1. Brands: Intellectual property issues where the brand is king
Jan Vidjeskog
Senior Counsel
PHILIP MORRIS INTERNATIONAL MANGEMENT S.A.

2. Philip Morris International, Inc.
The leading international tobacco company
Our brands are sold in more than 180 markets
Brand portfolio includes among others Marlboro, and L&M, the world’s 1st and 3rd most popular brands.
Held an est. 15.6% share of the total international cigarette market outside the U.S., or 28.6% excluding the China and the U.S. (2014)

3. Established IP Portfolio Management
Mr. Philip Morris opens a single shop on London’s Bond Street in 1847
First TM filing made in 1876 TM “AMBASSADEURS”*
Portfolio: 50’000+ trademarks registrations
Thousands of domain names
Copyright and design
Trademark team of ~ 25 professionals in-house
*)Source: UK Intellectual Property Office

4. Established brand owner’s IP challenges
Mitigating IP risks in business
Ensuring adequate protection
Enforcing effectively
Cost efficiency

5. Country laws Important for protection, enforcement and risk mitigation
Predictability through law and judicial practice crucial
For ex. New Trademark Law in China good step in right direction, but…
How law is applied will still develop in Courts
Factual circumstances remain challenging

6. Internal policies
Key for ensuring compliance – Minimum standard for broad audience
Simple tool to ensure:
Mitigation of infringement risk vs. 3rd party IP
No loss of rights
Reporting infringements of company IP
Challenging to keep contemporary and effective

7. Brand usage guidelines
Ensure consistency and help maximizing protection and enforceability
Challenging to maintain in fast moving business environment
More complex tool for specific audience
Concepts of dilution, distinctiveness challenging
Business goals vs. strong protection can differ

8. Training Training allows tailored and targeted approach
Can be resource intensive – Technology helps
Continuity and value is key to effectiveness

9. Trends and developments
Business pace increasing – IP laws under pressure
Globalization and Digitalization – Enforcement challenges
Increased complexity – Training needs grow

10. Conclusions Need to adapt to changing environment
Use all tools – Laws, policies, guidelines, training
Control cost and priorities