BRAND PROTECTION
FREQUENTLY ASKED QUESTIONS

 

1) What is “Brand Protection”?

  • Development of policies & procedures to accurately and consistently identify genuine parts
  • Training of all parties regarding the requirements & processes
  • Monitoring, investigating, & stopping infringements

 

2) What types of infringements are there?

  • Supplier Unauthorized: Mazda suppliers who distribute/sell Mazda OE parts to entities other than Mazda without authorization.
  • Counterfeit: The manufacture and distribution of substandard parts bearing Mazda part numbers and/or branding that are not Mazda Genuine.
  • Diversion: Mazda OE parts that end up in the aftermarket from Mazda, Ford, and other facilities
  • Trademark/Copyright Infringement: The unauthorized use of Mazda logos, trademarks, or printed materials.
  • Gray Market/Parallel Parts: Mazda Genuine parts bought in one market and sold in another.

 

3) As a supplier, how am I responsible for Brand Protection?

  • As a matter of good business
  • Property rights are addressed in the applicable Terms & Conditions
  • E-108 Directive is a requirement in production contracts & Statements of Work (SOW)
  • MES CZ001 is cited on Mazda engineering drawings & data.
  • Restated in May 2006 Supplier Letter

 

4) I supply parts to AAI for a current/future model. How should I brand the parts?

Below is a summary - be sure to review the E-108 & MES CZ001 Directives:

  • Mazda Unique Part - Apply "Mazda" Branding, the Mazda Part Number, and Your GSDB Code (or Mazda Vendor Code). You May Include the Ford Engineering Number in Addition to the Mazda Part Number.

    NOTE: Mazda electrical parts ("any part with electricity running through it") have special branding requirements - be sure to review MES CZ001.

  • Ford/Mazda Common Part - Apply "FoMoCo" Branding, the Ford Engineering Number, and Your GSDB Code. Please Include the Mazda Part Number in Addition to the Ford Engineering Number When Possible.
  • Ford Part Carried Over into a Mazda Program - Same rules apply. If there are no changes to the tooling or part, and branding complies with E-108 but only shows the Ford trademark (oval), apply for a Branding Deviation. Mazda will require that the branding be corrected, at no cost to Mazda, during the next tooling change or refurbishment.
  • Service Unique Part (Parts Not Used in Production) - Same Rules Apply.

 

 

5) What marks can a supplier include on the part?

Per the E-108 Directive, suppliers may not place their trademark or trade name, part numbers, or similar identifying marks on automotive parts except as specifically provided in the directive or required by law. Feel free to contact brandgrp@mazdausa.com and/or apply for a Branding Deviation to review specific situations.

 

 

6) Is CAD data available for Mazda trademarks?

Yes, click here to see a list of the files/format available and how to obtain them.

 

 

7) Do these Brand Directives apply to past model parts?

Yes - when a part is changed it is governed by the E-108 Directive or MES CZ001

 

 

8) What are the “Brand Protection" guidelines?

All parts sold to Mazda are governed by MES CZ001 or the E-108 Directive. Please read and become familiar with those directives

 

 

9) Which directive applies to my products?

Parts designed/engineered/procured by Ford and used on Mazda products would be governed by the E-108 Directive and its references.

Parts designed/engineered/procured by Mazda and/or MNAO would be governed by MES CZ001 then by E-108 and its references

 

 

10) What is the difference between the "E-108 Directive" and "MES CZ001"?

Fundamentally the directives are the same. Mazda does have special requirements when branding electrical parts.

 

11) I do not think these rules apply to my products – what do I do?

Review the applicable specifications ( MES CZ001 and E-108 ) and the request for deviation form/process.

 

12) My parts are engineered in one location, built in another location, and warehoused/shipped from a third location. Which supplier code should be on the part?

The manufacturing location should be shown on the part. For Ford/Mazda common parts the GSDB code can be used. For Mazda unique parts the Mazda supplier code should be used.

 

13) Where can I get more information or password help?

Feel free to contact brandgrp@mazdausa.com with your questions. Please provide as much detail as possible and your contact information.

 

 

14) How can I use Mazda trademarks?

If you are a supplier to Mazda; trademark use is governed by the applicable Terms & Conditions as well as MES CZ001 and E-108. General guidelines for logo use can be found here.

If you are a Licensee of Mazda; trademarks use is governed by License Agreement.

If you are not affiliated with Mazda you may not use Mazda trademarks, logos, logotypes, or intellectual property in any manner.

 

 

15) Do you have a licensing program for merchandise?

We are currently reviewing our licensing programs. Contact brandgrp@mazdausa.com with any questions.

 

 

16) I have a tip regarding possible infringements – what should I do?

We appreciate your tips! Send them to brandgrp@mazdausa.com or mail them to:

Mazda North American Operations
Brand Protection Group
27100 International Drive
Flat Rock, MI 48134

 

17) Where can I find more information?

Industry information is available here

 

 

Oct 29, 2010