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Editor-in-Chief, Anatole Krattiger
Building a Successful Brand
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John F. Hornick, Partner, Finnegan, Henderson, Farabow, Garrett & Dunner, LLP
Run Time: 27 minutes
LES International: Licensing in Emerging Economies, Makati City, Philippines
Date: 7-10 June 2009
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.