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Name:

Yoshiyuki Sankai / Cyberdyne Inc. Organization Entre reneur, Type: !niversity / "esearch Institute / S in# o$$ Industry: &echnology 'ard(are and E)ui ment Country/Territory: +a an

Object of Distinctive Signs / Commercial Protection: Names, Inventions Instrument %atents, &rademarks of Protection:

Focus:

Commerciali*ation, %artnershi s, "esearch and Develo ment %ublic 'ealth

Global Issues:

Bac ground
,It-s like riding on a robot, rather than (earing one,, says %ro$essor Sankai .%hoto: courtesy o$ the !niversity o$ &sukuba#Cyberdyne Inc./

It (as Isaac 0simov1s book 2I, "obot3 that instilled a young boy1s mind back in 4567 (ith dreams o$ becoming a scientist (ho makes robots. 0 ty ical boyhood dream indeed, but unlike most other youngsters, his $ascination (ith engineering and robotics gre( (ith him. In science classes at school, he (ould e8 eriment the e$$ects o$ electricity on $rogs- legs9 during his adolescence he became interested in the otential use o$ technology to augment human er$ormance. 'e studied engineering and eventually chose to be a ro$essor at the !niversity o$ &sukuba in +a an. In :;;<, the ro$essor ama*ed the (orld (ith his invention, a cyborg#ty e stra #on robot suit that can e8 and and im rove human hysical ca ability. %ro$essor Yoshiyuki Sankai1s robot suit, dubbed '0=> $or 2'ybrid 0ssistive =imb3, is a ma?or $eat in science and technology, (hich enables elderly eo le to er$orm everyday tasks (ith (hich they (ould other(ise struggle, such as (alking, climbing stairs or li$ting heavy ob?ects. Cyberdyne@ Inc., %ro$essor Sankai1s com any, manu$actures and commerciali*es the '0= robot suits that have a tremendous otential not only $or medical use but also $or rescue su ort o erations, the entertainment industry, labor intensive $actory o erations and related businesses.

!esearc" and #e$elopment


An#going research and develo ment ."BD/ o$ the '0= robotic suit takes lace at the Institute o$ Systems and Engineering Cechanics in the !niversity o$ &sukuba. %ro$essor Sankai takes the lead, (hile a grou o$ dedicated young researchers rovide assistance. Drom the very beginning, %ro$essor Sankai (as concerned (ith the relationshi o$ human beings (ith technology. Eetting older and (eaker $rom aging is an unavoidable as ect o$ the human condition. Fut technology can make lives o$ the elderly easier. &he bio#de$ensive system o$ the human body re?ects everything that tries to enter the skin. &hat is (hy %ro$essor Sankai came to the conclusion that the skin is a signi$icant border and to overcome re?ection,

technology must be laced on this border, not under it. &his is ho( he decided to develo the robotic suit. &he suit (orks through $ine sensors on the skin, (hich ick u electrical im ulses transmitted $rom the user1s brain to his or her muscles. 0n integral com uter instantly analyses and transmits these signals to so histicated mechanisms, (hich gently o(er#assist the user to smoothly achieve the desired actions. Drames su ort the (earer1s legs and rovide stability. 2&he most di$$icult art (as to develo a system to gauge the user1s intention,3 e8 lained %ro$essor Sankai. 2I$ the motors started moving one#trillionth o$ a second behind, it (ould become a drag to the user3. 0n interactive s iral loo o$ the human and the robot/in$ormation systems makes the invention ossible. &o achieve this cycle, %ro$essor Sankai needed to overcome many challenges. 'umans can $eel discom$ort (hen the robotic suit is attached, as it acts as a sensor and also as e)ui ment to control the (hole body. &his a$$ects eo le both hysically and mentally. &o minimi*e the si*e and the (eight (as a big challenge, and the individual body di$$erences needed to be considered as (ell. Gno(ledge in engineering and other $ields such as behavioral science, cranial nerve science, hysiology and sychology (as necessary $or the technology to (ork. Even i$ the suit itsel$ could be develo ed, legal, ethical and sa$ety re)uirements needed to be met in order to ositively contribute to society. %ro$essor Sankai there$ore $elt the need o$ an academic system that includes a number o$ combined $ields. 'e established this academic system and named it 2Cybernics3, no( chosen as an international base $or the academic area. &he robot suit '0= is the outcome o$ years o$ research (ork on cybernics at the !niversity o$ &sukuba.

