3/30/15

Basics  of  Intellectual  Property  

and  Intellectual  Property  Rights  

University  of  the  Philippines    

Freshmen  and  Undergraduate  Students  Orienta>on  

Case  Study  No.  1:    

Lagundi  Syrup  and  Sambong  Tablets  
•  Developed  by  Dr.  Nelia  C.  Maramba,  College  of  
Medicine,  UP  Manila  

•  25  years  (1974  –  1997)  R&D  project  

•  Protected  by  patent  &  u>lity  model  

registra>ons,  know-­‐how/trade  secret  

•  Licensed  since  1997  

•  1997:  P164,000  royalty  and  license  fees    

           2010:  P13  M  
 
•  Total  remiXance  of  P31+M  from  2011-­‐July  2014  

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Case  Study  No.  2:    

DARNA  and  Mars  Ravelo  
•  A  crea>on  by  graphic  ar>st,  Mars  Ravelo  
(1916-­‐1988),  aka  “King  of    PHL  Komiks”,  in  1950  
as  fantasy  super  heroine  in  Pilipino  Komiks  
 
•  Adapted  into  movies,    TV  series/  telenovelas,  TV  
commercial,  Dance,  Art  and  Literature  

•  Protected  by  copyright  and  trademark  by  the  

Mars  Ravelo  Marvelous  Characters,  Inc.  

•  In  April  2013,  the  copyright  on  Darna  +  12  other  

superheroes  of  Mars  Ravelo  were  licensed  to  
ABS-­‐CBN  for  an    undisclosed  amount  
 

Case  Study  No.  3:    

Ina  KapaHd  Anak  
•  A  Philippine  teleserye  produced  by  Star  Cinema  
starring  Kim  Chiu  and  Maja  Salvador  
 
•  Used  the  UP  Obla>on  which  is    a  registered  TM  of  
the  University  +  other  images  and  icons  
 
•  Star  Cinema  offered  a  dona>on  in  the  amount  of  
100k  for  the  use  of  UP  marks  

•  Star  Cinema  paid  P450k  as  one-­‐>me  royalty  and  

licensing  fees  

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Outline  

•  Intellectual  Property  (IP)  and  Intellectual  Property  

Rights  (IPR)  defined  
•  Types  of  IP  
•  Patents  
•  Copyright  
•  Trademarks  
•  UP  IPR  Policy  of  2011  

What  is  Intellectual  Property?  

 
Anything  created  by  or  any  product  of  the  human  
mind  and  intellect  that  is  fixed  in  tangible  form  and  
thus,  capable  of  expression,  communicaHon,  
applicaHon,  reproducHon  and  distribuHon  
 

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What  are  Intellectual    

Property  Rights?  
•  Rights  aXached  to  IP  which  enable  people  to  earn  recogni>on  or  
financial  benefit  from  what  they  invent  or  create    
 
•  Exclusive  rights  to  exclude  anyone  from  copying,  reproducing,  
transla>ng,  making,  using,  selling,  offering  for  sale,  and  
distribu>ng  the  work/  inven>on  

•  Capable  of  valua>on  and  is  saleable,    transferable,  assignable,  

and  enforceable  
 

Types  of  IP  and  IPR  

IP   IPR  
InvenHons  and  innovaHons   Patents,  uHlity  models,  industrial  
in  S&T   design,  and  other  industrial  
property  rights  

CreaHve  works  such  as  but   Copyright  

not  limited  to  wriHngs,  
music,  painHngs  and  
soRware  applicaHon  

Words,  names,  symbols,   Trademark  and  service  marks  

icons  and  images  that  
disHnguish  goods  and  
services  

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Types  of  IP  and  IPR  

IP   IPR  
Confiden>al   Trade  secret  
informa>on,  method  or  
technique  

New  breed  of  plant   Plant  variety  

One  Product  –  Many  IP  Rights  

Trademarks   Patents  and  uHlity  models  

§   NOKIA   §  Data-­‐processing  methods  
§   Product  "208"   §  Opera>ng  system  
§   Start-­‐up  tone   §  Opera>on  of  user  interface  

