Vienna – known as the City of Dreams and the home of Sigmund Freud – provided the inspiration for the theme of this year’s conference: the Psychology of Brands. “We wanted something that would grab the attention of attendees,” said Claus Eckhartt of Bardehle Pagenberg, who chairs the Team that put together this year’s programme.
He added that several of the sessions will address different aspects of this theme, asking questions such as: “What’s behind brands? What’s beneath the surface?” As usual at MARQUES conferences, there will be a mix of legal and marketing perspectives.
Dreams decoded
The keynote speaker Dr Christian Scheier, Joint Managing Director of Decode Marketingberatung GmbH, will introduce the theme in the first session on Wednesday morning, and it will be developed with a discussion on market surveys later the same day. Claus said this will focus on some of the psychological issues of doing surveys, such as: “How do consumers perceive brands? How do you measure awareness? And what’s the impact of brands on consumers?”
Other sessions will look at online advertising and social media and 3D trade marks/designs in the context of 3D printing, and there will also be updates on developments at WIPO and OHIM and the new EC Customs Regulation.
The week’s final session will compare case law developments in the US and EU. UK barrister Simon Malynicz, a popular speaker at previous conferences, returns and Janet Satterthwaite of Venable LLP will provide the US perspective. “That will be something to look forward to,” said Claus.
Delegates should also note that there will be a breakfast meeting for corporate members on Thursday morning, starting at 08.00, which will be moderated by Alan Minto of JT International.
On Thursday afternoon, there are five workshops to choose from, as well as four half-day excursions (which can be booked via the MARQUES Secretariat).
Not just work
Highlights of the social programme include a visit to the Palais Lichtenstein to see the Royal family’s private library and art collection on Wednesday evening, while Thursday’s Gala Dinner and dancing will be held at the Orangerie at the Schonbrunn Palace.
Claus, who has family ties to Vienna and has visited the city often, said those visiting for the first time will appreciate the splendid architecture and cosmopolitan culture, as well as the famous Sachertorte cake and coffee. “The great art museums and palaces are highlights for me,” he added.
During September, the Winter Palace has an exhibition of 100 masterpieces by artists such as Rembrandt, Titian and Bellotto, which are on loan from Dresden (coincidentally the host of a previous MARQUES conference). And the Upper Belvedere has a special exhibition dedicated to the Austrian artist Georg Waldmüller to mark the 150th anniversary of his death.
So if you are lucky enough to be staying on after the conference, there are plenty of things to do. And, as Claus says, Vienna is also well located for visiting many other historic cities in Europe. Budapest, for example, is only two hours away by road.
There are already more than 750 people registered to attend this year’s Annual Conference, meaning it will be one of the biggest ever. But if you have not yet registered, there is still time do so: visit the Conference page for more information.
Interview was with Claus Eckhartt, Chair of the Vienna Annual Conference Team
Issue 056
Algeria’s accession brings the number of contracting parties to 95 and effectively means that from 31st October the Madrid Protocol alone will govern the international registration of trade marks.
