高度なマーケティング研究高等学校のブランド管理

Sergey Medvedev, PhD, LLM, Senior Lawyer (Gorodissky & Partners, Moscow) gave a lecture on Protection of Brand as IP Asset: brand identifiers, counterfeiting and brand protection at the advanced marketing studies Brand Management for marketing specialists at the Higher School of Marketing and Business Development of the Higher School of Economics (HSE). The lecture highlighted legal and practical aspects of trademark registration, trademark use and non-use, disposal of trademark rights, the aspects on counterfeiting/parallel imports and other issues. Sergey also cleared the main difference between trademarks and trade names and described certain problems of protection of corporate identity and business reputation. Around 30 students specialized in advertising and marketing attended the lecture.