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© Practising Law Institute

INTELLECTUAL PROPERTYCourse Handbook Series

Number G-1259

Advanced LicensingAgreements 2016

Volume One

Co-ChairsIra Jay LevyJoseph Yang

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6

Licensing and Protecting Marks: In a Transactional and Digital Practice (PowerPoint slides)

Raymond R. Ferrell

Dex Media

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1-357


1-358


1

Lice

nsin

g an

d Pr

otec

ting

M

arks

In a

Tra

nsac

tiona

l and

Dig

ital P

ract

ice

Mar

ch 7

-8, 2

016

Ray

mon

d R

. Fer

rell

Exec

utiv

e Vi

ce P

resi

dent

Gen

eral

Cou

nsel

&

Cor

pora

te S

ecre

tary

1-359


2Join

t Ven

ture

Bra

nd L

icen

se A

rran

gem

ents

–W

hen

a lic

enso

r par

tner

s w

ith

a lic

ense

e to

refe

r cus

tom

ers

to th

e lic

ense

e, c

o-de

velo

p a

func

tiona

lity

or

ente

r int

o a

busi

ness

aim

ed a

t com

plim

entin

g a

core

bus

ines

s

A.

Und

erst

and

Bra

nd V

alue

1.

Mak

e va

luat

ion

of b

rand

s in

que

stio

n2.

Iden

tify

key

bran

d at

tribu

tes

3.D

evel

op li

cens

ing

stra

tegy

bas

ed o

n th

ese

core

prin

cipl

es

B.

The

Join

t Ven

ture

as

a Li

cens

ing

Stra

tegy

1.E

ntity

Joi

nt V

entu

res

a.E

ntity

Join

tve

ntur

esca

nbe

form

edw

hen

two

com

pani

esfo

rma

third

lega

lent

ityi.

Usu

ally

a n

ew p

rodu

ct o

r ser

vice

driv

es th

e fo

rmat

ion

of th

is

arra

ngem

ent

ii. T

he b

rand

s of

the

form

ing

entit

ies

may

pla

y a

vita

l rol

e in

es

tabl

ishi

ng th

e le

gitim

acy

of th

e ne

w v

entu

re.

I. E

xten

ding

the

Bra

nd -

Join

t Ven

ture

Dea

ls a

nd

Com

plim

enta

ry P

rodu

ct/P

latfo

rms

1-360


3

2. D

eal J

oint

Ven

ture

s a.

Dea

ljoi

ntve

ntur

esar

efo

rmed

whe

nco

mpa

nies

ente

rin

toan

agre

emen

tw

ithou

tthe

crea

tion

ofan

entit

yto

achi

eve

busi

ness

obje

ctiv

es.

i.A

licen

se a

gree

men

t is

at th

e ce

nter

of d

eal J

V’s

3. T

echn

olog

y as

a D

river

a. T

echn

olog

y ca

n dr

ive

prod

uct d

evel

opm

ents

and

the

bran

d ca

n be

us

ed to

cem

ent t

he p

artn

ersh

ip.

i.

A c

atal

yst f

or e

ntity

and

dea

l JV

’s is

tech

nolo

gy.

Exte

ndin

g th

e B

rand

-Jo

int V

entu

re D

eals

and

C

ompl

imen

tary

Pro

duct

/Pla

tform

s

1-361


4

Exte

ndin

g th

e B

rand

-Jo

int V

entu

re D

eals

and

C

ompl

imen

tary

Pro

duct

/Pla

tform

s

C.L

icen

sing

the

Bra

nd in

Con

nect

ion

with

Com

plim

enta

ry P

rodu

cts/

Plat

form

s

1.Th

eiP

odE

xam

ple

a.Fo

cus

onco

reca

pabi

litie

san

dal

low

third

–par

ties

tode

velo

pan

dm

arke

tco

mpl

imen

tary

acce

ssor

ies

that

use

the

iPod

bran

d

2.Th

eIn

telI

nsid

eE

xam

ple

a.U

sing

“Ingr

edie

ntB

rand

ing”

and

licen

sing

tom

ake

the

trans

isto

rm

ore

valu

able

and

less

ofa

com

mod

ity

3.M

obile

App

san

dB

rand

Lice

nsin

gIs

sues

a.M

obile

app

expl

osio

ni.

