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How Social Media challenge the brandscape for trademark holders Danny Friedmann, PhD Cand. CUHK, founder of  IP Dragon
7 th  Annual Asia-Pacific IP Forum Organised by Managing Intellectual Property and Asialaw.com September 1 and 2, 2010
Challenges for Trademark holders  Trademark holders need to: preemptively register all variations of their trademark at all social media sites use them, otherwise they could be eliminated monitor for trademark infringements Conclusion : time consuming and costly
Interoperability multiplies challenges Tweet a message including a trademark infringement on Twitter Retweet on Facebook Retweet on LinkedIn Retweet on Blogger Blogger content republished via RSS on several sites Conclusion : trademark infringements couldbe eternally recycled
Marketing challenge  renren everybody (formerly XiaoNei on campus) changed its focus from students to all classes; Baidu Tieba made same change Bigger market; exclude possibility of school-wide online organisation:  unite and rule Conclusion :  more difficult for trademark holders to reach target audience
Service providers are going to dominate  Past: domain name disputes ruled by  UDRP and trademark law (public) Present: unauthorised use trademark in 3rd level domain names and content ruled by Terms of Use/trademark law (private/public) Future: unauthorised use trademark ruled by Terms of Use (private) Conclusion : privatisation of problems    privatisation of solutions
TP  can be for trademark holders  what CC  is for copyright holders Service providers set rules:   in exchange need to assume responsibility for enforcement and liability for non-enforcement   Trademarks holders need to become pro-active (TP); authorise via license how their trademark can be used online and put this info in database:  saves costs, regain control over trademark use TP coupled with database:  service providers can automatically monitor whether there are any unauthorised trademark uses at their sites and enforce
Thank you!   IP Dragon
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How social media challenge the brandscape for trademark holders1

  • 1. How Social Media challenge the brandscape for trademark holders Danny Friedmann, PhD Cand. CUHK, founder of IP Dragon
  • 2. 7 th Annual Asia-Pacific IP Forum Organised by Managing Intellectual Property and Asialaw.com September 1 and 2, 2010
  • 3. Challenges for Trademark holders Trademark holders need to: preemptively register all variations of their trademark at all social media sites use them, otherwise they could be eliminated monitor for trademark infringements Conclusion : time consuming and costly
  • 4. Interoperability multiplies challenges Tweet a message including a trademark infringement on Twitter Retweet on Facebook Retweet on LinkedIn Retweet on Blogger Blogger content republished via RSS on several sites Conclusion : trademark infringements couldbe eternally recycled
  • 5. Marketing challenge renren everybody (formerly XiaoNei on campus) changed its focus from students to all classes; Baidu Tieba made same change Bigger market; exclude possibility of school-wide online organisation: unite and rule Conclusion : more difficult for trademark holders to reach target audience
  • 6. Service providers are going to dominate Past: domain name disputes ruled by UDRP and trademark law (public) Present: unauthorised use trademark in 3rd level domain names and content ruled by Terms of Use/trademark law (private/public) Future: unauthorised use trademark ruled by Terms of Use (private) Conclusion : privatisation of problems privatisation of solutions
  • 7. TP can be for trademark holders what CC is for copyright holders Service providers set rules: in exchange need to assume responsibility for enforcement and liability for non-enforcement Trademarks holders need to become pro-active (TP); authorise via license how their trademark can be used online and put this info in database: saves costs, regain control over trademark use TP coupled with database: service providers can automatically monitor whether there are any unauthorised trademark uses at their sites and enforce
  • 8. Thank you! IP Dragon