Guest online lecture “Trademark as a component of the brand”

The Department of Marketing and Logistics organized a guest online lecture on the topic “Trademark as a component of the brand”.

The speaker of the online lecture was Vladimir Alekseevich Lyadzhin, patent attorney, lawyer, director of the BUREAU PLUS company.

The online lecture was held on March 24, 2022 (at 12.00 h.), it was actively attended by students of the specialty “Marketing” and teachers of the University “Turan”.

The online lecture was organized within the framework of the topic “Brand protection from competitors and squatters” in the discipline “Branding Management”.

In his speech, Lyadzhin V.A. revealed the theoretical aspects of the brand and trademark, focused on the key differences between the concepts, cited cases of successful trademarks of Russia, Kazakhstan and a number of other countries.

During the discussion, the issues of recognition of a trademark as well-known and what benefits the trademark owner receives, ways to protect the trademark, corporate identity and domain names of the company were discussed.

Particular interest on the part of students was shown to the issue of squatting in Kazakhstan and methods of combating it, various disputes regarding trademark rights and types of penalties in case of illegal use of other people’s trademarks were considered.

The online lecture was held in an interactive format, a lot of questions were asked by students and teachers.

The organizer of the guest online lecture is Asel Akhatkankyzy Kairova, M.E., Senior lecturer of the Department of Marketing and Logistics at Turan University.