Brand Protection in China
Ron Davis
Senior Director, Brand Protection
Qualcomm Incorporated
April 30, 2013
Brand Protection in China
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 Engage in China – QBPC
 Networking – Learn from your peers
 Enforcement through cooperation with
administrative agencies
 Multi-layer protection strategy
WELL-BRANDED
PRODUCTS ARE
ALWAYS
COUNTERFEITED
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Quality Brands Protection Committee
China Association of Enterprises with Foreign Investment
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Engage in China - QBPC
 Beijing-based volunteer association under CAEFI/MOFCOM
 Established March 2000
 210+ multinational member companies, most of which are
companies headquartered in America, Europe and Asia
 Annual membership survey assessing status of our efforts
 Representing over US$ 80 billion in investment in China
 QBPC has a voice in China
www.QBPC.org.cn
Quality Brands Protection Committee
China Association of Enterprises with Foreign Investment
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3M
Emerson
ABB
GE (China).
RIM
ABRO
General Motors
Samsung
BMW Group
Husqvarna AB
Roche
ALTECO
Hewlett-Packard
Siemens
Bose
IBM
Rovio
Amway
Intel
Sony Corporation
Danfoss (Tianjin) L
Mann-Hummel
Takeda
Apple
Johnson & Johnson
UL
Deckers
Mary Kay
Texwood
Beiersdorf AG
Microsoft
Unilever
Bosch
Nike
Zippo
Diageo
Nokia
Eastman
Philips
Epson
Procter & Gamble
QUALCOMM
BP
Imperial Tobacco
Samsonite
Burberry
Infineon
SanDisk
Dell
Mattel
Tiffany & Co.
Delphi
McCormick
Time Warner Inc.
Callaway
Irdeto B.V.
SANOFI
D-Link
MCM
Timken
Calvin Klein
Jaguar Land Rover
SAP AG
Disney
Merck
Toshiba
Canon
John Deere
Schaeffler
Caterpillar
JT International S.A.
Schneider Electric
CHANEL
Kao
S.C. Johnson
Cisco Systems
Karsten
Seb Développement
DSM
Michelin
Toyota
Dolby Laboratories,
Micro-Pak
TRW Automotive
Dow Corning
Moët Hennessy
TE Connectivity
Dupont
Moncler
Ubiquiti
Eaton
Monsanto
Ubukata
Universal Music
Abbott Labs
Fresenius
Novozymes
Cleveland Golf
Kimberly-Clark
Servier
ELM
Mosaic
adidas
Freudenberg
NXP Semiconductors
Coach
Levi Strauss
SGG Lisco LLC
Eli Lilly
Motolora
Valeo
Agilent Tech
Gates Unitta
OSRAM
Coca-Cola
Lee Kum Kee
Saint-Gobain
Energizer
NBA Properties Inc
VERSACE
AkzoNobel
General Mills
Panasonic
Codaa
LG Electronics
Shell
Alcatel
GHD
Panduit
Amer Sports
Giga-Byte Technology
ParexDavco
ColgatePalmolive
Life Technologies
Shiseido
Ansell
GlaxoSmithKline
Pentland
CommScope
Limited Brands
SKF
Anheuser-Busch
Gucci
Pernod Ricard
Applied
Materials
Harley-Davidson
PSAPeugeot Citroën
Armstrong
Harman
Pfizer
AstraZeneca
HDMI
Philip Morris
Audi
Heineken
Bacardi
Continental
Logitech
Sony Ericsson
Corning China
L’Oréal
Spirits International
Estée Lauder
NEC Corp.
Volkswagen AG
Evonik Degussa
Newell Rubbermaid
Wacom
ExxonMobil
New Era Cap
Wahl
Federal-Mogul
Corporation
Nestle
WD-40
Fendi
NGK Spark Plug
Wrigley
Creative Tech
Lutron GL
Starwood
Ford Motors
Nissan Motor
Zegna
Power Balance
Crocs
LVMH Fashion Group
STIHL
Frey Wille
Novartis
ZF
Hella
Prada S.A.
