Dubai Chamber organizes workshop on establishing successful brands

The two-day workshop attended by branding, legal and business professionals was conducted by Paul C. Jorgensen of the Jorgensen Law Firm in Washington who apprised the gathering with the theoretical and practical side of establishing, protecting and licensing brands as he said that few people understand how successful brands touch diverse populations with common positive emotions which gives their trademarks great value and power.

Jorgensen provided a comprehensive look at brand valuation methodologies to show that successful brands generate incremental returns for the business that owns them, either by increasing revenues or by reducing costs.

Added Jehad Kazim, Legal Services Director of Dubai Chamber,

"As part of its strategy to support and protect the interests of the business community, Dubai Chamber has organized this workshop as trademarks today are considered one of the most valuable business tools therefore it's important for the business community to identify and examine important trends and issues related to brand security and management as well as the intellectual property rights and protection."

The Director of Legal Services further stressed that Dubai is the perfect place to discuss brands: a growing metropolis that is building powerful brands internally, while welcoming a diverse wealth of international brands. This part of the world is poised to increase the number and power of its brands throughout the world.

During the extensive workshop, Jorgensen took the attendees through a hypothetical brand search, identifying the best methods for efficiently determining the risks that new brands encounter in use, and whether it is advisable for the brand owner to pursue trademark registration and also gave details about the registration and protection of brands.

Based on his years of corporate and trademark practice in the US, Jorgensen highlighted that brand ownership requires vigilance to ensure that the brand is protected from infringement, dilution, encroachment and other external factors that leads to a loss of brand value as he meticulously covered the risks and protections for brands on the Internet, detailing both the threats that a brand can encounter online and the methods for dealing with challenges to one's brand.

While praising Dubai Chamber for its dedication to increase the understanding of brands Jorgensen said that effective brands resonate with the relevant consumer in the relevant market, reassure consumers of the experience of the goods or services, differentiate products with strong visuals or messages, cohere with the brand owner's corporate identity, adapt to changes in markets, consumers and economies, and energize consumers by staying responsive and relevant.