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CONTENTS 6 TB&I news


12 Protective strategies Most discussion about rights protection mechanisms under the new generic top- level domain programme has focused on the mandatory measures, but several individual registries are providing their own forms of defence, as TB&I fi nds out


16 Getting engaged: success stories from the social 12


media front lines From Nike’s Olympic efforts to Coca-Cola’s Facebook makeover, TB&I looks at some of 2012’s most creative online marketing campaigns.


20 Internet memes: copyright licensing in an IP minefi eld Internet memes have become a popular marketing tool for companies like Nike and McDonalds for their quick and easy dissemination, cool factor and ‘stickiness’. But their use in marketing can be problematic, as TB&I discovers, while those who use existing copyrights to create memes may fi nd themselves in hot water.


24 It’s in the game: how EA tackles piracy Electronic Arts is one of the most successful video games publishers on the planet, but with that success comes a sustained piracy threat. Now the company is fi ghting back, as TB&I fi nds out.


24


28 A changing landscape: copyright in Cyprus Copyright is Cyprus has come a long way towards harmony with international standards, but there are still some anomalies, says Ermioni Pavlidou


30 Is cybercrime seasonal? Why online scammers love


Valentine’s Day Like the rest of us, cybercriminals love public holidays and festivals. But as Andy Churley explains, they have very different reasons to look forward to certain times of the year.


30


34 Well covered: domain names and trademarks in Poland Recent Polish trademark cases concerning the status of domain names have been solved in favour of brand owners, as Marta Skrobot explains.


36 New gTLDs: is ICANN watching brand owners’ backs? With the fi rst gTLDs expected to launch in the fi rst half of this year, Susan Prosser takes a look at the IP protections afforded by the new system.


34 38 4


38 New gTLD congress preview The Digital Marketing & gTLD Strategy Congress will be held in New York City from March 11 to March 12. TB&I looks at the potential highlights.


42 Snapshot: Deezer Deezer is a music-streaming service with a unique business model that aims to change the way we listen to music. TB&I spoke to Deezer UK’s managing director Mark Foster.


Trademarks Brands and the Internet Volume 2, Issue 1 www.worldipreview.com


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