S P

O O

R

&

F I

S H

E R

S P

O O

R

&

F I

S H

E R SCORING MARKETING

GOALS BY AMBUSHING

By : Dr Owen Dean

S P

O O

R

&

F I

S H

E R

S P

O O

R

&

F I

S H

E R

““SCORE”SCORE”

“Achieve (a success etc.); obtain (results) in a test of abilities, capacities; make (a hit) make (a gain).”

The New Shorter Oxford Dictionary

S P

O O

R

&

F I

S H

E R

S P

O O

R

&

F I

S H

E R

““MARKETING”MARKETING”

“The action, business, or process of promoting and selling a product.”

The New Shorter Oxford Dictionary

S P

O O

R

&

F I

S H

E R

S P

O O

R

&

F I

S H

E R

““GOAL”GOAL”

“The object of one’s ambition or effort; a desired end or result; an end result towards which behaviour is consciously or unconsciously achieved.”

The New Shorter Oxford Dictionary

S P

O O

R

&

F I

S H

E R

S P

O O

R

&

F I

S H

E R

GOALGOAL

“Look, if you’re in the penalty area and aren’t quite sure what to do with the ball, just stick it in the net and we’ll discuss all your options afterwards.”

Bill Shankly, soccer manager to player

S P

O O

R

&

F I

S H

E R

S P

O O

R

&

F I

S H

E R

““AMBUSHING”AMBUSHING”

“Dispose (troops etc) in concealment among bushes or elsewhere, in order to surprise an enemy; waylay.”

The New Shorter Oxford Dictionary

S P

O O

R

&

F I

S H

E R

S P

O O

R

&

F I

S H

E R

SCORING MARKETING GOALSSCORING MARKETING GOALS

•Marketer’s raison d’Etre! – ambushing?

•Case Study: FIFA World Cup 2010

S P

O O

R

&

F I

S H

E R

S P

O O

R

&

F I

S H

E R

““AMBUSH MARKETING”AMBUSH MARKETING”

“Ambush marketing takes place when a trader seeks to utilise the publicity value of an event, for instance a major sports tournament or concert, to gain a benefit from it despite not having an involvement or connection with that event and more particularly having made no financial contribution to entitle him to derive benefit from it.”

“Ambush Marketing” by O H Dean, De Rebus, June 2000

S P

O O

R

&

F I

S H

E R

S P

O O

R

&

F I

S H

E R

““AMBUSH MARKETING”AMBUSH MARKETING”

“Advertisement may not take advantage of the advertising goodwill relating to the trade mark or symbol of the product or service of another, or advertising goodwill relating to another party’s advertising campaign or advertising property, unless the prior written permission of the proprietor of the advertising goodwill has been obtained.

S P

O O

R

&

F I

S H

E R

S P

O O

R

&

F I

S H

E R

RATIONALE FOR PROTECTIONRATIONALE FOR PROTECTION

•Major events require sponsorship

•Investors require return on their investment

•Ethics

S P

O O

R

&

F I

S H

E R

S P

O O

R

&

F I

S H

E R

AMBUSH MARKETINGAMBUSH MARKETING

•Association

•Intrusion

S P

O O

R

&

F I

S H

E R

S P

O O

R

&

F I

S H

E R

ASSOCIATIONASSOCIATION

“In this form of ambush marketing, the ambush marketer misleads the public into thinking that he is an authorised sponsor or contributor associated with the event.” –

“Ambush Marketing” by O H Dean, De Rebus, June 2000

S P

O O

R

&

F I

S H

E R

S P

O O

R

&

F I

S H

E R

INTRUSIONINTRUSION

“The ambush marketer seeks not to suggest a connection with the event but rather to give his own name, trade mark, or other insignia exposure through the medium of the publicity attracted by the event; this is done without any authorisation of the event organiser.” –

“Ambush Marketing” by O H Dean, De Rebus, June 2000

S P

O O

R

&

F I

S H

E R

S P

O O

R

&

F I

S H

E R

S P

O O

R

&

F I

S H

E R

S P

O O

R

&

F I

S H

E R

ASSOCIATIONASSOCIATION

S P

O O

R

&

F I

S H

E R

S P

O O

R

&

F I

S H

E R

S P

O O

R

&

F I

S H

E R

S P

O O

R

&

F I

S H

E R

WEAPONS TO COMBAT ASSOCIATIONWEAPONS TO COMBAT ASSOCIATION

•Registered Trade MarksRegistered Trade Marks

•Registered DesignsRegistered Designs

•Prohibited MarksProhibited Marks

•CopyrightCopyright

•Passing-OffPassing-Off

•Trade Practices ActTrade Practices Act

•ASAASA

S P

O O

R

&

F I

S H

E R

S P

O O

R

&

F I

S H

E R

INTRUSIONINTRUSION

•Protected Event in terms of Section 15A of the Merchandise Marks Act

•Abuse of Trade Mark

•ASA

S P

O O

R

&

F I

S H

E R

S P

O O

R

&

F I

S H

E R

ELEMENTS OF INTRUSTIONELEMENTS OF INTRUSTION

•Use trade mark, even one’s own registered trade mark

•Manner of use of that trade mark must achieve publicity for it

•Use of mark must be brought into relation with or allude to the event

•User must derive special promotional benefit from alluding to the event

•User must intend all of the above

S P

O O

R

&

F I

S H

E R

S P

O O

R

&

F I

S H

E R

S P

O O

R

&

F I

S H

E R

S P

O O

R

&

F I

S H

E R

S P

O O

R

&

F I

S H

E R

S P

O O

R

&

F I

S H

E R

S P

O O

R

&

F I

S H

E R

S P

O O

R

&

F I

S H

E R

S P

O O

R

&

F I

S H

E R

S P

O O

R

&

F I

S H

E RCONSEQUENCESCONSEQUENCES

•Criminal offences under the Merchandise Marks Act and/or Trade Practices Act and/or Copyright Act

