-Desislava has made an overview for each of the three virtual worlds on which she will perform a case study. The case studies will be on the use and misuse of Trademarks and brands within the worlds.
The concerning virtual worlds are:
>Second Life (www.secondlife.com)
>Entropia Universe (www.entropiauniverse.com)
>There.com (www.there.com)
These overviews are useful for introducing one to the virtual worlds being investigated.
-The holidays have started and some group members are leaving for vacation.
We decided to start gathering information for each of our individual researches and edit and complete the Plan of Action this week.
-Miriam-
zaterdag 18 oktober 2008
vrijdag 17 oktober 2008
Friday, 17 October 2008
-I (Desislava) have started a research on Second Life concerning the use of brands in virtual worlds, trademark violation and intellectual property infringements. Furthermore, I am investigating the reasons and motives of companies like BMW, Mercedes, Coca-Cola and Adidas to join the virtual world of Second Life.
-Miriam has sent the following e-mail to Joseph:
Dear Mr. Savirimuthu,
Thank you for your reply. It has been very useful for giving us a clearer overview of the project.
I will give you an update on our progress concerning the research thus far.
We have decided to, first of all, investigate the main objectives of the project individually.
That means each group member will work on these assignments:
a. Identify and discuss the relationship between brands and business models in generating value. In particular, explain both the business and legal conception of brand identity.
b. Explain the challenges posed by virtual worlds for the traditional business model.
c. Examine the role of Trade Mark Law and End of User Policies, as they are described on sites like Second Life.
d. Describe the types of unauthorised use of well-known marks and analyse their significance for the way brand identity is evolving.
Furthermore, we defined a 5th sub assignment as:
e. Do case studies on at least 3 virtual world sites where issues of brand identity are relevant.
The virtual world sites in which we think issues of brand identity are relevant are:
-Second Life (www.secondlife.com, USA)
-Entropia Universe (www.entropiauniverse.com, Sweden)
-There (www.there.com, USA)
Later on we will present our findings on each of these assignments to each other and share knowledge and insights. Then, with help of the obtained knowledge, we will try and formulate solutions to the main research question all together.
Do you think this will be a good way to work on the project?
And, concerning the virtual worlds, do you think we have listed relevant ones?
What we find a bit hard though, is to determine the scope of the research.
We are not very familiar with law (yet), and what laws apply to what worlds/brands/companies?
Are only American laws concerning brand identity relevant to the American games, or does it work differently when brands are global/transnational/national? And for the Swedish game, do only Swedish/Europan laws apply, or do we have to look at the scope of the brands present? Or, are these questions irrelevant and does each virtual world has its own legal framework concerning brands?
We would like to ask you whether you could give your view on this.
So far our progress.
We will start our individual researches coming week, and finish it by 9 november, so as to continue on the main research question from then.
However, coming week is the fall holidays and some are going on vacation, so most of us will start after that.
We would like to use Instant Messaging through Skype with you, the time difference between the UK and the Netherlands is 1 hour.
Thank you very much for your time and attention.
Yours sincerely,
Miriam van der Starre,
Representing group EC 32.13:
Marta Andrzejewska
Desislava Davidkova
Marloes Koijen
Liga Kurpa
-Marta has edited the concept of the Plan of Action and sent it back to the group.
This week we will add aspects which we might come up with to it and try to provide all activities of an estimate of time needed.
-Desislava-
-Miriam has sent the following e-mail to Joseph:
Dear Mr. Savirimuthu,
Thank you for your reply. It has been very useful for giving us a clearer overview of the project.
I will give you an update on our progress concerning the research thus far.
We have decided to, first of all, investigate the main objectives of the project individually.
That means each group member will work on these assignments:
a. Identify and discuss the relationship between brands and business models in generating value. In particular, explain both the business and legal conception of brand identity.
b. Explain the challenges posed by virtual worlds for the traditional business model.
c. Examine the role of Trade Mark Law and End of User Policies, as they are described on sites like Second Life.
d. Describe the types of unauthorised use of well-known marks and analyse their significance for the way brand identity is evolving.
Furthermore, we defined a 5th sub assignment as:
e. Do case studies on at least 3 virtual world sites where issues of brand identity are relevant.
The virtual world sites in which we think issues of brand identity are relevant are:
-Second Life (www.secondlife.com, USA)
-Entropia Universe (www.entropiauniverse.com, Sweden)
-There (www.there.com, USA)
Later on we will present our findings on each of these assignments to each other and share knowledge and insights. Then, with help of the obtained knowledge, we will try and formulate solutions to the main research question all together.
Do you think this will be a good way to work on the project?
And, concerning the virtual worlds, do you think we have listed relevant ones?
What we find a bit hard though, is to determine the scope of the research.
We are not very familiar with law (yet), and what laws apply to what worlds/brands/companies?
Are only American laws concerning brand identity relevant to the American games, or does it work differently when brands are global/transnational/national? And for the Swedish game, do only Swedish/Europan laws apply, or do we have to look at the scope of the brands present? Or, are these questions irrelevant and does each virtual world has its own legal framework concerning brands?
We would like to ask you whether you could give your view on this.
So far our progress.
