Promoting the Use of IP in the Agri-Business and Trade Industry:

"Branding””

ByGetachew Mengistie, Intellectual Property Consultant and

Attorney

Presented at National Intellectual Policy (IP) Workshop: National Intellectual (IP) National Intellectual (IP) Policy Workshop: Elaboration of a national IP policy and strategy Policy Workshop: Elaboration of a national IP policy and strategy

for Namibiafor Namibia

organized bythe World Intellectual Property Organization (WIPO) in cooperation in cooperation with the Government of Namibia, with the Government of Namibia, Windhoek , Namibia, September

16, 2015

Introduction• Brands are commonly used to capture intangible values

and market products including agricultural products• Inadequate awareness and use of brands in low income

DCs and LDCs • Potential in using brands in marketing African

agricultural productsDistinctive products having intrinsic characteristics Products and unique characteristics known at the

international market and fetch a higher price Little benefit Cases of misuse and misappropriation of useful

brands • Recent encouraging developments• Explain concept and significance of brands and share

experiences and positive developments

What is a brand?

• Brand is a sign, logo, word, device or image or reputation or a combination of two or more that helps to market a product/service by creating perceptions and expectations of consumers.

• Brand is a promise of quality, consistency, meeting of customers needs and expectations.

• Brand is an experience • Brand is a valuable economic asset that should be

protected and effectively managed

Example of brandsExample of brands

Example of National brands??

• Place of endless horizons• Kingdom of the Sky• The Rainbow Nation• The Pearl of Africa/ / gifted by nature• Thousands of Hills• Smiling Coast of Africa• Water tower of Africa/ cradle of human beings• Spice island

Significance of brands

• Similar products and services abundant on the market

• Agricultural products CottonCashew nuts Tea etc.,

• Manufacturing products beverageswatchesCell phones etc.

• Services- hotels, fast food chains, dry cleaning

Significance of brands

Role of Brands• Distinguish a product or service from similar

products or services• Capture and further build good will and reputation • Tell stories to consumers and develop their

understanding and association of brands and products/services

• Ensure comprehensive and uniform use on all products or services offered in domestic & international markets

• Increase marketability and commercial value of a product/service and enhance earnings etc.,

Tools for protecting brands

• Trademarks• Collective trademark• Certification mark• Appellation of origin• Geographical indications• Unfair competition/ Passing off

Branding of agricultural products in Africa:-experiences and new

developments of selected countries

Use of brands & Ongoing endeavors

• Examples of concrete experiences in using and protecting brands to market African Agricultural productsEgypt Ethiopia Kenya MoroccoUganda

• Ongoing endeavors and initiatives in using IP and branding tools in marketing agricultural products

Egyptian Cotton

• Produces best cotton• Registered in 58 countries• Used to promote and market

products made from 100% Egyptian cotton

• Served to enter into a licensing agreement and used in marketing products made of Egyptian cotton

Ethiopian Fine Coffee Trade marking & Licensing initiative

• Ethiopia produces some of the finest coffee in the world but gained very little.

• Inadequate return and fluctuation of price had adverse impact

• Problem of misappropriation

Ethiopian Fine Coffee

• Implemented an IP and branding strategy

• Secured TM ownership of coffee designations & strengthened partnership

• Change in marketing position

• Improved income and living standard etc.,

Kenyan Tea

• Kenya produces some of the finest tea that commands a demand at the international market

• Demand relates to intrinsic values or characteristics

• Little benefit • no or inadequate recognition• KTB develop CM and

defined requirements

Argan oil Morocco

• Argan oil produced from the kerneles of the fruit of Argan tree

• Product has reputation & good will in the international market

• Challenges include misuse, consistency in quality and lack of incentive to maintain & develop AT

Argan oil Morocco

• Identification of qualities, product specification, organization of producers

• Registration of GI• Improvement in

earning, quality of the product and maintenance of the tree

Ugandan Vanilla

• Distinctive characteristics of the Product linked to geographical origin

• No or inadequate recognition, little benefit

• IPS developed involving producers and other stakeholders

• Geographical origin protected as a CM

Ongoing Endeavors and Indentified potential Agricultural products In Africa

• Examples of Ongoing activities Uganda Zanzibar/ Tanzania

• Examples of Identified Potential Agricultural Products Burundi Gambia

Ugandan cotton

• Has distinctive characteristics but inadequate benefit

• One of the products identified and supported

• Draft IP and Branding strategy

• Planned next steps

Zanzibar Cloves

• Major export earner• Means of livelihood of

people• Has unique

characteristics and demand

• Strategy developed • Follow up activities

Identified Potential Products- Burundi

• Identified potential products include tea and coffee

• Products have unique

characteristics & demand• Mild Coffee Marketed

with a brand but????• Government request• Follow up activities

Identified Potential products- The Gambia

• Needs assessment made

• A number of potential products identified-colour, shape etc;

• Distinctive characteristics and intrinsic values of CN identified

• Number of health benefits

Conclusion

• Branding strategy enables to enhance business competitiveness and facilitate market access

• Brands help in capturing and further building reputation and good will, creating and retaining customers loyalty

• African countries have distinctive products that may be marketed using branding& IP tools

• Need to identify IVAs, design and implement a branding strategy and build the requisite brand promotion and management capacity

Thank you very much for your attention!!