Wipo Smes Dam 11 Ref Theme03 01

7/25/2019 Wipo Smes Dam 11 Ref Theme03 01

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Looking Good:

Appeal of Designs in Getting Noticedby the Customer

Dr. Kristina Januauskait

Advocate (Lithuania)

WIP !! Progra" #or $%&s

Da"ascus' $ria' Januar *+,-' ,-


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utine: What /i /e kno/ a#ter this session0

What industrial design means

Ho industrial design can be a tool to strengthen companies!branding

"n hich ay industrial design is a part of companies! brandingstrategy

What steps a company can ta#e and hat should a company#no before registering a design

Ho industrial design fits ith other forms of legal protection of acompany!s products


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utine

What does industrial design mean$

Ho industrial design can be a tool to strengthen companies!branding%

"n hich ay industrial design is a part of companies! brandingstrategy%

What steps a company can ta#e and hat should a company#no before registering a design%

Ho industrial design fits ith other forms of legal protection of acompany!s products%


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Creation &echnology &e'tile (ashion and trends "nterior) constructions)

houses

*rocess of creatingappearance of +ariousob,ects -co+er of a boo#.

Draings) applied artor#s)

/ore$%%


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Industria Design

Appearance of a product or its part


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Industria Design

0epresented by lines) contours) colours) shape)te'ture and materials of a product or its

ornamentation) or their combination


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Industria Design

1D or 2D


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Industria Design

3et of articles


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Industria Design

*ac#aging of products4containers


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Industria Design

Design of clothes) fashion accessories)te'tiles


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Industria Design

5lectronic icons created by the computer code

Graphic 6ser "nterfaces -G6"s. seen on computers!

monitors


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utine


Ho can an industrial design be a tool to strengthencompanies! branding$

"n hich ay industrial design is a part of companies! brandingstrategy%




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"t attracts potential customers easier%

vs.


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"t ins customers! loyalty%

3ource7 Apple Company


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"t creates harmony beteen functionalities and

form of a product%

3ource7 Allesi Company


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"t can add +alue to a company!s products%

18 63D 988 63D


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utine


Ho can an industrial design be a tool to strengthen companies!branding$

"n hich ay can an industrial design be a part ofcompanies! branding strategy$




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I"1roving co"1an2s 3randing strateg

+ Genera 3randing strateg

multi:brand strategy family brand strategy


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, 4 Product or ine e5tension


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6 4 7rand e5tension


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utine



"n hich ay can an industrial design be a part of companies!branding strategy$

What steps a company can ta#e and hat should acompany #no before registering a design$



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When to register0

Attracti+e appearance ofproducts can impro+e acompany!scompetiti+eness%

Attracti+e appearance ill

bring additional re+enuesto a company%

Attracti+e appearancebecomes successful onthe mar#et%


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What are the 3ene#its o# a registration0

*rotection from copying and imitating by competitors

0ecoup of in+estments made in creating niceappearance of products

&ransfer of design rights more effecti+e -licensing)selling -for e'ample) by licensing a company canreach other mar#ets..

5nsuring fair competition and principles of fair trade


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An other o1tion o# 1rotection0

8nregistered Design (&8+/ide)

0egulated under &8 9o""unit Designs eguation (,---)

;ationa a/s o# &8 %e"3er $tates.

6sed mainly7 In #ashion'


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egistration o# designs:

Which route to choose0

;ationa egiona Internationa


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egistration o# Designs: ;ationa oute

0egulated under national design las

Design application to be submitted to a

national "* office

*rotection limited to that specific countryhere design is registered


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egistration o# designs: egiona oute

0egulated under Community Design0egulation -2888.


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egistration o# designs: Internationa

oute

0egulated under the international treatyadministered by W"*< -under the Hague

Agreement on "nternational 0egistrationof "ndustrial Designs.

:month priority right

*rotection in designated states hich are/embers to the Hague 3ystem


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egistration o# designs: $te1s

Application

(ormal e'amination

3ubstanti+e e'amination

0egistration

*ublication

0eneal -up to ?9

years) 9years @ 2 reneals

-3yria..


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egistra3e industria design

Ne

Distincti+e

Contains e'ternal ualities hich allo

distinguishing a design from the pre+iously#non models

"s not contrary to public order or public

beha+iour

"s not functional

Does not infringe other "* rights


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What "eans =ne/> and =distinctive>0

No identical industrial design before filing an

application or before the date of priority%

Design as displayed at a national or international fairor published) or modelled in a conference or in ascientific periodical and an application for registrationas submitted ithin a period of > months in 3yria%

"f design is considerably and essentially different fromthe pre+iously #non designs%


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utine



"n hich ay can an industrial design be a part of companies!branding strategy$

What steps a company can ta#e and hat should a company#no before registering a design$

Ho can an industrial design fit ith other forms oflegal protection of a company!s products$


33/40

Which t1es o# IP rights are invoved in iPhone0


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Industria Design and ther ?or"s o#

Lega Protection (%uti+1rotection)

Designs B *atents -or 6tility /odels.

Designs B Copyright

Designs B &rademar#s

Designs B 6nfair Competition


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As1ects o# %uti+1rotection

Designs and Patents (or 8tiit %odes)

? : Design protects aestheticalfeatures of a product -it is primarilyornamental.) hereas its functionalfeatures -functional impro+ements.can be protected by patents or asutility models%

2 : "n order to establish itsaesthetical function) design should

be +ieed in its entirety) and not ona feature:by:feature basis%


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Designs and 9o1right

? Dua (cu"uative) 1rotectionby design laand by copyright la +aries on a country:basis7in some7 only for certain types of designs -and not for others.)

in others7 for all types of designs)

in others7 copyright protection is suspended until design rightslapse)

"n others -3yria) 63.7 design of some products is protectedunder copyright as or#s of applied art or or#s of plasticand applied arts%

2 "n a concrete case a company should chec#the nationa egisationand establish hich

protection strategy for a certain design is moreappropriate%


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Designs and !rade"arks

? "f a product!s design becomes adistinctive #eatureof that product) it can beprotected as a 1D trademar# or as a tradedress -in some countries.%

2 Ac@uisition o# a distinctive designithin time -in order to protect it as atrademar# later. can be also a co"1an2s3randing and "arketing strateg%

1 Dua 1rotectionis also possible -e%g%

icons on i*hone!s monitor.) but its regulation+aries from country to country%


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Designs and 8n#air 9o"1etition

? Dual protection7 under the la againstunfair competition and design la

2 6nfair competition las usually reuireto sho that a product is distincti+e in acertain mar#et) that there is an indication ofa product!s origin and that a re1utationofsuch product is infringed by an unfair

competition act%


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Industria Designs: 9heckist

"ndustrial design protects ornamental appearance of

goods) not their technical features%

"n most countries a registration is not compulsory inorder to protect creati+e designs%

Designers can file an application to the national designoffices only%

3ome countries protect an unregistered design for a

short period%

Design protection can be applied together ithpatents) copyright) trademar#s) unfair competitionlas%


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!hank ou

Buestions0

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