLuxury17,606 18CiscoUSComputer Services17,532 19HondaJapanAutomotive17,049 20SamsungKoreaConsumer electronics 16,169 World’s Most Valuable Brands 2006 (cont’d)

18 International Registration Treaties Patents: the Patent Cooperation treaty (PCT) on June 19, Membership: 132 States (including Australia) Trademarks: the Madrid Agreement and Protocol Concerning the International Registration of Marks. Membership: 82 States (including Australia) Designs: Adoption of the Hague Agreement Concerning the International Registration of Designs Membership: 47 States GI’s: The Lisbon Agreement Concerning International Registration Membership: 27 States