TRADEMARK DAY THURSDAY 19 JANUARY

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1 The conference is being held in Swedish. TRADEMARK DAY THURSDAY 19 JANUARY 08:30 REGISTRATION AND COFFEE 09:00 THE MODERATOR OPENS THE CONFERENCE Mats Lundberg, Managing Director, Groth & Co 09:15 TRENDS FOR 2017 WHAT TO EXPECT? Jessica af Sandeberg, Senior Brand Manager, LynxEye 09:45 FUTURE BUILD & REMODEL OF BRANDS OPPORTUNITIES & RESPONSIBILITIES Erik Modig, expert on consumer behavior, PR -strategy & communication, Handelshögskolan Stockholm Johannes Wickbom, PhD, Stockholms universitet 10:15 WE WANT MORE PEOPLE TO CHOOSE SJ TRAVEL, AND BE WILLING TO PAY FOR IT Johan von Porat, Head of Brands, SJ AB 10:45 COFFEE BREAK 11:15 YOUR BRAND IN SOCIAL MEDIA WHAT PRESENCE IS NEEDED? Emma Blom, Managing Director, Social Industries 12:00 SIGNUM AWARD - SIGNUMPRISET Awarded by Jury chairman Ulf Bernitz, Professor European Law, Stockholm University Read more 12:30 LUNCH 13:30 ICA S BRANDWORK FOR THE LAST 100 YEARS Mats Liedholm, Marketing Director, ICA Sverige 14:00 CIRCLE K THE MOST SUCCESSFULL CAMPAIGN LAUNCH FOR THE LAST 20 YEARS Johan Backman, Director of Marketing & Communication, Circle K Sverige 14:30 COFFEE BREAK

2 CHOOSE BETWEEN POOL A, B OR C POOL A - LEGAL Moderator: Niklas Sandell, Trademark Attorney, Groth & Co 15:00 SWEDISH IMPLEMENTATION OF THE DIRECTIVE OF TRADEMARKS Magnus Ahlgren, Head of legal, Department of Design & Trademarks, PRV 15:45 NEWS FROM COURT OF PATENT & MARKET Anders Dereborg, Senior Judge at Court of Patent & Market POOL B - BRANDING Moderator: Oscar Juhlin, name consultant, Skriptor 15:00 LIDL FROM LOW PRICE SAUSAGES TO NOBLE DINNER Josefine Richards, Creative Director, INGO 15:30 SWEDISH MATCH S BRAND WORK IN SWEDEN AND REST OF THE WORLD Mattias Josander, Head of Marketing, Swedish Match 16:00 TO GO FROM 4 WELL KNOWN BRANDS TO ONLY 1 OVER A NIGHT - TUIfly Anna Laestadius, Marketing Director, TUI/Fritidsresor POOL C DIGITAL STRATEGIES Moderator: Niclas Hannerstig, Trademark Attorney, Groth & Co 15:00 TRADEMARK PROTECTION FROM A DOMAIN NAME PERSPECTIVE Klara Sigvardsson, Partner, SILKA Law AB and Cecilia Borgenstam, Partner, SILKA Law AB 15:30 HOW DOES KLARNA PROTECT THEIR TRADEMARK WHEN IT COMES TO DOMAIN NAMES Martin Wassborn, Director Brand & B2C Marketing, Klarna AB

3 16:00 THE BLOCKCHAIN & THE NEW CONDITIONS ON CUSTOMER LOYALITY & RELATIONSHIP Joakim Herlin-Ljunglöf, Head of Marketing, Qwids 16:30 REASSEMBLY IN THE MAIN CONFERENCE ROOM 16:40 LIVE ON STAGE THE BRAND PODD WITH JACOB DE GEER BEING INTERVIEWED 17:10 THE MODERATOR TO SUMMARISE VARUMÄRKESDAGEN FOLLOWED BY NETWORK MINGLE 18:30 CONFERENCE DINNER AT ERIK S GONDOLEN, STOCKHOLM The Trademark Day Varumärkesdagen is a major Nordic meeting place for everyone in the trademark community. New trends, new perspectives as well as legal aspects and its interaction are presented. These aspects are prerequisites for value creation of brands. The Trademark Day is an annual event and was founded by Groth & Co in Con t.

4 IN-DEPTH COURSES 1 & 2 - WEDNESDAY 18 JANUARY IN-DEPTH COURSE 1 WILL COMMUNICATION BE THE SAME IN A WORLD WITHOUT BOARDERS WHERE THE CONSUMER HAS THE POWER? Camilla Kuylenstierna, Partner, Futopia Group Kenth Persson, Partner, Futopia Group IN-DEPTH COURSE 2 SUSTAINABILITY AND CORPORATE RESPONSIBILITY RISKS AND OPPORTUNITIES FOR BRANDS AND TRADEMARKS Emma Ihre, Sustainability Manager, Mannheimer Swartling Advokatbyrå Oscar Björkma, Attorney at Law, Mannheimer Swartling Advokatbyrå SCHEDULE FOR IN-DEPTH COURSES 1 & 2 12:45 Registration 13:00 Start of training course 14:30 Coffee break 16:30 End of training course IN-DEPTH COURSES 3 & 4 - FRIDAY 20 JANUARY IN-DEPTH COURSE 3 HOW YOUR BRAND CAN FIND GROTWH BY DISRUPTION Aaron Barsness, Brand Strategist and Partner, LynxEye Johan Snällfot, Insight Director, LynxEye IN-DEPTH COURSE 4 DIGITAL LEGAL ISSUES IN BRANDING AND MARKETING Niclas Hannerstig, Trademark Attorney, Groth & Co Niklas Sandell, Trademark Attorney, Groth & Co

5 SCHEDULE FOR IN-DEPTH COURSES 3 & 4 08:30 Registration 09:00 Start of training course 10:30 Coffee break 12:00 End of training course Founder and organizer: Groth & Co has been creating and optimizing intellectual property since 1869 which makes us Scandinavia s oldest company in the industry. Back then we were a patent agency. Today we are a modern IP law firm offering personal advice in all areas. We have experts in patents, trademarks, designs, domain names, copyright, process & litigation, watching and name creation. By continuously developing new services, we strive to strengthen our clients positions. Partners: