1. © Murgitroyd & Company 2006 1 CERAM Sophia Antipolis Rick de Zeeuw 16 March 2006

2. © Murgitroyd & Company 2006 2 CERAM Sophia Antipolis ©Introduction : IP Rights ©Case Study : David BECKHAM

3. © Murgitroyd & Company 2006 3 CERAM Sophia Antipolis ©Intellectual Property Rights ©Patents ©Trade Marks ©Designs

4. © Murgitroyd & Company 2006 4 CERAM Sophia Antipolis ©Intellectual Property Rights ©National Rights ©International Filing Procedures Exist ©Litigation is subject to National Law

5. © Murgitroyd & Company 2006 5 CERAM Sophia Antipolis ©Patents Rights for invention which are : ©New ©Inventive

6. © Murgitroyd & Company 2006 6 CERAM Sophia Antipolis ©Novelty : ©Objective ©New with respect to all available information

7. © Murgitroyd & Company 2006 7 CERAM Sophia Antipolis ©Inventive : ©Subjective ©Not obvious for the man skilled in the art

8. © Murgitroyd & Company 2006 8 CERAM Sophia Antipolis ©Role of the Patent or Trademark Attorney ©Inform / Educate ©Understand Client Business Needs ©Identify IP Rights that may be useful for the Business ©Take responsibility for obtaining and maintaining rights

9. © Murgitroyd & Company 2006 9 CERAM Sophia Antipolis ©Main Object of IP Rights ©Improve the ability of the company to carry out Business

10. © Murgitroyd & Company 2006 10 CERAM Sophia Antipolis ©Examples ©Protects a Monopoly ©Guarantees freedom to operate in a market ©Underlines the Innovative Power of the Company

11. © Murgitroyd & Company 2006 11 CERAM Sophia Antipolis ©IP Rights : ©It’s not about getting as much as possible, ©It’s about getting the ones you need.

12. © Murgitroyd & Company 2006 12 CERAM Sophia Antipolis ©Case Study DAVID BECKHAM DAVID BECKHAM

13. © Murgitroyd & Company 2006 13 CERAM Sophia Antipolis ©What we do for David BECKHAM ©Filing ©Prosecution ©Searching

14. © Murgitroyd & Company 2006 14 CERAM Sophia Antipolis ©Trademarks ©BECKHAM ©BECKHAM 7 ©DAVID BECKHAM ©SIGNATURE

15. © Murgitroyd & Company 2006 15 CERAM Sophia Antipolis ©Trademarks ©  7 years ago : UK ©Today : ©Most industrialised countries ©Countries with a high FIFA ranking

16. © Murgitroyd & Company 2006 16 CERAM Sophia Antipolis ©List of Products ©Brylcreem ©Perfume ©Jewellery ©Video, DVD ©Sporting Goods ©Sporting Bags ©Football Educational Activities (DB Academy)

17. © Murgitroyd & Company 2006 17 CERAM Sophia Antipolis DAVID BECKHAM DAVID BECKHAM General Lawyer Murgitroyd & Company Management Team Adidas, Gillette…

18. © Murgitroyd & Company 2006 18 CERAM Sophia Antipolis ©Maintaining Rights ©Customs ©Worldwide Trademark Watching System ©Partners