Patents
&he innovative device, along (ith related inventions, is atent rotected in many countries including +a an, the !nited States and Euro e. %ro$essor Sankai has also made a %C& a lication $or the robot suit. 'e also has a number o$ other inventions and international a lications are duly made through the %C& system. &sukuba !niversity1s Industrial =iaison and Coo erative "esearch Center .I=C/ is involved in managing and conducting atent a lications $or the university1s atent#(orthy research outcomes, including the ones $rom Cyberdyne and %ro$essor Sankai1s lab. Starting $orm :;4;, the I=C has also initiated a ro?ect $or utili*ing intellectual ro erty. %ro$essor Sankai o(ns the atents o$ some o$ his inventions all by himsel$, (hile $or some others the atents are ?ointly o(ned (ith the !niversity o$ &sukuba.

O$er$ie%
Name: %etroleum Nasional Ferhad .%E&"AN0S/ Eovernment Object of Distinctive Signs / Commercial Protection: Names, Domain Names, Inventions Instrument %atents, &rademarks of

Organization Type:

Industry:

Ail and Eas

Protection: Focus: Franding, I% Dis ute "esolution, I% En$orcement / In$ringement, I% Canagement

Country/Territory: Calaysia

Bac ground

&he triangle in the %E&"AN0S logo re resents dynamism, (hile the solid circle indicates the (heel o$ rogress .Source: A'IC Database/

%etroleum Nasional Ferhad .%E&"AN0S/ is Calaysia1s national etroleum cor oration. It (as incor orated in 45HI under the Com anies 0ct .456</ and is (holly o(ned by the Calaysian government. &he entire o(nershi and control o$ etroleum resources in Calaysia rests (ith %E&"AN0S through the %etroleum Develo ment 0ct .45HI/. %E&"AN0S is engaged in the e8 loration and roduction o$ oil and gas: oil re$ining, marketing and distribution o$ etroleum roducts, trading, gas rocessing and li)ue$action, gas transmission i eline net(ork o erations, marketing o$ li)ue$ied natural gas, etrochemical manu$acturing and marketing, shi ing, and ro erty investment. &he total number o$ the com any1s em loyees is close to I;,;;;. %E&"AN0S has gro(n $rom its role as manager and regulator o$ Calaysia1s u stream sector . art o$ the oil industry res onsible $or the e8 loration and recovery o$ oil and natural gas reserves/ into a $ully integrated oil and gas cor oration. 0t resent it has business interests in JH countries. %E&"AN0S com rises 4;J (holly#o(ned subsidiaries, (ith 45 artially# o(ned out$its and << associated com anies. &he com any is ranked among the DA"&!NE Elobal <;; largest cor orations o$ the (orld.

!esearc" and #e$elopment


%E&"AN0S underscores the added value im act o$ technology in its business com etitiveness and sustained gro(th. It utili*es sound technology to o erate (orld class lants to create ne( roducts or im rove e8isting roducts. In 4555 the Calaysia ioneer etroleum discovery center K %E&"AS0INS K (as set u to stimulate the ublic interest in science and technology (ith the ho e o$ nurturing local scientists and technologists.

&he %E&"AN0S "esearch and Scienti$ic Services %rivate =imited Com any also undertakes many o$ the Erou 1s research and develo ment activities, articularly in $ields relating to geo#science, etroleum engineering, $acilities engineering, rocess technology, etroleum roducts, environmental management, laboratory services and data management. %E&"AN0S also develo s its in#house technical ca abilities through its (holly#o(ned subsidiary EE% &echnical Services Sdn. Fhd., (hich rovides services ranging $rom basic designs, engineering, rocurement and construction management to the oil, gas and etrochemical industries both at home and abroad. %E&"AN0S receives grants $or commerciali*ation o$ research and develo ment ."BD/, and $or develo ing rototy es or ilot lants. Its "BD artners are universities, institutions o$ higher learning, government research institutes, rivate consultants, and other com anies that are collaborating (ith %E&"AN0S in other areas.

