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Fonterra Chooses Brand Protection Advisors

8 May 2002

Intellectual property specialists A J Park has been chosen to provide brand protection services to Fonterra, New Zealand's largest company, and owner of the largest global brand portfolio of any New Zealand company, and to its 100% owned companies.

Corinne Blumsky, Partner at A J Park and leader of the team responsible for the Fonterra account, says with trade marks and domain names registered in over 160 countries, Fonterra has clearly recognised the importance of brands to their continued growth on the world stage.

"We aim to help Fonterra achieve its goal of being one of the world's leading multinational dairy companies. The strategic maintenance of their intellectual property portfolio, specialist advice and implementation of their future IP strategies will play a key part in taking the company to that next level," she says.

Lloyd Kavanagh, Fonterra Legal Counsel, confirms that 'world best practice' brand protection, enforcement and intellectual property strategies are a critical platform in Fonterra's future strategic direction and success.

"We have customers and consumers in 140 countries, have approximately 100 companies in our group and we have numerous corporate and consumer brands, trade marks and domain names. A J Park has proposed innovative new ways to approach global brand protection," he says.

According to Lloyd Kavanagh, when you are selling in the global markets, competitive advantage is gained from strong brands that denote quality products. "Building strong brands is expensive, but the rewards are great as long as the intellectual property is adequately managed and protected," he says.


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