Cummins
Mahle
SWAROVS KI
BASF
Hermes
PUMA
Daimler Northeast
Manchester
Syngenta
Bayer
Hindustan Pencils
Ralph Lauren
213 MNC Members
Quality Brands Protection Committee
China Association of Enterprises with Foreign Investment
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Mission Statement
“building the bridge”
To work cooperatively with the Chinese Central and local
governments, local industry, and organizations to make
positive contributions to intellectual property protection in
the People’s Republic of China.
Quality Brands Protection Committee
China Association of Enterprises with Foreign Investment
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Chairman & 6 Vice Chairmen
7 Committees
 Best Practices / Enforcement Committee
 Communications Committee
 Customs Committee
 Government Cooperation Committee
 Legal Committee
 Membership Services Committee
 Patent & Innovation Committee
Quality Brands Protection Committee
China Association of Enterprises with Foreign Investment
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22 Industry Working Groups
Agricultural
2. Audio & Musical Instrument
3. Automotive
4. Battery
5. Construction & Integration
6. Creative
7. Electrical Distribution
8. Food & Beverage
9. Fast Moving Consumer
Goods
10. Golf
11. Home Appliances
1.
12. Imaging Supplies
13. IT
14. Lighting
15. Luxury Goods
16. Personal Care
17. Pharmaceutical
18. Power Tools
19. Refrigeration & Air-
Conditioning
20. Sporting Goods
21. Toys & Licensed Goods
22. Wireless & Integrated Circuit
Quality Brands Protection Committee
China Association of Enterprises with Foreign Investment
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Engaging Government, Agencies & Courts
Central Government Solicits Comments from QBPC/“Industry”
 15- 20 opportunities annually - Draft Amendments, Rules, Case Transfer
Procedures, New and Amended Laws (i.e. Draft Anti-Monopoly Law )
Chinese Government Participants at QBPC Events
 2011-2012 - Director Generals (DG), Deputy DGs & Directors of General
Administration of Customs (GAC); Ministry of Commerce (MOFCOM), Ministry
of Public Security (PSB); State Intellectual Property Office (SIPO),State
Administration for Industry & Commerce (SAIC); General Administration for
Quality Supervision, Inspection & Quarantine (AQSIQ); Economic Crime
Investigation Department (ECID).
 Judges of Supreme People’s Court (including IP Tribunal & Procuratorate) and
People’s Court: High Courts, Intermediate Courts & Peoples Procuratorate.
Quality Brands Protection Committee
China Association of Enterprises with Foreign Investment
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Top 20 Best Practices - Winners
WANG Chao, Assistant Minister (now Vice Minister) of MOFCOM Presenting Awards
Quality Brands Protection Committee
China Association of Enterprises with Foreign Investment
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5 Model Cases of Harmonizing Administrative &
Judicial IP Enforcement
 New for 2013
 Selection Criteria:
Case needs to be prosecuted for IP crimes , because
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Amount involved satisfies relevant criminal thresholds for IP crime; or
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Seriousness of illegal facts may constitute IP crimes.
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Agencies notified the IP owner, and requested the PSB to intervene
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PSB has accepted the case
Quality Brands Protection Committee
China Association of Enterprises with Foreign Investment
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Membership
Multi-layer protection strategy
Detection / Response / Prevention
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Attack Supply and Demand
Re-active:
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Case
investigations
Product testing
Escalation to
Management
Preventative:
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Labeling
Business Processes –
scrap process
Manufacturing and
engineering changes
CF Prevention Technology
Training and education
BP
Pro-active:
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Raids and supply-chain
investigations
Legal proceedings
Company policy
changes
Supplier initiatives
Controlled buys
Customs initiatives
Practical Brand Protection
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Thank You
Ron Davis
Senior Director, Brand Protection
Qualcomm Incorporated