Omar Serrano Rivera

Global Senior Counsel, Brand Protection and Marketing JDE Peet's

Agenda Day 1

11:00 AM THINK TANK: BUILDING BRANDS BEYOND BORDERS - TACKLING TRADEMARK STRATEGY AND BRAND LAUNCH WHEN ENTERING A JURISDICTION

Launching in a new jurisdiction is rarely as simple as taking an established brand and replicating it in another market. Where the customer proposition, regulatory environment or operating model differs, the brand strategy must be adaptable, creating a complex challenge for IP teams. They must move quickly enough to support an ambitious market-entry strategy while ensuring the brand is properly assessed and cleared before significant time and investment is committed. Getting it wrong could have a dire impact on the launch, so how can IP leaders ensure they are brought into the conversation early to guarantee the launch of a brand that's genuinely viable?

• Explore how to move from a strategic idea to defining the proposition, selecting brands, setting timelines, and planning launch marketing

• Learn to avoid unnecessary risk by bypassing commitment to a brand that cannot be cleared

• Cover coordination with stakeholders, external counsel and market agencies to ensure a collaborative approach to success

• Share best practices for managing trademark clearance where brand proposition and operating model differ from existing markets

Check out the incredible speaker line-up to see who will be joining Omar.

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