Intellectual Property: Toyota vs Ford

Topics: Ford Motor Company, Toyota, Automotive industry Pages: 35 (10709 words) Published: August 28, 2013
IP asset management and brand success
TOYOTA vs. FORD

May, 2013 Research Paper

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Table of Contents

Abstract........................................................................................................................................... 1 History of Toyota............................................................................................................................. 2 History of Ford ................................................................................................................................ 2 Trademarks & TOYOTA................................................................................................................... 3 Building the Toyota trademark .............................................................................................. 3 Boosting the Trademark with LEXUS ..................................................................................... 4 Utilizing & Managing the Trademark ..................................................................................... 6 Protecting the Trademark ...................................................................................................... 7 Trademark & FORD ...................................................................................................................... 11 The Ford Trademark ......................................................................................................... 11

Acquiring & Managing Jaguar Trademark ........................................................................... 11 Merchandise licensing ......................................................................................................... 13 Protecting it ........................................................................................................................... 13 Perceived Image........................................................................................................................... 14 Perceived Image as a piece of the Brand ........................................................................... 14 Building the customers’ perception .................................................................................... 15 Managing and Protecting the asset .................................................................................... 18

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Core Know-how: from FPS to TPS ............................................................................................... 21 Origin of TPS .......................................................................................................................... 22 The first building block – Ford Production System ............................................................. 22 The second building blocks – “Jidoka” and “Just-in-time” ................................................ 23 The third building block – “takt time” concept ................................................................... 24 Putting the blocks together .................................................................................................. 25 TPS strengthens Toyota’s brand .......................................................................................... 25 Managing the know-how ...................................................................................................... 26 Conclusion ............................................................................................................................. 26 Patents in Focus........................................................................................................................... 27 Overview ................................................................................................................................ 27 Hybrid patent strategies ....................................................................................................... 31 Critics over Toyota patent thicket strategy...

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Coach and Lexus link style with luxury. BusinessWire. Web. 1 April, 1997 Ford settles dispute over hybrid car patent infringement case. September 2010. Patentable. Web. May 2013 Ford and Firestone’s Tire Recall: The costliest Information Gap in History. WPS. Web Here’s an interesting infringement case. LinkedIn. Web. January 4, 2012 History of Lean. Lean Enterprise Institute. Web.2009 History of the Ford Logo through the years, Anglia models. Web, 2013 Global secure summit 2013. Arena International. Web. 2013 Lean manufacturing and Timeline. Superfactory content page. Web. Leveraging Intellectual Property: Why Corporate Knowledge and IP Are Critical to Your Business - Part 1 of a two part series on intellectual property. Plant-Wide Research. PWR consulting. Web. 2006 Logo danh tiếng và những người anh em ngoài ý muốn. Vano design. Web. 2009 Toyota. Wikipedia. Web. 24 May 2013 Toyota History. Toyota Global. Web. Toyota sells 9.75 million vehicles in 2012, regains global top spot. The Economic Times. Web. 28 Jan 2013. Toyota Denmark - Abuse of dominant position (unfair trading conditions and discrimination). Danish Competition Authority. Web. 25 May 2005 Toyota Bares Teeth Over "Lexus" Trademark Infringement. Legal Match. Web. 13 Dec 2007 Toyota Lost a Lawsuit Against a Chinese Car Manufacturer. CCPIT Patent and Trademark Law Office. Web. Who holds the power? Lessons from hybrid car innovation for clean technologies. Griffith Hack, October 2009
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