Copyright   Designs  
§   Soiware   §  Form  of  overall  phone  
§   User  manuals   §  Arrangement  and  shape  of  buXons  
§   Ringtones   §  Posi>on  and  shape  of  screen  
§   Start-­‐up  tone  
§   Images  
Trade  secrets  
§  Some  technical  know-­‐how  kept    
©  Nokia  Corpora>on  
"in-­‐house"  and  not  published    

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INVENTION  
PATENTS  

DefiniHon  

Inven>on  is  any  technical  solu>on  of  a  problem  in  any  

field  of  human  ac>vity,  which  is:  
 
NEW  (novelty;  no  prior  art)‫ ‏‬ 
involves  an  INVENTIVE  STEP  (non-­‐obvious)‫ ‏‬ 
INDUSTRIALLY  APPLICABLE  (useful  and  of  
commercial  applica>on)‫ ‏‬ 

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Patent  Rights  

Patent  is  a  grant  issued  by  a  government  giving  an  

inventor  the  exclusive  right  for  20  years    to  exclude  
others  from:  
 
•  Making  
•  Using  
•  Offering  for  Sale  
•  Selling  
•  Impor>ng  
 
 

InvenHons,  Inventors  and  UP  

§  Inventors  own  the  inven>ons  

§  Inventors    shall  disclose  and  assign  their  
inven>ons  to  UP      
§  UP  protects  the  inven>ons  and  pays  for  costs  
of  paten>ng  
§  UP  manages  tech  commercializa>on  
§  Inventors  has  40%  share  on  royal>es  and  
other  income  streams    from  technology  
commercializa>on  
§  Inventors  exclusively  get  the  first  royalty  
payment  of  P200K  or  less  

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Case  No.  4  
CoaTiN®:  TiN  CoaHng  Technology  

§  Developed  by  Dr.  Henry  J.  Ramos,  Na>onal  Ins>tute  of  Physics,  UP  Diliman  
§  Received  research  funding  support  from  UP  Diliman  and  DOST-­‐PCIEERD  
§  IP   protec>on   and   tech   transfer   managed   by   UP   Diliman.   In   2014,   UP   Diliman  
successfully   launched   the   country’s   first   and   only   facility   for   CoaTiN®   which  
enables   local   semiconductor   and   metal   coa>ng   industries   to   save   on   cost   from  
outsourcing  coa>ng  opera>ons  abroad  
§  Collabora>on   with   the   Asian   Semiconductor   and   Electronics   Technology   (ASET)  
Corpora>on  for  the  market  valida>on  and  prototyping  of  CoaTiN®  for  commercial  
release  
§  Patent   applica>ons   filed   in   the   Philippines,   PCT,   US,   Europe,   Japan,   Germany,  
China,  Singapore  and  Malaysia  
 

COPYRIGHT  

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What  is  Copyright?  

•  Right  granted  by  statute  to  the  author  

or  creator  of  original  and  derivaHve  
works    (literary,  scien>fic,  scholarly,  
ar>s>c),    including  soiware  programs  

•  Right  that  a\aches  at  the  moment  of  

creaHon  of  the  original  works,  whatever  
the  form  of  expression,  quality,  content,  
or  purpose;  Provided  such    works  are  
fixed  in  a  tangible  or  material  form  

Bundle  of  Rights  

1.  Economic  Rights  –  Copyright  owners  generally  

have  the  right  to  authorize  or  prohibit  any  of  the  
following  in  rela>on  to  their  works:  
 
•  Reproduc>on  
•  Drama>za>on,  transla>on,  adapta>on,  abridgment  
•  First  Public  Distribu>on  
•  Public  display/  performance,  other  communica>on  
•  Rental  
•  Licensing,  Assignment,  Sale,  Transfer  

