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expo2020dubai.comEXPO 2020 DUBAI BRAND PROTECTION GUIDELINESJanuary 2019BRAND PROTECTION GUIDELINES | 2CONTENTS2BRAND PROTECTION GUIDELINES | CONTENTSINTRODUCTION 4INTRODUCING EXPO 2020 DUBAI 6WHY WE NEED TO PROTECT THE BRAND 8WHEN EXPO BRANDING IS NOT WELCOME 9PROTECTED MARKS 11ASSOCIATION RIGHTS 15LEGAL RIGHTS 19DO’S AND DONT’S 21GETTING INVOLVED 29PARTNERS RECOGNITION 30BRAND PROTECTION GUIDELINES | 31. INTRODUCTION4INTRODUCTIONDubai’s successful bid for Expo 2020 promised an exceptional Expo for the UAE and the world. Our region has never before enjoyed this unique platform to showcase our qualities on such a global scale. We understand that companies are eager to use Expo 2020 Dubai intellectual property to boost their activities by linking their products and services to Expo and raising their own profile in the process. There are numerous opportunities for businesses to be part of Expo 2020 Dubai by becoming a Commercial Partner or a Supplier. These opportunities are available for review and tendering via our tender portal: esource.expo2020dubai.ae.For our Commercial Partners, one of Expo 2020 Dubai’s most beneficial assets is our intellectual property, including our brand. Our Commercial Partners receive valuable rights and benefits which include usage and association of Expo 2020 Dubai intellectual property. All other entities related to Expo such as suppliers do not have such rights or benefits. These Brand Protection Guidelines are provided as an informative guide to outline the Do’s and Don’ts when associating with or referring to Expo 2020 Dubai. These guidelines provide clear examples of authorised and unauthorised associations so companies have a clear understanding of what is permitted.Only the below entities will be authorised to associate with Expo 2020 Dubai:1. Official Participants (Countries)2. Official Commercial Partners A. Official Premier Partners B. Official Partners C. Official Providers D. Official Supporters (Government Agencies only who have signed an agreement with Expo 2020 Dubai) E. Official Media Partners F. Official Licensees and Retailers G. Official Ticket ResellersAll of the above organisations have signed contractual agreements with Expo 2020 Dubai that permits their usage and association with the Expo 2020 intellectual property.As well as preventing unauthorised associations between products, services and Expo, we will stop the sale of counterfeit and unofficial goods, and halt other activities that ambush our brand and other intellectual property assets. We want everybody in the UAE and wider region to enjoy and benefit from our World Expo – but all businesses must do it while respecting the intellectual property rights of our Expo, our partners and the law. This guide is designed to ensure that there can be no room for confusion.We thank you for your understanding and look forward to staging an exceptional...