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Countries / Territories

Project

  • WIPO/ITC: Branding Methodology and Tools for Value Creation

    • DatesAug 2012 - Mar 2013
    • Donor(s)W1
    • Project #INT/U1/101A
    • BudgetUSD 131,804
     

    Project objective

    Value is created but not retained at source in developing countries. The major challenge faced by countries exporting agricultural commodity products such as spices, condiments, coffee etc. is that on average less than 10 % of the value created is retained in country. In the case of Zanzibar cloves, higher value generated by distinctive product attributes, such as flavour, aroma, appearance, and natural composition-related features, fail to translate into higher returns for producers without a strong brand proposition. Development of a reference model that can be replicated in other countries/sectors An innovative joint approach will be piloted with Zanzibar cloves. It will provide the foundation for developing a joint methodology and a working model combining IP with marketing and branding that can be effectively replicated in other countries and sectors. ITC will provide the branding umbrella methodology within which IP will be positioned. WIPO will lead the development of the IP strategy.

    Beneficiary countries

    • 2012 Global; United Republic of Tanzania (the)
    • 2013 United Republic of Tanzania (the)