1. One Village One Brand Project
Good afternoon, My name is Park Jae-hun, director of multilateral affairs at the Korean Intellectual Property Office.
I would like to introduce the One Village One Brand project and our future plans for sustainable development.
Park Jae-hun
Director of Multilateral Affairs Division
Korean Intellectual Property Office

2. 1
Introduction
KOREAN INTELLECTUAL PROPERTY OFFICE
Firstly, I will briefly tell you about the importance of brand and its economic value.

3. Importance of a Brand Means of legally protecting unique features
Source of competitive advantage
Source of financial returns
< 2012 Ranking of the Top 10 Brands >
Rank
Brand
Brand Value ($m) 1
77,839 6
43,682 2
76,568 7
40,062 3
75,532 8
39,385 4
69,726 9
32,893 5
57,853 10
30,280
Every year Interbrand, which is a US brand consultancy firm, evaluates the brand value of various companies and announces a ranking for them.
As you can see, brand is considered a major asset, as much as the quality of the product itself.
The brand value of Coca cola reached 77.8 billion dollars last year, for example.
A brand is means to legally protect unique features of a product, such as related images and consumer trust.
In addition, a brand is also deemed as the source of competitive edge and a significant intangible asset.
* Interbrand, 2012 Ranking of the Top 100 Brands 1

4. The Experience of Korea
Creation of synergy by linking the local product (mud) to the festival
million people visited and enjoyed the mud festival in 2010
- The festival’s economic impact now exceeds KRW 30 billion per year
The city of Boryeong registered 10 marks for the purpose of
protecting local products
Established Imsilcheese cooperation (1972)
Annual sales have increased by about KRW 200 billion as of 2009
200,000 people visited the Imsilcheese Valley in 2011
I would now like to highlight some examples of Korean local governments that were successful in vitalizing the local economy through branding.
The first example is Mudrang, which is a product from the city of Boryeong.
The region is well-known for its mudflats, and they use the mud from the area to make cosmetics.
They were able to link the cosmetics to the mud festival and this, in turn, raised awareness of the mud in Boryeong.
Through this, sales of cosmetics increased and the tourism industry was also reinvigorated.
The festival is expected to bring in revenues of more than 30 million dollars each year
The second one is the Imsilcheese case.
Residents in Imsil established a co-operative union, developed cheese products and implemented strategic promotions through a series of story telling adverts.
They strived to develop their product continuously and registered their trademarks as Imsilcheese. As a result, sales increased by about 200 million dollars as of 2009.
They also linked this business to tourism, which resulted in around two hundred thousand people visiting the Imsilcheese Valley on an annual basis. 2

5. 2 One Village One Brand Project
KOREAN INTELLECTUAL PROPERTY OFFICE
As you have seen from these examples, we believe it is important to support the branding of prominent products.
In addition, we thought that if we apply this method to prominent local products around the world, it could contribute to economic growth in other countries.
We therefore launched the one village one brand project aimed at products in developing countries.

6. Background
Support for Brands
To help local communities raise income levels through the use of IP, especially through the use of brands for the local products
Supporting sustainable economic growth
As I mentioned earlier, this project was started to support sustainable economic growth by utilizing brands and increasing the sales of local products. 3

7. Purpose Increase awareness on IPRs and their importance
- Create brand logo and package design for product
- Provide branding strategies
To utilize IPRs for the economic benefit of producers and the local community
The One Village One Brand project develops and assists with branding local products and helps create brand logos.
We also provide branding strategies through consulting.
We aim at increasing the income of local communities through the use of IPRs and raising awareness on the importance of brands. 4

8. Examination Guideline
Framework
OVOB
KIPO
Case Study
Dissemination
Knowledge
Sharing
Coffee
Mango
APEC
WIPO
Local Community
Trademark System
Examination Guideline
Before we launched this project, we carried out a case study on coffee and mango.
Then we proposed the project to both APEC and WIPO in order to expand this project to the international community.
In addition, we carried out this project self-funded with local communities.
On top of branding support, we also reviewed methods for the transfer of knowledge and experiences through knowledge sharing in order to support capacity building in the communities.
Likewise, KIPO is striving to disseminate the ‘One Village and One Brand’ project in various ways. 5

