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GeographicalGeographicalIndicationsIndications forfor thetheBusinessBusinessSuccessSuccessofof SMEsSMEs

GuriqbalSinghJaiya

Director,SMEsDivision

World IntellectualPropertyOrganization(WIPO)

WhatWhat makesmakesaa productproductsuccessful?successful?

• Productrepresentsa functional improvementcomparedto otherexistingproducts

• Advantageousprice

• Productor its packagehasanattractive design• Thebrand of theproducthasa goodreputation

(guaranteefor quality)andhasbeenpromotedthroughpublicity

• Productcaneasilybefoundin themainretail placesandis distributedby themaindistributors

• Goodafter-saleservices

Legal protection of IPgrants exclusiverights

• Innovation - improvementof functionalaspectsorfabricationprocessof theproduct

• Design- theproduct’sappearance

• Brand - commercialization/marketingof theproduct

Patents,UtilityModels

IndustrialDesigns

Trademarks

Limits on Patents

• Limited in time: protectionfor max20 years.Afterthat,theymaybecommercializedwithoutauthorization

– In Europelessthan25%of thepatentsareupheldfor20 years

• Limited in content: a patentonly protectswhatisspecifiedin theclaims

• Geographical: a patentis only valid in thecountry/countrieswhereprotectionis granted

A range of IP can be usedtoprotect the sameproduct

Example: Fountain pen• Patent: for thefountainpen

thatcouldstoreink

• Utility Model: for thegrip andpipettefor injectionof ink

• Industrial Design: smartdesignwith thegrip in theshapeof anarrow

• Trademark: on theproductand/orthepackagingtodistinguishit from otherpens

• Source:JapanesePatentOffice

Regardlessof what product your enterprisemakesor what serviceit provides,

it is likely that it is regularlyusing and creating

a great deal of intellectual property

IP rights can be acquired for

• Nameof thebusiness: Trade Name• Distinctivesigns: Trademarks, GeographicalIndications,

Certification Marks, CollectiveMarks• Creativedesigns(appearanceor look of theproducts):

Industrial Design• Innovativeproductsandprocesses: Patents,Utility Models• Cultural,artisticandliterary works,including(in most

countries)computersoftwareandcompilationof data:Copyright

• Confidentialbusinessinformation(customerlists,salestactics,marketingstrategies,manufacturingprocess,etc.):Trade Secrets

Example: Lego

• 1934- Trademark: Leg Godt(“play well”)

• 1958- Patent: studandtubecouplingsystem(thewaybrickshold together)

• 1974- Industrial Designs:legofigures:castles,pirateships,Wild Westranches,cavalryforts,spacestations,people

• Copyright: artisticwork,manuals

How can IP ‘add value’to your business??

(1) Increasingmarketvalueof thefirm(2) Marketing(3) Exportinggoodsandservices(4) Raisingfinances(5) Acquiring newtechnologyandfinding

suppliers(6) Commercializinginnovativeproducts

(1) IP can increasethe market valueof a business

• IP maygeneratean incomefor your SME

– Exclusiverightsto useandexploit (for limited time) +preventothersfrom commerciallyusingyourcreations

– Licensing, sale(patents,trademarks,industrialdesigns,know-how,copyright)

– Cross-licensing: usingIP asa negotiatingtool toobtainlicensesfrom othercompanies

(1) IP can increasethe market value

• IP rightscanenhancethevalueof yourSME in theeyesof investorsandfinancing institutions– IP rightsareoneof the5 maincriteriausedby European

venturecapitalistsin theirdecisionsto fund SMEs

• In theeventof a sale,merger or acquisition, IPassetscanprovideanextremelyvaluablebargainingtool

• IP assetsareseparatelyidentifiablebusinessassetsandhavea separatevalue– E.g.Coca-Colabrandvalue:estimatedat US$69 billion

Examples

• Biobrás: A Brazilianbiotechcompanyobtainedapatenton humanrecombinantinsulin.While saleshaveremainedconstant(companyexploringcommercialization),thevalueof shareshasgoneupsix-fold overthepast5 years.

• Amati Communications(US):TexasInstrumentpaidUS$395million to acquirea smallcomputercompany(Amati Comm.).Thereasonsfor suchahigh pricewere25 key patents.

