A presentation in the Danish Design Centre on the subject of how to protect your business concepts and develop an IP- strategy.

1. Dansk Design Center 5. September 2007 Kristian E. Beyer Deloitte Business Consult [email_address] Konceptbeskyttelse .

4. Hvad er et koncept? Flygtige Lette at kopiere Grænseløse Værdifulde En måde at adskille sig fra andre på Tæt på markedet ”… en helhed af elementer, der kan anvendes til at afsætte varer eller tjenesteydelser” Knud Wallberg

6. Patent Design Varemærke Hemmeligholdelse Ophavsret Beskyttelsesmåder og strategi Samarbejde Frigivelse Licensering Egen produktion Forbud

8. Beskyttelsesmuligheder Varemærker 2 Designbeskyttelse 3 Patent & brugsmodelbeskyttelse 4 Markedsføringsloven 5 Ophavsret 1 Ingen af disse muligheder beskytter det samlede koncept fuldt ud

9. Samme beskyttelse forskellige regler

16. Praktiske eksempler på beskyttelse Ophavsret: manualer Design: skemaer Patent: kalorie regnestok Varemærke Markedsføringsloven Ophavsret: tekster Design: figurer Patent: plasticblanding, fremstilling Varemærke Markedsføringsloven Ophavsret: manualer Design: studie udstyr Varemærke: logo og lyd Markedsføringsloven Ophavsret: spilleregler Design: nye figurer Varemærke: nyt Ophavsret: idé Design: alternativ opsætning Varemærke: nyt Beskyttet Ubeskyttet Ophavsret: manualer Varemærke: nyt

20. Deloitte har udviklet IAM med det mål at øge virksomhedens indtægter fra Intellectual Property, intellektuelle aktiver, and Intellektuel kapital. Intellectual Property Intellektuelle aktiver Intellektuel kapital Deloitte Intellectual Asset Management Patenter Varemærker (Forretningshemmeligheder) Ophavsret Design “ kodificeret” viden and Know-How Kontrakter Tilladelser/koncessioner Licenser Human Capital Organisatorisk kapital Kunder Distributører Leverandører

21. Intellectual Property Lifecycle Deloitte’s Intellectual Asset Management (IAM) er bygget over en IP livscyklus Basic and Applied Research Product and Process Research Know-How and New Ideas License in Purchase Technology Cross License Best Practice Benchmarks Intellectual Asset Portfolio Value Assessment Abandon Product Application Strategic Application Internally Develop Intellectual Assets Acquire Intellectual Assets Extract Value Create & Acquire Manage & Protect Start-up Joint Venture Sell License Cross-license Donation Place in Public Domain Financing Supply Chain New Product Development Marketing Asset Freedom to Operate Right to Preclude M&A External Application

26. This Presentation is confidential. It has been prepared solely for [client], and may not be relied upon by any other or used for any other purpose. About Deloitte Deloitte refers to one or more of Deloitte Touche Tohmatsu, a Swiss Verein, its member firms and their respective subsidiaries and affiliates. Deloitte Touche Tohmatsu is an organization of member firms around the world devoted to excellence in providing professional services and advice, focused on client service through a global strategy executed locally in nearly 150 countries. With access to the deep intellectual capital of 120,000 people worldwide, Deloitte delivers services in four professional areas, audit, tax, consulting and financial advisory services, and serves more than one-half of the world’s largest companies, as well as large national enterprises, public institutions, locally important clients, and successful, fastgrowing global growth companies. Services are not provided by the Deloitte Touche Tohmatsu Verein and, for regulatory and other reasons, certain member firms do not provide services in all four professional areas. As a Swiss Verein (association), neither Deloitte Touche Tohmatsu nor any of its member firms has any liability for each other’s acts or omissions. Each of the member firms is a separate and independent legal entity operating under the names “Deloitte”, “Deloitte & Touche”, “Deloitte Touche Tohmatsu” or other related names. Copyright © 2006 Deloitte Touche Tohmatsu. All rights reserved.