But also easier to track down offenders thanks to new digital tech well get to that later in the show 1st to the valuable one offs still produced according to the original designs 100 years on furniture and household objects from the legendary ballad house so sort out the that unfortunately fakes about our reporter with the next installment in our series the business about house branding the zeitgeist. With the design school. Its not just the stories and legends it became a brand the dollhouse was to change the world. It lives on in our own product design. Is a battle over the name. Got a warning letter from the bauhaus d. I. Y. Chain that issue hadnt even occurred to us. The name is a money spinner even a century later. No one copy something boring. This lamp is a classic it was designed in 1924 by bauhaus student vilhelm feld it was not commercially marketed at the time but today it is one of the most popular bauhaus products and one of the most copied the table lamp is now manufactured by techno lumen in grey men its the only company in the world to have an official license to do so it was granted by viking felt himself the head of the company has been fighting against counterfeits for years. To make the sale of fakes generates at least as much money as we make with our products. For a vulcan filled lamp to count as authentic it has to be constructed according to the original design details count the metal parts and Nickel Plated the stem and base of this variant a made of glass the cable is cloth covered and the foot of the lamp has about techno lumen stamp on the internet countless vendors sell bauhaus classics you can buy what is called of arc and filled lamp for 70 euros the real thing costs more than 6 times as much. The only objects that are copied theres also furniture like the barcelona chair by misfire and. Tilting at windmills more and more fakes are always appearing all licensed manufacturers like us have to fight them if we didnt it would probably mean the end of all frantic replicas like ours. It wouldnt be possible to manufacture a real vacuum. Field lab for 70 euros the production is a laboratory each lab is assembled by hand the parts come from regional suppliers an authentic license land sells for around 450. 00 euros. Copyright law is complex and differs from country to country techno lumen pays a lawyer to pursue the makers and marketers of an authorized replicas. Often theyre just Letter Box Companies one might say its a limited Company Based in london but there isnt actually anyone there its warehouse full of fakes might be in italy and the phone number you find that its online shop might be in germany so the on the money often flows all around the world by a panama or wherever there are definitely criminal outfits behind all those. Teachers and students at the bar has designed products and buildings they put on exhibitions and published magazines its not just its product designs all the architecture that has become legendary the entire movement is considered visionary powerhouse has come to stand for freedom nonconformist im thinking outside the box it has also become a brand when you buy a powerhouse product today youre also paying for its a last tree is history. To mark the centenary and agency for Brand Development was hired to create the 100 years of powerhouse campaign. The agencys creative director says their strategy and both to bring the brand up to date and to evoke the authentic spirit of the powerhouse. They took great delight in experimentation and bouncing ideas off each other across disciplines the amazing quality of what they came up with has to do with this continuous debate and interaction among the different fields. Of. The bow house is sometimes considered to have been ostia and severe but it also had its colorful and playful side andreas webers says the zest for life is embodied has often been looked. They had fun they partied they were disciplined in their work and the way they pursued their ideas but they were personalities and they had a lot of fun with each other. Because once i realized that the heaviness was gone when. Suddenly i could totally relate to it and that helped me make something new and of our time. Between artistic. New tendency is a Design Studio in berlin that sees itself in the tradition of the bauhaus revolutionary high. Rise modernist principles conceptual design clean a statics and functional form the products are hand crafted in germany it was founded by 2 brothers manuel and Christoph Manuel studied at the Bauhaus University environment he does not recreate bauhaus products he designs new ones in the spirit of his illustrious precesses. We didnt want to make things the way they had always been made but to wipe the slate clean. And really start over that mentality and that approach is extremely inspiring. I see reduction caring down as a mega trend in society. Less is more. It was intended to be an ironic catchy slogan my bauhaus is better than yours. The Design Studio got into trouble for that bauhaus is the name of a chain of d. I. Y. Stores in germany that company took them to court because it had obtained the rights to use the name back in the 1960 s. We got this cease and desist order and we had to rename ourselves that was a catastrophic start to our new business. But in retrospect id say that energized us and really got us going into holding up the company. Without a change of name to tendency the company as it is today probably wouldnt exist. And. With success comes the risk and the honor of being imitated only copied counterfeiters make life tough for those who make the real thing its a testimony to the intellectual and emotional power of the powerhouse that it still inspires both emulation and fakes. Intellectual property theft is a reason behind the us china trade war not all economies follow the rules but at least there is a Legal Framework to protect innovators and investors it wasnt always that way imitation is the sincerest form of flattery and studying the masters was the custom is a short history of copyright. Where did the concept of copyright originate. In ancient times the notion of intellectual property was unheard of any pull could be copied by someone else then sold and distributed. The advent of the Printing Press came mass production with that came badly made or inaccurate reprints this was very annoying for authors even if royalties didnt yet exist back then. The 1st copyright protection came in the form of privileges granted to printers which