(2) IP is an important marketing tool

“Marketingis everythingyoudo

to promoteyour business,

sothat

customersbuyyour productsor services

andbeginto patronizeyour business

on a regular basis”

IP rights are crucial for (1)

• Differentiating yourproducts/servicesandmakingthemeasilyrecognizable

– Industrialdesigns& trademarksareidentifiers?customersdistinguish, at a glance,betweenyourproductsor servicesandthoseof your competitors.Theyestablisha link betweenyourproductsorservicesandyourSME

• Promotingyourproductsor servicesandcreatingaloyal clientele

– Trademarks, geographicalindications, collectivemarks, certificationmarks? customersassociatethemwith certaindesiredqualities

IP rights are crucial for (2)

• Creatinga distinct imagefor your businessin themindsof your customersandin positioningyourbusinessin themarket– Trademarks,tradenames, industrialdesigns, patents

• Marketingyour productsor servicesin foreigncountries

• Marketingyour productsin theneweconomy– Useof domainnamesandtrademarksin e-commerce

(3) Exporting Goodsand Services

• IP rightsare‘territorial’

• SMEsthatintendto exporttheir productsshouldconsiderlegal protection of their IP in theirexport markets in orderto haveexclusivity

• Whetheryou commercializeyourselfor license

• In time!

(4) Raising Funds

Two waysof raisingfunds:

– Debt - loanwhich theborrowermustrepay

– Venture - which givestheinvestora shareof theactualbusinessof theinvesteeandis notautomaticallyrepaidby theinvesteebusiness,butratherrelieson theinvestorultimatelyrealizingtheequityheldin thebusiness

4.1 Debt Finance

• Debtfinanceis generally‘secured’by a chargeoverthebusiness’assets.In principle,theseassetscanbeanyclaimsthathavereasonablypredictablecashflows, or evenfuturereceivablesthatareexclusive.

• Securitization of IP assets- a newtrend:collateralizingcommercialloansandbankfinancingby grantinga securityinterestin IP is a growingpractice,esp.in music,Internetandhigh technologysectors.– E.g.,securitizationfor futureroyaltypaymentsfrom licensing

a patent,trademarkor tradesecret,or from musicalcompositionsor recordingrightsof a musician(D. Bowie).

4.2 Venture Capital

• For theventurecapitalist,returndependsuponfutureprofits.

• IP ownershipis importantto convinceinvestorsof themarketopportunitiesopento theenterprisefor thecommercializationof theproductsorservicesin question:

ConvinceVenture Capitalist (1)

– Strongtrademarksarea guaranteefor a loyalclientele

– Patentsandindustrialdesignsprovideexclusivityfor thecommercializationof inventionsresp.attractivedesigns? maybeimportantto convinceinvestorsfor thecommercializationof yourproduct

– Patentsmayconvinceinvestorsthatyourproductisinnovative, unique,or superiorto theofferingsofcompetitors

ConvinceVenture Capitalist (2)

– Tradenames, trademarksanddomainnamesmaybetheprimeelementsthatdifferentiateyourproductfrom thoseof competitors

– For manycompanies,tradesecrets(suchasdetailsofproduction,secretinventions,andtechnical,financialandmarketingknow-how)alonemaybethesourceoftheir competitiveadvantage

Therefore…

�Ensurethatyour IP portfolio protectsthoseaspectsof thebusinesswhich determinetheventure’ssuccess

�ReflectproprietaryIP in yourbusiness’books,balancesheet,businessplan

�Any indicationthatconfirmsduediligenceon yourpartin themanagementof IP assetsis likely to playanimportantrole in convincinginvestorsof yourcompany'spotential

(5) Acquiring New Technology&Finding Suppliers

• SMEsseekingaccessto innovative technologydevelopedby othercompaniesshouldconsultpatentdatabasestoidentify thenecessarytechnology.

• Theymayhaveto negotiatelicensingagreementswith thepatentholderin orderto obtaintheright to usethetechnology.

• Informationin patentdocumentsmayalsoassistentrepreneursin their searchfor alternative suppliersofidenticalor similar technologies.

Patent Information:Other Sideof the Coin

• Patent ? 1. “deedsecuringto a personanexclusiveright grantedfor aninvention”

? 2. “open,evident,manifest”;“opento publicperusal”< Latin patens

(Collins Dictionary)

• Patentasaninterchangebetweensocietyandtheinventor

• All patentsarepublishedandareopento public

What is Open to the Public?

• “Patentinformation” is thetechnicalandlegalinformationcontainedin patentdocumentsthatarepublishedperiodicallyby patentoffices.

