Jane Collins Syngenta Crop Protection AG
Jane Collins Syngenta Crop Protection AG
Jane Collins Syngenta Crop Protection AG
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Advantages of Madrid<br />
– for Pakistan and other Developing<br />
Countries<br />
<strong>Jane</strong> <strong>Collins</strong><br />
<strong>Syngenta</strong> <strong>Crop</strong> <strong>Protection</strong> <strong>AG</strong><br />
1
Industry View of Madrid<br />
• <strong>Syngenta</strong> Trademarks<br />
• Advantages to <strong>Syngenta</strong><br />
• Advantages for Developing<br />
Businesses<br />
• Role of National Offices<br />
2
<strong>Syngenta</strong> Trademarks<br />
• 50/50 on/off patent<br />
• Widely counterfeited/infringed<br />
• Strictly regulated industry<br />
• External cost back-charged to<br />
business<br />
• Fixed TM budget $5million<br />
3
Filing Statistics<br />
34,000 marks in 140 countries<br />
450 CTM’s since 1 April 1996<br />
900 International Registrations<br />
• Covering 2 – 70 countries<br />
• Oldest IR still used dates from<br />
1940 and is African!<br />
4
A Trademark System must give:<br />
•Speed to registration<br />
•Legal certainty<br />
•Cost effectiveness<br />
•Administrative convenience<br />
5
Business Certainty<br />
Protocol countries had to speed up<br />
procedures – more business certainty<br />
Joining Madrid has encouraged<br />
harmonization – more business certainty<br />
6
Costs using Madrid<br />
• Very easy to compute and give<br />
budget estimate to business<br />
• No translation costs or powers<br />
• Low assignment costs big + for<br />
businesses consolidating – see<br />
later<br />
7
Costs (cont’d)<br />
• Internal admin costs of paying bills<br />
hugely reduced<br />
• One currency (CHF) gives stability of<br />
costs and eases administration<br />
8
Administration<br />
• One form<br />
• Choice of languages for users<br />
• Renewals, assignments, changes of<br />
name etc much simpler – one process,<br />
no powers, no special formalities<br />
9
SYNGENTA OWNERSHIP – U.K.<br />
ICI<br />
demerger<br />
ICI Zeneca Limited Astra<br />
merger<br />
Avecia<br />
Specialty Chemicals<br />
Astra Zeneca<br />
(no trademarks)<br />
demerger<br />
Astra Zeneca<br />
demerger<br />
Zeneca Limited<br />
Agrochemicals<br />
(Name Change)<br />
Astra Zeneca<br />
Pharmaceuticals<br />
<strong>Syngenta</strong> Limited<br />
0
SYNGENTA OWNERSHIP – U.S.<br />
Stauffer Chemical Co.<br />
acquired<br />
Zeneca Inc.<br />
ICI America Inc.<br />
acquired<br />
subsidiary<br />
GB Biosciences Corpn.<br />
(complicated assignment)<br />
Zeneca Ag Products Inc.<br />
merger<br />
<strong>Syngenta</strong> <strong>Crop</strong> <strong>Protection</strong> Inc.<br />
subsidiary<br />
GB Biosciences Corpn.<br />
1
Filing Strategy<br />
• Will base on Switzerland or UK<br />
because of speed of registration<br />
• Would consider others<br />
• Use Madrid for 2 or more<br />
countries<br />
• Smaller markets protected if<br />
fees low<br />
2
General Aspects<br />
• Can “claim” a registration quicker<br />
than any other jurisdiction<br />
• Some countries have joined without<br />
having proper regulations to support<br />
• Mark is registered automatically if not<br />
refused<br />
• National filings can take longer<br />
3
Developing Businesses<br />
• A nice cup of tea<br />
•Tea is more valuable than undifferentiated<br />
bulk tea if sold as Darjeeling tea<br />
• More valuable still if it bears certification<br />
mark “Darjeeling – The Tea Board’s Seal of<br />
Approval”<br />
4
Developing Businesses<br />
• More valuable still if it bears a distinctive<br />
trademark and is packed in distinctive<br />
packaging<br />
•Branding adds value, provides more jobs<br />
•Successful brands are copied and need to be<br />
protected<br />
5
6<br />
Developing Businesses
7<br />
Developing Businesses
Developing Businesses<br />
•Export to 20 countries<br />
•2003 selected as Best Brand of Mongolia<br />
•Now being counterfeited<br />
•Can only afford to protect through Madrid<br />
8
The Role of National Offices<br />
National offices important for SMEs and large<br />
corporations<br />
• Over 100 countries not in Madrid/CTM!<br />
• Provide direct advice and websites in local<br />
language<br />
• Can be speedier to registration e.g. UK<br />
Use for local marks, local languages and<br />
scripts, local support programs<br />
There can be more than one reason for a local<br />
variant, for example:<br />
9
0<br />
Local Scripts
Local Alphabet Versions<br />
Neoron<br />
Actara<br />
Alto<br />
1
2<br />
Local Support Programs
Local Marks<br />
Lead mark but with<br />
local language<br />
US preferred and market<br />
too big to dictate<br />
KARATE not available in UK<br />
3<br />
More “Spanish” for LATAM<br />
Market
The Role of National Offices<br />
National office role is changing – need<br />
to think about different and enhanced<br />
services to local clients in future<br />
Many jurisdictions need to speed up<br />
procedures<br />
Reduction of downstream costs needed<br />
4
Conclusion<br />
We are in business to make money<br />
A company in the Protocol has:<br />
• Cost savings and choices<br />
• Businesses outside the treaties<br />
disadvantaged<br />
5
Industry View of Madrid<br />
– Strategies, Benefits and<br />
Pitfalls<br />
<strong>Jane</strong> <strong>Collins</strong><br />
<strong>Syngenta</strong> <strong>Crop</strong> <strong>Protection</strong> <strong>AG</strong><br />
6
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