Why Attend?
- Learn best practices for selecting a new brand or rebranding from John Farmer, an intellectual property attorney with decades of experience in trademark and other IP law and in protecting that IP in evolving technology environments
- Review relevant trademark concepts
- Examine commonplace mistakes and the consequences of them
- Discover how to preserve the power and value of a new brand through watching and policing
Mistakes made in picking a new brand (which is a trademark) or rebranding can have major consequences for that business for its entire lifecycle. Making a bad choice can lead to having a brand that is effectively unprotectable against infringement or other use by others. Making a bad choice also can make defending that trademark from infringement and other misuse (which is called watching and policing) extraordinarily expensive and sometimes difficult or impossible to achieve.
This program will teach best practices for picking a strong new brand and rebranding. It also will examine commonplace mistakes.
Topics to be covered include:
- Quick review of relevant trademark concepts
- The pecking order of trademark strength
- Sizing up proximity of your trademark candidate to other trademarks already in use—how close is too close?
- Clearance of new trademark candidates, and what clearance should accomplish
- Mark registration strategy tips and tricks for new branding or rebranding
- Best practices in picking a new trademark—what works and what doesn’t
- Best practices in rebranding
- Commonplace trademark selection and rebranding mistakes, and the cost and other downsides of making them
- Dealing with ad agencies and branding firms, including privilege issues
- How to keep your old brand from getting taken by someone else
- Launching a major brand—preparing to be sued
- Preserving the value of what you build: overview of trademark infringement watching and policing, and how it dovetails with clearance
- Tales of woe and lessons taught thereby
| Registration Deadlines: |
| Webcast: |
10 minutes prior to seminar. If you register for a webcast the day of the seminar, your e-mail receipt will include a link to launch the seminar and download the materials. |
| Telephone: |
Online registration ends at 11:59 p.m. the day preceding the seminar
Call (800) 979-8253 to register up to one hour prior to the seminar |
Cancellation Policy: Cancellation/transfer requests will be honored until 5:00 p.m. the day preceding the seminar. You will, however, be charged $40 if you cancel or transfer your registration to a different seminar after the link to the materials has been e-mailed by Virginia CLE.
Full refunds or transfers are available up to two days after a webcast in the unlikely event that you experience technical difficulties.
MCLE Credit Caveat: The MCLE Board measures credits by the time you spend in attendance. If you enter a seminar late or leave it early, or both, you must reflect those adjustments accurately in the credits you report on your credit reporting form. A code will be given at the end of the seminar, which must be written on your MCLE form.
Can't Attend? E-mail
distance_ed@vacle.org to be notified when/if this program is made available as an online or USB seminar.
E-mail
publications@vacle.org to be notified when/if this program's seminar materials are made available for sale.