• A patentdocumentincludesthefull descriptionof howa patentedinventionworksandtheclaimswhichdeterminethescopeof protectionaswell asdetailsonwho patentedtheinvention,whenit waspatentedandreferenceto relevantliterature.

Patent information

Technologicalrelevance

Legal relevance

Relevanceof PatentDocuments

Commercial relevance

Using Patent Information

Legal relevance:

• Avoid possibleinfringementproblems• Assesspatentabilityof your own inventions

• Opposegrantof patentswherevertheyconflict with your own patent


TechnologicalRelevance:

• Keepabreastwith latesttechnologiesin yourfield of expertise

• Avoid unnecessaryexpensesin researchingwhatis alreadyknown– “Discoveryconsistin seeingwhateverybodyhasseen,and

thinkingwhatnobodyhasthought” (Albert Szent-Györgyivon Nagyrapolt)

– In Europe,morethanUS$30 mill. peryearis waistedinunnessaryresearch- 30%of thetotal investmentin R&D


Technologicalrelevance:

• Identify andevaluatetechnologyfor licensingandtechnologytransfer

• Getideasfor furtherinnovation

• Identify alternativetechnologies

• Find readysolutionsto technicalproblems


Commercial Relevance

• Locatebusinesspartners• Locatesuppliersandmaterials

• Monitor activitiesof competitors

• Identify nichemarkets

• Usewhatis allowedto use(limits of patents)


Did you know?

• Theentiresetof patentdocumentsworldwideincludesapproximately40 million items.

• Everyyearapproximately1 million patentapplicationsarepublished.

• About two-thirdsof thetechnicalinformationrevealedinpatentsis neverpublishedelsewhere.


Did you know?

• Most of theinventionsaredisclosedto thepublic for thefirst time whenthepatentis beingpublished.

• Theinformationcontainedin thepatentdocumentsISNOT SECRET!

ThomasEdison:

“I start wherethelast manstopped”

(6) Commercializing Innovative Products

• An inventionon its own haslittle valuefor anSME ? How do you turn inventions intoprofit-making assetsof your SME?

• Tradesecretvs.Patent- Theacquisitionof apatent givestheSME exclusivity overthecommercializationof aninnovativeproductortheinnovationprocessof fabrication– either:commercializetheinventionyourself

– or: allowing its commercializationby others

Commercializing Innovative Products (2)

• If you choosenot to exploit thepatentyourself? you may

- sell or

- licensetherightsto otherfirms thathavethecapacityto

commercializethepatentedinventions

• A licensingagreementis a partnershipbetweenanIP rightsowner(licensor)andanotherwho is authorizedto usesuchrights(licensee)in exchangefor anagreedpayment(feeorroyalty)

Advantagesof Licensing Technology

• you canensurea steadystreamof additionalincomefrom your invention(royalties)

• no needto invest yourselfin thecommercializationof theinvention

• your SME canexpandits businessto thefrontiersof your partners'business

• cross-licensing

Cross-licensing:Cross-licensing:exampleexample

• Dell (computercompany)hasnumberof patentsin theUS on its uniquebusinessmodels

• In 1999,Dell usedits patentportfolio ascollateralin aUS$billion cross-licensingdealwith IBM with lowercostcomputercomponents

• This freedDell from havingto payIBM severalmillions of dollarsin royalties

Attention !

� Internationalcontext? IP right you wish tolicensemustbeprotectedin thecountries

concerned.

�Licenseagreement:written + recordin register

�Choosetheright partner

Commercializing innovative products

Example: ring-pull cans

• Theinventorlicensedthesystemto Coca-Colaat 1/10of apennypercan.During theperiodof validity of thepatenttheinventorobtained148,000UK poundsa dayon royalties.

Commercializing innovative products

Example: Post-it

• Theglueusedfor Post-itswasdiscoveredby chanceby 3M.Initially ignored,it wasthenpatented.Post-itssubsequentlybroughthugeprofits to thecompanythroughlicensingagreements.

Somekey strategies

1. IP audit: takingstockof all IP (how is itcurrentlyexploited?)

2. IP valuation: like physicalassets,IP assetsshouldbeidentifiedandvaluedindividually (asastand-aloneasset)

• importantfor licensing,duringM&As, for raisingfunds,to reportto shareholdersandinvestors

3. Licensing: mayprovidea constantrevenuestreamfrom royalties

4. Cross-licensing: usingIP to obtainaccessto othercompanies’technology

SomeKey Strategies

5. Announceyour IP: let potentialinvestors,lenders,businesspartners,shareholders,etc.know thatyouhaveproprietaryIP.

• IncludeIP assetsin accountsbooks,balancesheet,businessplan

6. IP search: consultIP databaseson aregular basis.

Conclusion

By establishinga cultureof

identifying,cultivatingandstrategicallyusing

its IP assets,

anenterprisecanincreaseits revenue,

haveanedgeoverits competitors

and

positionitself well in themarket.

