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As brand owners strive to transform their business models on a steep curve, one key issue impacting businesses revolves around licensing — whether it’s the strained licensing relationships as a result of financial hardships or the need for new distribution channels or product lines.

In this webinar moderated by Maria Smith, head of Baker McKenzie’s Hong Kong and Regional Brand Protection and Enforcement team, Eva-Maria Strobel, intellectual property partner from Baker McKenzie’s Zurich office, as well as Grace Wong and Tiffany Conley from the Hong Kong office discuss the licensing challenges and opportunities posed by the economic impact of COVID-19 to brand owners and the key considerations from both legal and commercial perspectives.

Author

Maria Smith heads Baker & McKenzie's Hong Kong and Regional Brand Protection and Enforcement team, which handles contentious, non-contentious and commercial intellectual property matters, with a focus on trade marks and copyright. Ms. Smith has been recognized as a leading lawyer in her field by Chambers Asia Pacific for eight consecutive years. Ms. Smith is heavily involved in the Fi

Author

Grace Wong is a special counsel in Baker & McKenzie's Intellectual Property Practice Group in Hong Kong. She advises clients on various intellectual property issues. Ms. Wong’s practice covers different areas of intellectual property, including brand protection, trademark portfolio management, as well as commercial exploitation of IP. She also manages a number of high-profile trademark portfolios for MNCs and advises on general IP issues from time to time.

Author

Tiffany Conley is a Registered Foreign Lawyer in Baker McKenzie's Hong Kong office.