The development and implementation of IP and branding strategies to strengthen competitiveness of selected products: the experience of Uganda

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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

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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

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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

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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

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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

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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

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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

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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.,

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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.

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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.,

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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.

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Thank you very much for your attention!!