TradeTrade SecretsSecrets• Definition : Any confidentialbusinessinformationwhich

providesanenterprisea competitiveedgemaybeconsidereda tradesecret

• Examples: salesmethods,marketingstrategies,innovativemanufacturingprocess,lists of suppliers,newproductsorservices,financialinformation

• Famousexamples: Coca-Colaformula,Microsoft’ssourcecodefor Windows

• Everycompanyhasits tradesecrets.Informationthatit doesnot wantcompetitorsto knowabout.

• Tradesecretsarealsointellectualproperty!

HowHow toto protectprotect tradetrade secrets?secrets?

• No needfor registration.But 3 essentialrequirements:

– Theinformationmustbesecret!

– It musthavecommercialvaluebecauseit’ssecret

– It musthavebeensubjectto reasonablestepsbytheholderto keepit secret(e.g.confidentialityagreements)

TradeTrade secretssecretsvs.vs. PatentsPatents• Advantagesof tradesecrets:

– No needto register

– Not limited in time– No disclosure

– Canprotectunpatentableinformation

• Disadvantagesof tradesecrets:– Costsof keepingit secretcanbehigh

– Othersmaydiscover/inventit independently– Othersmaypatentit (if patentable)

– If thesecretis embodiedin a productit maybereverseengineered

– More difficult to enforce

TradeTrade secretssecretsoror patents?patents?

Suppose:

• An SME developsa processfor themanufacturingof itsproductsthatallowsit to produceits goodsin a morecost-effectivemanner.

• Theprocessis not sufficiently inventiveto beprotectedby a patent,but it providestheenterprisea competitiveedgeoverits competitors.

• Theenterprisein questionmaythereforevalueitsknow-howasa tradesecretandwould not wantcompetitorsto learnaboutit.


• 1958: Patent for studandtubecouplingsystem(theway brickshold together)

• But: Todaythepatentshavelongexpiredandthecompanytrieshardto keepout competitorsbyusingdesignsandcopyright


• Case-by-casebasis

• Tradesecretprotectionmaybeadvisable:

– For inventionsor manufacturingprocessesthatdo notmeetthepatentabilitycriteriaandthereforecanonly beprotectedastradesecrets(thoughtheymayqualify forprotectionasa utility model)

2. Whenthetradesecretis not consideredto beof suchgreatvalueto bedeemedworth a patent(thoughutilitymodelmaybegoodalternative)

3. Whenit is likely thattheinformationcanbekept secretfor a considerableperiodof time.

• If thesecretinformationconsistsof a valuablepatentableinvention,tradesecretprotectionwould only beconvenientif thesecretcanbekeptconfidentialfor over20 years(periodof protectionof a patent)andif othersarenot likelyto comeup with thesameinventionin a legitimateway.

4. Whenthesecretrelatesto a manufacturingprocess ratherthanto a product,asproductswould bemore likely to bereverseengineered.

5. Whenyou haveappliedfor a patentandarewaiting for thepatentto begranted.

• However,bear in mind:– Tradesecretprotectionis generallyweak

– Thecourtsmayrequirevery significantandpossiblycostlyeffortsto preservesecrecy

– Patent/utilitymodelprotectionwill providemuchstrongerprotection

– Patent/utilitymodelmayreveala lot of valuableinformation,but at thesametime, it providesexclusivityin themarketplace

StrategiesStrategiesforfor ProtectingProtectingTradeTrade SecretsSecrets

• Considerwhetherthesecretis patentableand,if so,whetherit would not bebetterprotectedby a patent

• Makesurethata limited numberof peopleknow thesecretandthatall thosewho do arewell awarethatitis confidentialinformation

• Includeconfidentiality agreementswithinemployees’contracts

• Signconfidentialityagreementswith businesspartnerswheneverdisclosingconfidentialinformation

IPIP andand MarketingMarketing

• How to makemy producteasilyrecognizable?

– Createa distinct identity throughindustrialdesignsandtrademarks

• How to developtrustandconfidencein myproducts?

