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UsingUsing Patents,Patents,TradeTrade Secrets,Secrets,IndustrialIndustrial Designs,Designs,TrademarksTrademarks andand
GeographicalGeographicalIndicationsIndications forfor thetheBusinessBusinessSuccessSuccessofof SMEsSMEs
GuriqbalSinghJaiya
Director,SMEsDivision
World IntellectualPropertyOrganization(WIPO)
WhatWhat makesmakesaa productproductsuccessful?successful?
• Productrepresentsa functional improvementcomparedto otherexistingproducts
• Advantageousprice
• Productor its packagehasanattractive design• Thebrand of theproducthasa goodreputation
(guaranteefor quality)andhasbeenpromotedthroughpublicity
• Productcaneasilybefoundin themainretail placesandis distributedby themaindistributors
• Goodafter-saleservices
Legal protection of IPgrants exclusiverights
• Innovation - improvementof functionalaspectsorfabricationprocessof theproduct
• Design- theproduct’sappearance
• Brand - commercialization/marketingof theproduct
Patents,UtilityModels
IndustrialDesigns
Trademarks
Limits on Patents
• Limited in time: protectionfor max20 years.Afterthat,theymaybecommercializedwithoutauthorization
– In Europelessthan25%of thepatentsareupheldfor20 years
• Limited in content: a patentonly protectswhatisspecifiedin theclaims
• Geographical: a patentis only valid in thecountry/countrieswhereprotectionis granted
A range of IP can be usedtoprotect the sameproduct
Example: Fountain pen• Patent: for thefountainpen
thatcouldstoreink
• Utility Model: for thegrip andpipettefor injectionof ink
• Industrial Design: smartdesignwith thegrip in theshapeof anarrow
• Trademark: on theproductand/orthepackagingtodistinguishit from otherpens
• Source:JapanesePatentOffice
Regardlessof what product your enterprisemakesor what serviceit provides,
it is likely that it is regularlyusing and creating
a great deal of intellectual property
IP rights can be acquired for
• Nameof thebusiness: Trade Name• Distinctivesigns: Trademarks, GeographicalIndications,
Certification Marks, CollectiveMarks• Creativedesigns(appearanceor look of theproducts):
Industrial Design• Innovativeproductsandprocesses: Patents,Utility Models• Cultural,artisticandliterary works,including(in most
countries)computersoftwareandcompilationof data:Copyright
• Confidentialbusinessinformation(customerlists,salestactics,marketingstrategies,manufacturingprocess,etc.):Trade Secrets
Example: Lego
• 1934- Trademark: Leg Godt(“play well”)
• 1958- Patent: studandtubecouplingsystem(thewaybrickshold together)
• 1974- Industrial Designs:legofigures:castles,pirateships,Wild Westranches,cavalryforts,spacestations,people
• Copyright: artisticwork,manuals
How can IP ‘add value’to your business??
(1) Increasingmarketvalueof thefirm(2) Marketing(3) Exportinggoodsandservices(4) Raisingfinances(5) Acquiring newtechnologyandfinding
suppliers(6) Commercializinginnovativeproducts
(1) IP can increasethe market valueof a business
• IP maygeneratean incomefor your SME
– Exclusiverightsto useandexploit (for limited time) +preventothersfrom commerciallyusingyourcreations
– Licensing, sale(patents,trademarks,industrialdesigns,know-how,copyright)
– Cross-licensing: usingIP asa negotiatingtool toobtainlicensesfrom othercompanies
(1) IP can increasethe market value
• IP rightscanenhancethevalueof yourSME in theeyesof investorsandfinancing institutions– IP rightsareoneof the5 maincriteriausedby European
venturecapitalistsin theirdecisionsto fund SMEs
• In theeventof a sale,merger or acquisition, IPassetscanprovideanextremelyvaluablebargainingtool
• IP assetsareseparatelyidentifiablebusinessassetsandhavea separatevalue– E.g.Coca-Colabrandvalue:estimatedat US$69 billion
Examples
• Biobrás: A Brazilianbiotechcompanyobtainedapatenton humanrecombinantinsulin.While saleshaveremainedconstant(companyexploringcommercialization),thevalueof shareshasgoneupsix-fold overthepast5 years.
• Amati Communications(US):TexasInstrumentpaidUS$395million to acquirea smallcomputercompany(Amati Comm.).Thereasonsfor suchahigh pricewere25 key patents.
(2) IP is an important marketing tool
“Marketingis everythingyoudo
to promoteyour business,
sothat
customersbuyyour productsor services
andbeginto patronizeyour business
on a regular basis”
IP rights are crucial for (1)
• Differentiating yourproducts/servicesandmakingthemeasilyrecognizable
– Industrialdesigns& trademarksareidentifiers?customersdistinguish, at a glance,betweenyourproductsor servicesandthoseof your competitors.Theyestablisha link betweenyourproductsorservicesandyourSME
• Promotingyourproductsor servicesandcreatingaloyal clientele
– Trademarks, geographicalindications, collectivemarks, certificationmarks? customersassociatethemwith certaindesiredqualities
IP rights are crucial for (2)
• Creatinga distinct imagefor your businessin themindsof your customersandin positioningyourbusinessin themarket– Trademarks,tradenames, industrialdesigns, patents
• Marketingyour productsor servicesin foreigncountries
• Marketingyour productsin theneweconomy– Useof domainnamesandtrademarksin e-commerce
(3) Exporting Goodsand Services
• IP rightsare‘territorial’
• SMEsthatintendto exporttheir productsshouldconsiderlegal protection of their IP in theirexport markets in orderto haveexclusivity
• Whetheryou commercializeyourselfor license
• In time!
(4) Raising Funds
Two waysof raisingfunds:
– Debt - loanwhich theborrowermustrepay
– Venture - which givestheinvestora shareof theactualbusinessof theinvesteeandis notautomaticallyrepaidby theinvesteebusiness,butratherrelieson theinvestorultimatelyrealizingtheequityheldin thebusiness
4.1 Debt Finance
• Debtfinanceis generally‘secured’by a chargeoverthebusiness’assets.In principle,theseassetscanbeanyclaimsthathavereasonablypredictablecashflows, or evenfuturereceivablesthatareexclusive.
• Securitization of IP assets- a newtrend:collateralizingcommercialloansandbankfinancingby grantinga securityinterestin IP is a growingpractice,esp.in music,Internetandhigh technologysectors.– E.g.,securitizationfor futureroyaltypaymentsfrom licensing
a patent,trademarkor tradesecret,or from musicalcompositionsor recordingrightsof a musician(D. Bowie).
4.2 Venture Capital
• For theventurecapitalist,returndependsuponfutureprofits.
• IP ownershipis importantto convinceinvestorsof themarketopportunitiesopento theenterprisefor thecommercializationof theproductsorservicesin question:
ConvinceVenture Capitalist (1)
– Strongtrademarksarea guaranteefor a loyalclientele
– Patentsandindustrialdesignsprovideexclusivityfor thecommercializationof inventionsresp.attractivedesigns? maybeimportantto convinceinvestorsfor thecommercializationof yourproduct
– Patentsmayconvinceinvestorsthatyourproductisinnovative, unique,or superiorto theofferingsofcompetitors
ConvinceVenture Capitalist (2)
– Tradenames, trademarksanddomainnamesmaybetheprimeelementsthatdifferentiateyourproductfrom thoseof competitors
– For manycompanies,tradesecrets(suchasdetailsofproduction,secretinventions,andtechnical,financialandmarketingknow-how)alonemaybethesourceoftheir competitiveadvantage
Therefore…
�Ensurethatyour IP portfolio protectsthoseaspectsof thebusinesswhich determinetheventure’ssuccess
�ReflectproprietaryIP in yourbusiness’books,balancesheet,businessplan
�Any indicationthatconfirmsduediligenceon yourpartin themanagementof IP assetsis likely to playanimportantrole in convincinginvestorsof yourcompany'spotential
(5) Acquiring New Technology&Finding Suppliers
• SMEsseekingaccessto innovative technologydevelopedby othercompaniesshouldconsultpatentdatabasestoidentify thenecessarytechnology.
• Theymayhaveto negotiatelicensingagreementswith thepatentholderin orderto obtaintheright to usethetechnology.
• Informationin patentdocumentsmayalsoassistentrepreneursin their searchfor alternative suppliersofidenticalor similar technologies.
Patent Information:Other Sideof the Coin
• Patent ? 1. “deedsecuringto a personanexclusiveright grantedfor aninvention”
? 2. “open,evident,manifest”;“opento publicperusal”< Latin patens
(Collins Dictionary)
• Patentasaninterchangebetweensocietyandtheinventor
• All patentsarepublishedandareopento public
What is Open to the Public?
• “Patentinformation” is thetechnicalandlegalinformationcontainedin patentdocumentsthatarepublishedperiodicallyby patentoffices.
