1. The Business Perspective
The Accession of the EC to the Madrid Protocol
The Business Perspective
Consequences for Trademark Filing Strategies

2. Arla Foods – Key Information
The Accession ot the EC to the Madrid Protocol
Arla Foods – Key Information
Danish and Swedish dairy company
a co-operative owned by Swedish and Danish milk producers
7,1 billion kg milk
turnover of about 5,1 billion Euro
direct presence in 22 countries
Arla Foods' objective is to be the consumers' and the costumers’ preferred dairy group

3. The Accession ot the EC to the Madrid Protocol
Denmark

4. The Accession ot the EC to the Madrid Protocol
Sweden

5. The Accession ot the EC to the Madrid Protocol
United Kingdom

6. The Accession ot the EC to the Madrid Protocol
Germany

7. The Accession ot the EC to the Madrid Protocol
Saudi Arabia

8. The Accession ot the EC to the Madrid Protocol
Dominican Republic

9. The Accession ot the EC to the Madrid Protocol
Filing Strategy
most new trademarks will initially be launched in a limited number of countries, typically DK, SE, UK and DE
most trademarks will not be used on a worldwide scale
individual filing strategies

10. Filing Strategy in the EU before 1/10/04
The Accession ot the EC to the Madrid Protocol
Filing Strategy in the EU before 1/10/04
main markets: DK, SE, UK, DE
CTM obvious choice
only searches in markets for immediate sale
Protocol obvious choice for suggestive trademarks
CTM for more distinctive trademarks

11. Filing Strategy in the EU after 1/10/04
The Accession ot the EC to the Madrid Protocol
Filing Strategy in the EU after 1/10/04
home registration in Denmark
Protocol designating EU
rely on the opting-back
what happened to the fee??
replacements

12. Madrid Union (77 Members)
The Accession ot the EC to the Madrid Protocol
Future Opportunities
Madrid Union (77 Members)
Agreement only 11 Protocol only 21 Agreement and Protocol 45
(Including EC)