International Development Assistance in the Use of Intellectual Property. Presented by: Kathleen Holland Dtae: June 25, 2010

Transcription

1 International Development Assistance in the Use of Intellectual Property Presented by: Kathleen Holland Dtae: June 25, 2010

2 Who is TFO Canada? The Brand Promise From consumer need to the development of a brand Case studies of group brands supported by IPR tools. Craft/Textiles Design Africa Craft BrandAID Craft New Caribbean Design Craft Pure Swazi Agriculture Foodland Ontario Conclusion key considerations Overview

3 TFO Mandate Who is TFO Canada? TFO Canada confronts the challenge of global poverty by promoting sustainable economic development through export information, advice and contact. We facilitate access to the Canadian marketplace and share Canadian trade expertise for the benefit of smaller exporters in developing countries.

4 Who is TFO Canada? History: Formed as a non-profit NGO in 1985 Clients: Developing country SME exporters & trade support institutions in partner countries Canadian Importers Funding: Canadian International Development Agency Partner governments and other donors Cost sharing by participants, partners, Canadian corporations Services: Information: sector specific market studies, exporting to Canada handbook Advice: trade capacity building projects, University of Ottawa MBA Market Entry Studies Contact: trade missions and trade fairs, web promotion vehicle to over 1,200 registered Cdn importers

5 The Brand Promise

6 The Brand Promise A brand in its simplest form is a promise to its customer. A brand promise expresses all the things that set your brand apart from the competition, all the characteristics that make it distinctive based on what is meaningful to your customer. The customer must see value in the brand for it to be successful.

7 The Brand Promise IPR tools can serve to support the brand promise with trademarks, certification & collective marks plus geographic indicators guaranteeing the authenticity of what makes you unique.

8 The Brand Promise & IPR Tools What are consumers looking for in the craft/home décor sector which can be authenticated with IPR tools? Consumer purchase criteria Product Design & Quality Modern / Traditional Environmentally conscious Fair Trade Specific IPR Tools to support UNESCO "Award of Excellence for Handicrafts" Industrial design patent (challenges for SME s) High Cost, lack of information, customer demand for new designs each season & knowledge of market demand for your design Certified Organic various regional marks Ecologo N.A certification for products meeting stringent standards of environmental leadership FLO certifies fairtrade standards have been met Certification Marks Made without child labour Regional design preference ie. African GoodWeave certification - issued to handmade rug manufacturers in India & Nepal that adhere to the GoodWeave standards. Trademark brand with regional component, specific standards required to participate in the DA program

9 Brand Management Process The Brand Promise IPR support 9

10 International support International support for branding initiatives in developing countries are increasing with a recognition that products produced from these countries are meeting consumer demands a collective brand representing many companies with a similar brand promise is more cost efficient and can have greater impact on the world stage than 1 independent branded company.

11 International support 5 Case Studies of group brands supported by IPR tools.

12 Case Study (1) Design Africa is a visionary initiative dedicated to showcasing and supporting Africa s leading designers. Design Africa aspires to create a new impression of African design among international buyers and to assist a select portfolio of pan- African designers to reach their commercial potential.

13 Case Study (1) Consumer Interest: Contemporary, Innovative, inspiring design at the highest quality level IPR Tool: 2006 Trademarked brand International Support Organizations TFO Canada & South Africa DTI International Support Program Capacity Building product development marketing support (pricing, promotional materials, buyer kit) operational assessment and support where required Sales Support design focused trade shows with PR support sales representation support at trade show

14 Case Study (1) RESULTS Maison et Objet, a juried trade show in Paris, has provided design africa with a prime position for its stand in recognition of the effective manner in which the design africa programme has been positioning home furnishing producers from Africa within high-end international market places. In September 2009, the design africa companies exhibiting at Maison & Objet, generated over R1.5 million (approximately $200,000US) in orders from a wide range of international buyers inside and outside of Europe. Design africa also generated considerable media exposure at the show.

15 Case Study (2) ART. TRADITION. INNOVATION. PROSPERITY. BRANDAID Project believes that rich and poor societies need to trade more with each other and shift the balance of profit flow. Right now, commodities largely flow from poor countries, affluent countries apply Intellectual Property (branding, marketing and channel strategies) to increase the value of the commodity, then distribute to the rest of the world while retaining the bulk of the profits..

