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

ByGetachew 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

madeProposals 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 &

prioritiesSocio- economic impact and contribution Reputation & good willDistinctive characteristics linked to

geographical originPotential to protect Ivs using appropriate IP

toolsStake 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!!