Ron Marchant CB FRSA WIPO INTER-REGIONAL SEMINAR ON THE ROLE OF INTELLECTUAL PROPERTY, IN PARTICULAR TRADEMARKS AND GEOGRAPHICAL INDICATIONS, IN CREATING, DEVELOPING, AND STRENGTHENING A NATION BRAND PROPOSED SURVEY OF CURRENT POSITION AND POTENTIAL PRAGUE, 26 & 27 NOVEMBER 2009

Ron Marchant CB FRSA Outline Purpose of survey Products covered by IP Image of Country Opportunities Key players Possible questions

Ron Marchant CB FRSA Purpose of Survey What is current position –Products –Image of country –Who is doing what? Opportunities Next steps? Who?

Ron Marchant CB FRSA Products covered by IP Artefacts Clothing and textiles Foodstuffs Beverages Manufactured goods Works of art Music

Ron Marchant CB FRSA Image of Country History Culture Geography and wildlife Tourism Experience of visitors –Airport –Hotels –Transport

Ron Marchant CB FRSA Opportunities New products Key historical points Key cultural issues –Art and sculpture –Architecture –Music –Artefacts Tourism growth Regional characteristics

Ron Marchant CB FRSA Key Players Private sector In government –Leadership –Culture –Tourism –Agriculture –IP Office Partners

Ron Marchant CB FRSA Possible Questions - 1 Are there products characteristic of your country available on the market? If so, what are they? Are they protected by IP Who owns the IP Are there products produced in your country that could potentially be protected as characteristic of your country, but at the moment are not? If so, who produces them?

Ron Marchant CB FRSA Possible Questions – 2 Are there specific features which characterise your country –In its history? –In its culture? –In its geography and wildlife? Do you market your country based on any of these? If so, which? Who is responsible for such marketing

Ron Marchant CB FRSA Possible Questions – 3 Who are the key players and organisations responsible for creating product and country images and protecting them? –Private sector –Public sector Who are the key decision makers in this area? Do you wish to undertake further work to develop these issues? Do you wish to call upon WIPO assistance?