We will start our individual researches coming week, and finish it by 9 november, so as to continue on the main research question from then.
However, coming week is the fall holidays and some are going on vacation, so most of us will start after that.
We would like to use Instant Messaging through Skype with you, the time difference between the UK and the Netherlands is 1 hour.
Thank you very much for your time and attention.
Yours sincerely,
Miriam van der Starre,
Representing group EC 32.13:
Marta Andrzejewska
Desislava Davidkova
Marloes Koijen
Liga Kurpa
-Marta has edited the concept of the Plan of Action and sent it back to the group.
This week we will add aspects which we might come up with to it and try to provide all activities of an estimate of time needed.
-Desislava-
donderdag 16 oktober 2008
Thursday, 16 October 2008
Yesterday me (Marta) and Desislava joined the group. The meeting was very productive and make the assignment much clearer for us.
Today I took my time to catch up with my group. I analysed our assignment and I read a few articles. Miriam and Marloes sent me some documents so that I can save them, as the secretary of our project group.
All members of our group agreed that we need good time management in order to finish our individual assignment on time. Therefore we already start our researches.
-Marta-
Today I took my time to catch up with my group. I analysed our assignment and I read a few articles. Miriam and Marloes sent me some documents so that I can save them, as the secretary of our project group.
All members of our group agreed that we need good time management in order to finish our individual assignment on time. Therefore we already start our researches.
-Marta-
Wednesday, 15 October 2008
Today we had our first group meeting. Here a summary of that meeting:
Summary of the meeting on 15 October 2008
1. Assigning parts
• The secretary, Marta, will make notes of the meeting and put them together is a summary. She will also make the weekly report and send this file to Ms Ariens ( N.A.Ariens@hhs.nl)
• Everyone put their files on Blackboard, on the file exchange of our group
• Miriam is the Chair
• Marloes is the treasurer, if someone in the group spends some money on the project they should hand in their receipt to her
• Everyone needs to make their own bibliography of the used sources, this should be done in APA-Style
Assigning sub assignments
The sub assignments to be divided:
a. Identify and discuss the relationship between brands and business models in generating value. In particular, explain both the business and legal conception of brand identity. Marloes
b. Explain the challenges posed by virtual worlds for the traditional business model. (What is the difference between virtual and real world.) Liga
c. Examine the role of Trade Mark Law and End of User Policies, as they are described on sites like Second Life. Marta
d. Describe the types of unauthorised use of well-known marks and analyse their significance for the way brand identity is evolving. Miriam
e. Case studies on 3 virtual worlds. Desislava
• The deadline for this assignments is the 9th of November
• There are three different virtual worlds on which we do research:
Second life
Entropia Univers
The sims, this one is not sure already, we first need to ask Joseph about his opinion
Set dates for tasks of this week
• We will receive a reflection exercise for two resources, and we have to do this exercise somewhere this week. These are the sources:
K. Lardi. Breathing a second life into synthetic worlds. (Deloitte, 2008).
http://www.deloitte.com/dtt/press_release/0,1014,sid%253D17973%2526cid%253D201595,00.html
Congressional Hearing on Online Virtual Worlds: Applications and Avatars in a User-Generated Medium. (1 April 2008).
http://energycommerce.house.gov/cmte_mtgs/110-ti-hrg.040108.VirtualWorlds.shtml (video)
• Marloes will make a plan of action and send this before Friday to all the group members, who can then (maybe) add or change some things.
• Arrange weekly meetings with the supervisor. Miriam
• Maintain weekly correspondence with the assignment provider. We will make a blog for Joseph on which we only put the research progress of the project and not the group progress. We will make that when we start with the research (after the holidays).
• We already have a blog for us and Ms. Ariens.
Every day one person is responsible for the blog:
Monday: Miriam
Tuesday: Liga
Wednesday: Marloes
Thursday : Martha
Friday: Desislava
Saturday: Miriam
Sunday Liga
• before or after the weekly meetings with ms Ariens, we'll also have a group meeting
• 17 November - feedback meeting on individual research work
• 8th of December the research should be finished.
• Do final editing, printing and disk copy of the Research Report. Miriam from 8th to 12 th december
• Hand in the Research Report (12 December)
• Defend the Research Report in a presentation (17 December). Liga and Miriam
• Calculate the estimated costs of these activities. Marloes
2. Individual speaking time
3. Summary of the meeting
Marloes sub assignment A
Liga sub assignment B
Martha sub assignment C
Miriam sub assignment D
Desislava sub assignment E
-->9th november finished
Reflection assignment this week when Joseph sends it
Make an appointment with Ms Ariens ( Marta)
Main contact with supervisor through the blog.
Daily reports - everyone has is own days
17th November - start the main research on the research question
Find and/or make an appointment with a specialist ( marloes)
8th December deadline
12th finished product
17th presentation
4. Questions and final remarks
5. Closure by the chair
The plan of action will be finished coming Friday and then we can start with the research. The meeting has made it all more clear.
