Prepared by: -Keo ChanChhovy, Chief of Bureau of Mark Post Registration, D/IPRs, MoC H/p:...
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Prepared by: -Keo ChanChhovy, Chief of Bureau of Mark Post Registration, D/IPRs, MoC H/p: +855-12-676-576 E-mail: [email protected] - Heng Sombo, Deputy Chief of Bureau of Mark Registration, D/IPRs, MoC, H/p: +855-12-775-681 E-mail: [email protected] - Brand as the tool for marketing strategy to add value for products and the case of study of One Village One Brand 1 Heng Sombo, D/IPRs, MoC, Cambodia [email protected]
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Concept of Branding 3 A company image as seen by the customer Good branding = getting people to recognize you first Having an effective logo with which customers can identify you A brand is what differentiates you from your competitors Good advertising and how it attracts customers A compelling customer experience Heng Sombo, D/IPRs, MoC, Cambodia
Transcript of Prepared by: -Keo ChanChhovy, Chief of Bureau of Mark Post Registration, D/IPRs, MoC H/p:...
Prepared by: -Keo ChanChhovy, Chief of Bureau of Mark Post Registration,
D/IPRs, MoC H/p: +855-12-676-576 E-mail: [email protected]
- Heng Sombo, Deputy Chief of Bureau of Mark Registration, D/IPRs, MoC, H/p: +855-12-775-681
E-mail: [email protected]
-
Brand as the tool for marketing strategy to add value for products and
the case of study of One Village One Brand
1Heng Sombo, D/IPRs, MoC, Cambodia [email protected]
What is Branding
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Branding allows a company, enterprise or association to differentiate its products and services from the competition by creating a bond with its customers in order to create customer loyalty. This way, a company, enterprise or association can have a position in the marketplace that is much more difficult for the competition to poach. A satisfied customer may leave. But a loyal customer is more likely to stay.
Heng Sombo, D/IPRs, MoC, Cambodia [email protected]
Concept of Branding
3
A company image as seen by the customerGood branding = getting people to recognize you
firstHaving an effective logo with which customers can
identify youA brand is what differentiates you from your
competitorsGood advertising and how it attracts customers A compelling customer experience
Heng Sombo, D/IPRs, MoC, Cambodia [email protected]
Branding is sending a message
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Think of it this way: Marketing is a conversation. The brand name initiates the conversation which will develop multiple concepts and criteria, namely:
Vision, mission, message, service, package, image, differentiation, understanding the customer, advertising, logo, name recognition, customer service, internal training, team work, investmentHeng Sombo, D/IPRs, MoC, Cambodia
Purpose of Branding
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Gives a business a significant edge over the competitionHave the customer view a business as the only solution
to their problemA strong brand engenders feelings of trust, reliability, loyalty, empathy, responsiveness and recognition in the customer’s mind Through its brand image an enterprise will attract and retain customer loyalty for its goods and services and increase the value of its business
Heng Sombo, D/IPRs, MoC, Cambodia [email protected]
Brand/Trademark
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• Trademark: Legal concept• Brand: Marketing concept• Registration of a trademark adds value
as it protects its other inherent assets• Brand profile and positioning may vary
over time, but trademark protection remains the same
Heng Sombo, D/IPRs, MoC, Cambodia [email protected]
The case study of One Village One Brand
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I. First inception phase Korean expert’s mission to Cambodia (September 10-13, 2012)
- Meeting with representatives and government officials who are in charge of this project;- Interview with decision makers of this project of Cambodia in order to share the main idea of this project;- Collecting data and status to build brand strategy and identity of the product, which includes visitation of the site of the product; and- Field study to acknowledge the information of the product (Field
study of the product site of the product, discussion for selecting
item of the product);
- First trial of designed logo of two products have been made.
The case study of One Village One Brand
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I. Final selection of its design logo Korean expert’s second mission to Cambodia (Dec 11-12, 2012)
Seminar on One Village One Brand
- Disseminating the awareness and the concept on developed brand for LDC which is main factors to contribute to the sustainable economic development of the beneficiaries; - Sharing the importance of branding and raising the awareness of Cambodian people and interested persons; - Introducing the results from researchers’ team on the development of branding for Pailin Longan and Svay Rieng Red Rice and preparing to develop logo; - Other presentations relating to the field of intellectual property rights such as geographical indications, trade names and collective trademarks; - And the importance how to develop and utilize the brand.
The case study of One Village One Brand
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II. Final selection of its design logo- Two logos have been selected with satisfactory by both Farmers Cooperative;- The project will also assist to extend registration of protection of two designed logo at foreign countries.
