[upbeat chimes]
My name is Tamara O'Connell.
I'm an intellectual property lawyer, patent agent
trademark agent and patent portfolio manager
at the University of Toronto.
[upbeat music]
It is important to note.
that different intellectual property rights protect ...
different aspects of products and services.
You don't need to limit yourself to one single form of ...
intellectual property.
In fact in many cases you shouldn't,
as there are limits to the scope of each.
Every company uses a variety of different intellectual ...
property to protect their goods and services.
Companies such as Apple, Nike, and Coca-Cola
use various combinations of intellectual property
such as patents, industrial designs,
trademarks, copyright,
and trade secrets to build and protect their business.
This way if one form of intellectual property should fall
there may still be protection elsewhere.
Industrial Design vs Patent?
As an example
an industrial design can cover the novel visual ...
elements of a mobile device.
But not its functionality.
The capture that utility
you would need to seek patent protection over the ...
unique functional aspects of the device.
Patent protection can be costly and take significant ...
time to obtain.
Especially as compared to an industrial design.
So while seeking out patent protection
in the meantime an industrial design can provide additional ...
layers of protection
and helping to exclude competitors from the marketplace
Trademarks vs Trade Secret?
Trademarking a slogan or logo can be
used to protect your brand and prevent imitation.
Trademarks can be used to build brand recognition and reputation
before any patent issues.
And in combination with brand loyalty,
can extend market positioning and exclusivity
even after a patent expires.
Trademarks can also be used in combination with trade secrets
as we've seen with Coca-Cola.
An example of a trademark.
the brand name Coca-Cola.
Used in combination with a trade secret.
the confidential soft drink formulation.
Copyright vs Patent?
As another example
for an original software program
the written source code may be copyrighted as a creative work.
And the functionality of the software protected by way of a patent.
The modest cost and lengthy term of copyright
make it a valuable addition to the bundle of intellectual ...
property rights.
For the most comprehensive protection
consider a variety of intellectual property rights
to obtain legal protection
for as many different elements as possible.