-Marloes-
Summary of the meeting on 15 October 2008
1. Assigning parts
• The secretary, Marta, will make notes of the meeting and put them together is a summary. She will also make the weekly report and send this file to Ms Ariens ( N.A.Ariens@hhs.nl)
• Everyone put their files on Blackboard, on the file exchange of our group
• Miriam is the Chair
• Marloes is the treasurer, if someone in the group spends some money on the project they should hand in their receipt to her
• Everyone needs to make their own bibliography of the used sources, this should be done in APA-Style
Assigning sub assignments
The sub assignments to be divided:
a. Identify and discuss the relationship between brands and business models in generating value. In particular, explain both the business and legal conception of brand identity. Marloes
b. Explain the challenges posed by virtual worlds for the traditional business model. (What is the difference between virtual and real world.) Liga
c. Examine the role of Trade Mark Law and End of User Policies, as they are described on sites like Second Life. Marta
d. Describe the types of unauthorised use of well-known marks and analyse their significance for the way brand identity is evolving. Miriam
e. Case studies on 3 virtual worlds. Desislava
• The deadline for this assignments is the 9th of November
• There are three different virtual worlds on which we do research:
Second life
Entropia Univers
The sims, this one is not sure already, we first need to ask Joseph about his opinion
Set dates for tasks of this week
• We will receive a reflection exercise for two resources, and we have to do this exercise somewhere this week. These are the sources:
K. Lardi. Breathing a second life into synthetic worlds. (Deloitte, 2008).
http://www.deloitte.com/dtt/press_release/0,1014,sid%253D17973%2526cid%253D201595,00.html
Congressional Hearing on Online Virtual Worlds: Applications and Avatars in a User-Generated Medium. (1 April 2008).
http://energycommerce.house.gov/cmte_mtgs/110-ti-hrg.040108.VirtualWorlds.shtml (video)
• Marloes will make a plan of action and send this before Friday to all the group members, who can then (maybe) add or change some things.
• Arrange weekly meetings with the supervisor. Miriam
• Maintain weekly correspondence with the assignment provider. We will make a blog for Joseph on which we only put the research progress of the project and not the group progress. We will make that when we start with the research (after the holidays).
• We already have a blog for us and Ms. Ariens.
Every day one person is responsible for the blog:
Monday: Miriam
Tuesday: Liga
Wednesday: Marloes
Thursday : Martha
Friday: Desislava
Saturday: Miriam
Sunday Liga
• before or after the weekly meetings with ms Ariens, we'll also have a group meeting
• 17 November - feedback meeting on individual research work
• 8th of December the research should be finished.
• Do final editing, printing and disk copy of the Research Report. Miriam from 8th to 12 th december
• Hand in the Research Report (12 December)
• Defend the Research Report in a presentation (17 December). Liga and Miriam
• Calculate the estimated costs of these activities. Marloes
2. Individual speaking time
3. Summary of the meeting
Marloes sub assignment A
Liga sub assignment B
Martha sub assignment C
Miriam sub assignment D
Desislava sub assignment E
-->9th november finished
Reflection assignment this week when Joseph sends it
Make an appointment with Ms Ariens ( Marta)
Main contact with supervisor through the blog.
Daily reports - everyone has is own days
17th November - start the main research on the research question
Find and/or make an appointment with a specialist ( marloes)
8th December deadline
12th finished product
17th presentation
4. Questions and final remarks
5. Closure by the chair
The plan of action will be finished coming Friday and then we can start with the research. The meeting has made it all more clear.
-Marloes-
dinsdag 14 oktober 2008
Tuesday, 14 October 2008
Progress
I (Miriam) have contacted Mr. Savirimuthu and received a most useful reply to our questions. See full reply:
I also set up an agenda for the meeting tomorrow, with the help of the summaries of Liga and Marloes of the lecture on Project Management.
See the full agenda:
Agenda
Chair: Miriam van der Starre
Secretary:
Presentation of group members-Introduce yourself however you like
-Tell what kind of HEBO-student you are (Dutch stream, English stream, exchange student)
-Present your competencies, which ones your good at, your strong/weak points in projects, your personal view on the project so far, etc.
Order of presentation:
Marta
Liga
Miriam
Marloes
Points of discussion
1. Assigning parts
A chair, treasurer and secretary are needed. I suggest to also appoint a ‘bibliographer’, a group member whom will make the Bibliography and lists the sources.
Chair: project manager.
Treasurer: the groups’ ‘accountant’; keeps track of expenses and manages the budget
Secretary: responsible for organizing, recording, storage and retrieval of all project communications, data and archives (includes making back-ups!). The secretary can build up the European Calling File of the group (see Europe Calling 32 Students’ Handbook for explanation) during the project. Also the secretary has to make notes of the meetings, publish them on the blog and store them for the EC-File.
2. Assigning sub assignments
In order to answer the Research Question, we firstly need to gain knowledge and expertise and thereby gain insights and opinions on the subject. Therefore, sub assignments are given to structure and clarify the research. The sub assignments should be done on three different virtual worlds.
What Liga suggested is that we divide the assignments as 1 for each group member.
This in order to each of us specialize on one topic and being able to do deep and extensive research. We can plan a date on which we all will finish these individual researches and share all knowledge and answers to the assignments with each other. Then, we can discuss possible solutions to the Research Question with the help of our obtained knowledge of the sub assignments and, finally, write a comprehensive conclusion.
