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How social media challenge the brandscape for trademark holders1


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How social media challenge the brandscape for trademark holders1

  1. 1. How Social Media challenge the brandscape for trademark holders Danny Friedmann, PhD Cand. CUHK, founder of IP Dragon
  2. 2. 7 th Annual Asia-Pacific IP Forum <ul><li>Organised by Managing Intellectual Property and </li></ul><ul><li>September 1 and 2, 2010 </li></ul>
  3. 3. Challenges for Trademark holders <ul><li>Trademark holders need to: </li></ul><ul><li>preemptively register all variations of their trademark at all social media sites </li></ul><ul><li>use them, otherwise they could be eliminated </li></ul><ul><li>monitor for trademark infringements </li></ul><ul><li>Conclusion : time consuming and costly </li></ul>
  4. 4. Interoperability multiplies challenges <ul><li>Tweet a message including a trademark infringement on Twitter </li></ul><ul><li>Retweet on Facebook </li></ul><ul><li>Retweet on LinkedIn </li></ul><ul><li>Retweet on Blogger </li></ul><ul><li>Blogger content republished via RSS on several sites </li></ul><ul><li>Conclusion : trademark infringements couldbe eternally recycled </li></ul>
  5. 5. Marketing challenge <ul><li>renren “everybody” (formerly XiaoNei “on campus”) changed its focus from students to all classes; Baidu Tieba made same change </li></ul><ul><li>Bigger market; exclude possibility of school-wide online organisation: unite and rule </li></ul><ul><li>Conclusion : more difficult for trademark holders to reach target audience </li></ul>
  6. 6. Service providers are going to dominate <ul><li>Past: domain name disputes ruled by </li></ul><ul><li>UDRP and trademark law (public) </li></ul><ul><li>Present: unauthorised use trademark in 3rd level domain names and content ruled by Terms of Use/trademark law (private/public) </li></ul><ul><li>Future: unauthorised use trademark ruled by Terms of Use (private) </li></ul><ul><li>Conclusion : privatisation of problems privatisation of solutions </li></ul>
  7. 7. TP can be for trademark holders what CC is for copyright holders <ul><li>Service providers set rules: in exchange need to assume responsibility for enforcement and liability for non-enforcement </li></ul><ul><li>Trademarks holders need to become pro-active (TP); authorise via license how their trademark can be used online and put this info in database: saves costs, regain control over trademark use </li></ul><ul><li>TP coupled with database: service providers can automatically monitor whether there are any unauthorised trademark uses at their sites and enforce </li></ul>
  8. 8. Thank you! <ul><li> IP Dragon </li></ul>