Intellectual property assets are a critical component of the food and beverage industry. Each product faces numerous competitors, each vying for the same customers. Often, the only manner in which a product can differentiate itself is through trademarks and a good marketing campaign. (Consider a grocery store’s well-stocked shelves with numerous products, each providing more or less the same type of goods.)
However, eye-level consumerism is not the only challenge for these industries. The online world and social media have created a space where brands can engage directly with consumers without the hassle and expense of traditional television and radio advertising campaigns. As this engagement grows exponentially with the proliferation of various social media outlets such as Twitter and new generations of platforms, so does the associated legal risks for traditional content owners.
Brands need to understand how to react to the unauthorized use of a company’s intellectual property and the impact that namesquatters or brandjacking can have in the long term. While legal considerations are of utmost importance, so is the public relations impact of taking an aggressive stance.
This lecture examines traditional trademark principles as they apply to the food, beverage and agriculture industries, and delves into the social media aspect of promoting a brand.
I. Review trademark law and procedures including:
II. Recognize types of trademark misuses including:
This CLE was extremely informative
Great presentation! Will watch this one again!
Good use of examples.
Useful information that is broadly applicable. Relevant examples, extremely helpful slides. Presenter was knowledgable and personable. Excellent overall.
While a good, basic trademark discussion, the title led me to believe that the content would be different. I would still recommend this program, but more as a general trademark primer with interesting cases - not as something specific to food, beverage and dug industries.
Knowledgeable instructor; just wish that the course was more focused specifically on food and beverage industry, although toward the end the cease and desist examples were almost exclusively so.
Great use of the video!
She loves the subject and she knows it like she loves it. This is the level of faculty you want to shoot for. Get us more CLE like this. Very well done.
Good review of trademark - not DSL on industry niche.