{"id":10965,"date":"2022-02-24T08:08:33","date_gmt":"2022-02-24T13:08:33","guid":{"rendered":"https:\/\/www.cscdbs.com\/blog\/?p=10965"},"modified":"2022-07-25T10:14:24","modified_gmt":"2022-07-25T14:14:24","slug":"adopter-de-nouveaux-outils-pour-renforcer-la-protection-des-marques","status":"publish","type":"post","link":"https:\/\/www.cscdbs.com\/blog\/adopter-de-nouveaux-outils-pour-renforcer-la-protection-des-marques\/","title":{"rendered":"Adopter de nouveaux outils pour renforcer la protection des marques"},"content":{"rendered":"\n

Dans le cadre de la conf\u00e9rence \u00ab Brand Strategy China \u00bb r\u00e9cemment organis\u00e9e par le World Trademark Review, Alban Kwan, Directeur r\u00e9gional CSC pour l\u2019Asie orientale, a r\u00e9cemment organis\u00e9 une table ronde sur le th\u00e8me \u00ab Adopter de nouveaux outils pour une plus grande protection \u00bb. Plusieurs grandes marques de renom ont particip\u00e9 \u00e0 cet \u00e9v\u00e8nement, parmi lesquelles Ant Group (une entreprise parente de Alipay), Daniel Wellington et Western Digital.<\/p>\n\n\n\n

Bien que ces marques op\u00e8rent dans des secteurs distincts, lorsqu\u2019il s\u2019agit de prot\u00e9ger leur pr\u00e9sence en ligne, toutes font appel \u00e0 des prestataires et des technologies externes. Leur protection se d\u00e9cline en quatre volets :<\/p>\n\n\n\n

  1. La d\u00e9tection<\/li>
  2. L\u2019analyse<\/li>
  3. La conservation des preuves<\/li>
  4. L\u2019intervention<\/li><\/ol>\n\n\n\n

    \u00ab Particuli\u00e8rement dans les services financiers, nous vendons de la confiance \u2013 et nous disposons d\u2019un syst\u00e8me fiable et s\u00e9curis\u00e9. De nombreux abus consistent \u00e0 tirer profit de la c\u00e9l\u00e9brit\u00e9 et de la r\u00e9putation de nos marques, voire \u00e0 les utiliser pour pr\u00e9tendre b\u00e9n\u00e9ficier d\u2019une forme de caution de la part de notre entreprise envers un produit tiers. \u00bb <\/p>Serena Lim, Conseil en propri\u00e9t\u00e9 intellectuelle et contentieux logiciels, Ant Group<\/cite><\/blockquote>\n\n\n\n

    Pour prot\u00e9ger leurs marques, tous ont adopt\u00e9 une technologie qui a ind\u00e9niablement am\u00e9lior\u00e9 l\u2019efficacit\u00e9 de la surveillance de celles-ci, et renforc\u00e9 l\u2019efficience dans la gestion des contentieux. Cependant, les limitations des technologies actuelles et du partage d\u2019informations impliquent souvent que nombre de ces entreprises s\u2019appuient sur des ressources humaines pour compl\u00e9ter le travail et combler les lacunes. C\u2019est notamment vrai lorsqu\u2019il s\u2019agit de proc\u00e9der \u00e0 des analyses pour faire le lien entre les dossiers en ligne et hors ligne, et de faire part des infractions \u00e0 diff\u00e9rentes plateformes qui ne g\u00e8rent pas les r\u00e9clamations suivant une proc\u00e9dure normalis\u00e9e.<\/p>\n\n\n\n

    \u00ab Les recherches automatis\u00e9es nous ont aid\u00e9s \u00e0 lib\u00e9rer de nombreuses ressources qui ont pu se consacrer \u00e0 des t\u00e2ches \u00e0 plus grande valeur ajout\u00e9e. Les prestataires de services tiers se focalisent sur des bases de donn\u00e9es ou de hauts volumes de r\u00e9f\u00e9rencements mensuels, mais en interne nous pr\u00e9f\u00e9rerons souvent nous concentrer sur certaines cat\u00e9gories d\u2019infractions [pour lesquelles nous pouvons directement faire valoir nos droits de marque]. \u00bb <\/p>Leona Xie, Directrice juridique, Daniel Wellington AB<\/cite><\/blockquote>\n\n\n\n

