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IP and Product Branding for Business Development: Thailand’s Experience

IP and Product Branding for Business Development: Thailand’s Experience. Mrs. Sansanee Sahussarungsi Deputy Director–General of Department of International Economic Affairs Ministry of Foreign Affairs of Thailand. Collaboration of WIPO and Thailand. Project period 2010 – 2013:

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IP and Product Branding for Business Development: Thailand’s Experience

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  1. IP and Product Branding for Business Development: Thailand’s Experience Mrs. Sansanee Sahussarungsi Deputy Director–General of Department of International Economic Affairs Ministry of Foreign Affairs of Thailand

  2. Collaboration of WIPO and Thailand Project period 2010 – 2013: (National Focal Point : Ministry ofForeign Affairs) 1st Phase: Benchmarking Report and Capacity Building Workshops 2nd Phase: Implementation of Branding Strategies 3rd Phase: Project presentation at an International Conference • Stakeholders • WIPO and Rouse and • Co. International (Thailand) Ltd., • Royal Thai Government, local • consultants • Three selected handicrafts • products, three communities, • and three levels of understanding • and application of IP tools • - Bang Chao Cha bamboo wickerwork • - Dhene Chok Mae Chaem tapestry • woven textile • - Yok Dok Lampoon brocade silk

  3. Bang Chao Cha Bamboo Wickerwork • Bang Chao Cha: Community and its Products • WIPO-Thailand Cooperation for Bang Chao Cha • KMUTT and Capacity Building Workshops • Collective mark registration in Thailand • Future step: trademark registration abroad 3

  4. Main Challenges and Opportunities Challenges Opportunities • Higher price and less • quantity: seek niche market • and apply IP tools • Expanding partnerships • Preservation of traditional • knowledge and • Quality control • Limited production quantity • Marketing, expertise, training • and funds to continue • development and expand • market • Raising awareness of IP tools • for development 4

  5. Fostering Partnership • Role of Private Sector: Facilitator and Supporter • Collaboration between Bang Chao Cha Community • and KMUTT • Potential future partnerships 5

  6. Role of IP and Branding Strategies to help create value • Raising awareness and further cooperation within • community • Filing the collective mark in Thailand and abroad • New designs of products 6

  7. Concluding Remarks • Ultimate Aim: Self-reliance of Local Communities and • their integration into the supply chain 7

  8. Thank you Thank You

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