Doing Business in China: Protecting Your Brand

Annual Lecture Discusses Brand Identity in China

4:45pm, Registration
5:00pm, Program begins
Reception immediately following the program

Sargent Hall, 120 Tremont Street, Boston

China is notorious for the frequency and accuracy of its counterfeit goods, across almost every conceivable product category. Although China committed to enforcing intellectual property (IP) violations upon its entry to the WTO, we have yet to see a slowdown in knock-offs. This panel will address how to protect your brand name in China from the perspectives of the corporation, the law, and the consumer. John McDonnell, BSBA ’83, COO from Patron Spirits brings insights from his many years spent marketing alcohol brands in Greater China, and highlights the creative techniques brands must use to signal their authenticity to consumers. Giana Eckhardt, Associate Professor of Marketing, is an expert in brands and consumer behavior in China, and will discuss how consumers discern between real and fake products, and the underlying drivers to purchase genuine or counterfeit brands. David Woronov, Partner, Posternack Blankstein & Lund, LLP, specializes in IP law, and will break down what tactics can be used to successfully prosecute IP violations, and how the Chinese court system views this type of enforcement. The panel will be moderated by C. Gopinath, Chair and Associate Professor of Strategy and International Business.

Although there is not fee to attend this event, we require an RSVP for attendance.

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