Together with the Marketing Association of Spain, our firm PONS IP brought together top-level experts in the legal and marketing fields at Fundación PONS to hold a digital meeting in order to highlight the importance of joint collaboration in the building of solid trademarks, with experiences and strategies to increase the value of an online trademark.
Presented by the General Manager at PONS IP Nuria Marcos together with Víctor Conde, General Manager at the Marketing Association of Spain, the conference featured Víctor Mirabet, Vice-President of Summa Branding; Ricardo Pabón, Marketing Manager of Uber; the Manager of the Trademarks Department at PONS IP, Carmen González, and Carlos Molano, Partner Success Manager at Smart Protection.
At the introduction to the meeting, General Manager at PONS IP, Nuria Marcos, pointed out that ‘we live in a digitalized world where marketing should be able to function optimally without considering regulations or legal departments as an obstacle, but rather as an opportunity. If we combine the opportunities of the digital world for trademarks from a marketing perspective, and the value that intellectual property can bring to such a strategy, the growth of our businesses can be exponential‘.
Next, the General Manager of the Marketing Association of Spain, Víctor Conde, put forward the opinion that ‘trademarks are the paradigm of what marketing and differentiation is, therefore everything revolves around this world, and its protection must be a priority for any marketing professional‘.
Summa Branding, through its Vice-President Victor Mirabet, focused its presentation on the evolution of the digitization of trademarks and omnichannel, defined as ‘improving client experience by enabling them to buy where, when and how they want‘ as a marketing strategy. Mirabet pointed out that ‘omnichannel is a key factor in digitization‘ that evolves, drives and impacts our trademarks, according to Mirabet.
For his part, Uber’s Marketing Manager, Ricardo Pabón, highlighted from the point of view of a digital trademark different cases in which to understand how trademarks have been able to absorb and appropriate something as exquisite as an action or a verb. Pabón stressed that this makes companies ‘capable of generating a much greater impact than the service itself, able to be incorporated into the vocabulary we use on a daily basis‘.
In the case of PONS IP, our Trademark Manager, Carmen González, referred to the territorial strategy of online protection of non-conventional trademarks and domain names due to the strong threats that are around, highlighting the different factors to be taken into account in the design of the trademark’s strategic plan.
Finally, considering the digital strategy for our trademark, Carlos Molano, Success Manager at our partner Smart Brand Protection, introduced his tool and highlighted the importance of trademark monitoring with the aim of minimizing the negative effects of piracy since we are currently facing a large amount of counterfeits and online abuse.
If you couldn’t make it to the online meeting, you can watch it again here: