Symposium on Brand Name Development and Management, 25-26 October 2005, Manila

Organisers and speakers at the Opening Ceremony. From left to right: Mr. Meynard R. Orbeta, Ms. Maria Rita O.Matute, Mr. Niclas Morey, ECAP II Director, Mr. Carl-Eric Linn, Mrs. Lena Linn, Atty. Adrian S. Cristobal, Director General, IPO Philippines, Atty. Ireneo M. Galicia, Deputy Director General, IPO Philippines, Atty. Leny B. Raz, Director, Bureau of Trademarks, IPO Philippines and Ms. Carmen G. Peralta, Director of Documentation, Information and Technology Transfer Bureau

As part of the annual IPR week in the Philippines, ECAP II and the Intellectual Property Office of the Philippines jointly organised a Symposium on Brands & Brand Management in Manila on 25-26 October 2005. During this week, the IPO Philippines announced its new name “Intellectual Property Philippines” and a new logo.

Some 130 participants, mainly representing SMEs, attending this seminar were introduced to brand creation, development and management. They were also initiated to the brand value creation in order to promote their own design and logos in the Filipino and international market.

Dr. Cristobal stated in his opening speech: “Our new vision at IP Philippines is to foster a creative and innovative Philippines that values, nurtures, and uses Intellectual Property for national development…. Consistent with this vision, one of the new missions of IP Philippines is to mobilize knowledge and technology to increase productivity and enhance the competiveness of Philippine industries, especially, small and medium sized enterprises (SMEs) and cultural industries.”

In an effort to encourage the development of trade marks, IP Philippines plans to simplify trade mark registration procedures, improve the trademark examination process and reduce the processing time for trade mark applications from currently 4 years and 9 months to 9 months in 2007. Trade mark applications will also be accessible to local business outside Metro Manila through the IP Philippines online operation.

60% of trade marks applied in the Philippines are now originating from local business companies, which provides evidence a positive trend in the creation of proprietary design and logo from local business.

Presentation materials from this seminar are available for downloading:

• Opening remarks by Director General Adrian S. Cristobal Jr.
• Opening remarks by Mr. Frank Hess, Representative from the EC Delegation to the Philippines
• Opening remarks by Niclas Morey, Director, ECAP II
• Press Releases
• The role of IP in International Trade by Atty. Ireneo M. Galicia, IPO Philippines
• The concept and the creation of a brand by Mrs. Lena Linn, Meta Management
• How to put value into branded products by  Mrs. Lena Linn, Meta Management
• Success in Branded Products: Case study from the Philippines by Mr. Roberto R. Castaneda,  Don Roverto’s Winery Corporation
• Success in Branded products:  Case studies from the EU and Asia by  Mrs. Lena Linn, Meta Management
• Workshop:  Use of practical tools in brand development by Mr. Carl-Eric Linn, Meta Management
• One mind one brand by Mr. Carl-Eric Linn, Meta Management
• Overview of trade mark and design protection in the Philippines by Atty. Leny B. Raz, IPO Philippines
• Overview of trade mark and design protection in the Philippines by Engr. Rey Abraham Negre, IPO Philippines
• Trade mark and design protection in the EU by Mr. Jaier Rujas, OHIM
• IP  management strategy:  Trade mark versus design protection in the EU by Mr. Javier Rujas, OHIM
• Examples from a country in the EU (Sweden) by Mrs. Lena Linn, Meta Management
• Examples from the Philippines by Ms. Carmen G. Peralta, IPO Philippines
• Examples from the Philippines by Mr. Meynard R.Orbeta, Department of Trade and Industry
• Examples from the Philippines by Ms. Maria Rita O. Matute, Department of Trade & Industry