IP and Product Branding for Business Development: Thailand’s Experience Mrs. Sansanee Sahussarungsi Deputy Director–General of Department of International Economic Affairs Ministry of Foreign Affairs of Thailand

2 Collaboration of WIPO and Thailand Project period 2010 – 2013: (National Focal Point : Ministry of Foreign Affairs) 1 st Phase: Benchmarking Report and Capacity Building Workshops 2 nd Phase: Implementation of Branding Strategies 3 rd Phase: Project presentation at an International Conference Stakeholders WIPO and Rouse and Co. International (Thailand) Ltd., Royal Thai Government, local consultants Three selected handicrafts products, three communities, and three levels of understanding and application of IP tools - Bang Chao Cha bamboo wickerwork - Dhene Chok Mae Chaem tapestry woven textile - Yok Dok Lampoon brocade silk

3 Bang Chao Cha Bamboo Wickerwork Bang Chao Cha: Community and its Products WIPO-Thailand Cooperation for Bang Chao Cha KMUTT and Capacity Building Workshops Collective mark registration in Thailand Future step: trademark registration abroad

4 Main Challenges and Opportunities ChallengesOpportunities Limited production quantity Marketing, expertise, training and funds to continue development and expand market Raising awareness of IP tools for development Higher price and less quantity: seek niche market and apply IP tools Expanding partnerships Preservation of traditional knowledge and Quality control

5 Fostering Partnership Role of Private Sector: Facilitator and Supporter Collaboration between Bang Chao Cha Community and KMUTT Potential future partnerships

6 Role of IP and Branding Strategies to help create value Raising awareness and further cooperation within community Filing the collective mark in Thailand and abroad New designs of products

7 Concluding Remarks Ultimate Aim: Self-reliance of Local Communities and their integration into the supply chain

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