Luxury & Famous Brands Symposium
Kraków, Poland
Kraków, Poland
Tuesday, 1st & Wednesday, 2nd December 2026
Hotel Saski Kraków, Ul. Slawkowska 3, Krakow, 31-014, Poland
Hotel Saski Kraków, Ul. Slawkowska 3, Krakow, 31-014, Poland
The Luxury of Heritage: The Value of Brand Identity across Borders
| Monday, 30th November 2026 | |
| 14.30 hrs | Optional - Guided walk through the Old Town, ending at the Kraków Christmas Market. |
| Tuesday, 1st December 2026 | |
| 09.00 hrs | Registration of Attendees |
| 09.30 hrs |
Welcome and Introduction Claudia Pappas, Thyssenkrupp Bilstein GmbH Germany, Chair of the MARQUES Council |
| 09.45 hrs |
Keynote Speech Małgorzata Szymańska-Rybak, Director of the Polish Patent Office’s Trade Marks Department |
| 10.15 hrs |
Session 1 – Cultural Heritage: Rooted in the Past but Looking to
the Future How brands draw on the cultural heritage, identity and traditions of a particular country or territory, and how that connection can be preserved and reinterpreted as brands evolve or become part of global groups. Exploring the boundaries between inspiration, collaboration and misappropriation. |
|
Session Chair: Lydia Gobena, Partner at Fross Zelnick, New York, USA Member of MARQUES Famous and Well Known Marks Team |
|
|
Speakers: Dominika Nowak, Founder and Lead Designer at VANDA NOVAK, Poland |
|
| Jiří Hrádek, Legal Counsel at Zeppelin CZ s.r.o. Cech Republic | |
| Maciej Karwowski, Professor and Head of the Division of the Psychology of Creativity, Institute of Psychology, Faculty of Historical and Pedagogical Sciences, University of Wrocław, Poland | |
| 11.45 hrs |
Coffee Break |
| 12.15 hrs | Session 1 - Cultural Heritage: Rooted in the Past but Looking to the Future (continued) |
| 13.15 hrs | Lunch |
| 14.45 hrs |
Session 2 – Building Heritage Across Europe: Is the EUTM Truly
Unitary As the EUTM system celebrates its 30th anniversary, the panel will take a critical look at how a single European trade mark right operates across different countries, languages and markets. The discussion will explore how far the system succeeds in operating as a unitary right, where territorial or evidentiary differences create fragmentation, and what this means for brand owners, the EUIPO, cross-border enforcement and alternative dispute resolution. |
|
Session Chair: Noemi Parrotta, Partner at Spheriens, Italy Vice-Chair of the MARQUES Famous and Well Known Marks Team |
|
|
Speakers: Ricarda Braun-Goecke, Senior Legal Counsel, Birkenstock IP GmbH, Germany Member of the MARQUES Famous and Well Known Marks Team |
|
| Anna Pasiut, IP Legal Specialist in the Legal Affairs Department, Legislative Affairs Service, EUIPO, Spain | |
|
Laura Fresco, Partner at HOYNG ROKH MONEGIER, Netherlands Member of the MARQUES Famous and Well Known Marks Team |
|
| Justyna Ożegalska-Trybalska, Professor and Head of the Department of Intellectual Property Law, Jagiellonian University, Poland | |
| 16.15 hrs |
Coffee Break |
| 16.45 hrs | Session 2 – Building Heritage Across Europe: Is the EUTM Truly Unitary (continued) |
| 19.00 hrs | Champagne Reception |
| 20.00 hrs | Dinner |
| Wednesday, 2nd December 2026 | |
| 09.00 hrs |
Opening/wrap up Claudia Pappas, Thyssenkrupp Bilstein GmbH Germany, Chair of the MARQUES Council |
| 09.15 hrs |
Session 3 – Brand Heritage as a Brand Asset How famous brands protect, preserve, restore, and activate their own heritage, including in sectors such as food and beverages, where history, origin, iconic products, and long-standing traditions can be central to brand identity. Revival of iconic products and legacy brand assets, including within global portfolios, while preserving their distinctive history and local identity. |
|
Session Chair: Pawel Kulikowski, Partner at KULIKOWSKI & KULIKOWSKI, Poland Member of MARQUES Famous and Well Known Marks Team |
|
|
Speakers: Ezio Bonaccorso, Senior Legal Counsel Coffee & GCA at NESTLÉ S.A. Switzerland Member of MARQUES Council |
|
| Janusz Łyczak, Senior Category Manager, ANIMEX FOODS sp. z o.o., Poland | |
| Lavinia Brancusi, Associate Professor at the Institute of Law Studies, Polish Academy of Sciences, and of counsel at ROA Rasiewicz & Associates, Poland | |
| Marta Ziólkowska-Nasinska, Regional Counsel, Ferrero, Poland | |
| 10.45 hrs | Coffee Break |
| 11.15 hrs | Session 3 – Brand Heritage as a Brand Asset (continued) |
| 12.45 hrs |
Summation and Close Claudia Pappas, Thyssenkrupp Bilstein GmbH Germany, Chair of the MARQUES Council |
| 13.00 hrs | Lunch |
