The post-COVID Crisis environment is marked by a profound transformation of business and company operations, commercial transactions, and consumers approaches to brands including a further digitalization of society and a new geography for key trademarks. Consequently, trademarks will play an important role as business tools towards a new rebound, in an evolving business and social format. How will /may trademarks play this new role? Which meanings might be expected from this evolution? Are trends of the recent past to be simply accelerated, or would there be space for diverse scenarios? Speakers from three continents will provide a worldwide picture of the profoundly evolving trademark environment under a deeply transformed post-crisis environment and elaborate on possible future scenarios.
Former Vice-President EUIPO
Professor of Law, Texas A&M University School of Law.
Professor, School of Law; Dean, Intellectual Property Research Institute, Xiamen University, PR China
Former Vice-President EUIPO, Former Vice-President EPO, Former Director-General SPTO
Dr. Alexander VON MUHLENDAHL (CV)
Former Vice-President EUIPO. Dr. iur., J.D., LL.M. (Northwestern) Advisor and conducting litigator in the areas of German, European and international trademark, design and unfair competition law. He joined BARDEHLE PAGENBERG in 2005, bringing with him more than four decades of professional experience gained in leading positions in the areas of German and European trademark legislation. He was Vice-President of the Office for Harmonization in the Internal Market (Trademarks and Designs) in Alicante, Spain (now the European Union Intellectual Property Office – EUIPO) from 1994 until 2005, and the head of the division for trademark and unfair competition law at the German Ministry of Justice from 1985 until 1994.
Prof. Irene CALBOLI (CV)
Professor of Law at Texas A&M University School of Law, Academic Fellow at the School of Law, University of Geneva, Visiting Professor at Nanyang Technological University, Senior Fellow at Melbourne Law School, and Transatlantic Technology Law Fellow at Stanford University. She is a member of the Editorial Board of the Queen Mary Journal of IP, the Journal of Intellectual Property Law and Practice (Oxford), and the WIPO-WTO Colloquium Papers. An elected member of the American Law Institute, she serves in leadership positions in a variety of professional organizations, including the International Law Association (Singapore Branch); the Board of the European Policy for IP Law Association; the International Trademark Association, and Association of American Law Schools (AALS). She regularly acts as expert for national governments and international organizations.
Prof. Xiuqin LIN (CV)
Deputy Dean and Professor of Law, School of Law, Xiamen University, PR China. Director, Intellectual Property Research Institute, Xiamen University. Deputy Dean, Academic Committee, China’s Economic Law Association. Executive Committee, China’s Intellectual Property Law Association. Lawyer, Fujian Xiamen Fidelity Law Firm. Arbitrator, Xiamen Arbitration Commission. Xiamen University, International Law. Oxford University, M St. In Legal Research. Visiting Scholar, Jesus College, University of Cambridge. Visiting Scholar, SOAS, University of London. Xiamen University, Civil Law, MA. Southwest University of Law and Political Science, Law, BA.
Dr. Alberto CASADO CERVIÑO (CV)
Dr. Alberto Casado Cerviño has served as a Vice-President of the Office for Harmonization in the Internal Market (OHIM) (today European Union Intellectual Property Office, EUIPO) (1994-2004), as a General Director of the Spanish Patent and Trademark Office (SPTO) (2008-2012), and as a Vice-President of the European Patent Office (2012-2018) . He also acted as Chairman ad interim of the Administrative Council of the European Patent Organisation from July 2009 to June 2010. Previously, from 1978 to 1994 he worked at the Spanish Patent and Trademark Office (SPTO) and developed an academic career at the Universities of Santiago de Compostela (where he defended his Doctoral Thesis) and Complutense of Madrid. He has represented Spain in the negotiations of many international conventions and is presently Of Counsel at Baylos.
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