Every truly successful company has a brand. It is that by which the customers identify them. You think of the iconic the golden arches, the apple with a bite taken out, and the tag line “Just Do It” and they instantly evoke familiarity. This level of recognition translates to billions of dollars. Behind all of these brands is the backbone of intellectual property. Business and intellectual property go hand-in-hand. From the advertisement in a magazine to the new product being launched next year, proper intellectual property protection and management guarantees the success of a business. In an increasingly knowledge-based economy, obtaining the normal patent, trademark or copyright may not be enough. A company must have a strategy and be led with an understanding of the ways intellectual property can support and help the business grow. Factors such as local legislation, market practices, and potential infringement must be anticipated. Aligning your business with the intellectual property ensures the safety of your assets, especially in disputes. For startups, mapping out the big picture is essential. For established companies, constant reevaluation is just as critical.

This seminar was co-organized by United States-China Intellectual Property Institute Inc., Asia Innovation and IP Society Limited and City U Business & Industrial Club, from August 5 to 6, 2016. IP experts from mainland, China, Hong Kong, Macau, Taiwan, USA, Europe, Korea and Singapore were invited to attend.

Especially, Professor Chao Peng, the charge of Macau One Belt and One Road Research Center, gave a speech on this seminar, named “One Belt and One Road: Position and Opportunities of Macau Branding”.