BENIDORM AT STAKE – MARQUES REBRANDING Workshop @ MARQUES Annual Meeting 2016

Constantin Kletzer participated in the Rebranding Workshop held by a panel chaired by Imogen Fowler with trademark counsels from Mars (Philippe Claude) and Google (Christine Hsieh) and UK attorney Arthur Artinian (K&L Gates).

The participants were divided in several groups competing for the rebranding of the city of Benidorm (see info about the UK TV-series about Benidorm here) which ensued in entertaining presentations by the mock up creative/legal teams.

Constantin got some stage time, to present one group´s rebranding pitch

Benidorm – the Ipamena of Spain.

For any objections out there referring to potential name rights and trademark issues, the group presented a pragmatic work-around solution:

Benidorm – the Ipanema of Spain – Sister City of Rio de Janeiro

Thus, involving name right´s licensing issues and private public partnerships into the discussions. For any non-believers still not being convinced of this concept, the group had a secondary work around:

Benidorm – the Ipanema of Spain

Marketing by Litigation

If any right holder of the numerous IPANEMA trademarks would still sue Benidorm for infringement, the City of Benidorm would benefit from the press exposure – all news is good news….

And even if that would not work out at the end of the day, the group presented a generic Benidorm logo involving the infamous skyscraper situated in the heart of Benidorm with its Jewel-like middle part:

Claudia Glover, Osborne Clarke, UK, and Constantin Kletzer, GEISTWERT Attorneys-At- Law, Austria

Benidorm – The Jewel of Spain

And for anyone wondering how Benidorm looks like, here is a nice capture: