The value of intellectual property
“It is estimated that by 2007… as much as 90% of the value of the world’s top 2000 enterprises will consist of intellectual property” Price Waterhouse Coopers
Ethiopia Case – Light Years IP
Distinctive Values in African Exports: How Intellectual Property can raise export income and alleviate poverty.
• 2006/7 Export Income from Harar, Sidamo and Yirgacheffe coffee - $100M
• Revenue in global retail markets -$2000M
2004 – Light Years IP + Ethiopian IPO + Ethiopian Fine Coffee Stakeholder Committee.
• First country to register trademarks for its coffee.
• First country to issue licences for its coffee.
The trade value of names and narratives
Brand Management Policies
• Trademark (name ownership) – move from commodities to assets.
- Trademark registrations in 30 countries.
• Licence (narrative) – set out distributionterms + own brand quality control.
- Distributors required to obtain licenses.
Licensees include: Starbucks Taylors of Harrogate Green Mountain Coffee
Brand management policies
RESULT – 2007- 2010:
$200M extra revenue (100%
increase) for 4 million fine coffee farmers and small traders
Benefit for distributors• Contribute views and energy to joint
promotions.• Jointly secure access to increased supply
of unique coffee.
FutureIncreased awareness through umbrella brand for the largest range and types of unexposed fine coffees, potential value in export income in excess of $1.2bn p.a.
Fair Trade is owning your brand
It is about Hadhi (Dignity)
http://youtu.be/_D-bnsyJjZI?list=PL654D11C739CBB876