Exercise 5. Translate the following article into English.

Товарный знак на пути к популярности и доверию среди потребителей, должен быть подкреплен правовой защитой. Это необходимо в силу нижеследующих причин:

1. Ваш товарный знак (или похожий на него) может быть уже зарегистрирован на третье лицо. В этом случае можно ожидать заявления в суд с требованием о прекращении использования Вами названия и взыскания с Вас убытков.

2. Вполне реальна и следующая ситуация. Бывшие партнеры, соучредители, акционеры, работники т.д. начинают заниматься производством и реализацией товаров (услуг) под вашими марками, которые на протяжении долгого времени завоевывали рынок. Если ваше название, название вашей продукции не обладают свидетельством на товарный знак, то ваш бизнес практически беззащитен.

3. Наконец, разработанный и использующийся товарный знак может быть недобросовестно скопирован и зарегистрирован на свое имя другой организацией.

Exercise 6. Speak on the following:

1. Intellectual property organizations

2. International Trademark Association

3. Merchant's mark

4. Office for Harmonization in the Internal Market

5. Service marks

6. Trade dress

7. Trademark classification

8. Trademark dilution

9. Trademark fraud

10. Trademark search

11. Trademark symbol

12. Unregistered trademark

13. World Intellectual Property Organization

14. Australian trade mark law

15. Canadian trade-mark law

16. European Union trade mark law

17. Hong Kong trade mark law

18. Japanese trademark law

19. People's Republic of China's trademark law

20. Philippine Trademark Law

21. United Kingdom trade mark law

22. United States trademark law

23. Certification marks

24. Chartered marks

25. Collective trademarks

26. Defensive trademarks

27. Electronic registration marks

28. Colour trademarks

29. Hologram trademarks

30. Fictional brands

31. Sound trademarks

32. Company Names Tribunal

33. Copyright infringement

34. Entertainment law

35. Ghost marks

36. Madrid system

37. Brand

38. Emblem

39. Logo

40. Visual brand language

Appendix texts for supplementary reading Text 1. Business excellence

Business excellence is the systematic use of quality management principles and tools in business management, with the goal of improving performance based on the principles of customer focus, stakeholder value, and process management. Key practices in business excellence applied across functional areas in an enterprise include continuous and breakthrough improvement, preventative management and management by facts. Some of the tools used are the balanced scorecard, Lean, the Six Sigma statistical tools, process management, and project management.

Business excellence, as described by the European Foundation for Quality Management (EFQM), refers to "outstanding practices in managing the organization and achieving results, all based on a set of eight fundamental concepts." These concepts are "results orientation, customer focus, leadership and constancy of purpose, management by processes and facts, people development and involvement, continuous learning, innovation and improvement; partnership development, and public responsibility."

In general, business excellence models have been developed by national bodies as a basis for award programs. For most of these bodies, the awards themselves are secondary in importance to the widespread adoption of the concepts of business excellence, which ultimately leads to improved national economic performance. By far the majority of organizations that use these models do so for self-assessment, through which they may identify improvement opportunities, areas of strength, and ideas for future organizational development. Users of the EFQM Excellence Model, for instance, do so for the following purposes: self-assessment, strategy formulation, visioning, project management, supplier management, and mergers. The most popular and influential model in the western world is the Malcolm Baldrige Award Model (also known as the Baldrige model, the Baldrige criteria, or the criteria for performance excellence), launched by the US government. More than 60 national and state/regional awards base their frameworks upon the Baldrige criteria.

When used as a basis for an organization's improvement culture, the business excellence criteria within the models broadly channel and encourage the use of best practices into areas where their effect will be most beneficial to performance. When used simply for self-assessment, the criteria can clearly identify strong and weak areas of management practice so that tools such as benchmarking can be used to identify best-practice to enable the gaps to be closed. These critical links between business excellence models, best practice, and benchmarking are fundamental to the success of the models as tools of continuous improvement.

Process Phases. Because of the blend of different methodologies that have specific phases within their processes, business excellence drives results through four well defined phases: Discover/Define, Measure/Analyze, Create/Optimize, Monitor/Control. Those phases evolve continuously within the ever-growing organization, driving constant monitoring, optimization and re-evaluation.