&he %E&"AN0S &(in &o(ers in Guala =um ur. &he 77#storey building is a romoter o$ the %E&"AN0S brand .%hoto: &rey "atcli$$/

Intellectual Property &anagement


Intellectual ro erty .I%/ lays a signi$icant role in the gro(th and business develo ment o$ %E&"AN0S. 0lthough I% issues (ere addressed on a smaller scale at the initial stage, the increased im ortance o$ the need $or rotecting %E&"AN0S1 intangible assets motivated the com any to establish a se arate and (ell#organi*ed I% division (ithin its legal de artment. Lithin %E&"AN0S I% rights .I%"/ have the $unction o$ rotection against otential com etitors as (ell as reventing in$ringement, and I% is seen as an im ortant asset that can be ca itali*ed on by selling or licensing. &he I% Division is in charge o$ everything relating to cor orate I% matters such as the develo ment o$ I% guidelines and I% rocess $lo(. Ane key strategy o$ the Division is to conduct I% a(areness rograms, articularly relating to the value o$ intangibles and the registration o$ %E&"AN0S trademarks and atents, $or various o erational units (ithin %E&"AN0S. &he sta$$ members are (ell in$ormed on I% la(s and I% rotection and undergo $re)uent training courses and seminars on I%#related matters in re uted institutions.

Patents
%E&"AN0S believes that o(ning a atent .and other I%"/ makes it easier to attract investment. &he com any is o$ the $irm o inion that strategic atenting can revent the com any $rom rosecution $or atent in$ringement, and that atents, ne( designs and ne( technol?iogy enhance its cor orate image. "BD activities o$ %E&"AN0S are varied, conducted by individual units, and atents are also sought by these individual units. Dor e8am le, the !niversity &eknologi %E&"AN0S made a %C& a lication in :;4; $or one o$ its inventions relating to analy*ing eye diseases.

Trademar s
&he %E&"AN0S logo is registered in many countries including the !nited States. 0dditionally, the com any has more than :;; trademarks s read out over 6< countries. Fy :;4;, some :;;; registrations have been made (orld(ide, (hich again re$lects its consciousness in securing rotection $or its brands. Domestically, %E&"AN0S has registered 44; trademark a lications in I< classes (ith the Calaysia Intellectual %ro erty A$$ice .CyI%A/.

Branding
%E&"AN0S has a com rehensive strategy to create the com any1s brand im act. &he strategy is guarded by the care$ul rotection and monitoring o$ the use o$ the com any1s and internet domain names. Its brand romotional activities have made customer loyalty the most im ortant target. %E&"AN0S has carried out (ell#calculated and concerted e$$orts to romote its brand, using direct and indirect a roaches. &he most direct $orm o$ brand romotion consists o$ the logos that a ear on the roducts themselves combined (ith a very strong distribution system. In Calaysia, %E&"AN0S is the most o ular brand among gas stations (hich can be $ound in even the most remote corners o$ the country. &here are more than H;; %E&"AN0S etrol um s in the country.

%E&"AN0S has also become a household name $or cooking gas (hich has $ound its (ay into many homes. %E&"AN0S cooking gas cylinders are easily available in any art o$ the country, including the most remote areas. %E&"AN0S is also very (ell#advertised through the rint and electronic media as (ell as through billboards and souvenir books. 0dvertisements a ear $rom time to time in the leading local dailies in the English, Calay, Chinese and &amil languages in order to cover all the ma?or ethnic grou s in the country. %E&"AN0S has al(ays been success$ul in utili*ing o ortunities to contact the communities through tailor#made advertisements on s ecial occasions o$ Christmas, the Chinese Ne( Year and other local and religious $estivals. &hese advertisements have created tremendous and indelible im acts in the hearts o$ the communities concerned. Ane other area o$ brand romotion is through the social#outreach rogram. %E&"AN0S o$$ers scholarshi s to various categories o$ students, ranging $rom secondary school students right u to students on degree rograms. &ogether (ith this, %E&"AN0S o ened a technological university .the !niversiti &eknologi %E&"AN0S/ in 455H. 0mong other outreach rograms are the %E&"AN0S 0dventure &eams that organi*e $our#(heel drive and motorcycle e8 editions locally and abroad, carrying the %E&"AN0S logo across the globe. 0dditionally, in :;;< %E&"AN0S s onsored the "es onsible Care 0(ards, organi*ed by the Chemical Industries Council o$ Calaysia .CICC/ in order to su ort the im rovement o$ health, sa$ety and environment rotection.

#omain Names
%E&"AN0S has invested a signi$icant amount o$ money and time in creating and romoting its brand name, both nationally and internationally. 0 number o$ internet (ebsites are o erated by the com any and its subsidiaries. Some o$ these (ebsite names, such as 2aogc# etronas.com3, have the (ord 2%E&"AN0S3 in them, (hile some others .e.g., 2mymesra.com.my3/ do not. &he %rominence o$ the %E&"AN0S name, ho(ever, has increased the risks associated (ith unscru ulous arties registering and using domain names similar to the ones o$ %E&"AN0S. &he com any there$ore carries out domain name searches on the internet to monitor such activities. 0 $e( such cases have been resolved through the arbitration and mediation services $rom the Lorld Intellectual %ro erty Argani*ation .LI%A/.