– Referto reputation andcertainqualities in theproductthroughcollectivemarks,certificationmarks,geographicalindications

IndustrialIndustrial DesignsDesigns

• Industrialdesignsarecompositionsof linesorcolorsor anythree-dimensionalformswhich givea specialappearanceto a product

• Theyprotecttheornamental or aestheticaspectof a product(not functional)

• Exclusiverights: Right to preventothersfromapplying(making,sellingor importing)theprotecteddesignto commercialproductsfor aperiodof 10 to 25 years(Estonia:25y)

• Requirementof registration (newEU legislationincludesunregistereddesignprotection)

WhatWhat isis aa GoodGood Design?Design?

Legal point of view:

• appealto theeye(e.g.shapeof toothbrush)

• usefularticle

• newor original

• designshouldnot bedictatedby functionalortechnicalnecessity(handle+ brush)

• mustbereproducibleby industrialmeans

WhatWhat isis aa GoodGood Design?Design?(2)(2)Businesspoint of view:

– Makeyourproductappealingto consumers

– Customizeproductsin orderto targetdifferentcustomers(e.g.Swatch)

– Developthebrandimage(e.g.Apple’s"Think Different" strategy)

TrademarksTrademarks

• A trademarkis a distinctive sign which identifiescertaingoodsor servicesasthoseproducedorprovidedby a specificpersonor enterprise

• Exclusiverights: To preventothersfrom usingidenticalor similar markson identicalor similargoodsin respectof which markis registered

WhatWhat isis aa GoodGood Trademark?Trademark?

Legal point of view:

• Distinctive : allow to distinguishgoodsandservicesfrom thoseof anothercompany

• Signseligible for registration:

– words(includingpersonalnames)

– letters

– numerals

– figurativeelements

– colors

– anycombinationof thesignsmentioned

• Bars for Registration:

– Generic(too descriptive)• E.g.“chair” for chairs;“sweet” for chocolate

– Contraryto moralityor publicorder– Misleading (asto thenatureof goods,source,

characteristics,or suitability for thepurpose)• E.g.“wool”

– Stateemblems• E.g.NationalFlag

– Existingthird partyrights? trademarksearch

WhatWhat isis aa GoodGood Trademark?Trademark?

Businesspoint of view:

– sufficientlydistinctive

– easyto read,spell,memorizeandpronounce

– suitablefor exportmarkets(no adversemeaningin foreignlanguages)(e.g.Pajero)

– fit theproductor imageof thebusiness

– haveno legalrestrictions

– havea positiveconnotation

PossibleCategories

1. Fanciful words: inventedwordswithout anyrealmeaninginanylanguage(e.g.Kodakor Exxon)

Pos: easyto protect(likely to beconsidereddistinct)

Neg: difficult to remember? greatereffortsin advertising

2. Arbitrary marks: wordsthathavea realmeaningin a givenlanguage.This meaning,however,hasno relationto theproductitself or to anyof its qualities(e.g.Apple)

Pos: level andeaseof protectionis generallyhighNeg: no directassociationbetweenthemarkandtheproduct

? greatermarketingpowerto createsuchanassociationin themind of theconsumer

3. Suggestivemarks: markswhich hint at oneor someoftheattributesof theproduct(e.g.Benecol,Bonaqua)

Pos: actasa form of advertisingandmaycreatea directassociationin themind of theconsumersbetweenthetrademark,certaindesiredqualitiesandtheproduct

Neg: Risk too descriptiveor not sufficientlydistinctive to meetthelegalcriteriafortrademarkprotection

How to Protect a Trademark?

• Registration is requiredin mostcountries(exceptwell-knowntrademarks).

• Trademark search: To besurethatit is notregisteredby anothercompanyin thecountryfor thesameproducts(goodsor services).

• It is importantto registerearly, andin anycasebefore launching a newproducton themarket

How to Protect a Trademark?

• Territorial : only protectedin thecountryin whichregistrationhasbeenobtained

• Term : 10 years– renewableindefinitely !

• Somecountries:obligation to use(3 or 5ynon-use? invalid)

• Doesnot protectanyfeatureof theproductitself

How to take full advantageof a trademark?

• Registeryour trademarkassoonaspossible.

• Monitor themarketandbesurethatno oneinfringesyour trademarkrights.

• Useyour trademarkin publicity andmarketingcampaigns.

