BUCERIUS IP CONFERENCE 2014:
ENHANCING AND PROTECTING BRAND VALUE IN THE GLOBAL MARKETPLACE

October 2, 2014
Bucerius Law School, Hamburg, Germany


Dr. Martina Eberle (BASF SE)
Daily Brand Enforcement Problems in Emerging Economies from the Industry Perspective

Big multinational companies that do business in emerging economies are confronted with the limits of brand protection on a daily basis. This presentation introduces several emerging markets and their specific brand protection and enforcement problems. It focuses on big chemical companies as typical global players.