The sub assignments to be divided:
a. Identify and discuss the relationship between brands and business models in generating value. In particular, explain both the business and legal conception of brand identity.
b. Explain the challenges posed by virtual worlds for the traditional business model.
c. Examine the role of Trade Mark Law and End of User Policies, as they are described on sites like Second Life.
d. Describe the types of unauthorised use of well-known marks and analyse their significance for the way brand identity is evolving.
We should also set a date on which to have finished the sub assignments, present the findings to each other and start working on the conclusion.
Liga has typed a research plan (see Appendix). This is about the structure of our research. If you look at it, you can see we’ll have to work like this: first search information, then organize and manage the information, select the most relevant information, write a chapter about it and draw conclusions, then communicate the findings with the rest of the group, etc.
3. Set dates for tasks of this week
We’ve got some specific tasks to do this week:
- Decide on three virtual worlds to make case studies of (to be investigated with the sub assignments). One is Second Life, the other ones we don’t know yet. We can look at an overview of the worlds at http://www.virtualworldsreview.com/info/categories.shtml
Who will look at this and pick 2 other worlds?
- Do a group reflection on these sources:
K. Lardi. Breathing a second life into synthetic worlds. (Deloitte, 2008).
http://www.deloitte.com/dtt/press_release/0,1014,sid%253D17973%2526cid%253D201595,00.html
Congressional Hearing on Online Virtual Worlds: Applications and Avatars in a User-Generated Medium. (1 April 2008).
http://energycommerce.house.gov/cmte_mtgs/110-ti-hrg.040108.VirtualWorlds.shtml (video)
Mr. Savirimuthu will send a reflection exercise for each of these sources.
We have to establish a date in which we have read and watched this and when we are going to do the reflection exercises.
- Make a Plan of Action (to be finished 27 October). A concept of the Plan must be finished on Friday 17 October.
For a description of the Plan of Action, see the Appendix.
We have to define ALL the activities that are required in order to achieve the assignment.
I came up with a list of activities, and now we have to arrange them in a weekly schedule, with details on the persons who does the activity and whom are involved, a time plan and costs.
The list of activities I came up with to arrange in the Plan of Action:
• Arrange weekly meetings with the supervisor
• Maintain weekly correspondence with the assignment provider
• Review and discuss reading material given by Mr. Savirimuthu with help of the exercises which he will send in due course
• Start and maintain a blog with daily reports of the group progress
Monday: Miriam
Tuesday: Liga
Wednesday: Marloes
Thursday: Marta
Friday: Miriam
Saturday: Liga
Sunday: Marloes
And Marta can put the daily reports together as a Weekly Interim Report every week and send these to the supervisor and assignment provider?
• Start and maintain a blog with news and research findings on the assignment subject
• Make a Bibliography of Brand Identity and Virtual Worlds
• Arrange weekly meetings for ourselves to discuss progress and divide tasks
• Do research (in accordance with the research plan) on the specific objects/sub assignments of the project (a, b, c and d; see point 2, Dividing sub assignments above)
• Share the research findings of the sub assignments with each other when finished (set a date!)
• Arrange the sub assignment research findings in the Research Report (final product)
• Arrange a meeting to give each other feedback on the research findings of the sub assignments
• Arrange a meeting to form insights, opinions and suggestions to the Research Question with help of the research findings of the sub assignments
• Decide and type a conclusion with solutions to the Research Question and arrange it in the Research Report
• Do final editing, printing and disk copy of the Research Report
• Hand in the Research Report (12 December)
• Defend the Research Report in a presentation (17 December)
• Calculate the estimated costs of these activities
Speak if you’ve got some activities to add to this list, or if you have any remarks or questions on the list.
Who will make the concept of the Plan of Action and send it around by Friday 17 October?
4. Individual speaking time
If you’ve got something to state, ask, say, shout, share, or discuss. Think of this BEFORE the meeting.
Speaking order:
Liga
Marta
Marloes
Miriam
5. Summary of the meeting
Repetition of the decisions, dates set, tasks for the week, etc.
6. Questions and final remarks
7. Closure by the chair
-Miriam-
I (Miriam) have contacted Mr. Savirimuthu and received a most useful reply to our questions. See full reply:
Dear Miriam
You raise some pertinent points and am pleased by the group's approach to the Project. Here are my thoughts on the various queries:
Problem
"However, this is hard to put in practice and solutions have not yet been found. To fight against brand piracy, innovative solutions are needed."
Indeed. The premise here is important: brand piracy continues to challenge business models which rely on Trade Mark to leverage businesss identity relating to quality of source or products/services.
Why is the issue of brand identity particularly problematic in the age of the Internet?
The economic costs of 'protection' v costs of 'not protecting' is worth considering
The project:
In short: provide answers to the way we could approach the problem of unauthorised brand exploitation in virtual worlds.
Longer version: provide an analysis of the challenges facing brand owners and the solutions available to the protection of value in their business models. Incorporate in your analysis case studies of at least 3 virtual world sites where issues of brand identity are relevant.
Yes.