• A patentdocumentincludesthefull descriptionof howa patentedinventionworksandtheclaimswhichdeterminethescopeof protectionaswell asdetailsonwho patentedtheinvention,whenit waspatentedandreferenceto relevantliterature.
Patent information
Technologicalrelevance
Legal relevance
Relevanceof PatentDocuments
Commercial relevance
Using Patent Information
Legal relevance:
• Avoid possibleinfringementproblems• Assesspatentabilityof your own inventions
• Opposegrantof patentswherevertheyconflict with your own patent
Using Patent Information
TechnologicalRelevance:
• Keepabreastwith latesttechnologiesin yourfield of expertise
• Avoid unnecessaryexpensesin researchingwhatis alreadyknown– “Discoveryconsistin seeingwhateverybodyhasseen,and
thinkingwhatnobodyhasthought” (Albert Szent-Györgyivon Nagyrapolt)
– In Europe,morethanUS$30 mill. peryearis waistedinunnessaryresearch- 30%of thetotal investmentin R&D
Using Patent Information
Technologicalrelevance:
• Identify andevaluatetechnologyfor licensingandtechnologytransfer
• Getideasfor furtherinnovation
• Identify alternativetechnologies
• Find readysolutionsto technicalproblems
Using Patent Information
Commercial Relevance
• Locatebusinesspartners• Locatesuppliersandmaterials
• Monitor activitiesof competitors
• Identify nichemarkets
• Usewhatis allowedto use(limits of patents)
Using Patent Information
Did you know?
• Theentiresetof patentdocumentsworldwideincludesapproximately40 million items.
• Everyyearapproximately1 million patentapplicationsarepublished.
• About two-thirdsof thetechnicalinformationrevealedinpatentsis neverpublishedelsewhere.
Using Patent Information
Did you know?
• Most of theinventionsaredisclosedto thepublic for thefirst time whenthepatentis beingpublished.
• Theinformationcontainedin thepatentdocumentsISNOT SECRET!
ThomasEdison:
“I start wherethelast manstopped”
(6) Commercializing Innovative Products
• An inventionon its own haslittle valuefor anSME ? How do you turn inventions intoprofit-making assetsof your SME?
• Tradesecretvs.Patent- Theacquisitionof apatent givestheSME exclusivity overthecommercializationof aninnovativeproductortheinnovationprocessof fabrication– either:commercializetheinventionyourself
– or: allowing its commercializationby others
Commercializing Innovative Products (2)
• If you choosenot to exploit thepatentyourself? you may
- sell or
- licensetherightsto otherfirms thathavethecapacityto
commercializethepatentedinventions
• A licensingagreementis a partnershipbetweenanIP rightsowner(licensor)andanotherwho is authorizedto usesuchrights(licensee)in exchangefor anagreedpayment(feeorroyalty)
Advantagesof Licensing Technology
• you canensurea steadystreamof additionalincomefrom your invention(royalties)
• no needto invest yourselfin thecommercializationof theinvention
• your SME canexpandits businessto thefrontiersof your partners'business
• cross-licensing
Cross-licensing:Cross-licensing:exampleexample
• Dell (computercompany)hasnumberof patentsin theUS on its uniquebusinessmodels
• In 1999,Dell usedits patentportfolio ascollateralin aUS$billion cross-licensingdealwith IBM with lowercostcomputercomponents
• This freedDell from havingto payIBM severalmillions of dollarsin royalties
Attention !
� Internationalcontext? IP right you wish tolicensemustbeprotectedin thecountries
concerned.
�Licenseagreement:written + recordin register
�Choosetheright partner
Commercializing innovative products
Example: ring-pull cans
• Theinventorlicensedthesystemto Coca-Colaat 1/10of apennypercan.During theperiodof validity of thepatenttheinventorobtained148,000UK poundsa dayon royalties.
Commercializing innovative products
Example: Post-it
• Theglueusedfor Post-itswasdiscoveredby chanceby 3M.Initially ignored,it wasthenpatented.Post-itssubsequentlybroughthugeprofits to thecompanythroughlicensingagreements.