App

roxi

mat

ely

1.5

milli

onan

d1.

6m

illion

inth

eA

pple

and

Goo

gle

app

stor

esre

spec

tivel

yas

ofJu

ly,20

15,t

rem

endo

usgr

owth

and

popu

larit

ya.

Key

cons

ider

atio

nsfo

rthe

bran

dow

ner/a

ppde

velo

per

i.Th

ebr

oad

licen

sean

din

dem

nitie

sgi

ven

toth

em

obile

devi

cem

aker

ii.Sc

ope

oflic

ense

gran

tsof

third

party

app

com

pone

nts

iii.C

ount

erfe

itap

psm

isus

ing

the

bran

dow

ner’s

bran

d(s)

1-362


5

Exte

ndin

g th

e B

rand

-Jo

int V

entu

re D

eals

and

C

ompl

imen

tary

Pro

duct

/Pla

tform

s

D.

How

Bra

nds

Are

Use

din

JVD

eals

and

Com

plim

enta

ryPr

oduc

t/Pla

tform

s1.

Pro

mot

iona

lMat

eria

l–m

arks

can

beus

edin

the

deal

sde

scrib

edab

ove

inth

epr

omot

iona

lmat

eria

lsfo

rthe

obje

ctpr

oduc

tor

serv

ice

2.P

rodu

ct/S

ervi

ceId

entif

icat

ion

-mar

ksca

nbe

used

toid

entif

yth

eob

ject

prod

uct

orse

rvic

ean

dto

diffe

rent

iate

the

resp

ectiv

epa

rties

3.W

ebsi

tes

–W

ebsi

tes

can

mai

ntai

nth

elo

okan

dfe

elan

dbr

and

ofth

elic

enso

r

1-363


6

II. H

ow to

Pro

tect

the

Bra

nd a

nd M

arks

How

to P

rote

ct th

e B

rand

as

a M

ark

: The

Qua

lity

Con

trol

Impe

rativ

e

A.

Qua

lity

Con

trol

in M

ark

Prot

ectio

n1.

Avo

idin

g th

e na

ked

licen

se a

nd a

band

onm

ent

B.

Lice

nse

Prov

isio

ns

1.G

rant

Lim

itatio

nsa.

Non

excl

usiv

e vs

. Exc

lusi

veb.

Term

vs.

Per

petu

alc.

Non

-tran

sfer

able

vs.

Tra

nsfe

rabl

ed.

Wor

ldw

ide

vs. G

eogr

aphi

c R

estri

ctio

n

2.U

se R

estri

ctio

nsa.

Mod

ifica

tions

and

impr

ovem

ents

b. R

ever

se e

ngin

eerin

g, d

ecom

pilin

g, d

isas

sem

blin

g (s

oftw

are)

c. D

istri

butio

n or

use

by

third

par

ties

d. C

opyi

ng, m

ergi

nge.

Der

ivat

ive

wor

ks

1-364


7

How

to P

rote

ct th

e B

rand

and

Mar

ks

C.

Oth

er P

rote

ctio

n M

etho

ds a

nd Is

sues

to A

ddre

ss

1. C

onse

nt P

rovi

sion

s –

can

only

use

mar

k w

ith p

rior w

ritte

n co

nsen

t fo

r eve

ry u

se o

r eve

ry ty

pe o

f use

.

2. M

arke

ting

Com

mitt

ee –

form

ed w

hen

the

licen

sor a

nd li

cens

ee

crea

te a

com

mitt

ee to

revi

ew th

e us

es o

f the

lice

nsor

’s b

rand

whe

re

the

licen

sor i

s no

t con

fiden

t in

the

licen

see’

s ab

ility

to a

bide

by

the

llic

ense

rest

rictio

ns d

ue to

the

licen

see’

s st

art-u

p st

atus

or l

ack

of

reso

urce

s.

3. B

rand

Gui

delin

es –

may

incl

ude

com

plia

nce

with

bra

nd g

uide

lines

in

the

use

rest

rictio

ns

1-365


8

How

to P

rote

ct th

e B

rand

and

Mar

ks

4. U

nder

stan

d an

d A

ddre

ss th

e Im

pact

of P

oten

tially

Con

fusi

ng, D

amag

ing

and

Dilu

tive

Pra

ctic

esa.