Yes - to both the research question(s)
1. Create a group blog http://ec32-13.blogspot.com/
We have started this blog. However, it is more about project management and the group work. Would you like us to start a blog exclusively for news and research findings as well?
Yes please - blogging will provide the group/me an opportunity to evaluate the level of understanding, facilitate reflective practice and provide 'quality' control (NB I will send you some material on "Reflective Practice" in due course (this is only for use of the Group and for purposes of the Project).
Your additional questions:
Furthermore, we would like to ask you some questions, so as to know exactly what is expected from us. Below you can find a list of questions we came up with and of which we hope you could provide an answer to.
1. Is the main question you want us to answer correctly defined like this?
How should owners of well-known brands seek to preserve value (i.e. to preserve profit) in these assets (i.e. the trademark identity of the brand(s)) in virtual worlds?
The definition of ‘preserving value’ and ‘these assets’ is very important is this question, so we would like to know whether we got it right.
Yes - unauthorised exploitation of brands can lead to 'dilution' of value, reduce marketability/licensing and in certain circumstances may 'harm' the brand.
2. To what extent should our research and analysis include aspects of law and/or do we have to think about other solutions?
This is where you need to read Yochai Benkler's chapters.
Brand identity and even trade mark law originated at a time when the economy and society were differently constituted. The Internet, the emergence of the new economy in Virtual Worlds and the convergence of multimedia platforms provides us with an opportunity to re-think 'brand identity' and the role of Trade Mark Law in this context.
You will discover that what is need is a hybrid approach to Brand Identity - law is only solution (some may say that it is the only solution)
3. Is it particularly from legal and/or illegal perspective?
Do consider the legal framework which defines the rules for brand identity
4. Are there any specific well known brands we have to explore?
Walker-Osborn, Charlotte. Very real legal issues exist in a virtual world. (August 2008). http://www.computing.co.uk/computing/analysis/2223422/very-real-legal-issues-exist-4152078
K. Lardi. Breathing a second life into synthetic worlds. (Deloitte, 2008). http://www.deloitte.com/dtt/press_release/0,1014,sid%253D17973%2526cid%253D201595,00.html
Congressional Hearing on Online Virtual Worlds: Applications and Avatars in a User-Generated Medium. (1 April 2008).
http://energycommerce.house.gov/cmte_mtgs/110-ti-hrg.040108.VirtualWorlds.shtml (video)
5. Do we have to look at global brands or concentrate on, for example, Europe or a specific country?
Europe would be more than sufficient - or if you prefer, UK, Holland and US?
6. What is the scope of the research; World, Europe, specific country?
[see above]
7. What laws apply; European, International, National.
[see above]
8. Are there any other specific points we have to know before we begin?
Engage in a group reflection on each of the following [Will send you a reflective exercise for each]:
K. Lardi. Breathing a second life into synthetic worlds. (Deloitte, 2008). http://www.deloitte.com/dtt/press_release/0,1014,sid%253D17973%2526cid%253D201595,00.html
Congressional Hearing on Online Virtual Worlds: Applications and Avatars in a User-Generated Medium. (1 April 2008).
http://energycommerce.house.gov/cmte_mtgs/110-ti-hrg.040108.VirtualWorlds.shtml (video)
9. The research methods we want to include :
> Desk research - books, journals, internet etc.
> Field research - interviews with specialists in the field
Have you got any recommendations for particular research methods and/or sources?
Start with Desk/Web Research - and then, for Appendix: You could draft a questionaire sent to Specialists?
10. Can we arrange a specific week day in which we can correspond with you?
Most certaintly - why don't we set up a Private Group on Facebook and we can use IM via Skype? I will need to come back to you days and times, if that is acceptable? What is the time differential between Holland and UK?
Excellent questions and thinking - am extremely pleased by the progress thus far.
Yours sincerely
Joseph
I also set up an agenda for the meeting tomorrow, with the help of the summaries of Liga and Marloes of the lecture on Project Management.
See the full agenda:
Agenda
Chair: Miriam van der Starre
Secretary:
Presentation of group members-Introduce yourself however you like
-Tell what kind of HEBO-student you are (Dutch stream, English stream, exchange student)
-Present your competencies, which ones your good at, your strong/weak points in projects, your personal view on the project so far, etc.
Order of presentation:
Marta
Liga
Miriam
Marloes
Points of discussion
1. Assigning parts
A chair, treasurer and secretary are needed. I suggest to also appoint a ‘bibliographer’, a group member whom will make the Bibliography and lists the sources.
Chair: project manager.
Treasurer: the groups’ ‘accountant’; keeps track of expenses and manages the budget
Secretary: responsible for organizing, recording, storage and retrieval of all project communications, data and archives (includes making back-ups!). The secretary can build up the European Calling File of the group (see Europe Calling 32 Students’ Handbook for explanation) during the project. Also the secretary has to make notes of the meetings, publish them on the blog and store them for the EC-File.
2. Assigning sub assignments
In order to answer the Research Question, we firstly need to gain knowledge and expertise and thereby gain insights and opinions on the subject. Therefore, sub assignments are given to structure and clarify the research. The sub assignments should be done on three different virtual worlds.
