Strong and weak trade marks - the difference between Nike and iPhone. | Federal Institute of Intellectual Property (IGE)

Workshop Description:
Creating a trade mark involves many different aspects. A trade mark should convey the values and characteristics represented by the corresponding product, and it should trigger emotions. It also needs to stand on its own. However, this aspect of trade mark law is often forgotten. If you pay attention to it, you’ll be able to create an independent trade mark that you can defend more easily in court against imitators. This breakout session will tell you how to create a strong trade mark – in the consumer’s mind and in court.

Speaker:
Matthias Käch (Senior IP Expert): Matthias Käch serves as Senior IP expert at the Swiss Federal Institute of Intellectual Property (IGE). He started working for the Trade Mark Division of the IGE twentyfive years ago as trade mark examiner. After receiving a DAS in Intellectual Property Rights at the University of Bern in 2004 he worked as a member of the trade mark opposition section as well. In 2009 he started lecturing as an IP-Trainer regarding all fields of intellectual property with the main emphasis on trade mark law. In 2010 he received a MAS in Brand- and Marketing Management at the University of Applied Science in Luzern. From 2011 to 2016 he was Head of Training and is now working in the patent department.

Swiss Federal Institute of Intellectual Property:
Responsable to provide information on patent-, trade mark-, design- and copyright law.