Somekey strategies
1. IP audit: takingstockof all IP (how is itcurrentlyexploited?)
2. IP valuation: like physicalassets,IP assetsshouldbeidentifiedandvaluedindividually (asastand-aloneasset)
• importantfor licensing,duringM&As, for raisingfunds,to reportto shareholdersandinvestors
3. Licensing: mayprovidea constantrevenuestreamfrom royalties
4. Cross-licensing: usingIP to obtainaccessto othercompanies’technology
SomeKey Strategies
5. Announceyour IP: let potentialinvestors,lenders,businesspartners,shareholders,etc.know thatyouhaveproprietaryIP.
• IncludeIP assetsin accountsbooks,balancesheet,businessplan
6. IP search: consultIP databaseson aregular basis.
Conclusion
By establishinga cultureof
identifying,cultivatingandstrategicallyusing
its IP assets,
anenterprisecanincreaseits revenue,
haveanedgeoverits competitors
and
positionitself well in themarket.
TradeTrade SecretsSecrets• Definition : Any confidentialbusinessinformationwhich
providesanenterprisea competitiveedgemaybeconsidereda tradesecret
• Examples: salesmethods,marketingstrategies,innovativemanufacturingprocess,lists of suppliers,newproductsorservices,financialinformation
• Famousexamples: Coca-Colaformula,Microsoft’ssourcecodefor Windows
• Everycompanyhasits tradesecrets.Informationthatit doesnot wantcompetitorsto knowabout.
• Tradesecretsarealsointellectualproperty!
HowHow toto protectprotect tradetrade secrets?secrets?
• No needfor registration.But 3 essentialrequirements:
– Theinformationmustbesecret!
– It musthavecommercialvaluebecauseit’ssecret
– It musthavebeensubjectto reasonablestepsbytheholderto keepit secret(e.g.confidentialityagreements)
TradeTrade secretssecretsvs.vs. PatentsPatents• Advantagesof tradesecrets:
– No needto register
– Not limited in time– No disclosure
– Canprotectunpatentableinformation
• Disadvantagesof tradesecrets:– Costsof keepingit secretcanbehigh
– Othersmaydiscover/inventit independently– Othersmaypatentit (if patentable)
– If thesecretis embodiedin a productit maybereverseengineered
– More difficult to enforce
TradeTrade secretssecretsoror patents?patents?
Suppose:
• An SME developsa processfor themanufacturingof itsproductsthatallowsit to produceits goodsin a morecost-effectivemanner.
• Theprocessis not sufficiently inventiveto beprotectedby a patent,but it providestheenterprisea competitiveedgeoverits competitors.
• Theenterprisein questionmaythereforevalueitsknow-howasa tradesecretandwould not wantcompetitorsto learnaboutit.
TradeTrade secretssecretsoror patents?patents?
• 1958: Patent for studandtubecouplingsystem(theway brickshold together)
• But: Todaythepatentshavelongexpiredandthecompanytrieshardto keepout competitorsbyusingdesignsandcopyright
TradeTrade secretssecretsoror patents?patents?
• Case-by-casebasis
• Tradesecretprotectionmaybeadvisable:
– For inventionsor manufacturingprocessesthatdo notmeetthepatentabilitycriteriaandthereforecanonly beprotectedastradesecrets(thoughtheymayqualify forprotectionasa utility model)
2. Whenthetradesecretis not consideredto beof suchgreatvalueto bedeemedworth a patent(thoughutilitymodelmaybegoodalternative)
3. Whenit is likely thattheinformationcanbekept secretfor a considerableperiodof time.
• If thesecretinformationconsistsof a valuablepatentableinvention,tradesecretprotectionwould only beconvenientif thesecretcanbekeptconfidentialfor over20 years(periodof protectionof a patent)andif othersarenot likelyto comeup with thesameinventionin a legitimateway.
4. Whenthesecretrelatesto a manufacturingprocess ratherthanto a product,asproductswould bemore likely to bereverseengineered.
5. Whenyou haveappliedfor a patentandarewaiting for thepatentto begranted.
• However,bear in mind:– Tradesecretprotectionis generallyweak
– Thecourtsmayrequirevery significantandpossiblycostlyeffortsto preservesecrecy
– Patent/utilitymodelprotectionwill providemuchstrongerprotection
– Patent/utilitymodelmayreveala lot of valuableinformation,but at thesametime, it providesexclusivityin themarketplace
StrategiesStrategiesforfor ProtectingProtectingTradeTrade SecretsSecrets
• Considerwhetherthesecretis patentableand,if so,whetherit would not bebetterprotectedby a patent
• Makesurethata limited numberof peopleknow thesecretandthatall thosewho do arewell awarethatitis confidentialinformation
• Includeconfidentiality agreementswithinemployees’contracts
• Signconfidentialityagreementswith businesspartnerswheneverdisclosingconfidentialinformation
IPIP andand MarketingMarketing
• How to makemy producteasilyrecognizable?