Key

wor

d/A

dwor

dsA

dver

tisin

g by

Com

petit

ors

i. D

efin

ition

-wor

ds o

r ter

ms

used

to tr

igge

r sea

rch

resu

lts in

sea

rch

engi

nes.

Ow

ners

of m

arks

, as

wel

l as

thos

e lo

okin

g to

com

pete

with

or

leve

rage

the

mar

k, m

ay u

se k

eyw

ord/

adw

ords

adve

rtisi

ng to

atte

mpt

to

driv

e cu

stom

ers

to th

eir s

ites

from

sea

rch

engi

nes.

ii. C

ases

–in

a s

erie

s of

cas

es p

rimar

ily in

volv

ing

the

Goo

gle

Adw

ords

prog

ram

, cou

rts h

ave

perm

itted

third

-par

ties

to b

id o

n th

e tra

dem

ark

term

s of

bra

nd o

wne

rs a

s lo

ng a

s th

e tra

dem

ark

is n

ot u

sed

in th

e

th

ird-p

arty

’s a

ds. T

he e

mer

ging

con

sens

us s

ugge

sts

that

offe

ring

for

sale

or s

ellin

g ke

ywor

ds is

a “u

se in

com

mer

ce,”

but t

he p

lain

tiff s

till

need

s to

pro

ve li

kelih

ood

of c

onfu

sion

. (R

escu

ecom

Cor

p. v

. Goo

gle,

Inc.

, 56

2 F.

3d 1

23, 1

28-3

0 (2

nd C

ir. 2

009)

(citi

ng 1

-800

Con

tact

s, 3

09 F

. Sup

p. 2

d at

40

8-12

) (se

e, fo

r exa

mpl

es, E

dina

Rea

lty In

c. v

. The

MLS

onlin

e.co

m, N

o. 0

4-43

71, 2

006

WL

7370

64, a

t *3

(D. M

inn.

Mar

ch 2

0, 2

006)

; 800

-JR

Cig

ar, I

nc. v

. G

oTo.

com

, Inc

., 43

7 F.

Sup

p. 2

d 27

3 (D

.N.J

. 200

6); R

oset

ta S

tone

Ltd

. v.

Goo

gle,

Inc.

, 730

F. S

upp.

2d

531

(E.D

. Va.

201

0), v

acat

ed in

par

t on

othe

r gr

ound

s, 6

76 F

.3d

144

(4th

Cir.

201

2).

1-366


9

How

to P

rote

ct th

e B

rand

and

Mar

ks

a. K

eyw

ord/

Adw

ords

Adv

ertis

ing

by C

ompe

titor

sii.

Cas

es (c

ont’d

) –G

ener

ally

cou

rts h

ave

held

that

the

mer

e pr

actic

e of

se

lling

and

usin

g th

ird p

arty

trad

emar

ks a

s ke

ywor

ds is

unl

ikel

y to

cau

se

conf

usio

n an

d no

n-in

fring

ing,

par

ticul

arly

whe

n th

e re

sulti

ng s

pons

ored

ad

s do

not

dis

play

the

plai

ntiff

’s tr

adem

ark

(see

1-8

00 C

onta

cts,

Inc.

v.

Lens

.com

, Inc

., 72

2 F.

3d 1

229

(10t

h C

ir. 2

013)

; Net

wor

k A

utom

atio

n, In

c. v

. A

dvan

ced

Sys

tem

Con

cept

s, 6

38 F

.3d

1137

(9th

Cir.

201

1); A

llied

Inte

rsta

te L

LC v

. K

imm

el &

Silv

erm

an P

.C.,

No.

12

Civ.

420

4, 2

013

WL

4245

987

(S.D

.N.Y

. 201

3); b

ut

see

Bin

der v

. Dis

abili

ty G

roup

, Inc

., 77

2 F.

Sup

p. 2

d 11

72 (C

.D. C

al. 2

011)

) ..iii.

Issu

e–

The

need

to m

onito

r use

of t

he b

rand

ow

ner’s

bra

nd b

y th

ose

en

gage

d in

key

wor

d/ad

wor

dsad

verti

sing

to in

sure

bra

nd is

not

bei

ng

used

in a

man

ner n

ot p

rote

cted

und

er c

urre

nt c

ase

law

and

the

term

s of

a

sear

ch e

ngin

e’s

keyw

ords

pro

gram

.iv.

