Programme

With contributions from some of the foremost IP thought leaders from the region, alongside international experts, and case studies presented by those working at the cutting edge of IP value creation, IPBC Southeast Asia 2019 will offer attendees an invaluable chance to gain insights about global best practices.

The 2019 provisional programme is as follows:

  • Optional  Optional
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    09:00  -  09:45
    Registration and coffee
    09:45  -  11:00
    Brand marketing in ASEAN: avoiding the pitfalls
    For local and international brands, the ASEAN market boasts powerful growth opportunities. However, brand and product positioning is key - whether labelling and advertising rules, or related to strategic partnerships. Without a nuanced understanding of local rules and practice, the risk of costly, reputation-damaging missteps increases significantly.

    • From digital marketing to local partnerships: expanding brand identity across ASEAN
    • Establishing presence - and maintaining integrity – on e-commerce platforms
    • Franchising and licensing: brand monetisation in practice
     Optional 
    09:45  -  11:00
    Leveraging IP as an intangible financial asset
    Intellectual property is increasingly being viewed as an important financial asset class. With smart money pouring into the IP space, rights holders need to understand the options available to them in order to make sound deals.

    • Valuation – how to identify sources of value and quantify their potential
    • Partnering with financial institutions to access IP-backed capital
    • Developing sustainable IP-based revenue streams
    Moderator:
     Optional 
    11:00  -  11:30
    Networking break
    11:30  -  12:45
    Supercharging start-up growth with IP
    Southeast Asia’s technology sector is full of flourishing start-up companies. Studies and first-hand experience have shown that possessing IP assets can be a critical factor in the survival of early-stage businesses.

    • Developing a company’s first-ever IP strategy
    • Managing IP without a dedicated corporate function
    • Mitigating risk at acceptable cost
    Moderator:
     Optional 
    11:30  -  12:45
    Your trademark playbook
    Success in building, protecting and monetising brands requires both a nuanced understanding of local regimes and insight into the wider business environment.

    • Jurisdiction updates: creating a robust, regional corporate trademark strategy
    • How IP offices are facilitating an IP-friendly environment, and how your brand can benefit
    • Brand valuation, securitisation and financial best practice: making the most of legal assets
    Speakers:
    Moderator:
     Optional 
    12:45  -  14:00
    Networking lunch
    14:00  -  15:15
    Lessons in on the ground enforcement
    A one size fits all approach to brand enforcement is difficult to sustain across all ASEAN jurisdictions. However, there are regional strategies that can be implemented to increase the chances of enforcement success.

    • Customs strategies: effective enforcement in the ASEAN Economic Community
    • Anti-counterfeiting efforts: Creating a resilient regional policing and response programme
    • Litigation perspectives: maximising the chances of court success
     Optional 
    14:00  -  15:15
    Patent portfolio strategy
    As Southeast Asian companies continue to grow outside their home markets, they need to develop ever more sophisticated and multi-jurisdictional patent portfolios. Having a systemic approach and a strategic roadmap allows IP executives to make day-to-day decisions with confidence and consistency.

    • Using cutting edge AI tools to analyse your portfolio
    • Identifying risk areas and growth opportunities
    • Making the right calls on filing, renewal and monetisation decisions
    Moderator:
     Optional 
    15:15  -  15:45
    Networking break
    15:45  -  17:00
    Building a leading IP function
    To do its job successfully, a dedicated IP function should play a role in overall corporate strategy. Forging strong links with both top management and individual business units is crucial to the role of a 21st Century IP business leader.

    • Communicating with board-level executives
    • Achieving integration with R&D and business units
    • Leveraging internal and external resources to guide strategy
     Optional 
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