IP & Branding Process and Practices Workshop

Kathmandu, 27th October 2010

Rebecca Ordish

Part 2 – Rebecca Ordish

• Intellectual Property (IP) v Branding–Beyond trade mark registration – building

and protecting brands–A Case Study – Chyangra Pashmina

2 © Rebecca Ordish 2010

Elements of branding

• Develop a strong brand

• Conduct clearance searches if applicable

• Select key export countries for registration

• Teach consumers what your brand means – why do they care?

• Targeted marketing is critical

• Use free PR where possible!

• Critical step – make sure you have budget

• Brands can be seriously damaged by infringements/copycats

• Have an infringement plan ready – include possible legal action

• Trade marks must be renewed every 10 years

• Monitor the market – your members and their customers are your best resource

Chyangra Pashmina A Case Study

Challenge Solution

The brand “pashmina” has a negative, cheap association in consumers’ minds and there is no cohesive marketing strategy for the industry.

Move to using “Chyangra pashmina” with a logo which means quality and commitment and run an international marketing campaign to recover the luxury market’s confidence in Nepali pashmina.

The Chyangra Pashmina Logo will do 3 things:

1. Give consumers the confidence that this product is authentic, is made by the true originators of Chyangra Pashmina, with the best quality wool available in Nepal, providing the consumer with a product experience that is unequivocal

2. Help to regulate the industry through ownership from the Nepal Pashmina Industry Association (NPIA), where a code of conduct must be observed in order to use the logo

3. Observe and drive ethical awareness by giving back to the farmer, to the weaver, all the way to the country because of controls imposed by NPIA and various government bodies

Quality

Softness

Authentic pashmina

Natural fibre Nepal – emotional connection

Help the farmers

Code of conduct – sustainable/ethical treatment

Develop an industry, help a nation

Himalayas

Chyangra Pashmina - Brand Essence

Current Status

Current status of logo development

Key branding tips

• Choose a unique, strong logo

• Protect it in key countries

• Market it widely but to a targeted audience to get best value

• Manage members’ use closely and educate them as to the importance of the logo

Branding opportunities for Nepali industries

Thank you

• For more information, please contact:

Rebecca Ordish :

rebecca@rebeccaordish.com

Nepal Pashmina Industries Association (NPIA):

npia@ntc.net.np