Eun Kyul PARK

Program for Assisting Farmers and Producers in LDCs to Procure Brands for their Products

- Proposal by the Republic of Korea-

Eun Kyul PARK

Deputy Director, Multilateral Affairs Division, Korean Intellectual Property Office (KIPO)

Republic of Korea

October 13, 2009

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Branding and IPRs

What is Branding?

– A Brand is a name, logo, slogan, or design, or a combination of them associated with a product or service

– A strong brand communicates the identity of a company or its products to the market

What can IPR Do for Brands?

– Brands can be protected by IPRIPR prevents distinctive value of the original goods from being

blurred by inferior goods

– IPR tools such as trademarks, collective marks, certification marks, and geographical indications (GIs) can be applied to protect brands

Korean Intellectual Property Office

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IP Strategy

IP Strategy: Branding + Using IPR ToolsThe Role of IP Strategy

– Branding and proper protection of brands using IPRs can leverage the marketing power and maximize the value of products

– Ownership of IPR enables producers to capture the value of their product’s intangible assets

Current Situation of IP Strategy in LDCs– Producers in LDCs seldom have the capacity to brand

their products and to use IPR tools


4Korean Intellectual Property

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Fair Trade and IP Strategy

What is Fair Trade?– A movement that aims to help producers in developing countries by trading local products and

advocating the payment of a higher price to producers as well as social and environmental standards related to the production

Current IP Use in the Fair Trade Sector – Labeling, branding, and certification (including International Fairtrade Certification

Mark and Fair Trade Organization Mark)– Ownership of IPR by producers needs to be more encouraged.

The Potential of Using IP Strategy for Fair Trade– IP strategies for local products through brands and IPRs enhance the sales of the

products and ensures a higher price to producers.– By adopting IP strategies, particularly ownership of IP by producers, fair trade NGOs

will be able to provide a more efficient and sustainable assistance to local producers in LDCs.

frenchfish

다음 문구의 의미연관성을 잘 모르겠음as well as social and environmental standards related to the production


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Objectives of the Proposal

Assist IP Ownership of Producers in LDCs for their Income Increase

Promote the Use of IP strategies by Fair Trade NGOsStrengthen the Capacity of SME Support Institutions

on IP– IP offices, ministries of industry, chambers of commerce, Fair

trade NGOsCreate and Disseminate Success Cases on using IP

strategy for Local Producers, increasing awareness on IP

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Relevant Cases- Indian Darjeeling Tea

Product

– Indian traditional tea that has been grown in the district of Darjeeling for 150 years

IP Strategy

– Establishment of Tea Board of India

– Development of the brand name “Darjeeling” and its logo– Registration as a trademark, certification mark, collective

mark, and/or GI in many countries

– Introduction of a certification system for origin and quality

Benefits– Increase of sales – Attainment of customer loyalty


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Relevant Cases- East Timorese Fair Trade Coffee

Product– Wild coffee trees that growing in the East Timorese district

of Same IP Strategy

– Discover distinctive products– Provision of facility and equipment for coffee processing– Development of the brand name “Peace Coffe” and its logo– Development of the fair trade logo– Registration as trademarks in Korea

Benefits– Increase of sales and expansion of distribution channels – Attainment of customer awareness


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Methodology


– Target beneficiary products and relevant regions can be searched for with the recommendations of the governments and NGOs

– Consultancy of branding experts can be provided to develop IP strategies

– Assistance can be provided to register trademarks in major markets

– NGOs are encouraged to secure access of local products to major markets

Finding products Finding products to be supportedto be supportedFinding products Finding products to be supportedto be supported

Developing IPDeveloping IP strategiesstrategies

Developing IPDeveloping IP strategiesstrategies

Facilitating Facilitating access to marketaccess to market

Facilitating Facilitating access to marketaccess to market


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Project Delivery - Conference of Fair Trade NGOs

The conference aims to:– Raise awareness on IP strategies in supporting fair trade– Analyze the current labeling, branding and certification

strategies in the fair trade sector– Discuss the potential of IP strategies for further development of

the fair trade sector– Identify possible areas in which WIPO could support the

development of the fair trade sector by supporting the use of IP strategies

– Encourage participation of NGOs in distributing distinctive products of LDCs in the global market


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Project Delivery - Conference of Fair Trade NGOs (cont’d)

The possible participants to the conference include:

– Fair trade NGOsFair Trade Labeling Organizations International (FLO)World Fair Trade Organization (WFTO)Oxfam, Max Havelaar, etc

– Representatives of producers, exporters and other stakeholderIn local industries such as agriculture and handicrafts

– Policy makers of:government agencies responsible for SMEs and export supportIP offices


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Project Delivery - Development and Implementation of IP Strategies

1. In order to assist SME support institutions and local producers to develop IP strategies, it is proposed to conduct expert consultations to:● Identify Products with Distinctive Value

− Start by targeting just a few regions and products− The selection may be based on the potential for increasing and securing income for

producers

● Develop IP Strategies− Strategy on IP creation

● brands and IPR (trademarks, collective marks, certification marks, geographical indications)

− Strategy on IP management● Design organizational structure where needed● Plan on formation and/or strengthening of collective management of IP where needed● Licensing, quality management, promotion


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Project Delivery - Development and Implementation of IP Strategies (cont’d)

2. Activities supporting the Implementation of IP Strategies– Implementation will be conducted basically by countries themselves with technical

assistance from WIPO. However, support from the international IP society can be provided for smooth and effective implementation.

● Technical assistance for registration of IPR in major markets may be provided to associations of local producers

● Organize workshops for local producers to raise awareness raising and coordinate interests

● Encourage engagement of fair trade NGOs as intermediaries for products’ access to markets

3. Dissemination of the Results● A report on the project results will be published● Additional projects to cover more regions and products


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Relevance to the Development Agenda

Recommendation 10: To assist Member States to develop and improve national IP institutional capacity through further development of infrastructure and other facilities with a view to making national IP institutions more efficient and promote fair balance between IP protection and the public interest. This technical assistance should also be extended to sub-regional and regional organizations dealing with IP.

For implementation of the recommendation 10, the Member States, in the 2nd session of the CDIP, agreed on: – Activities aimed at strengthening the capacity of SME support

institutions on IP (such as innovation center networks, business incubators, universities R&D, institutions, professional associations, chambers of commerce, financial institutions and business angels and IP offices)


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Relevance to the Development Agenda (cont’d)

Benefits of the project for SME support institutions– They will be able to acquire a methodology on IP strategies to promote

local products– The project will have learning-by-doing effects on SME support

institutions– The project will raise their awareness on the importance of IP in

enhancing business competitiveness and improve their capacity in developing and implementing IP strategies

– The project will ultimately enhance the capacity of small and medium-sized producers and farmers in IP

In this way, the project will contribute to the implementation of the Development Agenda

Thank You!

Eun Kyul PARK

Korean Intellectual Property OfficeRepublic of Korea

[email protected]

Documents

Eun Kyul PARK