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