Transcript The development and implementation of IP and branding strategies to strengthen competitiveness of selected products: the experience of Uganda Presented at the Second WIPO.

The development and implementation of IP
and branding strategies to strengthen
competitiveness of selected products: the
experience of Uganda
Presented at the Second WIPO Inter regional Meeting on South-South
Cooperation on Patents, Industria designs, trademarks, geographical
indications and enforcement, Cairo, Egypt, 06 Mayl 2013
By
Getachew Mengistie, IP Consultant & Attorney, Addis Ababa, Ethiopia
Introduction
• IP and branding commonly used to capture
intangible values of distinctive products so as to
strengthen competitiveness and increase income
• WIPO support to use IP & branding
in
strengthening the competitiveness of the
Agriculture sector of Uganda
 Three products selected
 Distinctive characteristics of the products
linked to geographical origin identified
 IP strategy developed & branding proposals
made
Proposals endorsed and implementation at
different phases
•
Selection of products
• Products were selected by the stake holders taking
into account various factors such as :
 Relevant government development policies &
priorities
Socio- economic impact and contribution
 Reputation & good will
Distinctive
characteristics
linked
to
geographical origin
Potential to protect Ivs using appropriate IP
tools
Stake holders willingness and readiness to use
IP & branding tools
Uganda Cotton
• Fiber characteristics are in
the premium range of any
given parameter
• is free of neps from cots,
which makes it very good for
spinning quality yarn
• appearance of lint and yarn is
bright white
• Yarn produced from Ugandan
cotton lint is even and smooth
• Characteristics known & use
as a blend
Uganda vanilla
• Known for its highest vanillin
content
• Grows under shade trees that
help the crop to retain the
green pigment, which is
crucial for high quality
• Is organic and gluten free
• Cured vanilla is long,
chocolate brown, plump,
flexible and oily
• Huge demand & premium
price but little benefit
Uganda Sesame
• Produces some of the
best sesame
• Distinctive
characteristics include:
 Colour of the product
 high oil content-56 to 76
%
 Organic
• Product well known in the
market, increasing demand
• Endeavour to add value
Development of IP strategy & branding proposals
• Draft IP strategy and branding proposal were
developed for each of the products based on:
 Assessment of the cotton, vanilla and sesame sectors
and the IP legal and institutional framework of Uganda
and ARIPO
 Literature review
 Examination of relevant development policies,
strategies and laws of Uganda
 Review of relevant experiences from China,
Colombia, Ethiopia, India, Italy, Kenya, Mexico,
Morocco and USA, and
 Feedback from key stakeholders
Development of IP strategy & branding proposals
• Draft strategies presented and approved by
stakeholders
• The IP strategy and branding proposals:
 address a range of issues
 set up institutional framework for managing
the implementation of the strategy set up
 provide for mechanisms for implementing
strategies & proposals, monitoring and
evaluating impact are included in the strategies
etc.,
Approaches and strategies
• Three distinct key stake holders- private company,
producer association and a government body
• Three different strategies and IP tools:
 Sesame- Brand reflecting origin & trademark
 Vanilla- protection of Mukono district using
certification mark
 Cotton- protection of Uganda as a geographical
origin and umbrella brand to market cotton that
grows in different parts of the country.
Major challenges
• Lack of awareness and prior experience
• Lack or inadequate organization of producers
 no organization of cotton and sesame producers
 Vanilla producers Association is weak to implement
strategy on its own
• Different interests of stakeholders involved in the
value chain
• Issues related to IP and branding strategies require
knowledge in different fields
• Inadequate capacity and resources
• Expectations to see immediate changes etc.,
Lessons learned
• Need for government leadership and support
• Significance of the support of WIPO and
development partners in the initiation and
implementation of similar program
• Need for multi disciplinary approach in
developing such strategies
• Significance of ownership and commitment of
Stakeholders
• Need for unifying stakeholders
• Need to over come over expectation and ensure
sustainability of the initiative etc.
Thank you very much
for your attention!!