• Considerlicensingandfranchising

• License? besurethatthequality is maintained

Example: “ ArtesaníaLatina”

- word + figurativeelement

- Spain? CTM (registeredwith theOHIM)

- for toys,especially“maquettes”(sailingboats, woodencars,teddybears,etc.)

CollectiveCollective MarksMarks

• Signswhich distinguishthegeographicalorigin,material,modeof manufacture,quality or othercommoncharacteristicsof goodsor servicesofdifferententerprisesusingthecollectivemark

• Typically, theowneris anassociationof whichthoseenterprisesaremembers

CollectiveCollective MarksMarks

• Theowneris responsiblefor ensuringcompliancewith certainstandardsby its members.

• Thus,thefunctionof thecollectivemarkis to informthepublicaboutcertainparticularfeaturesof theproductfor which thecollectivemarkis used.

• Oftenusedto promoteproductswhich arecharacteristicof a givenregion.In suchcases,collectivemarksmayalsoprovidea frameworkforcooperationbetweenlocal producers.

Example: “ Interflora ”

- internationalchain; usedall overtheworld toorden andsendflowers

- morethan70.000flower shopsin 150countries

- theemblemof Interflora is Mercurius,baringflowers asa symbolof theservicethat theassociatedflower shopsprovide

- thesloganof theorganizationis thefamous“Sayit with flowers".

Example: “ Cajamarca” (Peru)

CertificationCertification MarksMarks

• usuallygivenfor compliancewith certainstandards

• not confinedto anymembership

• maybeusedby anyonewho cancertify thattheproductsinvolvedmeetcertainestablishedstandards.

Example: “Max Havelaar”

– ownedby theMax Havelaarfoundation

– eachproducer/importerof coffee,chocolate,tea,honey,bananasor orangescanbeconsideredasa potentiallicenseholder

– theyhaveto complywith certainconditionsoftrade

Example: “Tooth friendly”

– appearson thepackagingof foodstuffs

– certifiesthat its ingredientsdo not producecavitiesandthusare not badfor your teeth

Example: “Woolmark”

– registeredby theWoolmarkCompany

– a qualityassurancesymboldenotingthat theproductson whichit is appliedare madefrom 100%wool andcomplywith strict performancespecificationsetdownby theWoolmarkCompany

– registeredin over140countries

GeographicalGeographicalIndicationsIndications

• A signusedon goodsthathavea specificgeographicalorigin andpossessqualitiesor areputationthataredueto thatplaceof origin

• Most commonly,a geographicalindicationconsistsofthenameof theplaceof origin of thegoods– E.g.Champagne

• In somecountries(incl Estonia):canalsobefigurativeelement– E.g.Eiffel tower

• Agriculturalproductstypically havequalitiesthatderiveform their placeof productionandareinfluencedby specificlocal factors,suchasclimateandsoil (e.g.cheese)

• In Azerbaijan:– no owners– perpetualprotection– registration

Example: “ TalaveradePuebla”

- Consideredto beoneof thefinestceramicsin Mexico

- Handmadeandpaintedby hand

- Historical linkedwith Arabicculture

- Typicalare thegeometricdesignsin bluecolor paintedon awhitebackground

- Thedesigneandcolorsof theartwork are createdfollowingtraditional rulesandknowhow

ExamplesExamples

– Champagne,Sherry,Porto,ScotchWhisky– Bulgarianyoghurt

– Pilsen,Budweis– EgyptianCotton– Tuscany (olive oil < Italy)– Roquefort(cheese< France)

GeographicalGeographicalIndicationsIndications

• Inherentin certainproductsfrom a particularregionarecharacteristicsthataredueto thesoil, climateorparticularexpertiseof thepeopleof thatareawhichconsumersexpectandhaveconfidencein

• Capitalizingon thatreputationfor yourproductsthatemanatefrom suchareaor benefitfrom suchskills inyourmarketingstrategymakessoundbusinesssensein differentiatingyourproductsfrom thoseof others.

• But ! You SME mustmaintainthestandardsandquality expected

Messagefor SMEs:If you can’t beatthem,join them

• Oneof thegreatestchallengesfor SMEsis not somuchtheir size,but their isolation.

• Difficulties facedby SMEsactingindividually togainrecognitionfor their goodsor servicesin themarketplace.

• Working collectively,SMEscanbenefitfrom theadvantagesof collectivestrengths.

WIPO’s website:

http://www.wipo.int

WIPO’s websitefor SMEs:

http://www.wipo.int/sme

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