At the 2017 International Exhibition Industry CEO Shanghai Summit, leading figures from the exhibition industry in China and abroad delivered excellent speeches. Based on the shorthand transcripts, the secretariat of the Shanghai Convention and Exhibition Industries Association compiled the key points of the speeches and is publishing them in installments.
Speech time: morning of June 19, 2017.
Speech theme: better playing the role of government: strengthening intellectual property protection.
Speaker: Paul Zilk, president and CEO of Reed MIDEM.
Key points:
Brand protection.
It is very important to protect the intellectual property of exhibition projects. If brand and intellectual property protection are neglected, negative impacts and risks may arise, including damage to brand image and reputation as well as economic losses.
By citing several cases in which Reed MIDEM conference brands were infringed, the speaker introduced what constitutes intellectual property infringement and how rights can be protected. For intellectual property protection, it is very important to register brands and trademarks effectively and in a timely manner.
Six steps for brand protection: first, the business team finalizes the new event concept and decides the location and details for holding and promoting it; second, after the business team chooses the event brand name and verifies its availability, the name should be registered; third, promote the event to potential customers and communicate relevant information; fourth, business personnel monitor whether the brand is being abused; fifth, punish abuse; sixth, update the brand systematically.
Conclusion: brand protection should become the core of enterprise strategy. Enterprises should invest not only in brands, but also in brand protection, especially if they want to expand globally.
Speech time: morning of June 19, 2017.
Speech theme: better playing the role of government: strengthening intellectual property protection.
Speaker: Rui Wenbiao, deputy director of the Shanghai Intellectual Property Administration.
Key points:
Strengthening intellectual property protection at exhibitions.
Experience in intellectual property protection for Shanghai exhibitions mainly falls into two parts: administrative protection work for exhibitions and judicial protection work for exhibitions.
The main difficulties in exhibition industry intellectual property lie in protection of exhibition naming rights and exhibition logos. Intellectual property cases involving exhibitions in Shanghai show five high-frequency characteristics: many foreign-related cases, many disputes involving international exhibitions, many patent cases, many applications for pre-litigation evidence preservation, and many types of disputes, including patent disputes and other disputes.
Shanghai has strengthened legislation for the exhibition industry, including protection of exhibition intellectual property.
Speech time: morning of June 19, 2017.
Speech theme: better playing the role of government: strengthening intellectual property protection.
Speaker: Michelle Metter, partner at Fast Forward Events.
Key points:
Protecting the intellectual property of your events.
Fast Forward Events is a U.S. team of event specialists, mainly engaged in wine, food, tourism and related events and exhibitions, with 14 years of operating history. The intellectual property cases encountered by the company illustrate the importance of protection awareness. The company protects intellectual property through four approaches:
First, fight a good defensive battle: start from the basics, establish an intellectual property protection path, balance pricing, and remain competitive.
Second, fight a good offensive battle: review and improve existing projects, keep innovating, and always stand at the forefront of trends.
Third, monitor industry behavior, pay attention to competitors, notify relevant parties promptly when signs of infringement are found, and even take legal action when necessary.
Fourth, study competitors, seek cooperation, combine strengths and complement resources.