9. Progress - 1 East Timorese coffee (imported by the Korea YMCA) (2010)
Case Study
East Timorese coffee (imported by the Korea YMCA) (2010)
- Fair Trade Product
Dried Mango Project in Chad (2010)
- Development of brands and trademarks
- Development of manufacturing technology from appropriate
technology
Let me briefly tell you the progress of the One Village One Brand project.
We provided support on developing brands for East Timorese coffee, which is fair trade product imported to Korea.
Also, as a part of the Appropriate Technology development project that KIPO is implementing, we developed branding and design for dried mangos from Chad.
Through a case study, we decided for a full-scale implementation of the project.
At the next stage, we launched joint projects in cooperation with international organizations. 6

10. Progress - 2 APEC 1 Village 1 Brand Seminar (Jun 2010, Seoul)
Cooperation with APEC and WIPO
APEC 1 Village 1 Brand Seminar (Jun 2010, Seoul)
- Raising members’ awareness of regional product branding
APEC 1 Village 1 Brand Project (Jul May 2012)
- Support branding of member states’ products (China & Chile)
- Establishing branding development strategies for regional
products
In 2010, we held the One Village One Brand Seminar jointly with APEC.
Information was provided to APEC member states on the need to brand local products.
As a follow-up to the project, we proceeded to support branding projects for APEC members.
We assisted with branding Chinese and Chilean products and also provided a guideline for the strategic use of brand. 7

11. Progress – 3 One Village One Brand Project in Cambodia (2012)
Cooperation with Local Community
One Village One Brand Project in Cambodia (2012)
- Support branding of regional products (Red rice, Longan)
- Seminars to raise awareness of branding
- Establishing branding development strategies for
regional products
In 2012, we expanded our cooperation to a local community.
In cooperation with Ministry of Commerce in Cambodia, we supported branding of two regional products: red rice and Longan.
We also held seminars to raise awareness of branding in order to educate the local people about the importance of branding. 8

12. Process of the OVOB Project Environmental Analysis
Discover needs
APEC, embassy, IP office, NGO
WIPO DMD (Development Matchmaking Database)
Environmental Analysis
Studying the concept of the product
Regional analysis
Determination on brand vision, aims, concepts, and identities
Brand name and symbol development
Development
Strategies
IP protection strategy
Brand competitiveness enhancement strategy
This slide shows the process of the one village one brand project.
Firstly, we find out the needs of various groups. Then we analyze the local culture and environment. Next we develop the brand name, symbol and packaging design.
At this stage of development, we consider users’ opinions that most reflect the culture of the nation.
We also provide utilization methods of the developed brand and strategies to expand sales of the products using branding.
Lastly, we end the project by providing seminars and consultations in order to strengthen the capabilities of local residents and experts.
Dissemination
Capacity building for acquiring legal rights and
related strategies (consulting, seminars, conferences) 9

13. Examples of OVOV Project support by KIPO
Anji Bamboo Fiber (China)
Mango Brand (Chad)
Marquiberry Drink (Chile)
Red Rice and Longan (Cambodia)
This slide shows the brands that were created as a part of the One Village One Brand project.
I hope that these brands will spread globally and develop world-class reputations. 10

14. ? Future plans Disseminate IP-based projects
- IP-based knowledge sharing for sustainable development ?
Until now, we have shared our experience on the one village one brand project.
We expanded this project to WIPO & APEC and it is our plan to develop it even further in future.
I hope that this project will be introduced and spread to many more countries.
By doing this, many excellent products can experience an increase in sales and revenue for local communities.
I ask for your interest and support in achieving this. 11

15. Thank you! 12