Rosie Burbidge published an interesting article about the Lego’s IP strategy, discussed through the Second Brand Protection Conference in Frankfurt.
The article goes through the different stages of intellectual property protection adopted by Lego and the different approaches used by the company in order to prolong this protection and to strengthened it. For example, the company has not only a trademark portfolio but domain names one too, which serves to enhances the brand protection on the internet.
It is quite fascinating how the Duch company uses social media to interact with its consumers and to explain gently the need for its IP protection or the fact that a special video was created which was given to customs authorities around the world to help them to distinguish original Lego product from fake ones
The full article can be found here.