Lic

ensi

ng Im

plic

atio

ns–

Cur

rent

ly, s

earc

h en

gine

s ha

ve k

eyw

ords

po

licie

s th

at w

ould

allo

w a

lice

nsee

to b

id o

n th

e lic

enso

r/bra

nd o

wne

r’s

bran

d in

con

nect

ion

with

:•

Sellin

g ge

nuin

e go

ods

or s

ervi

ces

unde

r the

mar

k,•

Sel

ling

parts

or p

rodu

cts

that

are

com

patib

le w

ith

good

s or

ser

vice

s un

der t

he m

ark,

•P

rovi

ding

info

rmat

ion

abou

t goo

ds o

r ser

vice

s un

der

the

mar

k

1-367


10

How

to P

rote

ct th

e B

rand

and

Mar

ks

v. N

ovel

Cou

nter

Key

wor

ds S

trate

gy–

In re

spon

se to

the

perc

eive

d in

abilit

y to

blo

ck c

ompe

titor

s fro

m le

vera

ging

the

equi

ty o

f a fa

mou

s br

and,

my

clie

nts

and

I dev

ised

a u

niqu

e st

rate

gy to

com

bat c

ompe

titiv

e ke

ywor

d/ad

wor

dad

verti

sing

. We

licen

sed

the

right

to b

id o

n th

e fa

mou

s m

arks

to s

elec

t “su

per a

ffilia

tes”

from

our

onl

ine

affil

iate

pro

gram

. In

this

w

ay w

e co

uld

insu

re th

at th

e us

e of

the

fam

ous

mar

ks b

enef

ited

the

bran

d ow

ner b

y dr

ivin

g tra

ffic

to o

ur s

ite th

roug

h ou

r sup

er a

ffilia

tes.

The

lik

elih

ood

of c

ompe

titiv

e ad

verti

sing

bei

ng tr

igge

red

thro

ugh

sear

ches

de

crea

sed

as a

resu

lt.

.

1-368


11

How

to P

rote

ct th

e B

rand

and

Mar

ks

b. g

TLD

Cyb

ersq

uatti

ng–

Ano

ther

thre

at to

bra

nd o

wne

rs is

cyb

ersq

uatti

ng.

i. D

efin

ition

-inv

olve

s th

e re

gist

ratio

n of

dom

ain

nam

es in

corp

orat

ing

wel

l-kno

wn

trade

mar

ks a

nd b

rand

nam

es, w

ith th

e ai

m o

f sel

ling

them

to

the

right

ful o

wne

r for

a h

igh

pric

e.

ii. Is

sue

-In

the

past

, bra

nd o

wne

rs w

ere

limite

d to

pur

suin

g do

mai

n-na

me

pira

tes

usin

g th

e re

lativ

ely

ill-fit

ting

doct

rines

of t

rade

mar

k in

fring

emen

t and

dilu

tion.

In re

spon

se, I

CA

NN

cre

ated

dis

pute

re

solu

tion

proc

edur

es a

nd C

ongr

ess

pass

ed th

e AC

PA. T

hen

in 2

011,

IC

AN

N in

trodu

ced

addi

tiona

l dis

pute

pro

cedu

res

and

safe

guar

ds a

head

of

the

activ

atio

n of

hun

dred

s of

new

gTL

Ds

that

are

exp

ecte

d to

incr

ease

do

mai

n na

me

disp

utes

.iii.

Lic

ensi

ng Im

plic

atio

ns–

the

bran

d ow

ner s

houl

d ca

refu

lly d

eter

min

e w

hat r

ight

s it

will

give

its

licen

sees

to u

se m

arks

as

dom

ain

nam

es, a

nd

cont

inue

to m

onito

r usa

ge to

insu

re c

ompl

ianc

e an

d qu

ality

con

trol.

.

1-369


12

5. A

dditi

onal

Bra

nd P

rote

ctio

n M

easu

res

–ot

her m

easu

res

can

be u

sed

to g

uard

aga

inst

abu

se o

f mar

ks b

y no

n-lic

ensi

ng th

ird-p

artie

s; th

ese

met

hods

ca

n al

so b

e us

ed to

insu

re c

ompl

ianc

e by

lice

ncee

s.

a.D

omai

n N

ame

Wat

ch –

Thom

pson

and

Tho

mps

onb.

