IPR assgn

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INTRODUCTIONIPR are temporary grants of monopoly intended to give economic incentives for innovativeactivity. IPR exist in the form of patents, copyrights, design and trademarks. Property is simply abundle of rights to own, use and prevent others from using something, for example a plot of land, a car or a house. Intellectual Property is a bundle of rights that protects applications of ideas and information that have commercial value. IP rights give creators certain exclusive rightsover the knowledge and information they create (e.g. the text of a book) to prevent others usingit without permission. Privatizing property gives rights over it to a legal individual, creating a legal

barrier which prevents others from accessing it. IP confers a set of time-limited legal rights over theexpression and use of certain ideas. Although the knowledge protected by the IP remains non-rivalrous, the legal force of IP rights prevents others from using it.Globalization and technological advance are changing the shape of the world economy.Increased international trade and investment flows also add up to the increased use of IPR. TheIntellectual Property (IP) system provides an essential framework both to promote and protectthe innovation and creativity of industry and artists.

WHY DO WE NEED INTELLECTUAL PROPERTY?

IP serves three principal functions:

y To incentivize knowledge (and hence wealth) creationy To accumulate knowledge in a culturey To protect a distinctive identity

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NESCAFÉ

Nescafé is one of the world's top-selling brands of instant coffee, made by Nestlé. It comes inthe form of many different products. The name is a portmanteau of the words "Nestlé" and"café". The beginnings of NESCAFÉ can be traced all the way back to 1930, when the Braziliangovernment first approached Nestlé. Coffee specialist, Max Morgenthaler, and his team set outto find a way of producing a quality cup of coffee that could be made simply by adding water,yet would retain the coffee s natural flavour. After seven long years of research in Swisslaboratories, Nestlé's flagship powdered coffee product was introduced in Switzerland on April1, 1938.

It was called Nescafé in its U.S. TV ads throughout the '50s and '60s, as well as in storepackaging. Later, Nestle introduced a new brand in the United States called Taster's Choice,which supplanted Nescafé for many years. In 2003, the company reintroduced the Nescafébrand, and the product is now known as Nescafé Taster's Choice. In 2003 and 2004, fashiongurus Trinny Woodall and Susannah Constantine became the faces of Nescafé when they werefeatured in advertisements promoting the brand of coffee. In Australia, it is known as Nescafé

Blend 43.NESCAFÉ® GOLD BLEND®.

Launched in 1965.

Around 7 million cups are now drunk daily in the UK.

Re-launched in 2000 witharoma capture technology.

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REGISTERED TRADEMARK

The product can be protected with the brand name being registered. Some steps taken include:

A sign capable of distinguishing the goods or services of one undertaking from those of otherundertakings a distinctive sign.

Must not conflict with existing registrations for similar goods or services.

Some Nestlé Registered trademarks include:

NESTLE®. NESCAFÉ®. GOLD BLEND®

SOUNDS AND MUSIC AS TRADE MARKS

The jingles and tunes that Nescafé uses for promotion of its products are registered trademarksof the company. They are protected under law. And any misuse of the songs or jingles ispunishable under law.

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DESIGN TRADEMARK

The design trademark protects appearance of product shape, colour, texture materials,surface ornamentation etc. Nescafe s bottle is designed as a single form delineated only bycolour and material, the container s minimalism successfully balances the classic and modern

elements of the brand. It also achieves a clever synergy between enticing image and practicality.The container s quality and versatility also makes it perfect for consumer reuse.

FLAVOR LOCK PATENT

Nescafé has a patented flavor lock technology that makes it taste fresh-brewed. Flavor lockinvolves a proprietary aroma-retaining formula which locks the original flavor and aroma of coffee beans into the drinks by minimizing the loss of the original aroma. Market survey shows

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that consumers found the new patented technology significantly enhanced the aroma andflavor of the coffee, and that 87 percent of those who tasted the Nescafé ready to drink coffeesintended to buy the product again thus pushing up sales drastically.

COPYRIGHT PROTECTION

y Label artwork

Label wording

Advertising

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MEDICINAL PATENT

In 2002, U.S. patent was awarded on Nescafé citing its use "for the treatment of disorders of thenervous system, including Parkinson's disease. Nescafé is now being considered as analternative to the pharmaceutical medication levodopa. Another U.S. patent was filed on the

use of Nescafé to stimulate the release of growth hormone in humans.VARIANT TRADEMARKS

Nescafe has 11 variants under it s kitty all of which are registered trademarks of Nestle.

y NESCAFÉ® RED MUG® Instant Coffeey NESCAFÉ® GOLD® Instant Coffeey NESCAFÉ® MY CUP® Regular Instant Coffeey NESCAFÉ® MY CUP® Strong Instant Coffeey NESCAFÉ® MY CUP® Unsweetenedy NESCAFÉ® Cappuccinoy NESCAFÉ® Café Lattey NESCAFÉ® Café Mochay NESCAFÉ® French Vanillay NESCAFÉ® 3 in 1 Tongkat Ali & Ginsengy NESCAFÉ® 3 in 1 Ginger & Honey

Variants

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IPR assgn