Brand Protection & Anti-Counterfeiting: How to Protect your Empire

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Focusing on presenting insight on prevention from some of the most anti-counterfeited markets

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The most difficult aspect of the strategy is being able to get the timing and balance of protection right. - Dr. Jochen Schaefer, World Federation of Sporting Goods

Strategy. Framework. Execution. Pitfalls. Status (SFEPS) - do these words mean anything to you?

Legal IQ have recently spoken to the brand protection experts of the three most counterfeited industries, Fashion, Film and Sporting Goods, to get an understanding of just what their SFEPS are and how to protect and maintain the integrity of their products.

According to Victoria Swedjemark, General Counsel and Sustainability Director, Björn Borg. Kieron Sharp, Director General, Federation Against Copyright Theft and Dr Jochen Schaefer, Legal Counsel, World Federation of Sporting Goods, you need to ensure:

Strategy: Employ people who understand the online environment and use intelligence and information in the right way.
Framework: First, decide what your primary brand is. Second, ensure filing for a trademark is your best option. Third, optimise all the unconventional methods of protecting your brand.
Execution: During everything you do, you must keep in mind that your goal is to provide and obtain evidence that proves criminal enterprises are doing something illegal.
Pitfalls: The most difficult aspect is knowing which battles to take and which counterfeiters are worth going after.
Status: Recent government and parliament recognition has meant companies are showing more interest in how to protect their own content.

The full interviews are available in Legal IQ’s recent paper ‘How to Protect Your Empire’ and can be downloaded from the website at no extra cost -

These interviews were held ahead of the 10th annual Brand Protection & Anti-Counterfeiting Summit where all interviewees will be participating in discussions and sessions on how to reduce online counterfeiting, how to dismantle, deter, detect and prevent copyright theft and what enforcement strategies are used to overcome global infringement.

Find the full programme, event details and registration information about the Brand Protection & Anti-Counterfeiting Summit on, phone +44 (0) 207 036 1300 or email enquire(at)iqpc(dot)co(dot)uk

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Marina Belaya
Legal IQ
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since: 12/2010
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