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Global Branding Strategy and the Madrid System
WIPO Seminar, PRH, June 8, 2015
Kirsi EkströmDirector, IPR & TrademarksTeliaSonera
© TeliaSoneraJune 8, 2015
TeliaSonera - in brief
• Result of a merger of the Swedish incumbent Telia AB and Finnish incumbent Sonera Corporation in December 2002
• Head office in Stockholm, Sweden
• 2014 net sales SEK 101.1 billion
• Approximately 26,000 employees
• Market capitalization approximately USD 25 billion* (SEK 219 billion)
April 2015
© TeliaSoneraJune 8, 2015
The world of TeliaSonera
NORWAY
NORWAY
NORWAY
NORWAY
NORWAYNORWAY
NORWAY
NORWAY
NORWAY
NORWAY
NORWAY NORWAY
NORWAY
NORWAY
NORWAY
NORWAY
NORWAY
Subsidiaries
Associated companies
© TeliaSoneraJune 8, 2015
Subsidiaries
Associated companies
International Carrier
Footprint of TeliaSonera
© TeliaSoneraJune 8, 2015
Main brands100% owned
Nordics/Baltics
Corporate brand
Fighting brands100% owned
Majority owned
brands Baltic & Spain
Minority owned
brands
Endorsed brands
100% owned
Endorsed brands
100% owned
Complementary
brands 100% owned
5
Main brandsEurasia
Brand Architecture
Our logo
© TeliaSoneraJune 8, 2015
Trademark protection strategy
• Local naming
– Use of local trademark offices
– No international filings
• International naming
– Priority applications
– International filings– CTM
– WIPO
– National
© TeliaSoneraJune 8, 2015
The advantages for using Madrid Protocol
• Cost effective
– One registration, one renewal, one application for recording changes
– Our filings through WIPO in appr. 30 countries in 6 – 8 international classes
• Easy to use
– E-subsequent designation
– E-renewal
– Account for payment of fees
• Covers most of our core countries outside European Union
– Norway, Community Trademark, Azerbaijan, Kazakhstan, Moldova, Russian Federation, Tajikistan, Turkey, Uzbekistan
• Missing countries of importance
– Most of South American countries, Nepal, Canada
© TeliaSoneraJune 8, 2015
Our filings in numbers
The countries covered by different channels
CTM 28
WIPO 33
National18
© TeliaSonera
Improvements and handicaps of the system
Improvements
• Issuance of statement of grant of protection where no notification of provisional refusal has been communicated within the applicable time period by WIPO
• MGS = Goods and Services tool
Handicaps
• South American countries are still missing
• Regardless which language you have chosen when filing the application, the local offices use the language they have chosen in all correspondence
June 8, 2015 © TeliaSonera
© TeliaSoneraJune 8, 2015
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