Session 4 - Branding and Intellectual Property Rights

Branding and Intellectual Property

Presenter: Dr. Wendy Hollingsworth CONCEPTUALISATION SM INC. NOVEMBER 11, 2014 Š 2014, All Rights Reserved

The counterweight to volume

Presenter: Dr. Wendy Hollingsworth CONCEPTUALISATION SM INC. NOVEMBER 11, 2014 Š 2014, All Rights Reserved

OVERVIEW • IP and Branding - Overview.

• Building Brands – key considerations .

• Role of IPRs – protection Stratgeies.

• Case Examples.

Intellectual Property and Branding

• IP and branding systems are essential for developing a successful differentiated product on the market

• Essential complement to business and product development strategies

Intellectual Property and Branding

• A branding strategy based on IPRs such as trademarks (including certification marks and a collective marks) geographical indications • In addition to sustainability labels such as and a fair trade label

Intellectual Property and Branding

• Or a combination of these can add value to a product and has the potential to generate superior financial returns

Intellectual Property and Branding

• Helps to build consumer recognition and loyalty • Used to enhance the market position of products or services • Consumer perception is critical

Intellectual Property and Branding

Building Brands Brands: • Elusive reputational assets • Influence customer/consumer choices • Define the consumer experience • Create emotional connections and

‘connects’ consumers with the brand

Intellectual Property and Branding

Building Brands Brands: • Must convey trust • Be accessible • Be consistent

• Be responsive • Convey commitment and affinity

Intellectual Property and Branding

Building Brands Brand Equity • Reputational value • Image value • Consumers and customers must ‘buy into’ these values

Intellectual Property and Branding

Role of Intellectual Property Rights

Brands can be protected by: Trademarks • Legal concept which serves to distinguish goods and services in the market place • Useful communication tool – communicates to the consumer a core set of attributes associated with the product/service and the company

Intellectual Property and Branding

Role of Intellectual Property Rights

Brands can be protected by: • Certification marks • Collective marks • Geographical Indications

Intellectual Property and Branding

Cases • Branded Barbados Sugar

• Jamaica Blue Mountain Coffee

Intellectual Property and Branding

Case: Branded Barbados Sugar Based on: • A mixed portfolio of sugar branded and promoted to different consumers • A “good-better-best” portfolio approach

Intellectual Property and Branding

Case: Branded Barbados Sugar Based on: Developing a portfolio of brands

Planta on Reserve

Planta on Tradi onal

BRAND Tin

POSITIONING

Bag

Bag

Sack

ULTRA-PREMIUM

PREMIUM

MASS-MARKET

MANUFACTURING

US$9.57 per kg (£2.99 per unit)

US$3.96 per kg (£0.99 per unit)

US$2.70 per kg (£0.69 per unit)

US$1.50 per kg (£56.00 per unit)

PACKAGING

RETAIL PRICE

Source: Chris Docherty: Windward Commodities Ltd. PRICE PREMIUM vs. regular sugar

797%

329%

225%

176%

(vs. white sugar

(vs. white sugar

(vs. white sugar

(vs. white sugar

Intellectual Property and Branding

Case: Branded Barbados Sugar Based on: • The branding approach used for strategically placing Barbados sugar on the global market allows the sugar industry to make a profit • Use of PR strategies instead of traditional advertising – media coverage of product launch

Intellectual Property and Branding

Case: Jamaica Blue Mountain Coffee • Jamaican Blue Mountain Coffee is a globally recognized certification mark

• Only coffee certified by the Coffee

Industry Board of Jamaica can be labeled as such

Intellectual Property and Branding

Case: Jamaica Blue Mountain Coffee • The geographical location of product is the Blue Mountain region of Jamaica and only coffee produced in the delineated area can be certified. • The marks are registered in over 30 countries

Intellectual Property and Branding

Cases: Jamaica Blue Mountain Coffee

Intellectual Property and Branding

Cases: Marie Sharp - Belize • Partnership arrangement in target market

• No formalised contract • No registration of trademarks in target markets

Intellectual Property and Branding

Cases: Marie Sharp - Belize • Marks were used by partner without consent

• Use on inferior products • No recourse as the marks were not registered in the jurisdiction

Intellectual Property and Branding

Cases: Cocoa • Fine or flavoured cocoa – best quality globally

• Has a excellent global reputation – sought after • Region has the highest proportion of fine or flavoured cocoa growers

Intellectual Property and Branding

Cases: Cocoa • Majority of cocoa shipped as a bulk commodity • Not distinguished by TM even when they exist • Ideal opportunity to explore the potential of GI & branding to further distinguish the product

Branding and Intellectual Property

Presenter: Dr. Wendy Hollingsworth CONCEPTUALISATION SM INC. NOVEMBER 11, 2014 Š 2014, All Rights Reserved