•Criminal offence under the Counterfeit Goods Act

•Civil infringement under IP statutes

•Common law delicts of passing-off and unlawful competition

•Breach of the ASA Code

S P

O O

R

&

F I

S H

E R

S P

O O

R

&

F I

S H

E RCONSEQUENCESCONSEQUENCES

•Sanctions:

- Fines and/or imprisonment imposed on company and/or director

- Interdict against company and/or director

- Prohibition of advertising by ASA

S P

O O

R

&

F I

S H

E R

S P

O O

R

&

F I

S H

E R

IMPLICATIONS OF PROHIBITIONSIMPLICATIONS OF PROHIBITIONS

•Marketers must take care

•Stakes are high

•Seek legal advice

•Effect on existing sponsorships

S P

O O

R

&

F I

S H

E R

S P

O O

R

&

F I

S H

E R

CONCLUSIONCONCLUSION

•Undesirable practice

•Eradication sought world-wide

•Constitutionality

•“The show must go on”

S P

O O

R

&

F I

S H

E R

S P

O O

R

&

F I

S H

E R

FOOTBALLFOOTBALL

“Some people think football is a matter of life and death … I can assure you it is much more serious than that.”

Bill Shankly

S P

O O

R

&

F I

S H

E R

S P

O O

R

&

F I

S H

E R

HOW TO PROTECT YOUR OWN BRANDS

S P

O O

R

&

F I

S H

E R

S P

O O

R

&

F I

S H

E R

Increased Commercial Activity 2010

• Impact on SA GDP expected R20 billion

• Create 150,000 jobs

• Create 7 billion in additional taxes

• 350,000 tourists : revenue of R15 billion

• Consumption, transport, tourism

• Need to plan to extract maximum benefit

S P

O O

R

&

F I

S H

E R

S P

O O

R

&

F I

S H

E R

Adequate Trade Mark Protection is Essential

• Your Trade Mark portfolio keeps track with developments

• True or False?

• We need to anticipate 2010 market conditions now!

S P

O O

R

&

F I

S H

E R

S P

O O

R

&

F I

S H

E R

Narrow Window of Opportunity

Registration is a pre-requisite

• Civil Trade Mark infringement

• Criminal anti-counterfeiting enforcement

Unregistered Trade Mark

• Common law of passing off

• Complaints before the ASA

S P

O O

R

&

F I

S H

E R

S P

O O

R

&

F I

S H

E R

Life Cycle of a Trade MarkConception

S P

O O

R

&

F I

S H

E R

S P

O O

R

&

F I

S H

E R

Availability Search

S P

O O

R

&

F I

S H

E R

S P

O O

R

&

F I

S H

E RDecision to file

S P

O O

R

&

F I

S H

E R

S P

O O

R

&

F I

S H

E R

S&F files the application

24 hours

S P

O O

R

&

F I

S H

E R

S P

O O

R

&

F I

S H

E R

Registrar issues official action : 1 - 2 years

S P

O O

R

&

F I

S H

E R

S P

O O

R

&

F I

S H

E R

Acceptance of application

1 – 3 months

S P

O O

R

&

F I

S H

E R

S P

O O

R

&

F I

S H

E R

Statutory Advertisement period

3 months

S P

O O

R

&

F I

S H

E R

S P

O O

R

&

F I

S H

E R

Certificate of Registration

1 year

Total: 3 - 4 years

S P

O O

R

&

F I

S H

E R

S P

O O

R

&

F I

S H

E R

Is it already too late?Is it already too late?

• Registrar is reducing examination time

• Expedited issuing of certificate

• Optimistic time line is 24 - 30 months

• 2009!

S P

O O

R

&

F I

S H

E R

S P

O O

R

&

F I

S H

E RThabo Mbeki Germany July 2006

“The 2010 FIFA World Cup will constitute a tribute to the effort, not only of South Africa, but of all Africa,

to recover from many centuries of difficulties. Despite our problems, football has proved an

inspiration to overcome these problems.

Africa is ready, Africa’s calling, come to South Africa in 2010”

S P

O O

R

&

F I

S H

E R

S P

O O

R

&

F I

S H

E R

Fifa Logo Application

S P

O O

R

&

F I

S H

E R

S P

O O

R

&

F I

S H

E R

Filed in 37 classes in almost 30 countries in Africa

S P

O O

R

&

F I

S H

E R

S P

O O

R

&

F I

S H

E R

• Trade mark Infringement• Counterfeits

S P

O O

R

&

F I

S H

E R

S P

O O

R

&

F I

S H

E R

Any Questions?