Intellectual Property and Nation Branding

Competitive Market Competition between companies and companies Notion of Brand involves various categories of IP IP has new strategic role in corporate strategy

IP Trends Impact of IP products on quality of life IP at enterprise level IP at Macro level – nation branding

Nation Branding Coordinated approach to economic social and cultural development Necessity or option for countries Most complex brand

Nation Branding Impacts on major areas -Mr. Anholt’s Nation Branding Hexagon Element of IP in each area of hexagon Exports =Competitive Identity Tourism People Culture Heritage and sport Governance Investment and Immigration }

Nation Branding Partnership involves major stakeholders (public and private sector)- shared vision Result-promotion of country and building competitive advantage in global market place Numerous benefits to countries

Nation Branding Good macro image, strong attributes and visibility About being creative in each sector of economy Must be endorsed by the Head of State Top down bottom up

IP and Nation Branding Country moving towards innovative society Economic growth – creation, application and transfer of knowledge

IP and Nation Branding Country needs to seek value from its intellectual property as part of nation branding package Elements of IP in branding strategy Optimizing IP products- convey images, messages, values(i.e. brand the country)

Examples Switzerland (Presence Switzerland) South Africa – (International Marketing Council of South Africa) -

Activities Workshops Feasibility studies Objectives - sensitize- nation branding in export - identify IP as integral part thereof - provide impetus to country strategy

Activities IP is just one component of nation branding but because it involves several sectors, it has been adding value to the work we are doing from both an IP and development perspective.

Conclusion Given the fact that by its nature, nation branding involves several sectors of the economy, it can be seen as a sound basis for raising/improving a country’s profile through a broad based approach to development.

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