MARQUES conference - a welcome from Nunzia Varricchio
MARQUES has evolved from a handful of in-house trademark managers, meeting to discuss whether their needs as trademark owners were being represented adequately in Europe, to an association representing brand owners’ interests worldwide. It is now at the forefront of all institutional and policy-making processes that lead to reform of IP legislation and practice.
MARQUES’s recent achievements include its confirmation until 2014 as a permanent observer at the Office of Harmonization for the Internal Market's (OHIM) Administrative Board and Budget Committee, as well as securing representation in the co-operation fund programme. Its submissions to OHIM include responses to the 2011 – 2015 strategic plan and the convergence programme aimed at harmonising trademark practices within EU IP offices.
With respect to activities involving the European Commission, MARQUES has responded to the planned review of the Tobacco Directive by criticising the plan to introduce plain or generic packaging. MARQUES has participated in the RAND Europe survey on counterfeiting and piracy in Europe and has been appointed a member of the Observatory on Counterfeiting and Piracy. MARQUES has also joined with other IP associations to comment on the debate about the ratification of the Anti-Counterfeiting Trade Agreement.
MARQUES is also actively involved with the World Intellectual Property Organization (WIPO) in the promotion of the Madrid System, most recently in its mission to Thailand and the Philippines. MARQUES and its representatives regularly take part in WIPO meetings and symposiums and a submission was made to the ad hoc working group on the legal development of the design system.
MARQUES has a growing number of teams consisting of experts dedicated to specific areas of concern to brand owners and IP best practice. They regularly make submissions and contribute in such a way that ensures the advancement of the organisation in its mission to represent brand owners’ interests.
"TODAY THERE IS A REALISATION THAT THE ECONOMIC RECESSION IS ONGOING, WHICH IS CREATING A MARKET TREND STEERING BRAND IDENTITY TOWARD BRAND INTEGRITY."
Looking ahead, MARQUES will continue its involvement in the study, analysing its conclusions from the perspective of the brand owner. It will work closely with OHIM in the realisation of its new strategic plan and the convergence programme. Its long-standing tradition of co-operation with WIPO will continue to be cultivated so as to positively influence the development of the international registration systems on behalf of brand owners.
MARQUES’s upcoming events include the very successful judges meetings. Two are scheduled to take place this year in November, one in The Netherlands and another in Germany. In 2012, the UK and Spain will host judges meetings.
MARQUES’s most noteworthy event is its annual conference. The theme this year is ‘Reality Check’.
The world of business has changed dramatically in the last few years: the economic recession and the everincreasing globalisation of markets have substantially affected the competitiveness of businesses and the strategies they adopt. Today there is a realisation that the economic recession is ongoing, which is creating a new market trend steering brand identity toward brand integrity.
We can see that the focus of a brand has changed: it needs to deliver a new promise, a sign of confidence, of fair trade, sustainable and from a trusted source. This inevitably means trademarks become more important for brand owners, particularly when faced with the reality of persistent cost cutting: cost-effective opportunities for brand exposure are essential in order to compete eff ectively in a global market.
It is with great pleasure this year that I welcome all delegates and distinguished guests to charming Baveno, Italy. It is my hope that they find the conference, stimulating, informative and most importantly, a memorable experience.
