LES-AC and Dubai Chamber Conduct a Training Course Entitled:" Establishing, Protecting and Licensing a Brand"
Dubai – 4 November 2009 -- The Licensing Executives Society-Arab Countries and Dubai Commerce and Industry Chamber have organized a training course entitled “Establishing, Protecting and Licensing a Brand” to on October 25-26, 2009 in Dubai, UAE.
The course focused on training participants on ways to protect a trademark against violations, theft and misuse, especially in the era of thriving e-commerce. The course discussed the best ways to select, establish, register and restructure a new brand, and ways to develop brand policies and methods of brand licensing.
Ms. Jihad Kazem, Director of Legal Services at Dubai Chamber, stated the course provided a solid platform for the participants to improve their capabilities to protect the brand, and thus safeguard trademarks that distinguish their businesses in a highly competitive business environment taking place in the business sector in Dubai.
"Dubai was the perfect place to discuss the topic of brands because it is an advanced city containing a variety of international trademarks, and witnessing the emergence of leading local brands." Ms. Kazem added.
Participants in the training course included businessmen who wished to understand the elements and techniques for building a strong brand, in addition to lawyers and legal professionals and executives from manufacturing companies.
The two-day training course provided full explanation on the definition of a brand and identification of the name elements and distinction between trademarks and trade names. The course reviewed the method of establishing a strong brand, and how to use it to increase the power of influence and understand consumer perception of the brand business.
Mr. Paul Jorgensen, the known lecturer in the field as intellectual property and licensing negotiations and contracts, presented the sequence of how to build a brand from its selection, registration, use and maintenance through to how the standard and value of a brand can be maintained.
Jorgensen also reviewed the risks that may face brands on the global web and how to ensure their protection, particularly as the ownership of trademarks requires all time vigilance to ensure the protection of trademark against infringement, deception, violation and other external factors that may lead to the loss of value of the brand. He also noted that the owners of successful brands develop internal-use policies to control the quality of goods and services bearing such brands, monitor licensees and keep their brands updated.
The participants have learned the methods of assessing a brand because a successful brand yields significant financial gains for the owner either by increasing revenues or by cutting costs. The course discussed the issue of identifying the best ways to identify risks that may be associated with a used commercial brand.