    Les marques ne doivent pas uniquement tenir compte des canaux traditionnels via lesquels sont commises les infractions, car \u00e0 mesure qu\u2019\u00e9voluent la technologie et ses modes d\u2019utilisation, de nouveaux canaux de vente \u00e9mergent \u00e9galement. Par exemple, les diffusions en direct sur les r\u00e9seaux sociaux ont connu une augmentation pendant la pand\u00e9mie. De tels programmes pr\u00e9sent\u00e9s en direct par un influenceur ou un grand leader d\u2019opinion ont une br\u00e8ve dur\u00e9e de vie et ont lieu le soir ou pendant les week-ends, ce qui peut emp\u00eacher les \u00e9quipes d\u2019agir au moment opportun. En g\u00e9n\u00e9ral, l\u2019information doit \u00e9galement \u00eatre enregistr\u00e9e, ou publi\u00e9e, pour pouvoir \u00eatre d\u00e9tect\u00e9e et faire l\u2019objet d\u2019une intervention. Il faut noter que les infractions touchant les applications, ou les groupes de discussion priv\u00e9s, compliquent l\u2019acc\u00e8s des \u00e9quipes \u00e0 des donn\u00e9es non publiques n\u00e9cessaires pour intervenir, d\u00e8s lors qu\u2019il y a conflit avec les lois en vigueur sur la protection de la vie priv\u00e9e.<\/p>\n\n\n\n

    \u00ab En outre, les grands leaders d\u2019opinion sont probablement innocents. Ils ne savent pas qu\u2019ils sont dans leur tort et ils ne savent pas qu\u2019ils vendent un faux produit. \u00bb<\/p>Karen Wang, Juriste adjointe, Protection des marques, Western Digital<\/cite><\/blockquote>\n\n\n\n

    Visionnez la vid\u00e9o de la table ronde pour d\u00e9couvrir les difficult\u00e9s actuelles auxquelles sont confront\u00e9es les marques, sur leurs besoins concernant les technologies \u00e0 venir et sur la mani\u00e8re dont celles-ci peuvent contribuer \u00e0 r\u00e9soudre certains probl\u00e8mes persistants. Visionner : Adopter de nouveaux outils pour une plus grande protection >><\/strong><\/a> <\/p>\n\n\n\n

    Visionnez \u00e9galement la vid\u00e9o du discours d\u2019Alban qui explique pourquoi divers int\u00e9r\u00eats contradictoires, dans l\u2019\u00e9tat actuel de la protection des marques en ligne, entravent les avanc\u00e9es en mati\u00e8re de r\u00e9solution efficace des infractions au droit des marques. D\u00e9couvrez plusieurs conseils sur la mani\u00e8re dont les titulaires de marques peuvent modifier leur approche afin de r\u00e9duire les risques sur les plateformes et de mieux tirer parti de leurs initiatives en mati\u00e8re de protection des marques. Visionner : \u00ab L\u2019\u00e9l\u00e9phant dans la pi\u00e8ce \u00bb >><\/strong><\/a><\/p>\n","protected":false},"excerpt":{"rendered":"

    Dans le cadre de la conf\u00e9rence \u00ab Brand Strategy China \u00bb r\u00e9cemment organis\u00e9e par le World Trademark Review, Alban Kwan, Directeur r\u00e9gional CSC pour l\u2019Asie orientale, a r\u00e9cemment organis\u00e9 une table ronde sur le th\u00e8me \u00ab Adopter de nouveaux outils pour une plus grande protection \u00bb. Plusieurs grandes marques de renom ont particip\u00e9 \u00e0 cet \u00e9v\u00e8nement, parmi lesquelles Ant […]<\/p>\n","protected":false},"author":10,"featured_media":10434,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[545],"tags":[],"class_list":["post-10965","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-fr"],"acf":[],"yoast_head":"\nAdopter de nouveaux outils pour renforcer la protection des marques | CSC<\/title>\n<meta name=\"description\" content=\"Dans le cadre de la conf\u00e9rence \u00ab Brand Strategy China \u00bb r\u00e9cemment organis\u00e9e par le World Trademark Review, Alban Kwan, Directeur r\u00e9gional CSC\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" 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