innovation - intellectual property - copyright - trademark - patent - trade secret - design - model

1. 1
GESTS423
Intellectual Property Management &
Technology Transfer
Session 4:
The different types of
intellectual property rights
Azèle Mathieu, PhD
February - June 2015

2. !!! Protecting your IP
does not mean
not sharing your ideas !!!
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3. Why should you care about IP?
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4. Benefits for you
• Raise your awareness!
• Spare time
– Think before you act
– Experts, online resources, patent attorneys,…
• Spare money
– “IP is expensive” … but lawsuits are!
– Example
– Public financial incentives
• Consolidate your competitive advantage
– Innovative business model
– Innovative product/service
– …
– IP?
• In some cases, can be a leverage to earn money
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5. Intellectual property & value
Coca-Cola®
TM: EUR 58.7 Billion
Apple® iPod touch®
> 100 Mio units sold over 6 years
Harry Potter
Copyright: EUR 681 Mio
Polaroid® instant camera
Patents: EUR 692 Mio
DNA copying process
Patents: EUR 225 Mio
EPO/OHIM Intellectual Property Teaching Kit - IP Basics
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6. What do you know about
Intellectual Property Rights?
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7. 7

8. • Types of IP
– Copyright
– Trademark
– Design
– Trade secret
– Patent
• Key resources
Agenda
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9. Legal rights What for? How?
Patents New inventions
Application and
examination
Copyright ©
Original creative or artistic
forms
Exists automatically
upon fixation
Trade marks ™/®
Distinctive identification of
the source of a
good/service
Use and/or
registration
Registered
designs
External appearance Registration
Trade secrets
Valuable information not
known to the public
Reasonable efforts
to keep secret
Overview of Intellectual Property rights
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10. Legal rights What for? How?
Patents New inventions
Application and
examination
Copyright ©
Original creative or artistic
forms
Exists automatically
upon fixation
Trade marks ™/®
Distinctive identification of
the source of a
good/service
Use and/or
registration
Registered
designs
External appearance Registration
Trade secrets
Valuable information not
known to the public
Reasonable efforts
to keep secret
Overview of Intellectual Property rights
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11. When should you start taking care of your IP?
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Legal rights When
Patents Before any (scientific) publication
Copyright ©
Ok exists automatically =>
publication
Trade marks ™/®
Before marketing your
product/service
(e.g. info on the net)
Registered designs
Before outsourcing the making of
the object (e.g. Get Well Kit)
Trade secrets Keep it secret… all the time
"Information is
the lifeblood of
the company“

12. What is Intellectual Property
IP is
- a collection of
- legal and enforceable rights that
- provide control of the availability and use of
- skills, creativity, resources and technology and
- give the owner or his licensee a competitive advantage.
These rights are exclusive to the owner, but also come with some
important exceptions.
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13. Intellectual Property (1/2)
• Copyright ©
– Protects creative expression stored in a tangible format (for
example, books, recorded music, paintings, sculptures, films,
and software code)
• Trademark ® / TM
– Protection of distinguishing assets to help public identify
source of a good/service (for example, brands and logos)
• Design and Industrial Model
– Protection of aesthetic visible qualities (for example, the
form and shape of a product)
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14. Intellectual Property (2/2)
• Patent (patented/patent pending)
– Protection of technical inventions (for example, a product or
manufacturing process)
• Trade secret or know how
– Protection of undisclosed know-how (for example, a recipe,
technique, process, customer list, business plan)
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15. 15
What kind of IP Exists in this
iphone?

16. Some IP found in a mobile phone
• Trade marks:
– Apple logo
– Product name “iPhone”
– Software “iOS”?
• Patents:
– Data-processing methods
– Semiconductor circuits
– Chemical compounds,…
• Copyrights:
– Software code
– Instruction manual
– Ringtone,…
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• Trade secrets:
– ?
• Designs (some of them registered):
– Form of the overall phone
– Arrangement of buttons in oval
shape
– Three-dimensional wave form of
buttons,…

17. • Types of IP
– Copyright
– Trademark
– Design
– Trade secret
– Patent
• Key resources
Agenda
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18. Copyright
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19. Copyright
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20. Copyright - Creative Commons
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• http://creativecommons.org/about

