The Accession of the EC to the Madrid Protocol

The Business Perspective

Consequences for Trademark Filing

Strategies

Arla Foods – Key Information

Danish and Swedish dairy company a co-operative owned by 7.200 Swedish and 8.300

Danish milk producers 7,1 billion kg milk turnover of about 5,1 billion Euro direct presence in 22 countries

Arla Foods' objective is to be the consumers' and the costumers’ preferred dairy group

The Accession ot the EC to the Madrid Protocol

Denmark

The Accession ot the EC to the Madrid Protocol

Sweden

The Accession ot the EC to the Madrid Protocol

United Kingdom

The Accession ot the EC to the Madrid Protocol

Germany

The Accession ot the EC to the Madrid Protocol

Saudi ArabiaThe Accession ot the EC to the Madrid Protocol

Dominican RepublicThe Accession ot the EC to the Madrid Protocol

Filing Strategy

most new trademarks will initially be launched in a limited number of countries, typically DK, SE, UK and DE

most trademarks will not be used on a worldwide scale

individual filing strategies

The Accession ot the EC to the Madrid Protocol

Filing Strategy in the EU before 1/10/04

main markets: DK, SE, UK, DE CTM obvious choice only searches in markets for immediate sale Protocol obvious choice for suggestive trademarks CTM for more distinctive trademarks

The Accession ot the EC to the Madrid Protocol

Filing Strategy in the EU after 1/10/04

home registration in Denmark Protocol designating EU rely on the opting-back what happened to the fee??

replacements

The Accession ot the EC to the Madrid Protocol

The Accession ot the EC to the Madrid Protocol

Future Opportunities

Madrid Union(77 Members)

Agreement only 11Protocol only 21

Agreement and Protocol 45(Including EC)