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CONTENTS

6 IP news

10 One size doesn’t fi t all

Levi Strauss & Co. has been protecting its intellectual property for well over a century. A proactive and adaptable strategy has seen it described as a pioneer, just like the California gold miners who bought its earliest products. WIPR asked Tom Onda, Levi Strauss & Co.’s chief IP counsel, about the challenges of defending an iconic brand.

14 Magnum IP: why private investigators matter

Discovering the truth about an IP investigator is diffi cult enough without having to expose the myth as well. WIPR examines the facts.

20 School of (Hard) Rock

Through its restaurants and merchandise, Hard Rock has become an internationally recognisable brand. But it’s been a long journey. WIPR spoke to Rebecca Roby, senior director of business affairs, about the company’s trademarks.

24 An interview with David Kappos

David Kappos has been head of the United States Patent and Trademark Offi ce for around nine months since leaving his counsel role at IBM. WIPR spoke to him about his toughest job yet as he sets about remoulding the USPTO into an innovation agency.

28 Big bucks

Starbucks is the world’s largest coffeehouse company, with more than 16,000 outlets in over 50 countries. Its unprecedented success and distinctive branding have made it a popular target for infringers. WIPR spoke to Batur Oktay and Kim Teraberry about the company’s strategy for protecting its IP.

32 Protection for well-known marks in Turkey

Turkey has made great efforts in recent years to raise its game on well-known trademarks, say Korcan Dericioglu and Ahmet Munir Yasar.

36 A step in the wrong direction

While international co-operation on trademarks and patents is increasing, there are worrying signs that for copyright, universality is reducing in importance, says Rahul Chaudhry.

4 World Intellectual Property Review May/June 2010

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