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Bundle  of  Rights  

2.  Moral  Rights  –  Protects  the  reputa>on  of  the  

copyright  owner  and  integrity  of  the  works  
 
•  AXribu>on  of  authorship  
•  Right  against  false  aXribu>on  of  authorship  
•  Non-­‐altera>ons,  distor>ons,  mu>la>ons,  non-­‐
modifica>ons  and  other  derogatory  ac>on  to  works  
 

Original  CreaHve  Works  with  ©  

(Sec.  172,  IP  Code)    

Books,  pamphlets,  ar>cles,   Musical  composi>ons,  with  or   Photographic  works  

other  wri>ngs   without  words  
Periodicals  ,  newspapers   Drawings,  pain>ng,  sculpture,   AV    &  cinematographic  
engraving,  lithography,  models   works,  films,  sound  
or  designs   recordings  
Thesis,  disserta>on,   Works  of  applied  art-­‐   Drawings  or  plas>c  
lectures,  sermons,     ornamental  designs,  models  for   works    of  S&T  character  
addresses,  course  materials   ar>cles  of  manufacture  
Drama>c  or  drama>co-­‐ Illustra>ons,  maps,  plans,   Performing  arts,  sound  
musical  composi>ons,   sketches,  charts  and  3D  works,   recordings  and  
choreographic  works   architectural  works   broadcas>ng  

LeXers   Pictorial  illustra>ons   Computer  programs  

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DerivaHve  Works  

A  deriva>ve  work  is  a  new,  original  product  that  includes  aspects  of  a  
pre-­‐exis>ng,  already  copyrighted  work.  The  following  are  examples  of  
the  many  different  types  of  deriva>ve  works:  
 
•  mo>on  picture  based  on  a  play  or  novel  
•  transla>on  of  an  novel  wriXen  in  English  into  another  language  
•  revision  of  a  previously  published  book  
•  sculpture  based  on  a  drawing  
•  drawing  based  on  a  photograph  
•  lithograph  based  on  a  pain>ng  
•  drama  based  on  the  leXers  and  journal    
•  musical  arrangement  of  a  pre-­‐exis>ng  musical  work  
•  new  version  of  an  exis>ng  computer  program  
•  adapta>on  of  a  drama>c  work  
•  revision  of  a  website  

Who  Can  Produce    

DerivaHve  Works?    

Only  copyright  owners  have  the  exclusive  right  to  produce  deriva>ve  
works  based  on  their  original,  copyrighted  works.    
 
However,  a  copyright  owner  can  grant  permission  to  someone  else  to  
make  a  deriva>ve  work  based  on  his  or  her  original  work  
 
But  if  the  original  isn't  yours  and  you  don't  get  permission  to  use  the  original  
from  its  creator,  then  you're  infringing  that  author's  copyright.  

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Case  Study  No.  5  

Harry  Po\er  Book  Series  
 
•  Best-­‐selling  book  series  in  history,  >400  M  copies  sold  
 
•  Translated  into  65  languages  
 
•  8  Movie  adapta>ons    

•  Harry  PoXer  theme  parks  USA,  England  and  Japan  

 
•  Global  brand  with  es>mated  value  of  US$15B  
 
•  Joanne  “Jo”  Rowling,  aka  J.K.  Rowling,  12th  richest  
woman  in  Britain  (2008);  one  of  Forbes  Magazine’s  
‘Billionaire  Circle’  (2011)  

Case  Study  No.  5  

Harry  Po\er  Book  Series  

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Which  Works  are    

Not  Protected  by  ©?  
•  Idea,  Concept,  Principle,  Discoveries  or  Mere  Data  
 
•  Procedure,  System,  Method  or  Opera>on  
 
•  Titles,  names,  short  phrases,  and  slogans;  mere  lis>ngs  of  ingredients  or  
contents  (but  some  >tles  and  words  might  be  protected  under  
trademark  law  if  their  use  is  associated  with  a  par>cular  product  or  
service)  
 
•  News  of  the  day/  press  info  
 
•  Official  texts  of  laws,  rules,  policies,  including  official  transla>ons  
 
•  Works  of  Government  

Who  Owns  the  ©  in  a  Work?  

