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40 • GOVERNANCE AND MANAGEMENT
PANDORA ANNUAL REPORT 2016
PROTECTING THE PANDORA BRAND
The PANDORA brand is one of the most recognised in the
jewellery world, and protecting it is crucial to the ongoing
success of the Group. This work entails safeguarding
intellectual property rights, such as trademarks, copyrights,
design rights and patents, as well as retaining and training
our people.
Intellectual property rights and policies
Our intellectual property rights are mainly vested in
trademarks, copyrights, patents and designs. These
are strengthened by business secrets, visually distinct
products, non-disclosure procedures and non-competition
regulations. Intellectual property rights are crucial to our
business, competitive advantage and future development.
We therefore protect these intellectual property rights
using all available means, including a comprehensive
global surveillance, registration and control programme and
an end-to-end enforcement programme. We have a zero-
tolerance policy towards infringement of our intellectual
property rights on the internet and towards counterfeit
products and trademarks in general. No distributors, dealers
or others are permitted to register or use PANDORA’s
intellectual property without prior agreement.
Patents
We protect our relevant innovations by patents in our
main markets and country of production. PANDORA
holds several patent families, including for the Moments
bracelet, PANDORA ESSENCE COLLECTION charms, and
innovative new clips. In 2016, we filed international patent
applications for our new clip solution.
Trademarks
We hold an almost global trademark portfolio for the
PANDORA trademark and a significant trademark portfolio
for the crowned O logo, collection brands and material
brands, such as PANDORA ESSENCE COLLECTION and
PANDORA Rose. At the end of 2016, our trademark
portfolio consisted of around 1,150 trademark applications
and registrations. Of these, almost 100 trademark
applications were filed in 2016.
Copyrights and design rights
In 2016, we significantly increased our portfolio of design
and copyright registrations covering our unique and
distinctive jewellery designs in the US, the EU and China.
HUMAN RESOURCES
Our people are the heart of our company and their continual
development has always been a main driver in our success.
To help every member of our global team feel empowered in
their daily work and to prepare them for future challenges,
we offer a number of training programmes developed for
various levels and areas within the organisation. Most
training is run by local HR departments, ensuring that
content is directly related to our employees' daily work. This
locally offered curriculum includes a centrally developed
management training course designed to help prepare the
next generation of PANDORA leaders. The course covers a
range of topics, from personal effectiveness to leadership,
and around the world almost 1,500 managers completed
leadership training courses in 2016.
INTELLECTUAL CAPITAL