Johanne Auger
Johanne Auger
Partner, Trademark Agent
Phone
514 397-6721(Open in a new tab)
25th floor 1100,
boul. René-Lévesque Ouest
Montreal (Quebec) H3B 5C9
Canada
Phone 514 397-8500
Fax 514 397-8515
As the partner in charge of BCF's Trademark group, Johanne Auger supports businesses of all sizes in developing and supervising national and international trademark portfolios. Her global vision of issues, her excellent listening skills and her personalized approach help her develop protection strategies tailored to the realities and needs of each client, whether in Quebec, Canada or worldwide.
With more than 25 years of experience in trademark protection, intellectual property management and litigation, Johanne advises start-ups, SMEs and large companies operating in the technology, agri-food, pharmaceutical, tourism, cultural, finance, manufacturing, textiles and retail industries.
An excellent communicator eager to share her knowledge, Johanne regularly gives trademark lectures to various organizations in Europe, Asia and North and South America. She provides customized training to senior management and marketing teams from several companies. She has also been the Director of the intellectual property courses offered by McGill University and the Intellectual Property Institute of Canada and has served on the Institute's board of directors.
Johanne has been selected and acts as the exclusive member for trademarks in Canada for the following international networks of professionals: Advisory Excellence, The Lawyers' Network and Global Legal Alliance.
Establish a strategy for protecting the international trademarks of Canadian businesses exporting their products/services to various countries, including via the Web;
Perform strategic due diligence of trademarks in various transactions to properly evaluate the branding component taking the context of the transaction into account (purchase, sale, financing, partnership);
Determine the availability of new trademarks by adding value at the strategic level and considering the company's short- and medium-term marketing plans;
Review and comment on the different advertising and packaging to be deployed by the company;
Provide value-added competitive intelligence tools for the business;
Contribute to establishing the strategy for enforcing the rights to the registered and unregistered trademarks of the company, including the domain names and social networks;
Provide customized training for management in corporate legal and marketing services, and interactive meetings for efficient trade-mark management and related issues;
Manage the company's trademarks in a personalized and pragmatic way by adopting a global vision and considering the company's marketing plans and the various external factors that may affect it.
World Trademark Review 1000
Anti-counterfeiting and Prosecution and Strategy
2022-2025
IP Star
Trademark Star
2023-2024
Certification Electronic business
ICE-HEC
2001
Certificate in Law
Université de Montréal
1991
Certificate in Industrial Relations
Université de Montréal
1985
Protecting Trademarks on Online Platforms: Walmart and Temu
BCF, July 2024
2024
Une revue de certaines décisions d'intérêt rendues en 2016 par la Commission des oppositions du Canada : leçons à tirer en quatre thèmes
May 2017, C.P.I.
2017
Marques de commerce appliquées : ou quand le personnage a voix au chapitre et réussit à faire les grands titres… quel festival !
Développements récents en droit du divertissement – 2010, Service de la formation permanente du Barreau du Québec, 2011
2011
Trucs et astuces pour une gestion efficace des marques de commerce,
Cours de perfectionnement du notariat, Chambre des notaires du Québec, Les Éditions Yvon Blais inc., 2011
2011
Les marques de commerce en langues ou caractères étrangers au Canada, à en perdre son latin!
Développements récents en droit de la propriété intellectuelle – 2010, Service de la formation permanente du Barreau du Québec, vol. 238
2010
Les lignes directrices de Santé Canada concernant les noms de produits de santé à présentation et à consonance semblables : une pilule difficile à avaler?
May 2009, 21-2 C.P.I. 299
2009
Grin and Bear It! The Proposed Health Canada Guidelines – What Impact Might They Have on Clearance?
2006, 23 C.I.P.R. 29
2006
Les marques de commerce à l’ère électronique,
Revue Commerce, March 2003
2003
2003 Recent Trade-Mark Developments
C.I.P.R., Nov. 2004, vol. 21
2004
Sections 12(2) and 14 of the Trademarks Act… or the Salvation of a Proposed Trademark!
2002, 18 C.I.P.R. 643
2002
“IP and Business Strategy: two sides of the same coin?’’
World Intellectual Property Review, North America, Chicago
March 2025
“Introduction aux marques de commerce’’
Graduate programme in innovation management, ÉTS, Montreal
October 2023 and October 2018
“Trademark licensing issues’’
Round Table Moderator, World Intellectual Property Review, North America, San Diego
September 2023
“Développements récents en matière de marques de commerce au Canada’’
and moderator of the panel of international experts, Unifab, Paris
March 2023
“Développements récents en droit de marques de commerce : de l’appellation « fromage fermier » aux licences intercorporatives en passant par les exigences liées à l’emploi du français en matière d’étiquetage et affichage public’’
Unifab, Paris
September 2022
“Considérations pratiques en marques de commerce pour les entreprises en agro-alimentaire’’
and ‘’’Développements pertinents en matière d'emballage et étiquetage’’, Association Québécoise de la Distribution de Fruits et Légumes, Quebec
August 2023 and August 2022
“Considérations pratiques en marques de commerce pour les entreprises’’
ACET, Montreal
November 2021
“Être un leader inspirant et authentique’’
Infopresse, Montreal
October 2021 and April 2022
“La vérification diligente en matière de PI’’
Club M&A, Montreal
June and October 2021
“Considérations pratiques en marques de commerce’’
Incubateur Mycélium, Quebec
April 2021
“Considérations pratiques en marques de commerce’’
Incubateur Food Hub, Quebec
March 2021
“Revue jurisprudentielle 2020 en matière de marques de commerce – Association du Barreau Canadien – division Québec’’
February 2021
“Quand, comment et où protéger sa marque de commerce et à quels coûts ? Quel(s) symbole(s) doit-on utiliser pour le marquage des droits de propriété intellectuelle, dont les marques de commerce?’’
