Trademark Aspects of Launching a Brand or Rebranding

MCLE Credits: 2.0
Ethics Credits Included: 0.0

Thursday, April 14, 11:00 a.m. - 1:00 p.m. ET
  • Live Webcast
  • Live Telephone
Learn more about Virginia CLE webcast format
Learn more about Virginia CLE telephone format
Thursday, May 26, 11:00 a.m. - 1:00 p.m. ET
  • Webcast with Live Q&A
  • Telephone with Live Q&A
MCLE Credit: 2.0
Live-Interactive Credit: 2.0 (all dates, all formats) Live Interactive MCLE Credit Symbol
Registration Fees: Telephone: $179
Webcast: $159

Information

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

 

 

Discounts available for Virginia CLE webcast-telephone-live seminars Follow link to learn about the Virginia CLE Online Bundle with savings up to 45% Follow link to learn about coupons for lawyers in First Year in Virginia practice Follow link to learn about discount for New Virginia Lawyers (first 3 years) Follow link to learn about Government Employee discount Follow link to learn about Legal Aid discount

Follow link to learn about coupons for lawyers in First Year in Virginia practice Follow link to learn about coupons for lawyers in First Year in Virginia practice Follow link to learn about Government Employee discount Follow link to learn about Legal Aid discount

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.

Schedule

COURSE SCHEDULE (April 14) (Eastern Time)

11:00 Trademark Aspects of Launching a Brand or Rebranding
1:00 Adjourn
  • Q&A will be handled via chat room for Webcast attendees.
  • Q&A will be handled via e-mail for telephone seminar attendees.

COURSE SCHEDULE (May 26) (Eastern Time)

11:00 Trademark Aspects of Launching a Brand or Rebranding
1:00 Adjourn
  • Q&A will be handled via chat room for Webcast attendees.
  • Q&A will be handled via e-mail for telephone seminar attendees.

Faculty

ABOUT THE SPEAKER

John B. Farmer, Leading-Edge Law Group, PLC / Richmond
John B. Farmer is a member of the Leading-Edge Law Group, PLC, an intellectual property (“IP”) boutique law firm in Richmond, Virginia. He served as chairman of the Trademark Public Advisory Committee of the United States Patent and Trademark Office. He writes a monthly IP and technology law column for the Richmond Times-Dispatch. Mr. Farmer is listed in the top rank of Virginia IP attorneys by Chambers USA and listed for IP in Best Lawyers in America. He is a past chair of the IP Section of the Virginia State Bar. He is a past president of the Greater Richmond Intellectual Property Law Association. He graduated from the University of Virginia and its law school. After graduation from law school, he clerked for the Honorable Donald S. Russell, Judge of the U.S. Fourth Circuit Court of Appeals, and for the Honorable James C. Cacheris, Judge of the U.S. District Court for the Eastern District of Virginia, Richmond Division.

Locations, Dates and Fees

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