Web

sw

eeps

c.C

ease

and

Des

ist L

ette

r, an

d Fo

llow

Ups

d.W

e K

now

You

’re O

ut T

here

Let

ter

e.M

onito

r Lis

tf.

Enf

orce

men

t act

ions

How

to P

rote

ct th

e B

rand

and

Mar

ks

1-370


13Soci

al M

edia

–re

fers

to a

var

iety

of I

nter

net b

ased

form

s of

com

mun

icat

ion

and

inte

ract

ion,

incl

udin

g bl

ogs,

wik

kis

and

peer

to p

eer p

latfo

rms

like

Face

book

, Tw

itter

, Ins

tagr

am, S

napC

hat,

and

YouT

ube,

that

util

ize

the

band

with

offe

red

by W

eb 2

.0 a

nd b

eyon

d pe

rmit

the

crea

tion

and

exch

ange

of

use

r gen

erat

ed c

onte

nt.

A.

Soci

al M

edia

Pla

tform

s an

d B

rand

Opp

ortu

nitie

s an

d C

halle

nges

-S

ocia

l med

ia p

latfo

rms

can

also

allo

w b

rand

s to

inte

ract

dire

ctly

with

con

sum

ers

pres

entin

g an

inco

mpa

rabl

e br

andi

ng o

ppor

tuni

ty. B

ut, w

ith e

very

opp

ortu

nity

ther

e ar

e ris

ks a

nd c

halle

nges

, par

ticul

arly

from

a tr

adem

ark

prot

ectio

n st

andp

oint

, in

clud

ing

whe

n th

e br

and

owne

r mus

t be

cogn

izan

t of t

he s

ocia

l med

ia p

rese

nce

of

the

licen

see

and

use

by c

onsu

mer

s an

d em

ploy

ees.

Hav

ing

cons

umer

s an

d em

ploy

ees

com

mun

icat

e ab

out b

rand

s is

a b

enef

it fo

r com

pani

es; b

ut w

hat i

f co

nsum

ers

or e

mpl

oyee

s m

isus

e m

arks

?

III. L

icen

sing

and

Pro

tect

ing

Mar

ks –

Soci

al M

edia

1-371


14

Lice

nsin

g an

d Pr

otec

ting

Mar

ks –

Soci

al M

edia

Ove

r 645

milli

on T

witt

er a

ccou

nts.

–G

row

ing

at th

e ra

te o

f 11

–ac

coun

ts p

er s

econ

d.

Ove

r an

hour

of v

ideo

is u

ploa

ded

to

YouT

ube

ever

y se

cond

.–

60 h

ours

per

min

ute

–A

deca

de e

very

day

–A

cent

ury

ever

y te

n da

ys.

–4.

9 m

illion

vid

eos

view

ed p

er d

ay in

54

lang

uage

s

1-372


15

1. B

usin

ess

Par

tner

s an

d S

ocia

l Med

ia-t

he b

rand

ow

ner m

ay li

cens

e th

e br

and

unde

r som

e of

the

scen

ario

s de

scrib

ed in

Sec

tion

I, an

d in

turn

, the

lice

nsee

may

le

vera

ge s

ocia

l med

ia p

latfo

rms

to p

rom

ote

itsel

f and

its

prod

ucts

and

ser

vice

s.a.

Key

Opp

ortu

nitie

si.

Vira

l pro

mot

ion

and

mar

ketin

g –

use

soci

al m

edia

pla

tform

s to

igni

te th

e po

pula

rity

of a

bra

nd o

r bra

nds

and

prod

ucts

and

ser

vice

s.

ii. P

ositi

ve U

GC

–le

vera

ge p

ositi

ve c

omm

ents

and

so

cial

med

ia p

latfo

rms.

U

se s

ocia

l med

ia v

erna

cula

r and

hum

or to

adv

anta

ge.

b. K

ey C

halle

nges

i. FT

C R

egul

atio

ns-N

ew F

TC re

gula

tions

requ

ire th

at a

ll pr

omot

ions

com

ply

with

the

late

st “.

com

dis

clos

ures

.”ii.

