The development and implementation of IP and branding strategies to strengthen competitiveness of selected products: the experience of Uganda Presented at the Second WIPO Inter regional Meeting on South-South Cooperation on Patents, Industria designs, trademarks, geographical indications and enforcement, Cairo, Egypt, 06 Mayl 2013 By Getachew Mengistie, IP Consultant & Attorney, Addis Ababa, Ethiopia

Introduction IP and branding commonly used to capture intangible values of distinctive products so as to strengthen competitiveness and increase income WIPO support to use IP & branding in strengthening the competitiveness of the Agriculture sector of Uganda Three products selected Distinctive characteristics of the products linked to geographical origin identified IP strategy developed & branding proposals made Proposals endorsed and implementation at different phases

Selection of products Products were selected by the stake holders taking into account various factors such as : Relevant government development policies & priorities Socio- economic impact and contribution Reputation & good will Distinctive characteristics linked to geographical origin Potential to protect Ivs using appropriate IP tools Stake holders willingness and readiness to use IP & branding tools

Uganda Cotton Fiber characteristics are in the premium range of any given parameter is free of neps from cots, which makes it very good for spinning quality yarn appearance of lint and yarn is bright white Yarn produced from Ugandan cotton lint is even and smooth Characteristics known & use as a blend

Uganda vanilla Known for its highest vanillin content Grows under shade trees that help the crop to retain the green pigment, which is crucial for high quality Is organic and gluten free Cured vanilla is long, chocolate brown, plump, flexible and oily Huge demand & premium price but little benefit

Uganda Sesame Produces some of the best sesame Distinctive characteristics include: Colour of the product high oil content-56 to 76 % Organic Product well known in the market, increasing demand Endeavour to add value

Development of IP strategy & branding proposals Draft IP strategy and branding proposal were developed for each of the products based on: Assessment of the cotton, vanilla and sesame sectors and the IP legal and institutional framework of Uganda and ARIPO Literature review Examination of relevant development policies, strategies and laws of Uganda Review of relevant experiences from China, Colombia, Ethiopia, India, Italy, Kenya, Mexico, Morocco and USA, and Feedback from key stakeholders

Development of IP strategy & branding proposals Draft strategies presented and approved by stakeholders The IP strategy and branding proposals: address a range of issues set up institutional framework for managing the implementation of the strategy set up provide for mechanisms for implementing strategies & proposals, monitoring and evaluating impact are included in the strategies etc.,

Approaches and strategies Three distinct key stake holders- private company, producer association and a government body Three different strategies and IP tools: Sesame- Brand reflecting origin & trademark Vanilla- protection of Mukono district using certification mark Cotton- protection of Uganda as a geographical origin and umbrella brand to market cotton that grows in different parts of the country.

Major challenges Lack of awareness and prior experience Lack or inadequate organization of producers no organization of cotton and sesame producers Vanilla producers Association is weak to implement strategy on its own Different interests of stakeholders involved in the value chain Issues related to IP and branding strategies require knowledge in different fields Inadequate capacity and resources Expectations to see immediate changes etc.,

Lessons learned Need for government leadership and support Significance of the support of WIPO and development partners in the initiation and implementation of similar program Need for multi disciplinary approach in developing such strategies Significance of ownership and commitment of Stakeholders Need for unifying stakeholders Need to over come over expectation and ensure sustainability of the initiative etc.

Thank you very much for your attention!!