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MARKETING CRAFT & VISUAL ARTS
THE ROLE OF THE IP SYSTEM
WIPO-ARIPO National Seminar - Feb. 7-9, 07
Caroline Schwab - WIPO SMEs Division
The original painting is by
Moenaa Nendoro, Zimbabwe,
Africa.
This batik (batik, Zimbabwe
artist: Abigail)
and this basket are Zimbabwe Art
Marketing Craft &
Visual Art A WIPO-ITC joint
guide
About this Guide - This practical and userfriendly guide brings out the relationship
between successful marketing of crafts and
visual arts, and the use of intellectual property
(IP) tools.
It presents numerous case studies and examples
about managing IP assets in the craft and visual
arts sectors from a number of countries
worldwide.
The purpose of this Guide is to provide a basic
knowledge and understanding of marketing
techniques and of IP to artisans and visual artists,
to enhance the chances of their business success.
It seeks to indicate why, which, what, where,
when, whether and how consideration ought to be
given to the effective management of IP assets by
using IP tools for successful marketing of craft
and visual art products.
In particular, it seeks to help artisans and visual
artists to establish
Which IP issues are relevant to them;
Why they should consider protecting
their creative output with IP rights
(IPRs);
How to identify the creative output that
may be protected with IPRs;
What type of IPRs and protective
measures are best suited to their
particular needs and business;
What the costs and practical business
benefits are of such protection;
How to access relevant information on
IP and locate relevant intellectual
property offices;
Whether to join copyright collective
management institutions or associations;
Where to go for assistance on IP
matters, and in particular whether to
use the services of IP agents, IP
attorneys and/or IP consultants; and
Whether all necessary basic measures
and procedures have been put in place to
start implementing an IP policy and
strategy as an integral part of their
business and marketing strategy.
The following individuals, groups, enterprises or institutions may find
it useful:
Individual or employed artisans and their associations;
Self-employed craft entrepreneurs, producers and
exporters;
Associations of craft industries and trade;
Visual artists (individually or collectively);
Trade and other support institutions for the craft and visual
arts sectors;
Teachers, trainers and teaching and training institutions
involved with business development and management,
marketing, trade and export promotion for the craft and
visual arts sectors;
Governmental and non-governmental organizations
(NGOs) working for development of the craft and visual
arts sectors; and
Professionals or business consultants in the craft and visual
arts sectors.
The intended audience - This Guide
assumes the reader has limited
knowledge or expertise, if any, about
principles of marketing or IP. An effort
has been made to write in clear, and, to
the extent possible, jargon-free
language, and from a practical and
common sense perspective.
It is hoped that the Guide will be as
relevant for a person belonging to an
indigenous group or tribe as for a
traditional artist or craftsperson, or for a
modern, city-based enterprise in a fastpaced business environment.
"Marketing
Crafts and
Visual Arts:
The Role of
Intellectual
Property: A
practical
guide" is
available
from the
electronicBookshop of
WIPO’s,
with a
discount.
FOR MORE INFORMATION, CONTACT:
[email protected] or
[email protected]
THANK YOU FOR YOUR ATTENTION