Breakfast Briefing & Webinar: What's in the name? Branding strategies in South-East Asia

Breakfast Briefing - What’s in the name? Branding strategies in South-East Asia
 23 February 2016, Ho Chi Minh City and Hanoi

The first Breakfast Briefing of the South-East Asia IPR SME Helpdesk was successfully organised in cooperation with the European Chamber of Commerce in Vietnam (EuroCham) on Tuesday 23 February 2016. The event was organised via Video Conference simultaneously in Hanoi and Ho Chi Minh City with a total number of nearly 50 participants in both locations. Participants included representatives from European companies, Embassies and Business Associations, representing several European countries such as France, Germany, the UK, the Netherlands, Belgium and Italy.

Mrs. Nga Nguyen, Senior Associate from Hogan Lovells International LLP, Chair of EuroCham IPR Sector Committee, presented an overview on trade mark legislation applicable in Vietnam, including both international treaties/conventions and domestic legislation. She also shared with audience practical tips on trade mark protection in Vietnam, from how to choose and register the name, to how to commercialise and protect the name. Her presentation can be downloaded here.

Mr. Max Ng, Managing Director of Gateway Legal & IP Services from Singapore presented an overview of trade mark protection in Singapore, Indonesia, Thailand and Myanmar. During his presentation, he compared the different jurisdictions, briefed about outstanding real cases and concluded lessons to be learnt. His presentation can be downloaded here.

Mr. Son Doan, Patent & Trademark Attorney from IPMAX Law Firm started the panel discussion by sharing his experience from meetings and consultations with EU SMEs in Vietnam. The panel discussion continued with open Q&A when IP experts and the participants discussed branding strategies for SMEs in South-East Asia. This is a key factor for success in the context of increasing internationalisation but often overlooked.
Free of charge one-on-one consultation was then provided to 4 SMEs. It was a chance for SMEs to have a private talk with the IP experts regarding any of their IP-related concerns.
After the Breakfast Briefing, the Helpdesk organised a summary webinar from 14:00-15:00 on the same day, highlighting the key messages delivered in the morning session, with the participation of Mr. Max Ng and Ms. Valentina Salmoiraghi, the Helpdesk’s IP Business Advisor.

Webinar is an efficient tool that the Helpdesk as well as EuroCham will continue using in the future to facilitate the attendance of EuroCham members located in local provinces or overseas, who are interested in the topic but not able to physically attend the event.
Description: Description: South-East Asia IPR logo
The South-East Asia IPR SME Helpdesk is a European Union co-funded project that provides free, practical, business advice relating to South-East Asia IPR to European SMEs. To learn about any aspect of intellectual property rights in South-East Asia, visit our online portal at For free expert advice on South-East Asia IPR for your business, e-mail your questions to: You will receive a reply from one of the Helpdesk experts within three working days.

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