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

October 2, 2014
Bucerius Law School, Hamburg, Germany


Dr. Peter Stiefel (Daimler AG)
Brand Protection: A Global Challenge in the Automotive Industry

In the automotive industry, brands are essential for maintaining market position and therefore companies place great emphasis on the protection of their brands. This presentation first introduces specific challenges in the field of brand protection in the automotive industry and then focuses on counterfeit products. It deals with the impact of such products in the industry, as well as with strategies to combat them.