gave the 1st publisher of a work exclusive printing rights for 2 years. It wasnt until 1710 with the introduction of the statute of queen around in britain little those were guaranteed protection for the 1st time. In france that came much later authors rights were enshrined in civil law an authors work was considered a personal. Expression inseparable from their person. In the United States copyright aim to strengthen the rights of publishers to promote Public Education in 1037 legitimate confederation a precursor to the unified germany guaranteed those rights china is different while there have been copyright laws since 1910 hardly anyone sticks to them and transcription and copying have always been a key part of learning. Despite all these different regulations 1952 saw the introduction of global rules giving unlimited protection to authors copyright law is constantly being updated to cover things like the various new media circulating on the internet today that makes copyright protection more important than ever. Anyone who posts a copyrighted work online without the permission of the author can face a hefty fine even 3 years imprisonment. You wants platforms such as facebook and youtube to prevent illegal downloads by their users even making the platforms legally liable for such abuse and wants to ensure that copyright owners such as writers musicians graphic artists journalists and photographers can make a living from their work by ensuring its protected from theft and misuse. Thats the idea but not reality imports of counterfeit and pirated products into the European Union amount to around 121000000000. 00 euros a year that represents the value of almost 7 percent of everything imported into the e. U. Ripoffs includes shoes toys mobile phones music movies Computer Games the list goes on they youve got to think about all the time and money spent on creating a certain look for the products the branding of consumer items is big business when someone copies them and creates a substandard version that can hurt the reputation of the original goods and cut into sales the reason so much money goes into brands is to create something immediately recognizable that we become connected to that can include the shape of a device or even the color its why to global cosmetic companies have been fighting for you is over a certain shade of blue. Navy of blue is the face of the brand. It has stood for its values since 1925 trust closeness and care this kind of Mental Association a certain color a particular product is of real importance to the manufacturer marketing expert on seizures says the value of a brand has everything to do with the positive attitude of consumers as well as regards navia you couldnt put a number on what its worth you could say its billions or millions the point is that a brand is a social phenomenon with commercial economic implications and not the other way around. The. Viewer is a social phenomenon as is the association with a certain shade of blue and white lettering. And thats what we call an asset or brand equity though its hard to quantify that how annoyed mark does in me your list of. At the navy a Flagship Store in hamburg you can acquire not only skin and hair Care Products but unrelated things as well. What they all have in common is that theyre all the brand shade of blue and the great thing about such brands is that they didnt simply emerge out of nothing all thanks to advertisement advertising and marketing can provide support but the key thing was the strategic decision to stick with glue. No sticking to its colors may have paid off for navia but other enterprises have chosen change to achieve telecom for example for many years it was part of the past which sports yellow Alexandra Engelhard does Brand Management for Deutsche Telekom it was spun off when the state monopoly was privatized in 1996 the Telecoms Company then switched to magenta. Deutsche telekom made a point of distinguishing itself from Deutsche Post and its characteristic yellow on aim to find a color that works for it in its own right. The companys ads feature lots of magenta the q. Is now central to the brand around the world it has registered trademarks for the color with respect to certain product groups in many countries if a competitor tries to use magenta telecoms lawyers go after it. Thats pop placed we have to defend our right to the color if we hear of any firm using it in a product which we have registered our trademarks we tell it to stop. If it doesnt comply it will be a matter for the courts. And as a. Competitor mobile com for example dared to use the color and lost 20 of the com sued trademark holders taken fraction seriously when he lifted the fifa manages to establish an association of a certain color in the mind of the public it has to do whatever it can to defend it so right to it thats what branding is about it has to do so even if the media to write it as pathetic or laughable. Defending a brand isnt always very pleasant but it certainly makes sense. Stories especially interest. Company colors are an asset worth protecting. The more firm expands into other countries the more likely it is to encounter others with the same or similar livery like Spains Banco Santander there which must know the eagle battle in germany against carson Savings Banks involving their hue of red but back to me via. The Company Behind the brand bio stoff has been in a decade long dispute with you know a lever over its blue. Among the legal issues are whether a color alone can be a brand or only in association with say a logo or a name Neither Company wanted to talk to us about the proceedings. Since new years seeks to promote wellbeing it probably doesnt want customers whether at its Flagship Store or around the world to be thinking about legal conflicts when they see the blue at the heart of the dispute. Just pick a different blue the internet has made copy illegally even easier you can be a curse for professional photographers especially because this kind of Copyright Infringement can be difficult to trace and even more difficult to enforce but when its not a free of charge help yourself or you can eat smallest board again there are laws so watch out. Company hunts down picture thieves. Several 1000000000 images are posted to the web every day including countless photographs. Over 3 quarters of them its estimated are posted illegally. Copy track is a company here in berlin thats developed software to identify such abuse. For signs up with this creates a user profile which takes just a few seconds and then uploads his or her photos. We get to work on the next day he will find in his inbox on our site. That is the copies of his original photo. The Clever Software also identifies how long an image was online and who posted it then copy track demands a license fee on behalf of the photographer and threatens Legal Proceedings if its not paid. Processed 2000 cases a week 210008 month and each is worth an average of 350. 