Session 4 - Branding and Intellectual Property Rights

Branding and Intellectual

Property

NOVEMBER 11, 2014

© 2014, All Rights Reserved

Presenter: Dr. Wendy Hollingsworth

CONCEPTUALISATION SM INC.

The counterweight to volume

NOVEMBER 11, 2014

© 2014, All Rights Reserved

Presenter: Dr. Wendy Hollingsworth

CONCEPTUALISATION SM INC.

• IP and Branding - Overview.

• Building Brands – key considerations .

• Role of IPRs – protection Stratgeies.

• Case Examples.

OVERVIEW

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

Brands:

• Elusive reputational assets

• Influence customer/consumer

choices

• Define the consumer experience

• Create emotional connections and

‘connects’ consumers with the brand

Building Brands

Intellectual Property and Branding

Brands:

• Must convey trust

• Be accessible

• Be consistent

• Be responsive

• Convey commitment and affinity

Building Brands

Intellectual Property and Branding

Brand Equity

• Reputational value

• Image value

• Consumers and customers must

‘buy into’ these values

Building Brands

Intellectual Property and Branding

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

Role of Intellectual Property

Rights

Intellectual Property and Branding

Brands can be protected by:

• Certification marks

• Collective marks

• Geographical Indications

Role of Intellectual Property

Rights

Intellectual Property and Branding

• Branded Barbados Sugar

• Jamaica Blue Mountain Coffee

Cases

Intellectual Property and Branding

Based on:

• A mixed portfolio of sugar branded

and promoted to different consumers

• A “good-better-best” portfolio

approach

Case: Branded Barbados Sugar

Intellectual Property and Branding

Based on: Developing a portfolio of brands

Source: Chris Docherty: Windward Commodities Ltd.

Case: Branded Barbados Sugar

Intellectual Property and Branding

POSITIONING

PACKAGING

RETAILPRICE

PRICEPREMIUMvs.regularsugar

BRAND

ULTRA-PREMIUM

US$9.57perkg(£2.99perunit)

797%(vs.whitesugar@US$1.2perkg)

Planta onReserveTinBag

PREMIUM

US$3.96perkg(£0.99perunit)

329%

(vs.whitesugar@US$1.2perkg)

MASS-MARKET

US$2.70perkg(£0.69perunit)

225%

(vs.whitesugar@US$1.2perkg)

Planta onTradi onal

BagSack

MANUFACTURING

US$1.50perkg(£56.00perunit)

176%

(vs.whitesugar@US$850permT)

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

Case: Branded Barbados Sugar

Intellectual Property and Branding

• 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

Case: Jamaica Blue Mountain Coffee

Intellectual Property and Branding

• 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

Case: Jamaica Blue Mountain Coffee

Intellectual Property and Branding

Cases: Jamaica Blue Mountain Coffee

Intellectual Property and Branding

• Partnership arrangement in target

market

• No formalised contract

• No registration of trademarks in

target markets

Cases: Marie Sharp - Belize

Intellectual Property and Branding

• Marks were used by partner without

consent

• Use on inferior products

• No recourse as the marks were not

registered in the jurisdiction

Cases: Marie Sharp - Belize

Intellectual Property and Branding

• 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

Cases: Cocoa

Intellectual Property and Branding

• 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

Cases: Cocoa

Intellectual Property and Branding

Branding and Intellectual

Property

NOVEMBER 11, 2014

© 2014, All Rights Reserved

Presenter: Dr. Wendy Hollingsworth

CONCEPTUALISATION SM INC.