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The Counterweight to Volume by Dr. Wendy Hollingsworth
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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.