The  copyright  in  a  work  of  authorship  immediately  becomes  the  property  of  
the  author  who  created  it  at  the  moment  it  is  put  into  fixed/  tangible    
form.    
 
Works  Made  for  Hire  
Works  made  for  hire  are  considered  to  be  authored  by  the  employer  or  
the  commissioning  party.    
 
Two  or  More  Authors  
When  two  or  more  people  create  a  work  together,  each  of  them  is  an  
author:  they  are  called  "joint  authors"  and  the  work  is  called  a  "joint  
work."  Joint  authors  are  co-­‐owners  of  the  copyright  in  the  work,  unless  they  
agree  otherwise.  

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Case  Study  No.  6  

ANAK  by  Freddie  Aguilar  
An  original  composi>on  by  Freddie  Aguilar  as  a  song  entry  in  the  
First  Metro  Manila  Popular  Song  Fes2val  in  1978  which  won  him  
3rd  place.  
 
Generated  a  hundred  cover  versions,  released  in  56  countries  
translated  in  27  different  foreign  languages,  and  has  sold  30  
million  copies.    
 
Used  by  Star  Cinema  Produc>ons,  Inc.  for  a  movie  of  the  same  
>tle  in  1998  with  permission  from  Freddie  Aguilar  

In  2001,  Freddie  Aguilar  was  arrested  and  charged  of  copyright  infringement  
 
The  copyright  for  Anak  is  owned  by  the  Bayanihan  Music,  Inc.,  the  agency  that  produced  
and  directed  the  Metro  Manila  Popular  Song  Fes2val    
 

How  Do  I  Obtain    

Copyright  ProtecHon?  

•  Copyright  exists  automa>cally  upon  crea>on  

•  The  symbol  ©  or  "Copyright"  word,  year  of  first  

publica>on  of  the  work  and  name  of  the  copyright  
owner.  

   Example:  ©  2014  Juan  dela  Cruz  

•  Applica>on  for  Cer>ficate  of  Copyright  Registra>on    

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Periods  of  ©  ProtecHon  

Type   Years  
Broadcasts   20  
Applied  Art   25  
Photographic  works   50  
Audio  visual  works  and   50  
recordings  
Published  works   Author’s  
life>me  +  50  

TRADEMARKS  

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What  is  Trademark  or    

Service  Mark?  

A  disHncHve  and  visible  sign,  symbol,  emblem,  

or  device  used  by  the  enterprise  to  differen>ate  
its  goods  or  products  (trademark)  or  services  
(service  mark)  and  shall  include  a  stamped  or  
marked  container  of  goods.  
 

Rights  of  TM  Owner  

Exclusive  right  to  use  the  mark  and  prevent  

or  authorize  other  person  or  en>ty  to  use  it  
Used  in  connec>on  with  an  unregistered  
trademark  and  to  inform  poten>al  
infringers  the  mark  is  being  claimed  as  a  
trademark  

A  no>ce  of  registered  mark  

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Case  Study  No.  7  

NIKE  Swoosh  

•  Carolyn  Davidson,  a  student  of  Portland  

State  U,  was  commissioned  in  1971  by  Phil  
Knight,  to  design  a  logo  that  conveyed  
mo>on  and  will  look  good  on  a  shoe  
•  She  got  paid  $2.00/hour  for  17.5  hrs.  or    a  
total  of  $35.00  
•  In  1983,  she  got  500  shares  of  stock  of  Nike,  
Inc.  worth  $150.00  and  a  gold  swoosh  ring  as  
giis  
•  In  2011,    her  Nike  stocks  are  worth  $643K  

Case  Study  No.  8  

Apple,  Inc.  
1977:    Rainbow  logo  was  designed  by  
Rob  Janoff  for  Apple  Computers,  Inc.  
 