– Createa distinct identity throughindustrialdesignsandtrademarks
• How to developtrustandconfidencein myproducts?
– Referto reputation andcertainqualities in theproductthroughcollectivemarks,certificationmarks,geographicalindications
IndustrialIndustrial DesignsDesigns
• Industrialdesignsarecompositionsof linesorcolorsor anythree-dimensionalformswhich givea specialappearanceto a product
• Theyprotecttheornamental or aestheticaspectof a product(not functional)
• Exclusiverights: Right to preventothersfromapplying(making,sellingor importing)theprotecteddesignto commercialproductsfor aperiodof 10 to 25 years(Estonia:25y)
• Requirementof registration (newEU legislationincludesunregistereddesignprotection)
WhatWhat isis aa GoodGood Design?Design?
Legal point of view:
• appealto theeye(e.g.shapeof toothbrush)
• usefularticle
• newor original
• designshouldnot bedictatedby functionalortechnicalnecessity(handle+ brush)
• mustbereproducibleby industrialmeans
WhatWhat isis aa GoodGood Design?Design?(2)(2)Businesspoint of view:
– Makeyourproductappealingto consumers
– Customizeproductsin orderto targetdifferentcustomers(e.g.Swatch)
– Developthebrandimage(e.g.Apple’s"Think Different" strategy)
TrademarksTrademarks
• A trademarkis a distinctive sign which identifiescertaingoodsor servicesasthoseproducedorprovidedby a specificpersonor enterprise
• Exclusiverights: To preventothersfrom usingidenticalor similar markson identicalor similargoodsin respectof which markis registered
WhatWhat isis aa GoodGood Trademark?Trademark?
Legal point of view:
• Distinctive : allow to distinguishgoodsandservicesfrom thoseof anothercompany
• Signseligible for registration:
– words(includingpersonalnames)
– letters
– numerals
– figurativeelements
– colors
– anycombinationof thesignsmentioned
• Bars for Registration:
– Generic(too descriptive)• E.g.“chair” for chairs;“sweet” for chocolate
– Contraryto moralityor publicorder– Misleading (asto thenatureof goods,source,
characteristics,or suitability for thepurpose)• E.g.“wool”
– Stateemblems• E.g.NationalFlag
– Existingthird partyrights? trademarksearch
WhatWhat isis aa GoodGood Trademark?Trademark?
Businesspoint of view:
– sufficientlydistinctive
– easyto read,spell,memorizeandpronounce
– suitablefor exportmarkets(no adversemeaningin foreignlanguages)(e.g.Pajero)
– fit theproductor imageof thebusiness
– haveno legalrestrictions
– havea positiveconnotation
PossibleCategories
1. Fanciful words: inventedwordswithout anyrealmeaninginanylanguage(e.g.Kodakor Exxon)
Pos: easyto protect(likely to beconsidereddistinct)
Neg: difficult to remember? greatereffortsin advertising
2. Arbitrary marks: wordsthathavea realmeaningin a givenlanguage.This meaning,however,hasno relationto theproductitself or to anyof its qualities(e.g.Apple)
Pos: level andeaseof protectionis generallyhighNeg: no directassociationbetweenthemarkandtheproduct
? greatermarketingpowerto createsuchanassociationin themind of theconsumer
3. Suggestivemarks: markswhich hint at oneor someoftheattributesof theproduct(e.g.Benecol,Bonaqua)
Pos: actasa form of advertisingandmaycreatea directassociationin themind of theconsumersbetweenthetrademark,certaindesiredqualitiesandtheproduct
Neg: Risk too descriptiveor not sufficientlydistinctive to meetthelegalcriteriafortrademarkprotection
How to Protect a Trademark?
• Registration is requiredin mostcountries(exceptwell-knowntrademarks).
• Trademark search: To besurethatit is notregisteredby anothercompanyin thecountryfor thesameproducts(goodsor services).
• It is importantto registerearly, andin anycasebefore launching a newproducton themarket
How to Protect a Trademark?
• Territorial : only protectedin thecountryin whichregistrationhasbeenobtained
• Term : 10 years– renewableindefinitely !
• Somecountries:obligation to use(3 or 5ynon-use? invalid)
• Doesnot protectanyfeatureof theproductitself
How to take full advantageof a trademark?
• Registeryour trademarkassoonaspossible.
• Monitor themarketandbesurethatno oneinfringesyour trademarkrights.
• Useyour trademarkin publicity andmarketingcampaigns.
