Event Detail

In recent years, there have been several notable examples of

multinational companies being hauled into court for trademark

infringement in countries outside of their home country subsequent to a

global product launch. Similarly, some of the world's largest

multinational companies have been forced to rebrand their products at

great expense and embarrassment after finding out that they were blocked

from using their new brands in key markets.



In addition to unwittingly trampling on the rights of others with a new

brand launch, pharmaceutical companies face a different yet more serious

problem. It is reported that over 400 people in the U.S. die each year

from being prescribed the incorrect product due to the pharmacist

misreading the name of the pharmaceutical.



Chris Earnshaw will discuss the issues that companies frequently

overlook when branding their products on a global basis, common pitfalls

of multinationals in global branding programs, and the strategies used

by multinationals in getting their brand names registered around the

world.