World Intellectual Property Review

is published by: Newton Media Limited 15-17 Newton Way

Woolsthorpe-by-Colsterworth NG33 5NR United Kingdom Telephone: +44 208 290 4943

Directors and publishers

Nicholas Lipinski and John Eddington

Editor

Peter Scott

Telephone: +44 208 466 7045 Email: pscott@newtonmedia.co.uk

Sub-editor

Susan Gault

Journalists

Mark Dugdale Kirsty Whittle

Advertising managers

John Haley

Telephone: +44 208 776 7273 Email: jhaley@worldipreview.com

Matt Saunders

Telephone: +44 1926 423 781 Email: msaunders@worldipreview.com

Production and design

Strano & Pettigrew Design Associates www.stranoandpettigrew.com

©Newton Media Limited 2010

All rights reserved. No part of this publication may be reproduced, stored in a retrieval system, or transmitted in any form or by any means, electrical, mechanical, photocopying,

recording or otherwise without the prior written permission of the publisher.

The views expressed in World Intellectual Property Review are not necessarily those shared by the publisher, Newton Media

Limited. Wishing to reflect the true nature of the market, we have included articles from a number of sources, and the views expressed are those of the individual contributors. No

responsibility or liability is accepted by Newton Media Limited for any loss to any person, legal or physical, as a result of any statement, fact or figure contained in World Intellectual

Property Review.

This publication is not a substitute for advice on a specific transaction.

The publication of advertisements does not represent endorsement by the publisher.

World Intellectual Property Review:

ISSN 1758-7528 (Print)

Cover image: Levi Strauss & Co.

Peter Scott Editor

With the INTA conference upon us, WIPR takes a look at how three of the world’s biggest brands

protect their trademarks.

Levi Strauss & Co., Starbucks and Hard Rock International are leaders in their respective fields. As such, they are vulnerable to imitation, whether by those who want to create the illusion of a legitimate association with the brands, or by those who simply wish to steal ideas, logos and designs.

We interview the people who protect the trademark portfolios at all three companies, and take an overview of their strategies. One thing that emerges is that however excellent a company’s trademark protection programme is, it can never be foolproof.

In some instances, trademark holders, or patent owners for that matter, may find that despite their best efforts, they don’t have the resources or expertise to track down infringement. At other times, companies might want to make discreet enquiries about others’ IP, perhaps because they want to launch a rival product. If this is the case, it may be time to hire an IP investigator.

While not quite modern-day Philip Marlowes, private IP investigators can do things that law firms or IP-owning companies have neither the time, resources nor inclination to do. Whether it’s posing as a student to get information about a product or setting up dummy companies to gather information, IP investigators can be a real asset. We talk to some of the major players and find out what they offer.

We also continue our interviews with some of the most important people on the regulatory side of IP. We talk to David Kappos about his efforts to transform the US Patent and Trademark Office into an “innovation agency”, following last month’s interview with Francis Gurry, head of the World Intellectual Property Organization.

All this alongside our regular jurisdiction reports, and features from experts across the world about new challenges, new cases and new business models.

EDITOR’S NOTE

EDITORIAL PANEL

Jacqueline Needle, partner, Beck Greener

Simon Cohen, partner, intellectual property,

Taylor Wessing

Jane Collins, head of trademarks, Syngenta

Yoshitaka Sonoda, partner,

Sonoda & Kobayashi

Robert Barchiesi, president,

International AntiCounterfeiting Coalition

Paul J. Sutton, co-founding partner,

Sutton Magidoff LLP

www.worldipreview.com

Mark A. Steiner, partner,

Townsend and Townsend and Crew LLP

Sergio Olivares, partner,

Olivares & Cía.

Susan E. Cullen, consulting practice

director, Thomson Reuters

Chris McLeod, director of trademarks,

Hammonds LLP

Stephen Kinsey, partner,

Wildbore & Gibbons

World Intellectual Property Review May/June 2010

3 Page 1  |  Page 2  |  Page 3  |  Page 4  |  Page 5  |  Page 6  |  Page 7  |  Page 8  |  Page 9  |  Page 10  |  Page 11  |  Page 12  |  Page 13  |  Page 14  |  Page 15  |  Page 16  |  Page 17  |  Page 18  |  Page 19  |  Page 20  |  Page 21  |  Page 22  |  Page 23  |  Page 24  |  Page 25  |  Page 26  |  Page 27  |  Page 28  |  Page 29  |  Page 30  |  Page 31  |  Page 32  |  Page 33  |  Page 34  |  Page 35  |  Page 36  |  Page 37  |  Page 38  |  Page 39  |  Page 40  |  Page 41  |  Page 42  |  Page 43  |  Page 44  |  Page 45  |  Page 46  |  Page 47  |  Page 48  |  Page 49  |  Page 50  |  Page 51  |  Page 52  |  Page 53  |  Page 54  |  Page 55  |  Page 56  |  Page 57  |  Page 58  |  Page 59  |  Page 60  |  Page 61  |  Page 62  |  Page 63  |  Page 64  |  Page 65  |  Page 66  |  Page 67  |  Page 68  |  Page 69  |  Page 70  |  Page 71  |  Page 72  |  Page 73  |  Page 74  |  Page 75  |  Page 76  |  Page 77  |  Page 78  |  Page 79  |  Page 80