Prepared by: -Keo ChanChhovy, Chief of Bureau of Mark Post Registration, D/IPRs, MoC H/p: Heng Sombo, Deputy Chief of Bureau of Mark Registration, D/IPRs, MoC, H/p: Brand as the tool for marketing strategy to add value for products and the case of study of One Village One Brand 1 Heng Sombo, D/IPRs, MoC, Cambodia

What is Branding 2 Branding allows a company, enterprise or association to differentiate its products and services from the competition by creating a bond with its customers in order to create customer loyalty. This way, a company, enterprise or association can have a position in the marketplace that is much more difficult for the competition to poach. A satisfied customer may leave. But a loyal customer is more likely to stay. Heng Sombo, D/IPRs, MoC, Cambodia

Concept of Branding 3  A company image as seen by the customer  Good branding = getting people to recognize you first  Having an effective logo with which customers can identify you  A brand is what differentiates you from your competitors  Good advertising and how it attracts customers  A compelling customer experience Heng Sombo, D/IPRs, MoC, Cambodia

Branding is sending a message 4  Think of it this way: Marketing is a conversation. The brand name initiates the conversation which will develop multiple concepts and criteria, namely: Vision, mission, message, service, package, image, differentiation, understanding the customer, advertising, logo, name recognition, customer service, internal training, team work, investment Heng Sombo, D/IPRs, MoC, Cambodia

Purpose of Branding 5  Gives a business a significant edge over the competition  Have the customer view a business as the only solution to their problem  A strong brand engenders feelings of trust, reliability, loyalty, empathy, responsiveness and recognition in the customer’s mind  Through its brand image an enterprise will attract and retain customer loyalty for its goods and services and increase the value of its business Heng Sombo, D/IPRs, MoC, Cambodia

Brand/Trademark 6 Trademark: Legal concept Brand: Marketing concept Registration of a trademark adds value as it protects its other inherent assets Brand profile and positioning may vary over time, but trademark protection remains the same Heng Sombo, D/IPRs, MoC, Cambodia

The case study of One Village One Brand 7 I. First inception phase  Korean expert’s mission to Cambodia (September 10-13, 2012) - Meeting with representatives and government officials who are in charge of this project; - Interview with decision makers of this project of Cambodia in order to share the main idea of this project; - Collecting data and status to build brand strategy and identity of the product, which includes visitation of the site of the product; and - Field study to acknowledge the information of the product (Field study of the product site of the product, discussion for selecting item of the product); - First trial of designed logo of two products have been made.

The case study of One Village One Brand 8 I. Final selection of its design logo  Korean expert’s second mission to Cambodia (Dec 11-12, 2012)  Seminar on One Village One Brand - Disseminating the awareness and the concept on developed brand for LDC which is main factors to contribute to the sustainable economic development of the beneficiaries; - Sharing the importance of branding and raising the awareness of Cambodian people and interested persons; - Introducing the results from researchers’ team on the development of branding for Pailin Longan and Svay Rieng Red Rice and preparing to develop logo; - Other presentations relating to the field of intellectual property rights such as geographical indications, trade names and collective trademarks; - And the importance how to develop and utilize the brand.

The case study of One Village One Brand 9 II. Final selection of its design logo - Two logos have been selected with satisfactory by both Farmers Cooperative; - The project will also assist to extend registration of protection of two designed logo at foreign countries.

10 Op Rady, D/IPRs, MoC