21. Copyright
• Definition
– The exclusive, legally secured right to publish, reproduce and sell the
matter and form of a literary, musical, dramatic or artistic work
• Original works of authorship protected, include:
– Literary works (includes computer source code!)
– Musical works
– Dramatic works
– Choreographic works
– Pictorial, graphical, sculptural works
– Motion pictures
– Architectural works
• Example: dictionary (Van Dale)
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22. Copyright
• Exception/Limitations:
– Limited in duration (though quite long!)
– Ideas vs. Expression
– “Fair use” when being reproduced but no protection for
purposes such as criticism, comment, news reporting,
teaching, research, further improvements, etc.
– “Private copies”
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23. • Types of IP
– Copyright
– Trademark
– Design
– Trade secret
– Patent
• Key resources
Agenda
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24. Trademarks
• Definition
– Any means to identify and distinguish products or services
• Duration:
– Period of 10 years indefinitely renewable
• Requirements:
– Should have a distinguishing character, without being too
descriptive
– National registration
• Examples:
– words, sign, sentence, odor, shape, color, tune, noise,…
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25. Trademarks
• “(…) Our registered trade mark (…) provides us with a consistent image to the
marketplace. It's all about consumer recognition".
• The Coffee Club trade mark is registered
– with IP Australia across a variety of classes.
– in more than a dozen countries; providing protection for what could
conceivably be a global market.
• “Intellectual property - our trade marks, copyrighted menus, brochures and
so on - all of this is just as important to us as any other business issue. Maybe
more so because that is what makes us distinctive, different from the rest”.
• The Coffee Club's secure IP is attractive to potential franchisees. “(…)
protected from local and international competitors trying to imitate The
Coffee Club brand, which could threaten our investment.”
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Source: http://www.ipaustralia.gov.au

26. When
buying/investing/partnering
in/with a company, be careful of
who holds the IP rights and if
they are included in the deal...
Trademarks
VW vs. Rolls Royce case
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Source: http://www.ipaustralia.gov.au

27. Trademarks
• Is my trademark already used/registered by another company?
– Search on: https://register.boip.int/bmbonline/intro/show.do
– Example: search for the mark “PREOB”:
http://www.wipo.int/romarin/advSearch.do?ID=0&searchStri
ng=+/MARKGR/INTREGN+contains+972042&searchDatabase
Act=on&searchDatabaseDel=on
– Refused marks:
https://register.boip.int/bmbonline/search/publication/perfo
rm.do
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Source: www.boip.int

28. • Types of IP
– Copyright
– Trademark
– Design
– Trade secret
– Patent
• Key resources
Agenda
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29. Designs or industrial models
• Definition
– Industrial models or design protect the aesthetic qualities of
a particular shape or form of a certain product having a
specific function
• Duration:
– 5 + 5 + 5 years
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30. Designs or industrial models
• The problem: competitor copying designs
• Is my industrial model already used/registered by another
company?
– Search on: https://register.boip.int/designsOnlineWeb/?l=fr
– Example: search for chair
http://www.wipo.int/wipo_magazine/en/2012/06/article_00
04.html
• The lesson: register designs before releasing them to the market
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Source: www.boip.int

31. • Types of IP
– Copyright
– Trademark
– Design
– Trade secret
– Patent
• Key resources
Agenda
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32. Trade secrets or know how
• Secret information giving an advantage over competitors.
• Will need to be kept secret…
– Take all reasonable steps such as confidential
agreements, clauses in contracts,…
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33. • Types of IP
– Copyright
– Trademark
– Design
– Trade secret
– Patent
• Key resources
Agenda
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34. A patent: definition
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 Exclusive right
 “Negative” right
 Granted for an invention, product/process offering a new
technical solution to a problem
 Duration: 20 years
 Implication: the invention cannot be commercially made,
used, distributed or sold without the patent owner's
consent

35. Conditions to be fulfilled
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 Practical use
 Industrial application
 Can be made or used in any kind of industry
 Element of novelty
 Not publicly available
 Not part of the state of the art
 Inventive step
 Not obvious to a person skilled in the art
 Accepted as "patentable" under law

36. A patent is a contract between an inventor and a state
Inventor State
1. Protection for about 20 years 1. Publication of the invention
2. Exclusive rights to produce, use, sell
and import the invention
- To recup investment in R&D
- To strenghten market position and
competitiveness
- To spread new technical knowledge
- To avoid R&D duplication
- To foster innovation
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37. • Types of IP
– Copyright
– Trademark
– Design
– Trade secret
– Patent
• Key resources
Agenda
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38. Resources
• https://www.iprhelpdesk.eu/
• http://www.ideasmatter.com/
• http://www.ipaustralia.gov.au/understanding-intellectual-property/case-studies/
• OHMI - Trademark, Design, Industrial secret:
https://oami.europa.eu/ohimportal/fr/
• EPO - Patent:
http://www.epo.org/
In Belgium:
• OBPI – Trademark, Design, Industrial secret
https://www.boip.int/wps/portal/site/home/!ut/p/a1/04_Sj9CPykssy0xPLMnMz0vMAfGjzOKdg5w8HZ0MHQ0MfJ3MDT
x9Hb28_Xz8jC0CDPSD04r0C7IdFQH92-xE/
• OPRI - Patent
http://economie.fgov.be/fr/entreprises/propriete_intellectuelle/Aspects_institutionnels_et_pratiques/OPRI/#.U8JKXk2
KAkI
• Public financial incentives:
http://newinnoviris.irisnet.be/fr/soutien-financier-entreprises/programmes-bruxellois/protect-patent
http://www.ecosubsibru.be/index.cfm?fuseaction=aides.aides_one&aide_id=28&language=FR
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39. 39
Q&A