​The workshop (How to Protect Your Trademark Internationally) highlights the importance of trademarks and the extent to which they contribute to quality and commercial efficiency. It also covers consumer tendencies and their link to product quality and suitability.  It also covers the different types of trademarks as a factor separating one product from another, their value in marketing and promoting products, the importance of protecting trademarks, and the commercial and legal costs of registering these trademarks locally or internationally through international registration programs overseen by the World Intellectual Property Organization. It then tackles the strategies available to build a trademark for one or several products, and the different possible methods for protection such as formats, characteristics and industrial designs.   ​