Annual Report 2003 - Nobel Biocare Corporate

IPMIntellectual PropertyManagementNobel Biocare's product portfoliois state of the art. The increasedcomplexity is a constant challenge forIP management and IP protection.Thus Nobel Biocare works in this areaworldwide in order to optimize anycombination of the legal and businessaspects of Intellectual PropertyManagement.To obtain optimal protection for itsproducts and services and to reinforcethe company’s brands and marketposition, Nobel Biocare takes a globaland structured approach to the development,use and protection of IntellectualProperty Management (IPM).The knowledge-intense nature ofthe business and the continued focuson providing complete estheticaldental solutions for its customers meanthat IPM is an important issue forNobel Biocare.◗ TrademarksNobel Biocare uses the “core brands”Nobel Biocare, Brånemark System,Replace and Procera to develop andenhance its branding and positioningstrategy.In addition, Nobel Biocare furtherstrengthens these “core brands” byusing “product brands”, such as therecently launched products Nobel-Perfect, NobelDirect and ProceraPiccolo.Nobel Biocare also uses differenttrademarks in launches and to introduceconcepts, such as C&B&I andImmediate Function.◗ Trade dress or designsSeveral of Nobel Biocare's productsare unique, not only from the angleof technical use but also in designaspects. This legal means of protectionhas been enhanced in the US and EUand is used by Nobel Biocare for theprotection of designs.◗ PatentsNobel Biocare carefully monitorshow to make the optimal use of patentapplicationsand patent protection.Nobel Biocare is always at theforefront when it comes to developingnew products and concepts. In 2003,Nobel Biocare applied for 17 newpatents.◗ CopyrightMany of Nobel Biocare’s printedmaterials are protected by copyrightlegislation, as is Nobel BiocareProcera software.◗ Trade secretsNobel Biocare acknowledges that iton a daily basis handles confidentialinformation and know-how that issensitive and proprietary. Nobel Biocarefocuses on informing employees,suppliers and others of the sensitivenature of much of the daily work andprocesses at Nobel Biocare. We alsoput in place rules and guidelines, aswell as mandatory processes, tomake sure information only reachesthose who should have this specificinformation.NOBEL BIOCARE ANNUAL REPORT 2003Our trademarks15CORE BRANDSNobel Biocare Brånemark System ®Replace ®Procera ®PRODUCT BRANDSNOBELPERFECT NOBELDIRECT Procera ® PiccoloCONCEPTSC&B&I Immediate Function Soft Tissue Integration Dental Implant PatentsGranted US Patents 2001-2003* (Number)35302520151050NobelBiocareBiomet/3iDentsply/FriadentAstraStraumann/ITI* Dental Implant Class A61C 8/00 Espacenet Patent Data baseZimmerDental