Home
 Business
Strategies Business
Case Studies An impressive IP strategy model
An impressive IP strategy model
For John Groppoli, one of 4 directors of the Dome Group of Companies, the aroma
of freshly ground coffee beans is the smell of intellectual property. The Dome
Group have developed a comprehensive IP strategy that flows into almost every
aspect of day-to-day business.
This aggressive approach to IP is rare throughout Australian industry and,
in fact, was not a feature of their early days in business. It wasn't until
Groppoli, also a partner in the high profile firm of Deacons Graham and James,
was appointed a director, that IP gained its current prominence in business
operations.
According to Groppoli,
'For whatever reasons, there is this myth that "intellectual property
is patents", or "intellectual property is high tech", so most
business operators are very removed from the concept of intellectual property
and intellectual property rights. They just don't see it as relevant to their
operations.'
For the board of directors of Dome, the first step was to identify their IP
assets, then take the necessary steps to protect and manage those assets. Their
strategy includes:
- registering trade marks in Australia with IP Australia and overseas
for nation-wide monopolies in specific goods and services classes;
- registering their business name in each Australian state and territory.
This move saves on inadvertent infringement and the subsequent cost of following
up on infringement;
- acknowledging trade secrets. These are protected through confidentiality
agreements with franchisees and employee agreements, and stipulate the consequences
of
abusing this privileged information;
- placing copyright notices on all written material, including press releases,
marketing materials, training manuals and so on. Also formal, written assignment
of copyright to Dome, for logos, press releases and ads created externally;
- active and regular monitoring of abuse of their intellectual property in
the marketplace, including searches of IP Australia's registered trade marks
database,
state business and national company names registers, new telephone listings
and the Internet. When breaches are found, a letter is immediately sent
to the
infringing part from John Groppoli; and
- protecting their franchise image, which includes a style guide for ways
franchisees can use their registered trade marks. Franchisee contracts also
contain clauses
prohibiting the use of the Dome name in franchisee company names. This includes
the production of Dome Cafes in kit form for overseas franchisees to ensure
the integrity of the Dome 'look'.
Additional information
The following trade marks are registered
by Dome Coffees Australia Pty Ltd:
Dome International Coffee
540538 (Class 30)
Dome
620951 (Class 30)
620952 (Class 42)
Dome World Wide Blends International Coffee
620953 (Class 42)
You can conduct an online search for
these or other trademarks.
|
