Intellectual Property and Nation Branding

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Intellectual Property and Nation Branding
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Competitive Market

• Competition between companies and companies
• Notion of Brand involves various categories of IP
• IP has new strategic role in corporate strategy

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IP Trends

• Impact of IP products on quality of life
• IP at enterprise level
• IP at Macro level nation branding

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Nation Branding

• Coordinated approach to economic social and
  cultural development
• Necessity or option for countries
• Most complex brand

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Nation Branding

• Impacts on major areas -Mr. Anholts Nation
  Branding Hexagon
• Element of IP in each area of hexagon

Exports
Tourism
People
Competitive Identity

Governance
Culture Heritage and sport
Investment and Immigration
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Nation Branding

• Partnership involves major stakeholders (public
  and private sector)- shared vision
• Result-promotion of country and building
  competitive advantage in global market place
• Numerous benefits to countries

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Nation Branding

• Good macro image, strong attributes and
  visibility
• About being creative in each sector of economy
• Must be endorsed by the Head of State
• Top down bottom up

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IP and Nation Branding

• Country moving towards innovative society
• Economic growth creation, application and
  transfer of knowledge

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IP and Nation Branding

• Country needs to seek value from its intellectual
  property as part of nation branding package
• Elements of IP in branding strategy
• Optimizing IP products- convey images, messages,
  values(i.e. brand the country)

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Examples

• Switzerland (Presence Switzerland)
• South Africa (International Marketing Council
  of South Africa) -

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Activities

• Workshops
• Feasibility studies
• Objectives
• - sensitize- nation branding in export
• - identify IP as integral part thereof
• - provide impetus to country strategy
  
  
  
  
  
  

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Activities

• IP is just one component of nation branding but
  because it involves several sectors, it has been
  adding value to the work we are doing from both
  an IP and development perspective.
  
  
  
  
  
  

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Conclusion

• Given the fact that by its nature, nation
  branding involves several sectors of the economy,
  it can be seen as a sound basis for
  raising/improving a countrys profile through a
  broad based approach to development.

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THANK YOU