Prsentation PowerPoint WIPO公关#表示PowerPoint WIPO 233.pptVIP

LAUNCHING NEW PRODUCTS IN THE MARKET Unleashing the Power of Branding through Trademarks (updated 2006) Caroline Schwab - Program officer Small and Medium-Sized Enterprises Division WIPO - World Intellectual Property Organization What is Branding Branding -- is the process by which the name or the identify of an owner, a company/enterprise or organization, is communicated. Branding allows a company to differentiate its products and services from the competition by creating a bond with its customers. It aims to create customer loyalty. This way, a company takes a position in the marketplace. What is Branding A way by which companies launch and sell goods services. A brand name is sometimes made of a part or the totality of a trademark name It communicates the essence of a products or its line, including why it is great and how it is better than all competing products. It reflects in general a prestigious (aesthetic) image in order to attract more consumers. SUCCESSFUL BRANDINGAttracts / catches the consumers Developing a brand is part of every strategic business plan Target what customers care about: articulate precise values and qualities that are relevant and of direct interest Emphasize features that are both important to consumer and quite differentiated from competitors Communicate constant innovating brand image at all levels of operation TRADEMARKSARE FOR EVER 10 Points about TRADEMARKS 10 POINTS ABOUT TRADEMARKS1. Product or service Image (Identity)2. Distinguish goods or services among others3. Play a pivotal role in the branding/marketing Strategy 4. Can be extended to any country5. Defines a certain image - builds a reputation6. Is a marketing tool - enabling licensing franchising7. Is a valuable IP business asset8. Encourage companies to invest, maintain and improve product quality9. Once protected, are useful for obtaining financing10. Can be put in the stock exchange What is a Trademark? A BRAND NAME