One brand, one trademark equals good business, or how does it work?
I’m Rasmus Bjurstrom and I have the brilliant opportunity to do my internship at Essen International, Sweden’s largest branding agency located in Stockholm.
Last week we had a lecture/education for the personal in brand-law and guidelines, not the silly Kottlers five p’s or AIDAS, but the real deal.
In the office we have two lawyers specially educated in brand law, so I thought of sharing some good to know facts that I myself recently gained.
Do you know the difference between a brand and a trademark?
Trademark = a legal term for name, symbol, design etc that differentiates one company’s products/services from others. The trademark can be registered and become an exclusive legal right for its owner.
Brand = is the communicative dimension of the trademark that represents the associations a beholder affiliates with the TM.
To register your trademark there is a demand for differentiation:
You cannot register a TM. if it indicates the;
- Sort (generic description – COFFEE for coffee)
- Nature (describes the product – FAST for a sports car.)
- Amount (6-pack of bear – for bear.)
- Area of use (FISHING – for a fishing pole)
- Geographical origin (MILAN – for clothing)
Bewildering, yes.
Exciting, without a doubt!
But you can’t imagine all the fun and creative processes going on in a branding agency. That’s all for now,
Peace out
6/4/08
5/30/08
Wah likes it the Beijing Style
Distance to the closest Starbucks: maximum 5 min walk
Distance to the closest McDonalds: across the street
Distance to the closest Karaoke bar: across the intersection
Location: Advertising agency. DMG. 25th floor. Tower A. Chaoyangmenwai Street. Chaoyang District. Beijing. (From experience I know that the 25th floor is not a good place to be during an earthquake)
Position: Interactive department.
Go right if you are facing the reception. Across the four steps over the small pond with golden fishes. To the left by the windows. The desk with some random guy's phone number written down on the whiteboard wall infront.
What's going on? Research & Analysis: Interactive stuff, Competitors. Meeting interesting people. Gaining knowledge. Getting experince. A lot of nice meals with an American dude who fills me up with priceless knowledge about life. A lot of trips to Starbucks around 5 p.m. And pretty much checking out the hot guy behind me. Night activities that I will miss when I go back to Sweden.
I blend in pretty well with my looks. Sometimes even a bit too much... People believe I speak their language and get confused when I don't aswer them. Being able to speak Cantonese doesn't help me much here, cause they don't understand it. But my Mandarin is slowly improving, I'm taking Mandarin lessons provided be the company.
// Wah Linh
Distance to the closest McDonalds: across the street
Distance to the closest Karaoke bar: across the intersection
Location: Advertising agency. DMG. 25th floor. Tower A. Chaoyangmenwai Street. Chaoyang District. Beijing. (From experience I know that the 25th floor is not a good place to be during an earthquake)
Position: Interactive department.
Go right if you are facing the reception. Across the four steps over the small pond with golden fishes. To the left by the windows. The desk with some random guy's phone number written down on the whiteboard wall infront.
What's going on? Research & Analysis: Interactive stuff, Competitors. Meeting interesting people. Gaining knowledge. Getting experince. A lot of nice meals with an American dude who fills me up with priceless knowledge about life. A lot of trips to Starbucks around 5 p.m. And pretty much checking out the hot guy behind me. Night activities that I will miss when I go back to Sweden.
I blend in pretty well with my looks. Sometimes even a bit too much... People believe I speak their language and get confused when I don't aswer them. Being able to speak Cantonese doesn't help me much here, cause they don't understand it. But my Mandarin is slowly improving, I'm taking Mandarin lessons provided be the company.
// Wah Linh
4/15/08
Third week,
We are already on our third week of internship. And I who thought eleven weeks would take forever. I guess it depends on were you are and who you work with.
I feel that I’m very lucky being were I am. UIQ Technology is a pretty big company but the people are very friendly and welcoming. I already feel like one in the specific team were I’m working. I work with their partner conference and everything around that. The event involves many different things so there are always a lot to do and not the same things over again.
The only sad thing is that I don’t get to se so many from the class during these weeks. Even though I’m not far from “home”- but others are.
Anyway I feel great and It’s fun to practise the things we’ve learned, our first year of Business Management, in “real life”.
Wish you all the best,
//Michaela
I feel that I’m very lucky being were I am. UIQ Technology is a pretty big company but the people are very friendly and welcoming. I already feel like one in the specific team were I’m working. I work with their partner conference and everything around that. The event involves many different things so there are always a lot to do and not the same things over again.
The only sad thing is that I don’t get to se so many from the class during these weeks. Even though I’m not far from “home”- but others are.
