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LACOSTE


bigger issue, and that is the fate of the crocodile from which Lacoste’s logo is derived. For the last few years, the company has been participating in the ‘Save Your Logo’ programme, through which brands invest money in protecting the real-world inspiration for their marks.


“We did not invent the Save Your Logo programme, it was the invention of somebody else, but when it came in front of us we said, ‘ok, it’s very simple, the crocodile has brought a lot to our company, and this is a way to give back to the crocodile a little of what he has given to us over the years’,” says Lacoste. “It’s our third year of activity with the scientists who manage the conservation efforts in which we are participating.”


To date, Lacoste has been involved in activity to protect the gharial in Nepal, the American crocodile in Florida, the Orinoco crocodile in Colombia and the Chinese alligator, and now in a new project in the Philippines. Breeding these animals in captivity is easy but, as Lacoste explains, translating that


into viable wild


populations is another story. “Tere are issues connected to the environment, there are places where the development of civilisation has been too big to leave enough room for the animals, and part of what we do and what we’ll be doing in the Philippines is to try to better manage the relationship of humans with the crocodiles by having them understand the importance of the crocodiles in the ecology of that area, and having the local population benefit in some way from the presence of the crocodiles, offering incentives to help them assist with the survival of the animals.”


Lacoste invests in the region of €500,000 ($612,000) per year in the project, helping scientists and conservationists make the right decisions about protecting these species. And while it’s too early to know the full effects of the investment on the populations, early signs are good, especially when it comes to changing the relationships between local people and animals. As a corporate social responsibility programme, Save Your Logo makes clear sense for Lacoste.


But it’s not just the inspiration for the logo that’s under threat. Counterfeiting remains a problem worldwide, and for a brand as recognisable as Lacoste, it takes a lot of work to police.


“IP and, in particular, trademarks are completely at the heart of our business, which is principally a licensing model of activity,” Lacoste says. “We really have one, or one twin trademark with the crocodile or the name Lacoste. We do not have a multitude of new trademarks, or rather nothing very substantial. We’ve been at it for 80 years


www.worldipreview.com


Snappy dresser: Michel Lacoste (right) with a crocodile


“LACOSTE HAS BEEN INVOLVED IN ACTIVITY TO PROTECT THE GHARIAL IN NEPAL, THE AMERICAN CROCODILE IN FLORIDA, THE


ORINOCO CROCODILE IN COLOMBIA AND THE CHINESE ALLIGATOR.”


all around the world so today, we approach the situation in a position of strength.


“Tere is not one country in the world where we do not own rights to both the crocodile and the name Lacoste for the categories of products in which we have an interest, so there is not one place where we cannot run our business.”


Te firm’s approach to counterfeiting is proactive— Lacoste has a zero-tolerance policy. As Nathalie Moullé-Berteaux, head of IP for the company, explains: “We also feel it is our corporate responsibility to fight this illegal trade which is disrespectful of our employment environment. We try to stay very involved in the passing of new legislation to help improve the legal background, discussing with


government


especially in the EU right now. We rely very much on a close relationship with law enforcement.”


Te strategy is global, but sometimes it is necessary


to take where the problem is particularly


special action in places acute.


“In some countries where we have the most problematic issues in terms of the visibility of counterfeits both offline and online, we are all trying to increase the deterrence of our actions in developing what we call landlord actions,” Moullé-Berteaux says. Tis means going aſter not just the counterfeiters, but also those who enable them, both in the physical world and online, by hosting or assisting them. Tis contributory liability approach gets results.


... regulations,


Of course, there’s no end to the fight against counterfeiting. Seizures are up, cooperation with law enforcement is good, and the brand is well protected. But as with the crocodiles, “it is a never-ending struggle”. 


World Intellectual Property Review July/August 2012 49


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