ITC  
 
Countries / Territories

Project

  • Leveraging brand assets to optimize value creation at source

    • DatesOct 2011 - Dec 2011
    • Project #INT/U1/72A
    • BudgetUSD 50,000
     

    Project objective

    The project aims to develop a Zanzibar Clove brand. It has been seen that branding experiences from developing countries create incremental value as consumers perceive the benefits of the proposition and are willing to pay a price premium. However, on average 90 to 95% of the value creation generated are capitalized outside of the country/region of origin. The project will therefore contribute to poverty alleviation by developing marketing and brand strategies for the Zanzibar clove exporters, including IP components that will strive to ultimately secure the maximum amount of value created in the island. The project will pilot cooperation between ITC and WIPO and develop a marketing and branding model to be applied in other regions.

    Beneficiary countries

    • 2011 United Republic of Tanzania (the)