Increase Export Value of Origin-based products through IP and Branding

1. Increase Export Value of Origin-based products through IP and Branding By: Yvette MUKARWEMA Chief Operations Officer-Private Sector Federation

2. About Rwanda About PSF Rwanda Country Branding IP and Brand initiatives in Rwanda Challenges and Key opportunities Way forward – Establishment of Rwanda Exporters Forum Conclusion Presentation Outline

3. RWANDA Fast Facts • Size: 26,338sq.km • GDP Growth: 8 % (2012) • GDP per Capita: US$ 644 (2012) • Population Projection: 11M (2012) • Population Density / Km2:416 (2012) • Languages: English, French, Kinyarwanda, Swahili

4. RwandaSafe and Secure country A country rebuilt and on the rise More stable than most emerging markets • Rwanda is the 4th least corrupt country in Africa and 1st in EAC. Transparency International, 2011 Corruption Perceptions Index  • Rwanda is a thriving, safe country • Kigali representative of this turnaround • Safety (1st Globally – Gallup report) • A clean and green city, with the lowest crime of any capital city in the region • Winner of UN Habitat Award (2008) the highest award for an urban area World Bank Governance Indicator: Political stability (Higher is better) Robust governance creates long term stability • Republic with elected President, Parliament of two houses (with most members elected from local bodies) • Judiciary system includes Supreme, High, District as well as Commercial courts Source: World Bank ‘Governance Indicators’ 2007, UN, press search, RDB

5. The Private Sector Federation…….Background, Mission & Vision Just 13 years old! Established in December 1999, replacing the former Rwandan Chamber of Commerce & Industry and the then employers organization. Objectives • To represent the interests of the privatesector • Dialogue withGovernment on mattersrelated to the improvement of business • PromoteEntrepreneurship and Business Growth • BuildPrivateSectorCapacity • Support active involvement in Regional and International Trade

6. – To provide a platform for clear and coherent communication to the outside world using messages which accumulate over time. – To guide the development of brand-oriented initiatives. – To help strengthen in citizens the sense of self-esteem, unity and collective nation identity. – To attract and attract back talent from around the world. – To increase awareness amongst investors of the opportunities while preserving the security and economic stability of Rwanda, with the objective of increasing the volume of foreign investment. – To build awareness of Rwandan products and services and to increase the volume of exports. – To improve the performance of Rwanda in the global market. – To provide a coherent direction for Rwandan businesses as they strive to develop new market-oriented products and services. – To foster a brand culture in Rwanda. – To realize tourism potential by strengthening Rwanda's image and service capacity. – To provide direction for a diversification and segmentation strategy. – To increase the ratio of positive attitudes towards Rwanda amongst publics in target countries. – To increase awareness of Rwanda’s significant achievements in recent years. – To maximize exposure of Rwanda’s cultural heritage and sports icons. BRAND RWANDA The Brand Rwanda Strategy articulates the positive reality of Rwanda today. It also represents a vision of what Rwanda could mean in the future if we choose to practice and promote the qualities and gifts that define us today. Some of the Brand Rwanda objectives • To clearly and coherently communication our story • To guide the development of brand-oriented initiatives. • To help strengthen in citizens the sense of self-esteem, unity and collective nation identity • To increase awareness amongst investors of the opportunities while preserving the security and economic stability of Rwanda, with the objective of increasing the volume of foreign investment. • To build awareness of Rwandan products and services and to increase the volume of exports. • To improve the performance of Rwanda in the global market. • To foster a brand culture in Rwanda. • To realize tourism potential by strengthening Rwanda's image and service capacity. • To increase the ratio of positive attitudes towards Rwanda amongst publics in target countries. • To increase awareness of Rwanda’s significant achievements in recent years.

7. BRAND RWANDA - POSITIVE IMPACT • People don’t have a complaining attitude. It’s easy to get • commitment from everyone • people talk about their country in the way that others talk about their company… People are very patriotic, they love the country • We have a hope and a vision of getting our country to the next level • There are a lot of challenges to create the new Rwanda but it is what people 19 years, we have developed confidence in the country and are very sure of the Government and local leaders. • The coming together as Rwandans has really played a big part and has created immense hope • There is a high level of faith in God throughout the country. It has a positive impact on forgiveness Some products behind the Brand Rwanda • Rwandan Coffee • Mountain Gorilla (Gorilla naming Ceremony • ……………….

8. IP INITIATIVES IN RWANDA • Rwanda has a modern Intellectual Property legal framework including the Law N° 31/2009 of 26/10/2009, • The IP Policy of March 2012 • Rwanda is also member to a number of IP International Treaties. • Rwanda is an active member of the World Intellectual Property Organization and joined the African Regional Intellectual Property Organization (ARIPO) in 2011. • On annual basis Rwanda join the rest of the world to mark the World Intellectual Property day • The Ministry of Trade and Industry through this annual WIP events, raises awareness campaign by approaching universities and technical schools to better discuss about the IP law and policy and the importance of other programs such the Technology and Innovation Support Center (TISC) recently established in Rwanda with the support of the WIPO.

9. Challenges and Key opportunities Challenges Opportunities • The Government of Rwanda is eager to see the Private Sector branding itself and willing to support as its main objective of 2017 strategy is achieving a Private Sector Led economy • The Government is looking for a foreign investor willing to invest in packaging in Rwanda and the Gvt is more than ready to support • This product (AGASEKE) does not have an owner, it is a community based product thus a business opportunity to someone ready to invest in IP and its branding • Limited awareness about the IP and Branding in the Private Sector in general, but particularly in SMEs which form more than 80% of our business community • Lack of packaging industry thus impact the product branding • Some of our export products not branded and without intellectual property ; AGASEKE –sisal baskets

10. Way forward – Establishment of Rwanda Exporters Forum to collaborate with the recently established Technology and Innovation Support Center (TISC) Expected Exporters forum main activities • Capacity Building Programs • Advocacy for exporters • Trade missions • Providing Market Information • Networking Workshops • Annual National Exporters Forum/ Conference • Marketing Rwanda’s Products through “BRAND RWANDA” • The overall objectives of the TISC’s is to increase national innovation and development and to strengthen the innovation base in Rwanda by: • Increasing the availability of technological knowledge ; • Increasing the awareness of the benefits of IPRs and Patent information in particular. • Increasing the technology transfer ,e.g. by investigating the possibilities of licensing , joint ventures, ect …

11. Conclusion Having a working Rwanda Exporters Forum which is attached on Rwanda’s Second Economic Development and Poverty Reduction Strategy (EDPRS II) and the National Exports Strategy, as well as to the global perspective of the National Vision 2020, we are very optimistic that by 2017 we will be able to increase export value of Origin based product through IP and Branding. The only challenge to deal with is to ensure that this exporters forum works and properly collaborate with the Technology and Innovation Support Center (TISC)

12. THANK YOU FOR YOUR KIND ATTENTION MURAKOZE