What Liga suggested is that we divide the assignments as 1 for each group member.
This in order to each of us specialize on one topic and being able to do deep and extensive research. We can plan a date on which we all will finish these individual researches and share all knowledge and answers to the assignments with each other. Then, we can discuss possible solutions to the Research Question with the help of our obtained knowledge of the sub assignments and, finally, write a comprehensive conclusion.
The sub assignments to be divided:
a. Identify and discuss the relationship between brands and business models in generating value. In particular, explain both the business and legal conception of brand identity.
b. Explain the challenges posed by virtual worlds for the traditional business model.
c. Examine the role of Trade Mark Law and End of User Policies, as they are described on sites like Second Life.
d. Describe the types of unauthorised use of well-known marks and analyse their significance for the way brand identity is evolving.
We should also set a date on which to have finished the sub assignments, present the findings to each other and start working on the conclusion.
Liga has typed a research plan (see Appendix). This is about the structure of our research. If you look at it, you can see we’ll have to work like this: first search information, then organize and manage the information, select the most relevant information, write a chapter about it and draw conclusions, then communicate the findings with the rest of the group, etc.
3. Set dates for tasks of this week
We’ve got some specific tasks to do this week:
- Decide on three virtual worlds to make case studies of (to be investigated with the sub assignments). One is Second Life, the other ones we don’t know yet. We can look at an overview of the worlds at http://www.virtualworldsreview.com/info/categories.shtml
Who will look at this and pick 2 other worlds?
- Do a group reflection on these sources:
K. Lardi. Breathing a second life into synthetic worlds. (Deloitte, 2008).
http://www.deloitte.com/dtt/press_release/0,1014,sid%253D17973%2526cid%253D201595,00.html
Congressional Hearing on Online Virtual Worlds: Applications and Avatars in a User-Generated Medium. (1 April 2008).
http://energycommerce.house.gov/cmte_mtgs/110-ti-hrg.040108.VirtualWorlds.shtml (video)
Mr. Savirimuthu will send a reflection exercise for each of these sources.
We have to establish a date in which we have read and watched this and when we are going to do the reflection exercises.
- Make a Plan of Action (to be finished 27 October). A concept of the Plan must be finished on Friday 17 October.
For a description of the Plan of Action, see the Appendix.
We have to define ALL the activities that are required in order to achieve the assignment.
I came up with a list of activities, and now we have to arrange them in a weekly schedule, with details on the persons who does the activity and whom are involved, a time plan and costs.
The list of activities I came up with to arrange in the Plan of Action:
• Arrange weekly meetings with the supervisor
• Maintain weekly correspondence with the assignment provider
• Review and discuss reading material given by Mr. Savirimuthu with help of the exercises which he will send in due course
• Start and maintain a blog with daily reports of the group progress
Monday: Miriam
Tuesday: Liga
Wednesday: Marloes
Thursday: Marta
Friday: Miriam
Saturday: Liga
Sunday: Marloes
And Marta can put the daily reports together as a Weekly Interim Report every week and send these to the supervisor and assignment provider?
• Start and maintain a blog with news and research findings on the assignment subject
• Make a Bibliography of Brand Identity and Virtual Worlds
• Arrange weekly meetings for ourselves to discuss progress and divide tasks
• Do research (in accordance with the research plan) on the specific objects/sub assignments of the project (a, b, c and d; see point 2, Dividing sub assignments above)
• Share the research findings of the sub assignments with each other when finished (set a date!)
• Arrange the sub assignment research findings in the Research Report (final product)
• Arrange a meeting to give each other feedback on the research findings of the sub assignments
• Arrange a meeting to form insights, opinions and suggestions to the Research Question with help of the research findings of the sub assignments
• Decide and type a conclusion with solutions to the Research Question and arrange it in the Research Report
• Do final editing, printing and disk copy of the Research Report
• Hand in the Research Report (12 December)
• Defend the Research Report in a presentation (17 December)
• Calculate the estimated costs of these activities
Speak if you’ve got some activities to add to this list, or if you have any remarks or questions on the list.
Who will make the concept of the Plan of Action and send it around by Friday 17 October?
4. Individual speaking time
If you’ve got something to state, ask, say, shout, share, or discuss. Think of this BEFORE the meeting.
Speaking order:
Liga
Marta
Marloes
Miriam
5. Summary of the meeting
Repetition of the decisions, dates set, tasks for the week, etc.
6. Questions and final remarks
7. Closure by the chair
-Miriam-
Tuesday, 14 Oktober 2008
Group progress
-Marloes (treasurer) has received money to pay for our expenses related to the project - tomorrow we have to establish estimates of money needed and how we will spend it.
-We ( Liga and Marloes) attended Lecture on Project Management. This lecture gave us some new insights and ideas about how to approach plans of action. Notes from lecture:
The estimated time for project is 900 hours.
