” Promoting the Use of IP in the Agri- Business and Trade Industry: "Branding” By Getachew Mengistie, Intellectual Property Consultant and Attorney Presented at National Intellectual (IP) Policy Workshop: Elaboration of a national IP policy and strategy for Namibia National Intellectual Policy (IP) Workshop: National Intellectual (IP) Policy Workshop: Elaboration of a national IP policy and strategy for Namibia in cooperation with the Government of Namibia, organized by the World Intellectual Property Organization (WIPO) in cooperation with the Government of Namibia, Windhoek, Namibia, Septemb er 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 products  Distinctive 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 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  Cotton  Cashew nuts  Tea etc., Manufacturing products  beverages  watches  Cell 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 products  Egypt  Ethiopia  Kenya  Morocco  Uganda 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!!