Lunch & Learn - Don't say Velcro - Understanding and Avoiding Genericism

Tuesday, April 13, 2021 - 12:00pm to 1:00pm

UNH Franklin Pierce School of Law


Lunch & Learn - Don't say Velcro - Understanding and Avoiding Genericism
Tuesday, April 14, 2021
12:00 pm EDT

 
Companies are eager to find the perfect trademark to help consumers identify their goods and services – and think their job is done once that search is complete.  However, a trademark can become so well known that the line between source identifier and product category can become blurred.  Tish Berard of Velcro Companies will discuss genericism and how to avoid this fate as a brand owner.
 
Tish L. Berard is Senior Counsel, Trademarks at Velcro USA Inc. (United States).  In this role, Ms. Berard enjoys protecting the iconic VELCRO® Brand and educating the public about the proper use of Velcro Companies’ marks.  Previously, she was the Vice President and General Counsel for Hearts On Fire Company. Ms. Berard was responsible for all legal matters for Hearts On Fire, including maintaining Hearts On Fire’s extensive international trademark portfolio and enforcing Hearts On Fire’s intellectual property rights. In 2011 and 2014, Ms. Berard received Hearts On Fire’s Most Valuable Person award as determined by the company’s CEO, CFO, and President.
Prior to joining Hearts On Fire in 2006, Ms. Berard practiced complex civil litigation and bankruptcy law in Boston, before which she engaged in intellectual property prosecution and litigation with international law firm Squire, Sanders & Dempsey (now Squire Patton Boggs), based in Phoenix, Arizona. 
 
In 2018 Ms. Berard served as President of the International Trademark Association (INTA), a global association of brand owners and professionals dedicated to supporting trademarks and related intellectual property to foster consumer trust, economic growth and innovation.  She currently serves on INTA’s Board of Directors.
Ms. Berard earned her J.D. from the University of Utah College of Law and her B.S., magna cum laude, in pre-law from Utah State University. She is also an ASQ Certified Six Sigma Green Belt and a Certified Diamontologist.
 
 
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Contact Info
Connolly, Lauri
603-513-5246