知识产权助力企业各个时刻

从为你的企业制定知识产权战略开始

当前阶段
了解在公司生命周期的开始阶段如何做出战略性商业决策，尤其是在创业初期。本节将逐项分析企业在生命周期的这一阶段将面临的关键知识产权战略考量。

重要结论

  • 在创建企业时，请记住许多方面均可通过知识产权保护

  • 你的业务环境应驱动知识产权战略

  • 知识产权是你企业的一项投资。如果现在不行动，可能错失良机

  • 与他人合作时，订立书面协议，其中列明关键条款

  • 谨慎选择品牌并加以保护

市场调研：你的业务环境

开展深入的市场调研是启动业务的关键一步。了解你将产品、创造或服务商业化的环境，有助于建立竞争优势并实现更快发展。
市场调研中需考虑的主要元素有：
a.什么让你与众不同：你的独特卖点
在此阶段，需了解是否存在任何当前或未来会成为你独特销售主张（或卖点）的元素，使你有别于市场上已有的产品或服务。
b.你的业务在哪里运营
了解你的产品和服务将如何进入市场，以及在哪些地理区域也很重要。
c.竞争对手
最后，有必要识别哪些参与方目前是你的竞争对手，以及哪些未来可能成为竞争对手。在这项分析中，请务必评估竞争对手正在销售的产品类型。
所有这些元素均会影响和推动公司的知识产权战略。

市场调研：确定新趋势

市场调研是了解竞争以及自身独特卖点的关键。

你所做的有任何方面是独特的吗？

是

否

如果独特，你可能可以通过知识产权加以保护。

如果没有，其他人或许已通过知识产权进行保护，你可能需要获得使用许可。

你所做的有任何方面是独特的吗？

否

如果独特，你可能可以通过知识产权加以保护。

否

如果没有，其他人或许已通过知识产权进行保护，你可能需要获得使用许可。

首先，确定你的业务中是否有任何方面存在独特性。
  • 如果具有独特性，可能可以通过知识产权加以保护。
  • 如果不具备独特性，其他人可能已通过知识产权进行保护，你可能需要使用许可。

我如何判断？

开展一些研究

1

从简单的入手

使用你常用的搜索引擎查询关键词，看能否找到相似内容。

2

深入挖掘

如果没有出现相似内容，考虑查询专门的知识产权数据库，既查询本地，也包括其他市场。

我如何判断？

开展一些研究

1

从简单的入手

使用你常用的搜索引擎查询关键词，看能否找到相似内容。

2

深入挖掘

如果没有出现相似内容，考虑查询专门的知识产权数据库，既查询本地，也包括其他市场。

知识产权可以保护什么？

请谨记，你的企业日常使用的许多元素均可获得知识产权保护。大多数企业会混合使用知识产权来保护每项无形资产。
知识产权是对企业未来的投资。想一想你的企业在短期和长期将处于何种位置。若拖延等待，可能错失保护多种类型知识产权的时机。

应在哪里保护知识产权？

当选择在哪里保护知识产权时，考虑你和竞争对手在全球哪些地方运营。知识产权实际上在特定国家有效（或地域性），因此：
  • 你需要在每个国家获得权利。
  • 保护的程序和成本可能因国家而异。
  • 在一些国家和情况下，保护可自动产生。