Project planning:
- make a project overview
- keep in mind that we need to get the best possible results, in the shortest possible time, with the least possible work
- Defining which people and specialists are needed and ensuring that the right people with the right expertise are available at the right moment
- involving the project members, so that the group consensus is created in order to optimalise communication
Plan of activities:- Define ALL the activities that are required in order to achieve the assignment
-Define the people that are involved in the activities
-Describe everyone's activities each
-Calculate the quantity of work for ervery activity for everyone
-Prepare a time plan for all activities
-Try to calculate the costs of the activities described
-Decide what research methods we will be using
Also we decided that the questions from our assignment should be clarified by assignment provider, in other case research could be too vague. MOST IMPORTANT - We need to make sure that we have the same aim as our assignment provider and are we doing what is expected from us. To find out more information our questions about assignment have been sent via email to Mr.Savirimuthu. The questions sent are :
1. Is the main question you want us to answer correctly defined like this? How should owners of well-known brands seek to preserve value (i.e. to preserve profit) in these assets (i.e. the trademark identity of the brand(s)) in virtual worlds?The definition of ‘preserving value’ and ‘these assets’ is very important is this question, so we would like to know whether we got it right.
2. To what extent should our research and analysis include aspects of law and/or do we have to think about other solutions?
3.Is it particularly from legal and/or illegal perspective?
4. Are there any specific well known brands we have to explore?
5. Do we have to look at global brands or concentrate on, for example, Europe or a specific country?
6. What is the scope of the research; World, Europe, specific country?
7. What laws apply; European, International, National.
8. Are there any other specific points we have to know before we begin?
Furthermore, we have to contact our assignment provider every week in order to make sure that we are on the right direction with our project.
Unfortunately it was not possible to arrange a full group meeting, however Miriam is working at home and we are expecting Marta tomorrow to join us. Desislava has not contacted us yet, so we are putting into consideration the fact that we will have to work together as a group of 4 people.
Furthermore, we are planning a full group meeting tomorrow ( Wednesday) to properly make detailed plan of action. The agenda for group meeting will be prepared by Miriam so we could discuss all the topics and have a chance to speak for everyone of us. We are also agreed upon devision of tasks and tomorrow we will divide the objectives and tasks between us, so we could specify on certain topic instead of research vaguely around all the subject.
Additionally we should agree upon how we are producing the The Europe Calling File
From the EC unit guide: "each group has to make a Europe Calling file containing agendas and minutes of meetings, "visit-notes", PR-material; reports on literature search; summaries of literature; background articles, reports, studies, etc.; audio-cassettes with recordings of interviews and short notes of remarks that were important for your research; personal reports of research observations. This file can be used during the presentation of your research report or policy document. It may serve to prove your individual contribution in case of doubt on behalf of your supervisor."
-Liga-
-Marloes (treasurer) has received money to pay for our expenses related to the project - tomorrow we have to establish estimates of money needed and how we will spend it.
-We ( Liga and Marloes) attended Lecture on Project Management. This lecture gave us some new insights and ideas about how to approach plans of action. Notes from lecture:
The estimated time for project is 900 hours.
Project planning:
- make a project overview
- keep in mind that we need to get the best possible results, in the shortest possible time, with the least possible work
- Defining which people and specialists are needed and ensuring that the right people with the right expertise are available at the right moment
- involving the project members, so that the group consensus is created in order to optimalise communication
Plan of activities:- Define ALL the activities that are required in order to achieve the assignment
-Define the people that are involved in the activities
-Describe everyone's activities each
-Calculate the quantity of work for ervery activity for everyone
-Prepare a time plan for all activities
-Try to calculate the costs of the activities described
-Decide what research methods we will be using
Also we decided that the questions from our assignment should be clarified by assignment provider, in other case research could be too vague. MOST IMPORTANT - We need to make sure that we have the same aim as our assignment provider and are we doing what is expected from us. To find out more information our questions about assignment have been sent via email to Mr.Savirimuthu. The questions sent are :
1. Is the main question you want us to answer correctly defined like this? How should owners of well-known brands seek to preserve value (i.e. to preserve profit) in these assets (i.e. the trademark identity of the brand(s)) in virtual worlds?The definition of ‘preserving value’ and ‘these assets’ is very important is this question, so we would like to know whether we got it right.
2. To what extent should our research and analysis include aspects of law and/or do we have to think about other solutions?
3.Is it particularly from legal and/or illegal perspective?
4. Are there any specific well known brands we have to explore?
5. Do we have to look at global brands or concentrate on, for example, Europe or a specific country?
6. What is the scope of the research; World, Europe, specific country?
7. What laws apply; European, International, National.
8. Are there any other specific points we have to know before we begin?
Furthermore, we have to contact our assignment provider every week in order to make sure that we are on the right direction with our project.
Unfortunately it was not possible to arrange a full group meeting, however Miriam is working at home and we are expecting Marta tomorrow to join us. Desislava has not contacted us yet, so we are putting into consideration the fact that we will have to work together as a group of 4 people.
Furthermore, we are planning a full group meeting tomorrow ( Wednesday) to properly make detailed plan of action. The agenda for group meeting will be prepared by Miriam so we could discuss all the topics and have a chance to speak for everyone of us. We are also agreed upon devision of tasks and tomorrow we will divide the objectives and tasks between us, so we could specify on certain topic instead of research vaguely around all the subject.