Match Dux, Montreal
November 2020
“Amendements à la Loi sur les marques de commerce entrés en vigueur le 17 juin 2019’’
Unifab, Paris
January 2020
“Marques de commerce’’
Association Québécoise de la Distribution de Fruits et Légumes, Québec
November 2018
“AÉCG et les indications géographiques portés au menu canadien’’
Association du Barreau Canadien, Division Québec
April 2018
“:Various training courses on trademarks and social networks, Inno-Centre, Montréal
2017-2018
“Les entreprises québécoises et l’AECG : sous l’angle de la propriété intellectuelle”
(FCCQ -Tournée manufacturière), Quebec city
2018
“L’AÉCG et les indications géographiques portés au menu canadien des marques de commerce”
(Canadian Association Bar), Montreal
2018
Numerous presentations at Entrepreneuriat Laval, Université Laval, Québec
2013 to 2024
“Éléments de propriété intellectuelle appliqués au numérique”, Beauce Numérique
May 2017
“Revue jurisprudentielle: quelques décisions d’intérêt rendues en 2016 par la COMC”, Regroupement des Praticiens en Marques de commerce
April 2017
“Growing Abroad – Setting Your International Trademark Protection Strategy”, The British-Quebec Business Coalition
Nov. 2016
“Êtes-vous prêts pour l’Europe? Comment se préparer pour profiter des accords de libre-échange”, Tournée Initiative manufacturière Investissement Québec and La Fédération des chambres de commerce du Québec
Nov. 2016
Numerous conferences at École d’Entrepreneurship de Beauce (EEB), St-Georges
from 2013 until today
“International Trade-mark Strategies : Building an Effective Global Portfolio”
Intellectual Property Russia – Driving Company Growth by Protecting and Monetising your IP, Moscow
2014
Conference to Chambre de commerce internationale - Normandie, Caen
2013
Various conferences to Chambre de commerce française, Quebec Chapter, Quebec city
2013
Conference to l’Association des secrétaires et chefs de contentieux (ASCC), Montreal
2013
“Aspects légaux du Web 2.0 : Et si le ‘Retweet’ m’était conté ou comment départager le partage”
Réseau Action TI, Quebec city
2013
“Marques de commerce appliquées : ou quand le personnage a voix au chapitre et réussit à faire les grands titres… quel festival !”
Association des juristes pour l’avancement de la vie artistique, Montreal
2011
“Trucs et astuces pour une gestion efficace des marques de commerce,”
Cours de perfectionnement du notariat, Chambre des Notaires du Québec, Quebec city
2011
“Développements récents en marques de commerce – Revue jurisprudentielle de l'année 2011,”
Canadian Bar Association – Quebec Branch, Montreal – 7th edition of annual conference given by Johanne Auger since 2004
2011
“Comparison of Trademark Opposition Systems,”
Argentinian Association of Industrial Property Agents (AAAPI), Buenos Aires
2010
“Trademarks Procedures in 3 Jurisdictions,”
Brazilian Intellectual Property Association (ABPI), Sao Paulo
2010
“Trucs et astuces pour une gestion efficace des marques de commerce,”
Association des conseillers juridiques d'entreprise, Canadian Bar Association - Quebec Branch, Montreal
2009
“Opposition Proceedings in The European Community, the U.S.A. and Canada: Same Melody in a Different Key,”
European Community Trademark Association (ECTA), Vilnius
2009
Intellectual Property Institute of Canada (IPIC)
International Trademark Association (INTA)
European Community Trademark Association (ECTA)
Association of European Trade Mark Owners (MARQUES
Association des praticiens du droit des marques et des modèles (APRAM)
Regroupement des Praticiens du droit des Marques de commerce (RPM)
Trademark professor, speaker and author
Speaker for various organizations and institutions (Centre locaux de développement (CLD), Chambers of Commerce, marketing agencies, accounting firms, various professional associations)
Director of the Advanced Trade-marks course offered by McGill University and IPIC and Director of the entire McGill/IPIC Intellectual Property course program for many years
Sat on IPIC's Board of Directors for two years
Member of several IPIC committees for several years
Treasurer and member of the organizing committee of the International Forum on Intellectual Property – Quebec (FORPIQ) – for many years
Sat on the Board of Directors of the Association Marketing de Montréal-Publicité Club de Montréal (AMM-APCM) for many years
Sat on various boards of directors of not-for-profit organizations over the years