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  2. About BFA

  3. Conferences & Meetings

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  5. Members & Partners

  6. BFA Academy

  7. Areas of Focus

  8. Regional Cooperation

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Bruce Sewell: Three Problems of Brand Protections
Origin:Boao Forum for Asia      Time:2014-04-24 17:03:21    Views:225944

In Session 29 of Brand-Building in Asia, National & Corporate Strategies on April 11, Bruce Sewell, Senior Vice President of Apple, identified three main problems of brand protections.

The first is a pure legal issue: how to protect the trademark itself. The law shall be clear that the trademark is easy to understand, and it is easy for individuals to identify the ownership of trademark.

The second problem is about enforcement which is difficult: how to deal with trademark infringement.

The final problem is a combination of law and enforcement: how to deal with consumer fraud and misrepresentation in advertisement, and how to maintain fairness in advertising.