在实践中，选择在哪里保护知识产权时，从以下考量因素和问题开始：

map

你或你的合作伙伴将在哪里提供产品或服务？

add_business

你将在哪些市场销售？

travel_explore

你的竞争对手将在哪里制造和销售他们的产品或服务？

diamond

专有地位能为企业带来的价值

reduce_capacity

人力和财务资源

与他人合作时保护你公司的知识产权

在成立自己的企业时，你需要与他人合作，从软件开发人员、平面设计师到商业顾问或技术工程师不等。
a.明确公司拥有的知识产权
如果你拥有知识产权，确保能够证明并明确知识产权已转让至你的公司。
在初步沟通阶段，确保对知识产权和商业战略加以保护。从一开始就明确并以书面形式记录以下：
如果你不拥有知识产权，确保获得使用许可，如有必要不仅限于当前，还包括未来产品中或与合作伙伴的知识产权。确保指明如果出售企业，你是否仍能够使用该知识产权。
b.知道你将获得的
以书面形式明确你将从这一关系中获得的内容，并考虑是否需要对方的任何东西（如文件、源代码、模型、公式、材料等）。 
超前思考，预见如果企业或技术演进和改变，你可能需要什么。
c.确定需要保密的 
明确哪些专有信息属于保密信息，并规定双方可如何使用这一信息。你可要求对方披露他们将如何保护保密信息。
如有必要，确保纳入在工作完成后信息是否需要返还或销毁的条件。
d.使用第三方的知识产权
检查你的合作方是否正在使用他人的知识产权，如有使用，确保已获得所需的许可。此举至关重要，以避免他人指控你未经许可使用其知识产权。

有效品牌建设的益处

创业往往意味着为你的产品或服务打造品牌和声誉。在你创办企业时，请记住，一个成功的品牌会随时间推移而升值，并且能够：
  • 将你与竞争对手区分开来
  • 提升消费者信任与忠诚度
  • 防止他人对你的成功搭便车
  • 创造新的收入来源
  • 有助于获得融资

选择并打造品牌

明智地选择品牌是构建和扩展业务的第一步。其中包括品牌名称、标志及其他相关资产。在做出这一选择前，应开展一些研究并确保选定的品牌：
  • 尚未在重要市场中使用（包括名称、域名及标志）
  • 与希望塑造的形象一致
  • 不仅仅是对将要提供的产品或服务的简单描述
  • 不具有冒犯性或负面含义，包括在其他语言或语境中
  • 不误导消费者，包括在其他语言或语境中。一旦选定你的品牌，使用知识产权加以保护。为将保护最大化，请确保：​​​​​​​
    • 保护品牌的不同方面（标志、口号、产品名称等）
    • 在计划使用的市场注册
    • 保护你的虚拟品牌资产（域名、搜索引擎中品牌相关的关键词、社交媒体等）

保障品牌安全

打造成功的品牌还需要妥善管理，以确保品牌安全。
监控市场并了解是否有人正在使用你的品牌很重要。如果发现有其他人正在使用，采取行动。
你可以利用知识产权让其停止，或要求其支付使用费从而获取收益。
如果你允许他人使用你的品牌，请记住你的名称和声誉至关重要。在合同中，确保：
  • 纳入品牌可如何使用的指导原则。
  • 要求最低质量标准。
  • 保留在声誉受到威胁时要求其停止使用品牌的权利。

Learn how to make strategic business decisions at the beginning of your company’s lifecycle, when getting your business started. This section breaks down and analyzes critical IP strategy considerations that your company will face at this stage of the business lifecycle.

Key takeaways

  • As you are setting up your business, remember many of its aspects can be protected with IP

  • Your business context should drive your IP strategy

  • IP rights are an investment in your business. If you don’t act now, you may lose out.

  • When working with others, get agreements in writing that lay out key terms

  • Choose your brand wisely and protect it.

Market research: your business context

Running an in-depth market research is a key step when you are getting your business started. Understanding the context where you will commercialize your products, creations or services will help you build a competitive advantage and grow faster.
The main elements to be considered under your market research are:

a. What sets your apart: your Unique Selling Points

At this stage, it is important to understand if there is any element that is or will become your unique selling proposition (or USP), something special that sets you apart from what is already available on the market.

b. Where your business operates

It is also important to understand how your products and services will reach the market, and in which geographical regions.

c. Your competitors

Finally, it will be important to recognize which players currently are your competitors, and which ones may become competitors in the future. As part of this analysis, remember to assess what kind of products your competition is selling.

All these elements contribute to and drive your company's IP strategy

Market reasearch: determine what's new

Market research is key to gain insights into your competition and into your unique selling point (USP)

Is any aspect of what you do unique?

Yes

No

If it's unique, you might be able to protect it with IP.

If it's not, someone else might be protecting it with IP and you might need permission to use it.

Is any aspect of what you do unique?

Yes

If it's unique, you might be able to protect it with IP.

No

If it's not, someone else might be protecting it with IP and you might need permission to use it.

First, identify whether any aspect of your business is unique.

  • If unique, you might be able to protect it with IP

  • If not unique, someone else might be protecting it with IP and you might need permission to use it.

How do I know?