CD

C L

iabi

lity

–lia

bilit

y an

d po

tent

ial d

efen

se fo

r con

tent

pos

ted

on a

co

mpa

ny’s

site

. (S

ectio

n 23

0 Im

mun

izat

ion)

No

imm

uniz

atio

n w

hen

com

pany

al

ters

the

cont

ent,

as in

dro

p-do

wn

men

u fo

r roo

mm

ate

sele

ctio

n -F

air H

ousi

ng

Cou

ncil

of S

an F

erna

ndo

Valle

y v.

Roo

mm

ates

.com

LLC

, 521

F.3

d 11

57 (9

th C

ir.

2008

) (en

banc

).

Lice

nsin

g an

d Pr

otec

ting

Mar

ks –

Soci

al M

edia

1-373


16

ii. D

MC

A Li

abilit

y / C

opyr

ight

and

Tra

dem

ark

viol

atio

ns –

Sec

tion

512(

c)

of th

e D

MC

A in

sula

tes

agai

nst l

iabi

lity

for c

opyr

ight

infri

ngem

ent.

Com

pany

mus

t act

to ta

ke d

own

only

whe

n it

has

“spe

cific

and

in

dent

ifiab

lekn

owle

dge

of in

fring

emen

t of p

artic

ular

indi

vidu

al it

ems.

” Vi

acom

Inte

rnat

iona

l Inc

. v. Y

ouTu

be, I

nc.,

No.

07-

2103

, (S

.D.N

.Y.,

June

23

, 201

0) (1

5 E

CLR

100

31, 6

/30/

10).

iii. C

AN

-SPA

M –

mus

t und

erst

and

that

Fac

eboo

k an

d ot

her s

ocia

l ne

twor

king

com

mer

cial

pos

ts m

ay b

e su

bjec

t to

the

CA

N S

PAM

Act

.

Lice

nsin

g an

d Pr

otec

ting

Mar

ks –

Soci

al M

edia

1-374


17

2. C

usto

mer

s an

d S

ocia

l Med

ia -

the

bran

d ow

ner m

ay li

cens

e th

e br

and

unde

r so

me

of th

e sc

enar

ios

desc

ribed

in S

ectio

n I,

and

in tu

rn, t

he li

cens

ee m

ay

leve

rage

soc

ial m

edia

pla

tform

s to

eng

age

cust

omer

s.a.

Key

Opp

ortu

nitie

si.

Cus

tom

er D

riven

Pro

mos

–cu

stom

ers

may

initi

ate

soci

al m

edia

pr

omos

of a

love

d pr

oduc

t or s

ervi

ce th

at re

sona

tes

ii. E

ngag

ing

Exi

stin

g an

d P

oten

tial C

usto

mer

s –

licen

sor a

nd li

cens

ee

may

use

the

mos

t app

ropr

iate

soc

ial p

latfo

rms

to o

rgan

ical

ly in

tera

ct,

invi

te, a

nd in

cent

iviz

e cu

rrent

and

pot

entia

l cus

tom

ers.

b. K

ey C

halle

nges

i. C

yber

squa

tting

and

gTL

DIs

sues

–as

ana

lyze

d ea

rlier

ii.

Neg

ativ

e U

GC

–m

onito

r neg

ativ

e co

mm

ents

(d

aily

com

pany

up

date

s).

Und

erst

and

Firs

t Am

endm

ent d

efen

ses.

iii. C

opyr

ight

Infri

ngem

ent I

ssue

s–

mus

t mon

itor t

o lim

it ex

posu

re fr

om

cont

ent u

sed

with

out p

rope

r lic

ense

s.

Lice

nsin

g an

d Pr

otec

ting

Mar

ks –

Soci

al M

edia

1-375


18

3. E

mpl

oyee

s an

d S

ocia

l Med

ia -

the

bran

d ow

ner m

ay li

cens

e th

e br

and

unde

r so

me

of th

e sc

enar

ios

desc

ribed

in S

ectio

n I,

and

in tu

rn, t

he li

cens

ee a

nd/o

r the

licen

sor m

ay le

vera

ge s

ocia

l med

ia p

latfo

rms

to e

ngag

e th

eir r

espe

ctiv

e

empl

oyee

s.a.

Key

Opp

ortu

nitie

s i.

