Bryan Soon

I am a senior associate in our Intellectual Property Practice Group, where I am involved in intellectual property matters across the contentious and non-contentious spectrum.

My main area of practice encompasses the protection, exploitation, enforcement and monetisation of intellectual property rights, with a particular focus on trade marks and brands. In this regard, I have extensive experience in the implementation of filing and enforcement strategies, management of global trade mark portfolios and handling of contentious trade mark proceedings at the Registry level.

I am also active in assisting clients with the commercialisation of their IP rights through various means, including but not limited to IP due diligence and audits, and agreements involving licensing, franchising, research collaborations, technology transfers and the disposition of IP assets.

My clients operate in highly diverse fields, from healthcare and life sciences to, retail and consumer industries. Regardless of the sector, being an effective counsel necessarily demands a commercial and operational understanding of the industry that the client conducts business in. I enjoy this aspect of IP practice and strive to, as far as possible, be perceptive towards these nuances and provide solutions that are both legally and commercially viable to my clients.

Prior to joining Bird & Bird, I was practicing with a leading IP team of a Big Four law firm.

• Successfully acted for a manufacturer of power transmission goods in resisting revocation applications against its trade marks before the Intellectual Property Office of Singapore. (Nidec Control Techniques Limited v Uni-Drive Systems (S) Pte Ltd [2023] SGIPOS 8)
• Acted for a supplier of office equipment in resisting claims of trade mark infringement, passing off, copyright infringement and rights management infringement before the High Court. (FUJIFILM Business Innovation Asia Pacific Pte Ltd and others v PTC Business Systems Pte Ltd [2021] SGHC 272)