• Considerlicensingandfranchising
• License? besurethatthequality is maintained
Example: “ ArtesaníaLatina”
- word + figurativeelement
- Spain? CTM (registeredwith theOHIM)
- for toys,especially“maquettes”(sailingboats, woodencars,teddybears,etc.)
CollectiveCollective MarksMarks
• Signswhich distinguishthegeographicalorigin,material,modeof manufacture,quality or othercommoncharacteristicsof goodsor servicesofdifferententerprisesusingthecollectivemark
• Typically, theowneris anassociationof whichthoseenterprisesaremembers
CollectiveCollective MarksMarks
• Theowneris responsiblefor ensuringcompliancewith certainstandardsby its members.
• Thus,thefunctionof thecollectivemarkis to informthepublicaboutcertainparticularfeaturesof theproductfor which thecollectivemarkis used.
• Oftenusedto promoteproductswhich arecharacteristicof a givenregion.In suchcases,collectivemarksmayalsoprovidea frameworkforcooperationbetweenlocal producers.
Example: “ Interflora ”
- internationalchain; usedall overtheworld toorden andsendflowers
- morethan70.000flower shopsin 150countries
- theemblemof Interflora is Mercurius,baringflowers asa symbolof theservicethat theassociatedflower shopsprovide
- thesloganof theorganizationis thefamous“Sayit with flowers".
Example: “ Cajamarca” (Peru)
CertificationCertification MarksMarks
• usuallygivenfor compliancewith certainstandards
• not confinedto anymembership
• maybeusedby anyonewho cancertify thattheproductsinvolvedmeetcertainestablishedstandards.
Example: “Max Havelaar”
– ownedby theMax Havelaarfoundation
– eachproducer/importerof coffee,chocolate,tea,honey,bananasor orangescanbeconsideredasa potentiallicenseholder
– theyhaveto complywith certainconditionsoftrade
Example: “Tooth friendly”
– appearson thepackagingof foodstuffs
– certifiesthat its ingredientsdo not producecavitiesandthusare not badfor your teeth
Example: “Woolmark”
– registeredby theWoolmarkCompany
– a qualityassurancesymboldenotingthat theproductson whichit is appliedare madefrom 100%wool andcomplywith strict performancespecificationsetdownby theWoolmarkCompany
– registeredin over140countries
GeographicalGeographicalIndicationsIndications
• A signusedon goodsthathavea specificgeographicalorigin andpossessqualitiesor areputationthataredueto thatplaceof origin
• Most commonly,a geographicalindicationconsistsofthenameof theplaceof origin of thegoods– E.g.Champagne
• In somecountries(incl Estonia):canalsobefigurativeelement– E.g.Eiffel tower
• Agriculturalproductstypically havequalitiesthatderiveform their placeof productionandareinfluencedby specificlocal factors,suchasclimateandsoil (e.g.cheese)
• In Azerbaijan:– no owners– perpetualprotection– registration
Example: “ TalaveradePuebla”
- Consideredto beoneof thefinestceramicsin Mexico
- Handmadeandpaintedby hand
- Historical linkedwith Arabicculture
- Typicalare thegeometricdesignsin bluecolor paintedon awhitebackground
- Thedesigneandcolorsof theartwork are createdfollowingtraditional rulesandknowhow
ExamplesExamples
– Champagne,Sherry,Porto,ScotchWhisky– Bulgarianyoghurt
– Pilsen,Budweis– EgyptianCotton– Tuscany (olive oil < Italy)– Roquefort(cheese< France)
GeographicalGeographicalIndicationsIndications
• Inherentin certainproductsfrom a particularregionarecharacteristicsthataredueto thesoil, climateorparticularexpertiseof thepeopleof thatareawhichconsumersexpectandhaveconfidencein
• Capitalizingon thatreputationfor yourproductsthatemanatefrom suchareaor benefitfrom suchskills inyourmarketingstrategymakessoundbusinesssensein differentiatingyourproductsfrom thoseof others.
• But ! You SME mustmaintainthestandardsandquality expected
Messagefor SMEs:If you can’t beatthem,join them
• Oneof thegreatestchallengesfor SMEsis not somuchtheir size,but their isolation.
• Difficulties facedby SMEsactingindividually togainrecognitionfor their goodsor servicesin themarketplace.
• Working collectively,SMEscanbenefitfrom theadvantagesof collectivestrengths.
WIPO’s website:
http://www.wipo.int
WIPO’s websitefor SMEs:
http://www.wipo.int/sme