1997:  Re-­‐designed  under  direc>on  of  
Steve  Jobs  
 
2013:    Logo  is  No.1  most  valuable  brand  
world-­‐wide  with  es>mated  brand  value  
of  $104.3B  and  brand  revenues  of    
$156.5B,  according  to  Forbes  
 

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Case  Study  No.  9  

UP  OblaHon  

•  In  1935,  Rafael  Palma,  the  first  Filipino  president  of  UP,  

commissioned  the  Filipino  sculptor  and  Na>onal  Ar>st,  
Guillermo  E.  Tolen>no  to  translate  the  second  stanza  of  
Rizal's  "Last  Farewell"  into  a  monument  that  would  be  the  
iden>fying  landmark  of  the  University.  
•  P2000.00  produc>on  cost,  made  of  concrete  and  painted  in  
bronze  
•  In  1950,  the  UP  BOR  ordered  that  the  Obla>on  be  cast  in  
bronze.  This  bronze  statue  was  cast  in  Italy.  

•  A  symbol  of  self-­‐offering  for  the  country,  heroism  and  patrio>sm  

•  A  registered  trademark  of  UP.  The  Obla>on,  name  and  seal  of  UP,  and  other  icons  
and  symbols,  brand  revenues  worth  P7.6  M  

Trademarks  of  UP  

R E G I S T E R E D   I M A G E S ,   S Y M B O L S   A N D   I C O N S  

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Policies  on  the  Use  of    

UP  Trademarks  
•  1103rd  BOR  MeeHng  held  on  28  Nov  1996  and  1121st  BOR  
MeeHng    held  on  25  June  1998  
 
No  organiza>on  shall  be  allowed  to  use  UP  name  as  part  of  its  official  nomenclature  
without  prior  consent  of  the  BOR  
 
Permission  to  use  the  UP  name  may  be  granted  only  if  the  organiza>on  agrees  to  the  
inclusion  of  a  UP  official  in  its  Board  of  Directors/  Trustees  
 
•  1144th    BOR  MeeHng  on  31  Aug  2000    and  1215th  BOR  
MeeHng  24  Nov  2006  
 
Prohibi>on  in  the  use  of  the  name  of  UP    and/or  its  facili>es,  including  pos>ngs,    in  
conduct  of  review  classes    for  entrance/  qualifying  entrance  exams  administered  
by  UP;  also,  for  faculty  or  staff  to  par>cipate  in  the  conduct  of  such  review  classes  

Policies  on  the  Use  of    

UP  Trademarks  

AdministraHve  Order  No.  PERR-­‐06-­‐55  dated  4  August  2006  

 
•  Use,  manufacture,  sale,  offer  to  sell,  distribu>on  and  
marke>ng  of  UP-­‐branded  merchandise  must  be  covered  by  
the  proper  license  agreement;  

•  Use  and  purchase  of  UP-­‐branded  goods  from  unauthorized  

sources  shall  not  be  allowed;  and  

•  OVPLA,  through  any  of  its  legal  offices  in  any  CU,  is  
authorized  to  commence  and  prosecute  proper  
administraHve  acHon  necessary  to  protect  the  goodwill  UP.  

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UP  Brand  Book  of  2007  

•  230th  PAC  Mee>ng  held  on  8  June  2007  

•  Serve  as  a  guide  for  all  UP  units  on  how  to  use  the  UP  
logo  in  their  corporate  communica>ons  and  presenta>on  
materials  
•  Set  an  aesthe>c  standard  for  UP  communica>ons  
•  Adapted  by  TTBDO  in  approving  designs  for  UP-­‐branded  
merchandise  
•  hXp://issuu.com/devcom/docs/up_brandbook_2007  

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Type  of  Use  

Type  of  Use   Examples   Grant  of   Licensing  Fee  and  

Authority   Royalty  
Official  and   Official  sta>onary  &  envelopes,   No  Licensing   Royalty-­‐exempt  
Iden>fica>on   business  cards,  official   Required  
publica>ons,  classroom  
materials  &  course  packs,  
official  business  
 
