Building Brands Abroad in the 21st Century

Welcome Remarks

Jiang Ruibin, CTA Secretary General
J. Scott Evans, Adobe Inc., INTA President

New Challenges Building Brand Capabilities

• How a brand is created or chosen.
• Different models of brand development.
• How the Internet can help/hurt a brand.

Moderator:
Katie Feng, Hogan Lovells

Speakers:
J. Scott Evans, Adobe Inc., INTA President
Karen Law, Alibaba
Iris Chao, Johnson & Johnson

Panelists:
Katie Feng, Hogan Lovells
J. Scott Evans, Adobe Inc., INTA President
Karen Law, Alibaba
Iris Chao, Johnson & Johnson
Zhao Lixia, Huawei

Trademark Registration Part 1: Strategies in Overseas Markets: National, Madrid Protocol or CTM System?

• Experiences in using different systems: national, CTM and Madrid Protocol
• Comparison of the systems
• Deciding which system to use

Speakers:
OHIM
WIPO

Tea Break

Trademark Registration Part 2: Chinese Experience with Bad-faith Registration in Overseas Markets

• Bad-faith registration in Europe, Asia and US.
• Avenues available to deal with instances of bad-faith.
• Best-practices to prevent bad-faith registration.
• The role of the internet in increasing the reach of squatters.

Moderator:
George Chan, Simmons and Simmons

Speakers:
Nie Xudong (聂旭东) of Jiangsu Hengshun Vinegar Industry Company Limited（江苏恒顺醋业股份有限公司） (member of Zhengjiang Vinegar Association)
Brand Owners

Looking Forward: Conclusion Panel

• Best practices for the growing company
• Shared challenges/opportunities
• How to deal with outside your home market – different cultures
• The steps taken to add value to the brand, also from business point of view.

Moderator:
He Jing, Anjie Law Firm

Speakers:
Karen Law, Alibaba
Zheng Junwei, Geely