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

October 2, 2014
Bucerius Law School, Hamburg, Germany


Dr. Eun-Joo Min (World Intellectual Property Organization)
Brands: Reputation and Image in the Global Marketplace

This presentation focuses on the strategies of the World Intellectual Property Organization (WIPO) concerning IP. First, it presents the WIPO strategic goal to achieve an international cooperation on building respect for IP. It further deals with the work of the WIPO Advisory Committee on Enforcement (ACE), including the developments in enforcement measures and preventive actions to build respect for IP, such as legislation, awareness and education, business and technology solutions, voluntary mechanisms and institutional collaboration. Finally, it will introduce the World Intellectual Property Report 2013 - "Brands: Reputation and Image in the Global Marketplace" - which mainly deals with branding in the global economy and the economics of trademarks and trademark counterfeiting.