Anyway I feel great and It’s fun to practise the things we’ve learned, our first year of Business Management, in “real life”.
Wish you all the best,
//Michaela
3/30/08
End of "Running a Business"
We have now ended the module "Running a Business".
This week we had a presentation for the whole class, Sandro Miletti (which har been our mentor during this module) and our co-workers Åsa and Sofie.
Me, Peter and Stefan had our personal presentation this friday for Blekinge Institute of Technology, External relations office who we worked for in this module. We did present our analysis of how they could develop their organization further which was very appreciated.
Tommorow we start our new module, "LIA", for 11 weeks.
I will be at the company UIQ in Ronneby and practise together with a project manager from UIQ. I look forward to this very much...
/Mattias Johansson
This week we had a presentation for the whole class, Sandro Miletti (which har been our mentor during this module) and our co-workers Åsa and Sofie.
Me, Peter and Stefan had our personal presentation this friday for Blekinge Institute of Technology, External relations office who we worked for in this module. We did present our analysis of how they could develop their organization further which was very appreciated.
Tommorow we start our new module, "LIA", for 11 weeks.
I will be at the company UIQ in Ronneby and practise together with a project manager from UIQ. I look forward to this very much...
/Mattias Johansson
3/10/08
Armed Forces
Our assignment in ”Running a Business” is to work shadow a company or organisation and then write a report that can give the company a fresh point of view and new great ideas.
Both Julia and I felt that we wanted to explore something new other then the media and marketing companies we been working with before, so we choose the Swedish Armed Forces and the airforce battalion F17 in Ronneby. It turned out to be a great choice, they really appriciated the help we could give them, because it’s quite a “closed” organisation so we really felt that it was a “win win situation”. So far we´ve been participated in meetings and other daily activities, we have been in Stockholm at the headquarters for the Swedish Armed Forces because our mentor had the mission to coordinate the group that´s going with him on his mission abroad in Kosovo for 6 months. That was a great experience and we learned a lot.
By the way, Hyper is great!
/Angelica Jonsson
Both Julia and I felt that we wanted to explore something new other then the media and marketing companies we been working with before, so we choose the Swedish Armed Forces and the airforce battalion F17 in Ronneby. It turned out to be a great choice, they really appriciated the help we could give them, because it’s quite a “closed” organisation so we really felt that it was a “win win situation”. So far we´ve been participated in meetings and other daily activities, we have been in Stockholm at the headquarters for the Swedish Armed Forces because our mentor had the mission to coordinate the group that´s going with him on his mission abroad in Kosovo for 6 months. That was a great experience and we learned a lot.
By the way, Hyper is great!
/Angelica Jonsson
2/3/08
The day of surprises
I would just like to inform the whole world that it´s impossible to get bored on the Business Management program at Hyper Island.
The school always seems to know how to make me happy. This time they surprised me and the rest of our class with telling about a big class project that we are about to make after the summer. Right now we are not sure about exactly what we´re going to do or where we are going to be.
Maybe you see us on the Swedish program called “Faddergalan” building children’s villages, or maybe we will sweep the streets in China, who knows? The whole point with this class project is to make a difference for someone, somewhere out in the world. I´m very excited and convinced that our class is going to make a huge difference, in some crazy way. Keep your eyes open.
/Nathalie Bemerholt
The school always seems to know how to make me happy. This time they surprised me and the rest of our class with telling about a big class project that we are about to make after the summer. Right now we are not sure about exactly what we´re going to do or where we are going to be.
Maybe you see us on the Swedish program called “Faddergalan” building children’s villages, or maybe we will sweep the streets in China, who knows? The whole point with this class project is to make a difference for someone, somewhere out in the world. I´m very excited and convinced that our class is going to make a huge difference, in some crazy way. Keep your eyes open.
/Nathalie Bemerholt
Blood, sweat and tears
The New Business module is about to end, just a few more days left. It is now blood, sweat, tears, and a lot of hard work on the schedule. The Business Plan should be finished and all the numbers in the budget have to be correct. Next week we are going to the bank, meeting a couple of different bank men and will present our business plan. The bank is then going to decide if they would give us a loan for our business idea. I think everybody is more or less nervous; of course we all want to succeed with our business ideas. And so we will, right?
Last but not least I would like to inform you about the weather here at Stumholmen in Karlskrona: Windy and stormy with a touch of rain, as usual.
/Nathalie Bemerholt
Last but not least I would like to inform you about the weather here at Stumholmen in Karlskrona: Windy and stormy with a touch of rain, as usual.
/Nathalie Bemerholt
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