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Program for Assisting Farmers and Producers in LDCs to Procure Brands for their Products - Proposal by the Republic of Korea-. Eun Kyul PARK Deputy Director, Multilateral Affairs Division, Korean Intellectual Property Office (KIPO) Republic of Korea October 13, 2009. - PowerPoint PPT Presentation
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Program for Assisting Farmers and Producers in LDCs to Procure Brands for their Products
- Proposal by the Republic of Korea-
Eun Kyul PARK
Deputy Director, Multilateral Affairs Division, Korean Intellectual Property Office (KIPO)
Republic of Korea
October 13, 2009
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Branding and IPRs
What is Branding?
– A Brand is a name, logo, slogan, or design, or a combination of them associated with a product or service
– A strong brand communicates the identity of a company or its products to the market
What can IPR Do for Brands?
– Brands can be protected by IPRIPR prevents distinctive value of the original goods from being
blurred by inferior goods
– IPR tools such as trademarks, collective marks, certification marks, and geographical indications (GIs) can be applied to protect brands
Korean Intellectual Property Office
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IP Strategy
IP Strategy: Branding + Using IPR ToolsThe Role of IP Strategy
– Branding and proper protection of brands using IPRs can leverage the marketing power and maximize the value of products
– Ownership of IPR enables producers to capture the value of their product’s intangible assets
Current Situation of IP Strategy in LDCs– Producers in LDCs seldom have the capacity to brand
their products and to use IPR tools
Korean Intellectual Property Office
4Korean Intellectual Property
Office
Fair Trade and IP Strategy
What is Fair Trade?– A movement that aims to help producers in developing countries by trading local products and
advocating the payment of a higher price to producers as well as social and environmental standards related to the production
Current IP Use in the Fair Trade Sector – Labeling, branding, and certification (including International Fairtrade Certification
Mark and Fair Trade Organization Mark)– Ownership of IPR by producers needs to be more encouraged.
The Potential of Using IP Strategy for Fair Trade– IP strategies for local products through brands and IPRs enhance the sales of the
products and ensures a higher price to producers.– By adopting IP strategies, particularly ownership of IP by producers, fair trade NGOs
will be able to provide a more efficient and sustainable assistance to local producers in LDCs.
5Korean Intellectual Property
Office
Objectives of the Proposal
Assist IP Ownership of Producers in LDCs for their Income Increase
Promote the Use of IP strategies by Fair Trade NGOsStrengthen the Capacity of SME Support Institutions
on IP– IP offices, ministries of industry, chambers of commerce, Fair
trade NGOsCreate and Disseminate Success Cases on using IP
strategy for Local Producers, increasing awareness on IP
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Relevant Cases- Indian Darjeeling Tea
Product
– Indian traditional tea that has been grown in the district of Darjeeling for 150 years
IP Strategy
– Establishment of Tea Board of India
– Development of the brand name “Darjeeling” and its logo– Registration as a trademark, certification mark, collective
mark, and/or GI in many countries
– Introduction of a certification system for origin and quality
Benefits– Increase of sales – Attainment of customer loyalty
Korean Intellectual Property Office
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Relevant Cases- East Timorese Fair Trade Coffee
Product– Wild coffee trees that growing in the East Timorese district
of Same IP Strategy
– Discover distinctive products– Provision of facility and equipment for coffee processing– Development of the brand name “Peace Coffe” and its logo– Development of the fair trade logo– Registration as trademarks in Korea
Benefits– Increase of sales and expansion of distribution channels – Attainment of customer awareness
Korean Intellectual Property Office
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Methodology
Korean Intellectual Property Office
– Target beneficiary products and relevant regions can be searched for with the recommendations of the governments and NGOs
– Consultancy of branding experts can be provided to develop IP strategies
– Assistance can be provided to register trademarks in major markets
– NGOs are encouraged to secure access of local products to major markets
Finding products Finding products to be supportedto be supportedFinding products Finding products to be supportedto be supported
Developing IPDeveloping IP strategiesstrategies
Developing IPDeveloping IP strategiesstrategies
Facilitating Facilitating access to marketaccess to market
Facilitating Facilitating access to marketaccess to market
9Korean Intellectual Property
Office
Project Delivery - Conference of Fair Trade NGOs
The conference aims to:– Raise awareness on IP strategies in supporting fair trade– Analyze the current labeling, branding and certification
strategies in the fair trade sector– Discuss the potential of IP strategies for further development of
the fair trade sector– Identify possible areas in which WIPO could support the
development of the fair trade sector by supporting the use of IP strategies
– Encourage participation of NGOs in distributing distinctive products of LDCs in the global market
10Korean Intellectual Property
Office
Project Delivery - Conference of Fair Trade NGOs (cont’d)
The possible participants to the conference include:
– Fair trade NGOsFair Trade Labeling Organizations International (FLO)World Fair Trade Organization (WFTO)Oxfam, Max Havelaar, etc
– Representatives of producers, exporters and other stakeholderIn local industries such as agriculture and handicrafts
– Policy makers of:government agencies responsible for SMEs and export supportIP offices
11Korean Intellectual Property
Office
Project Delivery - Development and Implementation of IP Strategies
1. In order to assist SME support institutions and local producers to develop IP strategies, it is proposed to conduct expert consultations to:● Identify Products with Distinctive Value
− Start by targeting just a few regions and products− The selection may be based on the potential for increasing and securing income for
producers
● Develop IP Strategies− Strategy on IP creation
● brands and IPR (trademarks, collective marks, certification marks, geographical indications)
− Strategy on IP management● Design organizational structure where needed● Plan on formation and/or strengthening of collective management of IP where needed● Licensing, quality management, promotion
12Korean Intellectual Property
Office
Project Delivery - Development and Implementation of IP Strategies (cont’d)
2. Activities supporting the Implementation of IP Strategies– Implementation will be conducted basically by countries themselves with technical
assistance from WIPO. However, support from the international IP society can be provided for smooth and effective implementation.
● Technical assistance for registration of IPR in major markets may be provided to associations of local producers
● Organize workshops for local producers to raise awareness raising and coordinate interests
● Encourage engagement of fair trade NGOs as intermediaries for products’ access to markets
3. Dissemination of the Results● A report on the project results will be published● Additional projects to cover more regions and products
13Korean Intellectual Property
Office
Relevance to the Development Agenda
Recommendation 10: To assist Member States to develop and improve national IP institutional capacity through further development of infrastructure and other facilities with a view to making national IP institutions more efficient and promote fair balance between IP protection and the public interest. This technical assistance should also be extended to sub-regional and regional organizations dealing with IP.
For implementation of the recommendation 10, the Member States, in the 2nd session of the CDIP, agreed on: – Activities aimed at strengthening the capacity of SME support
institutions on IP (such as innovation center networks, business incubators, universities R&D, institutions, professional associations, chambers of commerce, financial institutions and business angels and IP offices)
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Office
Relevance to the Development Agenda (cont’d)
Benefits of the project for SME support institutions– They will be able to acquire a methodology on IP strategies to promote
local products– The project will have learning-by-doing effects on SME support
institutions– The project will raise their awareness on the importance of IP in
enhancing business competitiveness and improve their capacity in developing and implementing IP strategies
– The project will ultimately enhance the capacity of small and medium-sized producers and farmers in IP
In this way, the project will contribute to the implementation of the Development Agenda
Thank You!
Eun Kyul PARK
Korean Intellectual Property OfficeRepublic of Korea
82-42-481-8604ekpark@kipo.go.kr
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