00 euros so were talking about trying to collect licenses 3 years to the tune of 350000 euros a month woman. Says one of copy tracks 20000 clients. If the togaf isnt paid for their work and the publication of their work its not fair and can cause them serious financial pain. As a spacious studio in berlin he renovated it himself. I love being here its my place of work but its also my place of refuge. Carlos doesnt want to forgo license fees copy track helps him get what to him. This photo was stolen used without authorization or payment. At some point it popped up on a government website the Economics Ministry but without a credit nobody had ever contacted me about it. Because also works outside his studio travel photography is one of his passions. He took these pictures of arctic fishing in canada. These are from south america. This photo of a town in colombia was also stolen or it was found on a travel website. Overnight copied. Tracks scanned millions of sites with similar images by morning the identity of the culprit had been established. That. It was a commercial traveller blog not a private individual clearly had ties to travel agencies so it was definitely a money making enterprise i got a 465 euro license fee after the fact. They had it up for a certain period of time and copy track worked out a suitable for. The few. The deal is that 70 percent of the total ficos to the photographer or image owner and 30 percent to copy track. Young close likes the arrangement he doesnt have to get involved in hunting down photo feeds or hiring a lawyer to press his claims. Patients are created to protect brilliant original ideas ways to implement them and with a bit of luck make a lot of money. But the surprising number of patients languish in obscurity because theyre simply not relevant at all would never take it up and acted on what about giving them a 2nd chance well thats exactly what a startup in does it gathers at the analyzes peytons old or new i report. Joined the search for hidden gem. It feels like these pages are whispering at me the rows upon rows of files the Patent Office test toris of brainwaves and strokes of genius of ideas that change the world of inventions that revolutionized Research Innovation that drove progress. Every invention inspires further invention take the transition from more strong cards to cars right now were in the process of taking another innovative step toward alternative fuels will eventually be seeing electric cars on the streets running on batteries and fuel systems and these systems will give rise to further inventions. But not all patents prove profitable some are rendered obsolete by progress others registered simply to hinder rivals research then they end up languishing in obscurity like the 1625415 which was registered 7 years ago. This patent for example belongs to taylor called its a new method of Location Tracking must be a good idea but the company isnt using it what does that mean this is now the end for this patent or does it maybe get a 2nd chance. Need a 2nd chance or a 3rd or even a 4th. Tim palmer has a soft spot for neglected patents in fact he makes money with them his startup by political skills uses up to date information on the patent market the data is loaded into a gigantic database then turned into graphics customers can understand if for example hes compared patent registrations from Google Microsoft and apple couldnt the companies themselves do this kind of thing. Under standing as growing increasingly important there are nearly 100000 new International Patents registered a month and no one can keep up so theres a demand for software that can intelligently evaluate that they can understand what theyre about and determine if theyre relevant and valuable for. Months customers mainly come from research heavy sectors id companies for example. Helps them keep tabs on the competition and also keep track of their own and use patents for license or sale. So is there any hope for our neglect of patent. Can help us find out. In front of this information the content of the patent the to work out whether other similar patterns exist and whether other companies are active in this field because they are potential customers. For them. It turns out a Location Tracking patterns could well find a take on the different sector. Game designers for example are researching similar technologies as are Car Manufacturers as they seek to design autonomous vehicles. Doesnt thats a positive sign and shows me ok these are sectors where we could try to position the patent i could license it to Relevant Companies and give the patent a 2nd chance and hopefully monetize that. So it could to really well yes it could do really well perhaps not in the way the inventor originally intended but it could be put to a different use. So e. P. 1625415 might just get a 2nd chance and with temple months helping other unused patents could also find a new lease on life and no longer gather dust in the Patent Office good ideas arent always appreciated straight away sometimes you just have to hang on. And hang on in there thats all for today all made i can assure you this has been an original on falsified and authentic efficient of detail news indepth business shark next week we focus on Carbon Dioxide the notorious Greenhouse Gas too much is harmful but its also a valuable resource explained they stuck see that. It. Takes time to take one step further and face the parts of. Time to search the. Find for the troops or. To overcome boundaries and. Its time for. Coming up ahead. Clinches if clear link to school in africa and the world were linked to exceptional stories and discussion on the use of these effects and why with safety deputed comes to pick up join us on facebook w for. This. Case. For. You know this 05 minutes or minutes yeah. As a. Beauty. Pageant. He fits in the pantheon of the great tennis circuit hes one for the ages. Live. Cut 10 or 4. Stars july 10th on g. W. Luck. Plays live play live. Live. Live. Hello. Reveals that shes taking. The united nations