Additionally we should agree upon how we are producing the The Europe Calling File
From the EC unit guide: "each group has to make a Europe Calling file containing agendas and minutes of meetings, "visit-notes", PR-material; reports on literature search; summaries of literature; background articles, reports, studies, etc.; audio-cassettes with recordings of interviews and short notes of remarks that were important for your research; personal reports of research observations. This file can be used during the presentation of your research report or policy document. It may serve to prove your individual contribution in case of doubt on behalf of your supervisor."
-Liga-
maandag 13 oktober 2008
Monday, 13 October 2008
Monday 13 october
Today the project Europe Calling 32 has started.
Group 32.13 - Brand identity and virtual worlds
Marloes Koijen
Miriam van der Starre
Liga Kurpa
Marta Andrzejewska
Supervisor
-Liga would contact the two absent girls, to inform them on our appointment for the meeting on Wednesday.
Today the project Europe Calling 32 has started.
Group 32.13 - Brand identity and virtual worlds
Marloes Koijen
Miriam van der Starre
Liga Kurpa
Marta Andrzejewska
Supervisor
Ms. Ariëns
Summary of the assignment
The problem:
Virtual world users think that well-known businesses have no right to determine by whom and how brands or trademarks are used. However, real world laws also apply to virtual worlds and businesses can just as well pose legitimate claims against avatars (virtual characters) as against real people. The challenge for the businesses is to eliminate unauthorised transactions of trade names and brands. However, this is hard to put in practice and solutions have not yet been found. To fight against brand piracy, innovative solutions are needed.
The project:
In short: provide answers to the way we could approach the problem of unauthorised brand exploitation in virtual worlds.
Longer version: provide an analysis of the challenges facing brand owners and the solutions available to the protection of value in their business models. Incorporate in your analysis case studies of at least 3 virtual world sites where issues of brand identity are relevant.
The research question:
How should owners of well-known brands seek to preserve value (=to preserve profit) in these assets (=the trademark identity of the brand(s)) in virtual worlds?
Subassignments to answer the research question:
a. Identify and discuss the relationship between brands and business models in generating value. In particular, explain both the business and legal conception of brand identity.
b. Explain the challenges posed by virtual worlds for the traditional business model.
c. Examine the role of Trade Mark Law and End of User Policies, as they are described on sites like Second Life.
d. Describe the types of unauthorised use of well-known marks and analyse their significance for the way brand identity is evolving.
Tasks
1. Create a group blog (tada!)
2. Prepare a Bibliography of Brand Identity and Virtual Worlds
3. Review the following reading material:
Overview of virtual worlds by category
http://www.virtualworldsreview.com/info/categories.shtml
Walker-Osborn, Charlotte. Very real legal issues exist in a virtual world. (August 2008).
http://www.computing.co.uk/computing/analysis/2223422/very-real-legal-issues-exist-4152078
K. Lardi. Breathing a second life into synthetic worlds. (Deloitte, 2008).
http://www.deloitte.com/dtt/press_release/0,1014,sid%253D17973%2526cid%253D201595,00.html
Congressional Hearing on Online Virtual Worlds: Applications and Avatars in a User-Generated Medium. (1 April 2008).
http://energycommerce.house.gov/cmte_mtgs/110-ti-hrg.040108.VirtualWorlds.shtml (video)
Yochai Benkler, The Wealth of Networks. Chapter 1,2,11 and 12.
http://cyber.law.harvard.edu/wealth_of_networks/Main_Page#Read_the_book
Chapter 1: http://www.benkler.org/Benkler_Wealth_Of_Networks_Chapter_1.pdf
Chapter 2: http://www.benkler.org/Benkler_Wealth_Of_Networks_Chapter_2.pdf
Chapter 11: http://www.benkler.org/Benkler_Wealth_Of_Networks_Chapter_11.pdf
Chapter 12: http://www.benkler.org/Benkler_Wealth_Of_Networks_Chapter_12.pdf
Other sites
Virtual World News
http://www.virtualworldnews.com/
Lawspot
Virtual Worlds Law Library
http://www.lawspotonline.com/lawspot/
Group progress
-Marta was absent because she was in Poland. She let us know in advance by e-mail.
-We (Marloes, Liga and Miriam) tried to call the assignment provider J. Savirimuthu, lecturer in law at the University of Liverpool and left a message on his answering machine. However, Miriam got a black-out in the middle of the message, so maybe he thinks we are weirdos now and does not want to work with us anymore! Nevertheless, she managed to tell him that we will e-mail him by Friday. This e-mail will contain questions we might have by then, a weekly interim report and a concept of our plan of action. We will also send this e-mail to our supervisor, Ms. Ariëns.
-We assigned Marloes the treasurer. She will pick up the budget on Tuesday 11.00 and keep track of our expenses.
-We agreed to attend the lecture on Project Management on Tuesday.
-We agreed to meet each other at Wednesday, 12.00 in the HEBO-canteen to talk about and divide tasks for the Plan of Action, of which we plan to have a concept finished by Friday.
We also said that we will explore the subject for ourselves and made sure we will have done our reading by Wednesday.
-Liga would contact the two absent girls, to inform them on our appointment for the meeting on Wednesday.
-Miriam-
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