Soc

ial M

edia

Pol

icy

–us

e to

lay

out w

hat e

mpl

oyee

s ca

n an

d ca

nnot

do

on

soci

al m

edia

pla

tform

s -c

an b

e an

ass

et a

nd h

elp

redu

ce e

xpos

ure

to a

buse

s.ii.

Bet

ter E

mpl

oyer

to E

mpl

oyee

Com

mun

icat

ion

-Em

ploy

er s

pons

ored

blo

gs

can

help

incr

ease

col

labo

ratio

n an

d pr

oduc

tivity

bet

wee

n di

spar

ate

wor

k te

ams.

E

mpl

oyer

spo

nsor

ed F

aceb

ook

and

Twitt

er p

ages

can

dis

sem

inat

e em

ploy

eein

form

atio

n.iii.

Eng

age

form

er e

mpl

oyee

s in

mea

ning

ful a

nd h

elpf

ul w

ays

-Use

soc

ial m

edia

to

eng

age

on k

ey is

sues

(e.g

. ret

irem

ent b

enef

its, c

onsu

lting

).iv.

Com

mun

icat

e on

pro

ject

s an

d ho

w to

pro

tect

I.P.

ass

ets

-Can

use

ent

erpr

ise

soci

al n

etw

orks

, blo

gs, w

ikki

s(e

.g.,

Cha

tter a

nd Y

amm

er).

III. L

icen

sing

and

Pro

tect

ing

Mar

ks –

Soci

al M

edia

1-376


19

b. K

ey C

halle

nges

i. B

rand

Mis

appr

opria

tion

and

Mis

use

and

Ow

ners

hip

Issu

es–

Em

ploy

ees

of

licen

sor a

nd li

cens

ee m

ay m

isus

e th

e br

and

and

may

cre

ate

soci

al m

edia

pag

es

that

they

atte

mpt

to ta

ke o

wne

rshi

p of

.ii.

Los

s of

Con

fiden

tial I

nfor

mat

ion

-Cam

eras

, cut

ting

and

past

ing

and

reco

rdin

g ta

ke o

n ne

w m

eani

ng in

the

Web

. 2.0

and

bey

ond

wor

ld –

bew

are

of th

eft,

mis

use

and

expo

sure

of t

rade

sec

rets

or s

ensi

tive

data

.iii.

NLR

B C

ases

-A

serie

s of

rece

nt s

ettle

men

ts s

ugge

st s

ocia

l med

ia p

olic

ies

ca

nnot

rest

rict w

orke

rs’ r

ight

s to

dis

cuss

hou

rs, w

ages

and

wor

king

con

ditio

ns.

III. L

icen

sing

and

Pro

tect

ing

Mar

ks –

Soci

al M

edia

1-377


20

1.K

now

the

valu

e of

you

r bra

nd o

r mar

k an

d w

hat i

t con

note

s.2.

Leve

rage

thes

e co

re p

rinci

ples

to d

evel

op th

e ap

prop

riate

lice

nsin

g st

rate

gy.

3.C

lear

ly d

escr

ibe

the

role

and

lim

its p

lace

d on

a li

cens

ee w

hen

usin

g th

e lic

enso

r's m

ark.

a.M

ust u

nder

stan

d pa

rtner

’s s

tatu

s (e

.g.,

a st

art-u

p or

mat

ure

com

pany

)4.

Em

ploy

robu

st L

icen

se G

rant

s an

d R

estri

ctio

ns5.

Be

awar

e of

how

new

tech

nolo

gy (e

.g.,

mob

ile a

pps

and

soci

al m

edia

) can

pr

ovid

e ne

w o

ppor

tuni

ties

or in

valid

ate

your

lega

l and

bus

ines

s as

sum

ptio

ns a

nd fo

rm p

olic

ies,

pro

cedu

res

and

prot

ectio

ns a

ccor

ding

ly.

6.S

eek

crea

tive

busi

ness

sol

utio

ns w

hen

lega

l red

ress

is u

ncer

tain

or

unav

aila

ble

(e.g

. use

of “

supe

r affi

liate

s” to

com

bat t

he k

eyw

ord/

adw

ord

prob

lem

.)

Sum

mar

y –

6 Ta

keaw

ays

1-378


NOTES

1-379


NOTES

1-380

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