July was a vibrant month for the IP4SME project, marked by two highly informative workshops aimed at enhancing the knowledge and capabilities of SMEs in brand management and IP infringement.
The Brand Management workshop, moderated by Giovanni Zazzerini, featured insights from IP lawyer Elio De Tullio and Bulgari’s legal counsel, Laurence Morel-Chevillet. They highlighted the importance of trademark registration for establishing a legal connection between products and producers, aiding in disputes and authorizing third-party usage. SMEs learned to select distinctive names, conduct thorough trademark searches, and consider their target markets.
The workshop also detailed the trademark registration process, emphasizing domestic and international registration. SMEs were encouraged to ensure their brand’s distinctiveness and alignment with their offerings, focusing on sustainability and consumer loyalty. Strategies for protecting intellectual property included analyzing areas with high counterfeiting risks, comprehensive IP registration, and engaging local authorities for enforcement.
The second workshop on IP Infringement featured international speakers such as IP lawyer Elio De Tullio, Claudio Bergonzi, Director Global Enforcement at Alibaba Group, and Ray Lei Zhao of Unitalen Attorneys at Law. The workshop underscored the importance of online enforcement, showcasing Alibaba’s use of advanced AI to prevent IP infringements and set a benchmark for digital marketplaces. The discussion also covered China’s enhanced legal framework, which now includes punitive damages to better protect IP and attract foreign investments. Lastly, SMEs were advised to stay vigilant about their IP rights and adopt comprehensive strategies to mitigate risks, emphasizing the need for proactive measures to safeguard their innovations and maintain a competitive edge in the market.
The course “Unlock the Power of IP” will resume on 4th September with the workshop on “IP and Finance”. Don’t miss this opportunity and register here.
Source: INSME Secretariat
