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2011年 12月 07日(水)
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午後12:00 - 午後02:00
The Challenge of Creating an International Brand Name, with special reference to Pharmaceuticals
お申し込み・キャンセル期限: 2011年 12月 02日(金)
スピーカー: Chris Earnshaw Ph.D. (President, Addison Whitney Japan)
Hosting Committee(s): Intellectual Property
会場: ACCJ Tokyo Office, Boardroom MAP
Member Fee: ¥1500
Guest Fee: ¥2000
Extras: Meal included
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.
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.
Note: ACCJ events are for ACCJ members and their guests only. To learn more about becoming an ACCJ member, see the Membership section of this site or contact the Membership Services Department at info@accj.or.jp / (03) 3433-7304.
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