Foundations of IP Strategy

WHAT ARE THE LESSONS LEARNED FROM THE DECKERS EXAMPLE?

• In an industry where imitation is rampant, companies should consider using broad-based enforcement strategies that include:

• asserting different forms of IP rights, whether independently or in a layered, complementary manner, to achieve the desired objectives.

• In tandem with aggressive enforcement strategies, other long-term strategies could be considered, including:

• educating customers about how to detect and avoid counterfeit goods; and
• seeking strategic alliances with local companies in jurisdictions where there is greatest risk of counterfeit or knock-off products entering the market.