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CCCA61_020-024,026,052.qxd:CCCA_V1No2_Recruiting-V1.qxd 2/8/08 11:45 AM Page 24 Cover Story “ It’s important to register your IP rights, but it’s even more impor- tant after that to police, to defend and to assert your rights. Pascale Mercier ” Montreal-based director of trademark strategy for all Bell Canada companies Union.“That type of mechanism is especially cost-effective if you are interested in at least two or more countries in the European Union.To file individually in all those countries would be cost- prohibitive otherwise.” Fetherstonhaugh in Toronto, who works on behalf of Canadian Another key strategy is to hire a translator to obtain appropri- corporate counsel.“The complexities of IP law are such that, to ate translations of a company’s trademarks, especially in coun- me,it just makes sense to have someone with expertise handling tries that use a different alphabet, such as Greece, Russia, China that on your behalf.” and Japan, and to get both versions trademarked. “Those two Prévost, who works as external counsel to a number of com- trademarks — the one in the Roman alphabet and the translit- panies, says she tries to understand each client’s business and keep eration version — can be completely different,” says Prévost. an eye on their trademark portfolios,engaging them in a contin- It’s also a good idea to do translations before launching a prod- uous dialogue. “We provide them with a status report every uct in a foreign country, because the trademark could mean six months, for instance, on the various IP matters we might be something completely different in that country. “There have handling on their behalf.” been some embarrassing cases where certain trademarks have She discusses strategies with clients on how best to approach not translated very well in foreign jurisdictions,” says Prévost.“It various filings around the world. There are certain mechanisms could be a slang term; it could be derogatory, for all you know; that can be used to cover a number of jurisdictions, rather than it could just simply have a very negative meaning that will not filing in each individual country — one example is the European help the sale of your product in that country.” Protéger la propriété intellectuelle à l’étranger Les contentieux d’entreprises se retrouvent souvent sur la ligne de front d’une lutte mondiale pour protéger les droits de propriété intellectuelle et combattre le commerce illégal. ux multiples tâches confiées aux con- Les vols de propriété intellectuelle con- Dans plusieurs pays en voie de Aseillers juridiques d’entreprises s’ajoute stituent une immense industrie souterraine. développement,il est difficile de convaincre la nécessité de surveiller les droits de pro- Selon l’International AntiCounterfeiting les individus, voire les autorités, que le priété intellectuelle de leur entreprise, au Coalition (IACC), la contrefaçon rapporte piratage de la propriété intellectuelle con- Canada et à l’étranger. Les brevets, les ma- 600 milliards $ US par année, en croissance stitue un problème sérieux. Un peu à la rques de commerce et les droits d’auteur de 10 000 pour cent au cours des deux Robin des bois, disent-ils, les « voleurs » ne comptent parmi les actifs intangibles les plus dernières décennies! Des parfums aux font que redistribuer une richesse qui précieux d’une entreprise. Or, à l’ère de DVD, des pièces d’auto aux médicaments, autrement ne profiterait qu’aux grandes PIERRE CHARBONEAU l’Internet ils apparaissent poreux pour dire les biens contrefaits représentent de 5 à 7 multinationales,déjà riches.Rien ne garan- le moins. pour cent du commerce mondial. tit cependant la qualité de la contrefaçon 24 CCCA Canadian Corporate Counsel Association SPRING 2008