IP 'nforcement / (rbitration and &ediation


&hree consecutive cases, brought by %E&"AN0S to the LI%A 0rbitration and Cediation Center, demonstrate %E&"AN0S1 commitment to en$orce its I% rights. &he $irst case (as $iled in :;;; against Daniela Naidu (ith a contact address in the !nited States. &he dis ute concerned the res ondent1s registration and use o$ the domain name 2 etronas.net3, (hich shared identical or con$using similarity (ith the com lainant1s trademark. %E&"AN0S convincingly argued that Net(ork Solutions did not have rights or legitimate interests in res ect o$ the dis ute domain name, and that the res onding com any1s domain name had been registered and used in bad $aith. &he LI%A %anel ruled in $avor o$ %E&"AN0S and re)uired the registration o$ the im ugned domain name to be trans$erred to %E&"AN0S. In similar cases in :;;4 and :;;: against Internet %rolink S0 o$ S(it*erland and

%etronasgas.com, Inc. o$ the !nited States res ectively, the LI%A %anel ruled $or trans$erring the 2 etronas.com3 and 2 etronasgas.com3 domain names to %E&"AN0S.

Business !esults
%E&"AN0S started its o erations in the domestic market in 457H, and entered the international arena in 455J. &he com any has continued to rogress ever since its establishment. Des ite the global de ression, the %E&"AN0S Erou demonstrated an im ressive er$ormance in :;;59 registering revenue o$ !SM HH.; billion, (hich (as 46.J ercent higher than the revenue o$ the revious year. &he Erou 1s ro$it be$ore ta8ation standing at !SM :6.; billion .net ro$it !SM 45.7 billion/. &otal assets amounted to !SM 4;6.4 billion, (hile the shareholders1 $unds (ere !SM 6J.< billion. Nearly I; ercent o$ its revenue (as generated outside Calaysia. Lith an initial share ca ital o$ Calaysian "inggit ."C/ 4; million, by :;4; it returned to its sole shareholder, the government o$ Calaysia, a total o$ "C I:6.H billion in the $orm o$ dividends, ta8es, etroleum roceeds and e8 ort duties. Core signi$icantly, it has become the single largest contributor to the $ederal government1s revenue, standing at I<N in :;;5.

( )ni*ue Brand Promotion +trategy to Get Closer to t"e Customers


0s a large, government#su orted cor oration, the success o$ %E&"AN0S lies in many $actors, but (hat makes it di$$erent $rom many other com anies is the uni)ue brand romotion strategy that it ursues. Conventional or direct methods o$ romotion attract customer loyalty, but %E&"AN0S has also success$ully incor orated the ath o$ romotion through social services, (hich has led it (in the hearts o$ its customers. Not sur risingly every Calaysian kno(s the name o$, and is roud o$, this restigious organi*ation o$ international re ute.

Drame structure o$ the 'ybrid 0ssistive =imb, as submitted in the %C& 0 lication %C&/+%:;;5/;66J6I .%0&EN&SCA%E@ search/

Trademar s
%ro$essor Sankai has rotected the names 2"obot Suit3 and 2"obot Suit 'al3 in the !nited States. &he name o$ his com any, Cyberdyne, is also registered (ith the !nited States %atent and &rademark A$$ice .!S%&A/. 0ll o$ them, including 2'ybrid 0ssistive =imb3 and 2'0=3 are trademarks or registered trademarks under +a anese trademark la(.

Commercialization
&he robot suit is commerciali*ed by Cyberdyne Inc., a university s in#o$$ venture $irm aiming to utili*e accom lishments by %ro$essor Sankai1s laboratory. %ro$essor Sankai believes that scientists have an im ortant role in s urring the creation o$ ne( industries and encourages his young researchers to be roactive in launching business ventures. 'o(ever, mass roduction and commerciali*ation is not ractical $rom (ithin a university lab set u . 0 s in#o$$, there$ore, (as necessary. Cyberdyne (as established in :;;I to $acilitate this rocess9 the com any engages in "BD o$ the '0= robot suits on the one hand, and is involved in roduction, leasing and sales o$ the suits on the other. Cyberdyne is su orted by the !niversity o$ &sukuba through I=C1s 2"esearch %ro?ects $or %romoting !niversity# Industry Coo eration3 and 2%ro?ects $or Su orting !niversity S in#o$$s3.