Do some research

1

Start simple

Use your favorite search engine to look for key words, and see if you find something similar.

2

Go deeper

If nothing turns up, consider looking at specialized databases for IP, both locally and in other markets

How do I know?

Do some research

1

Start simple

Use your favorite search engine to look for key words, and see if you find something similar.

2

Go deeper

If nothing turns up, consider looking at specialized databases for IP, both locally and in other markets

What can you protect with IP?

Remember, a wide range of elements you daily use in your business may be protected with IP. Most businesses use a mix of IP rights to protect each intangible asset.

IP rights are an investment into your business’ future. Think about where your business will be in the near and long-term future. If you wait, you may miss the window to protect most types of IP.

Just because you can protect your intangible asset,it doesn’t mean you need to. Protect only things that may add value to your business.

Where should you protect your IP?

When choosing where to protect your IP, consider where you and your competitors operate around the world. IP rights are in fact country specific (or territorial), and therefore:

  • You need to secure rights in each country

  • The procedures and costs of protection may vary by country

  • In some cases and countries, protection may be automatic

In practice, when choosing where to protect your IP rights start with

the following considerations and questions:

map

Where will you or your partners provide your offering?

add_business

What markets will you sell your offering in?

travel_explore

Where will your competitors make and sell their offering?

diamond

The value a proprietary position can bring to your business

reduce_capacity

Your human and financial resources

Protecting your company’s IP when working with others

As you’re setting up your business, you need to work with others, from software developers and graphic designers to business consultants or technical engineers.

Make sure that during initial conversations you protect your IP and business strategy. Be clear from the start and put in writing the following:

a. Clarify what IP your company owns

If you own the IP, make sure you can prove it and be clear about the fact that IP rights are assigned to your business.

If you do not own the IP, make sure you get permission to use it, if needed not only currently but also in future products or with partners. Make sure you also clarify whether you can use it if you sell your business

b. Know what you will get

Put in writing what you will obtain from this relationship, and consider whether you need anything from the other party (e.g. documents, source code, models, formulas, materials, etc.).

Think beyond today and anticipate what you might need if your business or technology evolves and changes.

c. Identify what needs to remain confidential

Be clear about what proprietary information is confidential and specify how both parties can use this information. You may want to request the other party to disclose how they will protect confidential information.

Make sure you also include, if needed, conditions on whether the information needs to be returned or destroyed after the work is completed.

d. Using third party’s IP

Check if your collaborator is using someone else’s IP, in which case make sure you get permission to use it if needed. This is critical to avoid someone accusing you of using their IP without permission.

Benefits of effective branding

Starting a business often means building a brand and a reputation for your offering. As you are starting your business, remember that a successful brand appreciates in value over time and can:

  • Distinguish you from competitors

  • Drive consumer trust and loyalty

  • Stop others from free-riding on your success

  • Generate new revenue streams

  • Help secure financing

Without protection, you may be forced to rebrand, especially when entering new markets.

Choosing and building a brand

Choosing your brand wisely is the first step towards building and scaling your business. This includes your brand name, logo, and other related assets. Before making this choice you should conduct some research and make sure your chosen brand is:

  • Not already used in key markets (including the name, domain name, and logo)

  • Consistent with the image you want to portray

  • More than a simple description of what you will offer

  • Not offensive or negative, including in other languages or contexts

  • Not deceptive to consumers, including in other languages or contexts Once you choose your brand, protect it using IP. To maximize protection, make sure you:

    • Protect different aspects of your brand (your logo, slogan, product names, etc.)

    • Register in the markets where you plan to use it

    • Secure your virtual brand real estate (domain names, branded key words in search engines, social media, etc.)

Consider using a mix of IP rights to protect your brand (e.g. trademarks, designs, domain names, etc.)

Keeping your brand safe

Building a successful brand also entails sound management in keeping your brand safe.

It is important to monitor markets and understand if anyone is using your brand. If you discover someone else is using it, take action.

You can use your IP to make them stop, or to generate revenue by asking them to pay you to use it.

In case you do allow others to use your brand, remember that your name and reputation matter. In the contracts, make sure you:

  • Include guidelines for how your brand can be used

  • Require a minimum quality standards

  • Have the right to make them stop using your brand if your reputation is at risk.