Darani Vachanavuttivong, co-managing partner and managing director of intellectual property at Tilleke & Gibbins, recently partook in a dialogue that formed the basis for a blog post on the World Trademark Review website. The topic of discussion focused on consumer education and how it is an integral part of brand strategy in Myanmar. This subject is particularly pertinent, given that Myanmar’s new Trademark Law is predicted to come into effect later this year. Brand owners hoping to establish a foothold in Myanmar will need to act soon, and they must take the appropriate steps to raise awareness within the market and protect their marks.
Darani provides valuable insight to brand owners as to how they can protect their marks, saying that “Under the current practice, proof of use is not required for the granting of a trademark in Myanmar. However if further down the line, brands want to pursue legal action then they must prove prior use.” She further advises: “As such, it makes sense for brands to show use and protect their trademarks from now, even if they have no plans to launch their products in the near future.” Darani concludes the blog with one last word of advice, saying that “targeted education is necessary so that the consumer can distinguish which one is the counterfeit brand and which is the original one.”
The WTR provides up-to-date coverage of the commercial and international practice of trademark law. If you would like to read the full article, please visit the WTR website.