In late :;;7, Cyberdyne announced that it (ould go into mass roduction, marketing and distribution o$ the '0= robot suit. &he unit rice o$ the suit varies in accordance to the region due to di$$erences in regulations and management systems, but is still )uite high. Nonetheless, orders are coming in steadily. 0s o$ early :;4;, the availability o$ '0= (as still limited to customers in +a an. Cyberdyne has lans to gradually introduce it to other regions around the globe.

Partners"ip
In November :;;5, Cyberdyne entered an agreement (ith Adense munici ality in Denmark, (hich (ill test '0= suits in a rehabilitation unit run by the city-s Elderly and 'andica ed care agency. Ane articular $eature that made it attractive $or Cyberdyne to choose Denmark (as the $act that Denmark is no( $ocusing on the develo ment o$ (el$are technology. Cyberdyne intends to make Denmark its Euro ean hub, $rom (here it can e8 and o erations in other Euro ean countries. Cyberdyne also signed a memorandum o$ understanding (ith Garolinska Institute and Garolinska Institute Danderyds 'os ital $or "BD collaboration on $urther im rovement o$ the robot suits.

Business !esults
%ro$essor Sankai1s ioneering invention is a one#o$#its#kind in its $ield. '0= is the (orld1s $irst cyborg#ty e robot, and (as $eatured among TIME maga*ine1s 2Cost 0ma*ing Inventions o$ :;;<3. Lith gro(ing demand $or '0=, Cyberdyne aims at mass roduction o$ the suit. &here is a very good otential $or its a lication in the medical, ersonal care, entertainment and other related industries. &he Danish %rime Cinister =ars =oekke "asmussen, (ho visited Cyberdyne in &okyo in Carch :;4;, said: 2It1s almost unbelievable, but I can see (ith my o(n eyes that it actually (orksO I think there is a lot o$ otential in this technology... Dor rehab, this is obviously a very good idea3. In :;4;, %ro$essor Sankai received a s ecial a(ard $rom the resident o$ the !niversity o$ &sukuba in recognition o$ his outstanding contribution to science and technology. 'e has (on a number o$ other a(ards including the Lorld &echnology 0(ard .:;;</, Eood Design Eold 0(ard .:;;6/, Fest %a er 0(ard $rom the International +ournal o$ 0dvanced "obotics .:;;6/, +a an Innovator 0(ard .:;;6/, 0(ard $rom 0merican Society $or 0rti$icial Argans, 0(ard $rom International Society $or 0rti$icial Argans, 0(ard $rom the Cinister o$ Economy, &rade and Industry o$ +a an .:;;H/, 0(ard $rom National Institute o$ Science and &echnology %olicy .:;;H/, NIGGEI &o K Puality / Service 0(ard .:;;7/, Invention B Entre reneurshi 0(ard .:;;5/, and the :4st century Invention 0(ard $rom +a an Institute o$ Invention and Innovation .:;;5/.

,ey +uccess Factor- Inno$ati$e !esearc" and #e$elopment %it" a Futuristic .ision
&he most im ortant $actor behind the success o$ the robot suit '0= is %ro$essor Sankai1s innovative "BD initiative (ith a $uturistic vision. 'e $ocused his "BD so as to address a

gro(ing social roblem in +a an: the shortage o$ man o(er due to an aging society. &he invention attem ts to bring about a technological solution to this social roblem, (ith otential a lication in many areas including rehabilitation and hysical training su ort, heavy (ork su ort, and rescue activity at disaster sites.

Branding +uccess for a C"ampion #rin


O$er$ie%
Name: %& Es &eler HH .Co. =td./ Organization Commercial Type: Enter rise, Entre reneur Industry: Feverages, Dood %roducts, "estaurants and Fars Country/Territory: Indonesia Object of Distinctive Signs / Commercial Names Protection: Instrument &rademarks of Protection: Focus: Franding, Dinancing

Es &elerHH (as named a$ter the a(ard (inning drink ,Es &eler, and lucky number, HH .LI%A %ublication LI%A#0SE0N/I%/FGG/;6/D"0D&/

Bac ground
Es &eler HH is a $amily#o(ned Indonesian $ast#$ood restaurant. &he idea o$ starting a business came in 457: (hen Crs. Curniati Lid?a?a (on the $irst ri*e in the Ice Caking Com etition in Indonesia. &he a(ard (inning drink, named 2Es &eler3, (as com rised o$ ?ack$ruit .a tro ical mulberry $ruit/, young coconut and avocado enriched (ith condensed milk and crushed ice (ith a s ecial syru made by Crs. Curniati Lid?a?a. 'er husband then came u (ith the idea to sell the drink (ith a catch# hrase o$ 2+uara Indonesia3 .Indonesian Cham ion/. &heir business started $rom a small tent kiosk outside a sho ing center in +akarta (ith only $ive em loyees.

