April 17, 2018

Intellectual property and e-commerce strategy

The demand of all types of products of European origin, especially those related to fashion, design and luxury in general, places e-commerce platforms such as Alibaba, Tmall or Amazon as a new axis in the commercial strategies of thousands of SMEs.

Thus, and together with the appropriate marketing strategies aimed at positioning products in places of maximum visibility for millions of potential buyers, companies that use these platforms must take into account and comply with the increasingly demanding policies of respect for industrial property rights promoted from these electronic marketplaces.

To guarantee both the authenticity and the exclusivity of the products offered through said channels, it is necessary to certify the ownership of the trademark or design rights associated with the products offered. In turn, these platforms offer legitimate holders advanced mechanisms based on artificial intelligence to identify fake products and withdraw them immediately, or to avoid the illicit use of adwords that include third-party trademarks.