wipo_smes_kul_06_www_68916

wipo_smes_kul_06_www_68916 - Marketing and Branding...

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Marketing and Branding Strategies: The Use of Trademarks and Industrial Designs for Business Success; Case Studies Guriqbal Singh Jaiya Director SMEs Division, WIPO
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Malaysian Textile Competition The dependence on contract manufacturing means that Malaysia is weak in terms of design and product planning capabilities, distribution and marketing capabilities. Instead of creating original Malaysian brands or names, Malaysian manufacturers produce for major world brand names , including: Adidas, Arnold Palmer, Active Wear, BUM Equipment, Calvin Klein, Christian Dior, Gucci, Guess, Donna Karan, YSL, Levi's, Nike, Padini, Polo, Ralph Lauren, Reebok, Slazenger, Pierre Cardin, Camel, Mizuno and Montagut.
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Marketing and Product Differentiation DIFFERENTIATION is the act of designing a set of meaningful differences to distinguish the company’s offering from competitors’ offerings. - Kotler (1997)
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Key Differentiating Factors for a New Product The product represents a functional improvement on competing or substitute products The retail-selling price is considered to be advantageous The product and/or its labeling has an attractive design The new product is properly branded , promoted and advertised The new product is readily available to customers in the main retail shops A number of after-sales services are provided that make the product appealing to consumers
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How to Prevent Free Riding? If functional improvements, attractive designs and a well-positioned brand are some of the features that may determine the success of a new product, what can an SME do to protect them and maintain its exclusivity over their use?
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The Answer… Innovation - functional improvement of a product Design - development of the ornamental features of a product Brand - for marketing the product Patents or Utility Models Industrial Designs Trademarks
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Patent for the fountain pen that could store ink Utility Model for the grip and pippette for injection of ink Industrial Design: smart design with the grip in the shape of an arrow Trademark : provided on the product and the packaging to distinguish it from other pens Source: Japanese Patent Office
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Corporate Image, Product Positioning and Brand Equity TRUST and RELATIONSHIPS are the bulwark of any enterprise, be it big or small, with a global or local ambit, having a traditional or modern management style, high tech or low tech, leader or follower, and irrespective of it being a part of the old world of ‘brick and mortar’ or a rising star reliant on e-commerce
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Building Trust and Relationships A Brand is a consistent, holistic pledge made by a company, the face a company presents A Brand serves as an unmistakable symbol for products and services “Business card” a company proffers on the competitive scene to set itself apart from the rest
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is to Business , as Trademark is to Brand Brand Equity built on the foundation of a protected Trademark Brand/Trademark can:
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wipo_smes_kul_06_www_68916 - Marketing and Branding...

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