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Now in its twelfth year, Class 46 is dedicated to European trade mark law and practice. This weblog is written by a team of enthusiasts who want to spread the word and share their thoughts with others.

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Anthonia Ghalamkarizadeh
Birgit Clark
Blog Administrator
Christian Tenkhoff
Fidel Porcuna
Gino Van Roeyen
Markku Tuominen
Niamh Hall
Nikos Prentoulis
Stefan Schröter
Tomasz Rychlicki
Yvonne Onomor
MARQUES, day 1: the afternoon sessions

Chaired by Patricia McGovern (DFMG Solicitors), this session was loosely entitled "Arriving at a sustainable destination". First to speak, Leo Longauer (UBS AG), summarised the concerns relating to brand sustainability as viewed by brand owners, following which Margaret Ramage (Alexander Ramage Associates) gave a checklist, based on her own vast and varied experience, of the actions that must be taken in terms of trade mark watch, monitoring of competitors and identifying the battles that can most affordably be fought by any trade mark owner. All this was very worthy, but well within the framework of the understanding of most of the members of the audience. Margaret, in the Q&A session following the speakers' presentations, also made mention of the repositioning and rehabilitation of Lucozade, originally a fizzy drink full of sugar but subsequently restyled as an energy-giving beverage for fitness enthusiasts.

Against this backdrop, the introduction of the third speaker, Marjolijn Vencjken (Trouble in Paradise, sustainable strategies) had huge shock value. Backed with some powerful videoclips illustrating corporate denial of social responsibility and the marketing of what passes as corporate conscience, Marjolijn argued in favour of the sharing of responsibility between companies as brand owners and customers as consumers . A lawyer-turned-policy-analysis-expert, she combined powerful advocacy with some compelling arguments that one rarely gets to hear at IP conferences. Showing an entire Land Rover/myclimate clip and drawing on examples drawn from Heineken, Philips, M&S and Liberty Mutual, she showed how corporate messages are now used as a means of demonstrating the existence of a social conscience, engaging with consumers, sometimes even in markets for which the brand owner has no products.

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MARQUES does not guarantee the accuracy of the information in this blog. The views are those of the individual contributors and do not necessarily reflect those of MARQUES. Seek professional advice before action on any information included here.

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