Trademar s and Branding


&he name 2Es &eler HH3came u during a $amily meeting (hen one suggested to add ,HH,, (hich (as considered a lucky number in Chinese society, to the name o$ the kiosk. &hus, Es &eler HH became the brand name o$ the kiosk and drink.

&o advertise the brand name, Cr. Sukyatno Nugroho, Crs. Curniati Lid?a?a-s son#in#la(, s onsored uni)ue com etitions such as a Fecak "ace .a race (ith traditional tricycles/ and also challenged national records such as creating the biggest Christmas tree in Indonesia. &hese uni)ue activities dre( signi$icant media attention K es ecially through television K and increased the ublicity o$ Es &eler HH, (hich resulted in attracting more and more customers. Lith the gro(th o$ the business, the kiosk (as turned into a $amily#o(ned com any. &o meet the increasing demand, Cr. Sukyatno built a large ne( restaurant (ith su ort $rom his $amily members. 'e also created a ne( slogan: 2Drunk the (orld over Es &eler HH3 and their $amily business continued to gro(. =ater the menu (as e8 anded $rom the Es &eler drink to include various $ood such as meatballs, $ried noodles, $ried rice, $ried $ishballs and chicken (ings. Cr. Sukyatno reali*ed the im ortance o$ trademark rotection early on. &hrough trademark registration, he rotected the com any1s Es &eler HH name as (ell as its service mark, +uara Indonesia, in many categories including restaurants, ca$eterias, hotels, catering, beverages, $ood services, meatballs, mi8ed $ruit ices, ice creams, crackers and syru s. "eali*ing the o(er and bene$its o$ using trademarks, he created and registered another service mark K Cie &ek &ek K $or restaurants s eciali*ing in serving many kinds o$ noodles cooked in the traditional manner.

Franc"ising
Es &eler HH has been $ranchising its business since 457H. 0 $ranchisee receives the com any1s business strategy and su ort $rom its team o$ e8 erts. &he $ollo(ing are the terms and other re)uirements $or the $ranchise:

Dranchise Dee: " H<,;;;,;;; .a ro8imately !S M7,I;;/ Dranchise &erm: < years Estimated initial investment .e8cluding $ranchise $ee/: " J<;,;;;,;;;Q .a ro8imately !S MJ5,<;;/ "oyalty Dee: I N Carketing Dee: : N Sta$$ &raining %rogram: Ane (eek training at Es &eler HH &raining Centre and three (eeks training at an Es &eler HH outlet =ocation "e)uirement: re$erably in a mall, sho ing centre or su ermarket

Q &his amount varies according to the condition and the sur$ace area o$ the sho . &his investment (ill cover sho $itting and decoration, kitchen e)ui ment, dining tables and chairs etc.

Business !esults

Des ite strong com etition $rom $oreign and domestic $ast#$ood rivals, the com any1s customer base has gro(n day by day and the ES &eler HH brand name has become (idely kno(n in Indonesia. 0s o$ :;4;, the com any had more than :;; outlets throughout Indonesia and $ive restaurants in 0ustralia and Singa ore. In addition, Cie &ek &ek has about t(enty locations in Indonesia. &he com any commits itsel$ to roviding the best Indonesian $ood and beverages to its customers. &he com any and its management team have received a number o$ a(ards including the 2Enter rise <; 0(ard3$rom 0ndersen Consulting .no( 0ccenture/ and SL0 business maga*ine in :;;;9 the a(ard $or achieving the highest number o$ record#breaking events in Indonesia by the "ecord Cuseum o$ Indonesia in 45559 2%arama Foga Nugraha3$rom the Indonesian Cinister o$ Dood and 'orticulture in 45579 20SE0N Fest E8ecutive 5<#563 in 455<9 and 2Satya =encana %embangunan3$rom the %resident o$ Indonesia in 455<.

T"e !ise of an Indonesian Fast/Food C"ain- ( C"ampion !ecipe and )ni*ue &ar eting +trategy T"roug" Trademar s
&he success $actors o$ Es &eler HH business are the creation and rotection o$ attractive trademarks as (ell as uni)ue marketing through catchy hrases and events to establish national records in a number o$ areas.

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