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Your source for expert commentary on IP management issues.
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Editor-in-Chief,   Anatole Krattiger

Editorial Board

Concept Foundation


Fiocruz, Brazil

bioDevelopments-   Institute

Building a Successful Brand Intermediate Video

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Presented by: John F. Hornick, Partner, Finnegan, Henderson, Farabow, Garrett & Dunner, LLP
Run Time: 27 minutes
Presented at: lesi graphic LES International: Licensing in Emerging Economies, Makati City, Philippines
Date: 7-10 June 2009


John Hornick Hornick reviews the basics of trademarks from a practical perspective, outlining what makes a trademark strong, famous and valuable. He concludes with 10 practical recommendations: be creative, be introspective, what to strive for, what to avoid, look at the entire brand identity, protect and defend the brand, consistency in quality, matching quality with the market, advertising and marketing, and doing everything right.