Non-­‐official  and   Limited  produc>on  and   Licensing   Royalty-­‐exempt  
Non-­‐commercial   distribu>on  of  merchandise   Required    
bearing  the  UP  marks    for  a  
limited  market    (UP  
community)  
giveaways,  tokens,  org  shirt  &  
campaign  materials  for  non-­‐
commercial  ac>vi>es  

Type  of  Use  

Type  of  Use   Examples   Grant  of   Licensing  Fee  and  

Authority   Royalty  
Semi-­‐commercial   Fundraising  ac>vi>es  for  a   Licensing   Royalty  Rate  of  0%  -­‐  5%  
limited  period  (2  months),   Required   of  Net  Wholesale  Price  
promo>onal  materials  for  
commercial  ac>vi>es  
Commercial   Maroons,  Diliman   Licensing   Upfront  Fee  P100,000  
Republic,  Banana  Peel,   Required   and  Royalty  Rate  of  10%  
Holy  Book,  Arevalo  Hand-­‐   of  Net  Wholesale  Price  
woven  Products    

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Standards  of  Use  

•  Accuracy  -­‐  Whether  the  associa>on  between  the  University  

and  the  ac>vity,  product,  or  publica>on  is  accurately  
represented.  
•  Appropriateness  -­‐  Appropriate  to  the  University's  
educa>onal,  research  and  related  purposes.  
•  High  quality  -­‐  Whether  an  acceptable  Standard  of  Quality  
consistent  with  the  industry  standards  in  the  design  and  
workmanship  to  ensure  that  the  university’s  desired  image  is  
properly  reflected  in  the  Licensed  Products    
•  Fair  value  -­‐  Whether  sa>sfactory  arrangements  have  been  
made  concerning  the  interest  (if  any)  to  be  held  by  the  
university  in  IP  and  income  resul>ng  from  the  proposed  
ac>vity.  

Approved  Designs  

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Approved  Designs  

Disapproved  Designs  

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UP  IPR  POLICY  

UP  IPR  Policy  

•  Covers  all  IP  &  IPR  of    the  

University  
•  Respect  for  author’s  rights  
•  Automa>c  assignment  of  IP  
•  Limited  access  to  patentable/  
commerciable  research  

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UP  IPR  Policy  

•  Technology  transfer  &  IP  

commercializa>on  
•  Exclusive  licensing  for  certain  
IP/IPR  
•  Royalty  Sharing  
•  Mandatory  inclusion  of  IP/IPR  
protec>on  in  all  University  
contracts  

From  IP  ProtecHon  to  

CommercializaHon  

Further     Copyright/  
Trademark   Spin-­‐out  
Research   Company  

InvenHon     Patent   Route  to    

RESEARCH   disclosure   Assessment   ProtecHon   Market?   Licensing  

UHlity  
Model/   Sell  IP  
Trade   outright  
Secret  

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What  Will  Happen  if  I  Don’t  

Protect  my  IP?  

Case  No.  9  
Prialt/  ZiconoHde  

•  non-opioid drug for patients with severe

to chronic pain such as those with
cancer, HIV-AIDs, spinal injuries

•  1000x more potent than morphine

•  Discovered and developed by Dr.

Baldomero ‘Toto’ Olivera, a UP alumnus
(BS Biology, summa cum laude) and UP
professor, didn’t patent the peptide

•  patented and commercialised by another

biotech company !!!!

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Contact  Details  
G/F  NIMBB  Bldg.  NaHonal  Science  
Complex  UP  Campus,  Diliman,  QC  
9818500  local  2542  
techtransfer@up.edu.ph  
www.facebook.com/\bdo  
 

References  

hXp://www.ipophil.gov.ph/  
hXp://www.wipo.int/portal/en/index.html  
hXp://www.ovcrd.upd.edu.ph/  
hXp://www.obla>on.com.ph/history.htm  
hXp://www.copyrightkids.org/  
hXp://www.forbes.com/  
hXp://en.wikipedia.org/  
images.google.com.ph  

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MARAMING  SALAMAT  PO  
 
Idona  Marie  G.  PalaXao  
Technology  Transfer  Associate  
 

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