16 Case Study (2) Consumer Interest: Authentic, beautiful and culturally meaningful made by master artisans IPR Tool: 2009 Trademarked brand Unesco Award of Excellence for handicrafts Social Investors/International Support Organizations Private Investors/Donors, Unesco, CARE, International Support Program Capacity Building development of brand assets skills and well being initiatives for local artisan communities Sales Support e-commerce website high profile media events

17 Case Study (3) New Caribbean design represents an unprecedented collaboration, weaving together elements of craft production, community development and modern design. m

18 Consumer Interest: Contemporary, Innovative new design from the Caribbean Case Study (3) IPR Tool: 2010 Trademarked brand International Support Organizations CEDA, TFO Canada, IADB, BIDC International Support Program Capacity Building strong focus product development Sales Support design focused trade shows with PR support facilitating regional consolidated order process

19 Case Study (4) Pure Swazi is a country brand initiated by a collection of handcraft companies representing high quality design, fair trade and eco-conscious principles. Pure Swazi s vision is to significantly grow the handcraft industry in Swaziland both locally and internationally by providing capacity building and access to markets through a unique, practical and collaborative model.

20 Consumer Interest: Eco conscious and fair trade principles with contemporary design IPR Tool: 2010 Trademarked brand SWIFT Swaziland fair trade Private Enterprises/International Support Organizations Six Leading Swazi craft companies / Technoserve-USAID Case Study (4) International Support Program Capacity Building provided by leading Swazi craft companies Best Practices based on on-site company training programs Mentorship Internship Sales Support trade shows, looking for distributor partnerships globally e-commerce site

21 Case Study (4) Pure Swazi Capacity Building Model each participating craft company in Swaziland will be identified by level and provided with a practical training program to reach the next level Access to Pure Swazi training modules Access to Pure Swazi training modules and domestic market opportunity Access to Pure Swazi training modules and international market opportunity

22 Good Things Grow in Ontario Look for the Foodland Ontario symbol when you're shopping. It's an easy way for you to identify Ontario foods in grocery stores, farmers' markets, and on-farm markets. Case Study (5) Foodland Ontario is a long-established consumer promotion program of the Ontario Ministry of Agriculture, Food and Rural Affairs. From its inception in 1977, Foodland Ontario has partnered with producers to achieve the maximum penetration of the Ontario market by Ontario-produced fresh and processed agricultural products..

23 Consumer Interest: Local, fresh, flavorful fruits and vegetables IPR Tool: Trademarked brand, geographic indicator International Support Organizations Government of Ontario Canada International Support Program Brand Services Market research Radio/TV/Billboard advertising & Public Relations Retail Services Retail promotion & Point of Sale Material 14 sales reps calling on 1400 stores across the province Grower Services Co branding program Case Study (5)

24 Case Study (5) Results: Foodland Ontario has a 96% symbol recognition of Ontario principal grocery shoppers and an 87% intent to purchase Ontario fresh food!

25 Conclusion Conclusion - Key Considerations in brand development 1. The value of a group branding effort is high in achieving increased exposure, capacity building & sales and can be cost prohibitive for one company alone. 2. Various models for capacity building and sales can be undertaken but both are critical components to effective brand promise delivery. 2. Various funding models/sources exist to support brand development: - in-country private enterprises, social investors, foundations, corporate sponsorships and international donors. 4. Consider a disciplined brand management approach to brand development including market research (evaluating customer requirements & competitive environment)

26 The international community is encouraged to include brand development and capacity building, as well as related IPR tools, as a component of its private sector development activities, particularly those with an export orientation. Collector or group marketing branding approaches are particularly recommended as an efficient means of using branding as a tool to support small and medium sized enterprises. Brian Mitchell, Executive Director, TFO Canada

27 Thank you Seoul!

28 exhibits

29 Mission / Vision Who is the target customer? Brand Value Proposition / Brand Promise Leadership makes the difference.

30 The Brand Promise & IPR Tools Industrial Design Patents: Challenges for the Craft Sector In our experience few craft SME companies embark on patenting their designs for various reasons: Cost to patent & cost to defend Lack of information on how to patent, the cost, the process and how to defend Lack of information as to what is a preferred design in the international market and would be worth patenting The international home décor buyer is often looking for innovative new products each season

31 The Brand Promise The enhanced value of a group brand with international support Brand representing many companies with International support High cost of brand development can be shared by participating companies &/or funded by donors. Opportunity for much broader awareness *buyers/press more likely to notice a collective brand representing a country or a continent in a large booth vs 1 company in a small booth Organized program for Capacity Building organized programs to upgrade operational and marketing skills to deliver the brand promise are often included Brand representing 1 company High cost of brand development is paid by 1 company and is often cost prohibitive. Limited Brand Awareness Small booth Press attention and impact will be limited Independent pursuit of Capacity Building the company is required to source out its own skills development