Download 3. Presentation by Rebecca to ministry on Branding

IP & Branding Process and Practices
Workshop
Kathmandu, 27th October 2010
Rebecca Ordish
Part 2 – Rebecca Ordish
• Intellectual Property (IP) v Branding
–Beyond trade mark registration – building
and protecting brands
–A Case Study – Chyangra Pashmina
2
© Rebecca Ordish 2010
Elements of branding
• Develop a strong brand
• Conduct clearance searches if applicable
• Select key export countries for registration
• Teach consumers what your brand means
– why do they care?
• Targeted marketing is critical
• Use free PR where possible!
• Critical step – make sure you have budget
• Brands can be seriously damaged by
infringements/copycats
• Have an infringement plan ready – include
possible legal action
• Trade marks must be renewed every 10
years
• Monitor the market – your members and
their customers are your best resource
Chyangra Pashmina
A Case Study
Challenge
The brand “pashmina” has a
negative, cheap association in
consumers’ minds and there is no
cohesive marketing strategy for the
industry.
Solution
Move to using “Chyangra pashmina”
with a logo which means quality and
commitment and run an international
marketing campaign to recover the
luxury market’s confidence in Nepali
pashmina.
The Chyangra Pashmina Logo will
do 3 things:
1. Give consumers the confidence that this product is
authentic, is made by the true originators of Chyangra
Pashmina, with the best quality wool available in Nepal,
providing the consumer with a product experience that is
unequivocal
2. Help to regulate the industry through ownership from
the Nepal Pashmina Industry Association (NPIA), where a
code of conduct must be observed in order to use the
logo
3. Observe and drive ethical awareness by giving back to
the farmer, to the weaver, all the way to the country
because of controls imposed by NPIA and various
government bodies
Chyangra Pashmina - Brand Essence
Quality
Authentic pashmina
Natural fibre
Nepal – emotional connection
Softness
Develop an industry, help
a nation
Code of conduct –
sustainable/ethical
treatment
Help the
farmers
Himalayas
Current Status
Current status of logo
development
Key branding tips
• Choose a unique, strong logo
• Protect it in key countries
• Market it widely but to a targeted audience to
get best value
• Manage members’ use closely and educate
them as to the importance of the logo
Branding opportunities for
Nepali industries
Thank you
• For more information, please contact:
Rebecca Ordish :
[email protected]
Nepal Pashmina Industries Association (NPIA):
[email protected]