A New Frontier in Brand Protection

Steiner, Mark A.; Gosse, Elizabeth R.
November 2003
Marketing Management;Nov/Dec2003, Vol. 12 Issue 6, p42
The article provides information on the European Union Community Design law of intellectual property and registration and which expands protection of product design. Similar to other company innovations, a logo or packaging design involves costly and extensive research and testing. A working knowledge of the options available for protecting these assets against unauthorized use and copying will help managers implement their companies' global market plans. The design of a product, which can be any industrial or handicraft item, can include the design of a product's outward appearance that results from its lines, contours, colors, shapes, textures, materials or ornamentation, including the product's packaging, graphic symbols and typographic typefaces. Providing protection by forbidding unauthorized production of the design in all European Union countries and stopping imports into the European Union at all possible entry points. When protecting a product with both a patent and a design registration, the timing of the applications will be crucial, as it must be ensured that the publishing of one or the other of the rights does not destroy the novelty of the other pending application.


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