Project Title

Best Practices on Brand Development and IP Protection for Micro, Small and Medium Enterprises (MSMEs) 

Project Year

2016   

Project Number

CTI 12 2016A 

Project Session

Session 1   

Project Type

Standard 

Project Status

Project in Implementation   
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Project No.

CTI 12 2016A 

Project Title

Best Practices on Brand Development and IP Protection for Micro, Small and Medium Enterprises (MSMEs) 

Project Status

Project in Implementation 

Publication (if any)

 

Fund Account

APEC Support Fund 

Sub-fund

ASF: General Fund 

Project Year

2016 

Project Session

Session 1 

APEC Funding

102,436 

Co-funding Amount

Total Project Value

102,436 

Sponsoring Forum

Intellectual Property Rights Experts Group (IPEG) 

Topics

Intellectual Property 

Committee

Committee on Trade and Investment (CTI) 

Other Fora Involved

 

Other Non-APEC Stakeholders Involved

 

Proposing Economy(ies)

Philippines 

Co-Sponsoring Economies

Korea; Mexico; Russia 

Expected Start Date

01/01/2017 

Expected Completion Date

31/12/2017 

Project Proponent Name 1

Leny B Raz (new PO wef 8 October 2017) 

Job Title 1

Not Applicable 

Organization 1

Intellectual Property Office of the Philippines (IPOPHL) 

Postal Address 1

28 Upper McKinley Rd., McKinley Hill Town Center, Taguig City 1634 Philippines 

Telephone 1

63-2 2386300 

Fax 1

Not Applicable 

Email 1

leny.raz@ipophil.gov.ph 

Project Proponent Name 2

Not Applicable 

Job Title 2

Not Applicable 

Organization 2

Not Applicable 

Postal Address 2

Not Applicable 

Telephone 2

Not Applicable 

Fax 2

Not Applicable 

Email 2

Not Applicable 

Declaration

Leny B Raz 

Project Summary

The project is a major step in advancing the Global Value Chain Development and Cooperation initiative of APEC.

With focus on MSMEs, the project seeks to accelerate their participation in the global economy by helping them develop and strengthen their brands, and make their businesses competitive through intellectual property (IP) protection and management. By promoting brand development to MSMEs, it is also expected that their level of awareness and appreciation of IP will increase.

This involves the holding of a seminar/workshop and focus group discussion on brand development and IP protection for MSMEs with the end view of documenting and publishing best practices and guidelines thereof taking into account the fast paced international trade and globalization.

Relevance

The Project is aligned with the APEC initiative of developing the capacity of smaller businesses in Asia Pacific, and will significantly contribute in advancing the APEC SME Agenda. The development of the MSME sector has been a priority since the 1993 Leaders' meeting in Seattle. In 2015, the APEC Ministers Meeting in Boracay Philippines continued to prioritize the integration of MSMEs into global value chains, and in 2016 Peru’s priorities include  the modernization of MSMEs and insertion in GVCs. The project is considered an “institutional support” for MSMEs,  as familiarity with best branding practices and protection of IP assets provide MSMEs equitable benefits from global value chain (GVC) development. 

The Project is expected to enlighten and empower MSMEs in the concept and practice of branding for their products and services as a value added factor.  A Brand provides business differentiation amidst competing products and services in the market, thus, considered critical success factor of any company. Brands add value on the business and enhance distinctiveness of the products and services from those of competitors. The Project intends to shift the orientation of MSMEs to branding development and to make them aware that brand strategies are not confined to big companies. By using a business language, that is “Branding”, it is expected that the project will capture the interest of MSMEs and in the process expose them to the value and importance of IP protection and IP management. Thus, the project intends to build capacities of MSMEs to be competitive and raise their awareness on intellectual property (IP).It is submitted that one of the effective ways of communicating to MSMEs the value of IP is through Brand Development.

The Project highlights the role of Branding in APEC Developing economies. Brands help APEC developing economies grow as more MSMEs develop strong local brands to represent the quality of their  products to a wider market. Branding provides a wider exposure for MSME products. Strong local brands by MSMEs are vital to a vibrant economy – providing wider consumer choice, product innovation and crossing economic boundaries. 

Intellectual property (IP) rights, such as brand and trademark, have become the economic reserve of APEC member economies in general, and serve as main resource for development. Figures from the WIPO IP Statistics Data Center show a big disparity in trademark filings between developing economies in the region , which range to less than one-fourth (¼) of trademark filings and developed economies which filings range from 100,000 to 150,000 per year. A key element to the wide difference is explained by the effective mechanism for the utilization of Intellectual Property (IP) rights, like brands as tools  for economic progress.  With this project, developing economies in the region can level up their utilization of IP assets like brands as competitive tools to promote economic growth. 

The project intends to replicate the success of a brand development project last 2014 in the Philippines, wherein  the Intellectual Property Office of the Philippines  (IPOPHL) partnered with the economy’s’s biggest business group in promoting brand development and IP protection through a Brand Development and IP Protection Summit. The Summit gave local brand owners insights into the latest trends and strategies in brand development and tips on how to maximize the use of their IP assets. 

This Project seeks to organize a bigger forum whereby participants from APEC economies share and learn best practices on brand development and IP protection. Learning the Best Practices on Branding will boost competitiveness of MSMEs from the APEC region in the global market.

The Project recognizes that due to the limited resources of MSMEs, brand development and protection ranks low in their list of priorities. This Project seeks to address this challenge knowing that the sector holds much potential in driving economic growth in the region.

Objectives

1) To provide reference materials to the MSMEs in developing and maintaining their brands for business growth and market expansion.

2) To identify, compile/document and share best practices on brand development and IP protection for MSMEs in Asia Pacific for easy reference of the growing number of MSMEs, brand owners and interested parties.

3) To empower and enlighten MSMEs on the use and importance of branding and IP protection to generate more value for their products and services.

Alignment

Alignment - APEC:

1) The Project supports the 2016 APEC Priorities of “Modernization of MSMEs” and “Investing in Human Capital Development.

2) It is also aligned with the Osaka Action Plan of promoting dialogue on emerging intellectual property policy issues, with a view to further improve intellectual property rights protection and use of the intellectual property rights systems for the social and economic benefit of members.

3) In the 2010 Yokohama Declaration, APEC affirms its commitment to strengthen the protection and enforcement of IPR.IPR protection and enforcement are key factors in promoting foreign trade and investment and in boosting economic development. 

Alignment – Forum: This is aligned with the IPEG’s work program of “deepening the dialogue on IP policy,” and with a particular objective of banking on IP utilization to promote economic development.

TILF/ASF Justification

This project is applied for APEC Support Fund Account– General Fund, specifically under the priority areas of “Developing Human Capital” and “Developing and strengthening the dynamism of Small and Medium Enterprises (SMEs).” The project is aimed at providing MSMEs with branding tools and practices that will facilitate competitiveness of MSMEs in the global trade. Brand Development creates value for MSMEs in quantitative and qualitative forms. The project fully supports APEC’s initiative on SMEs’ Participation into Global Value Chains.     

The Project shall highlight the importance of Branding for developing economies. APEC developing economies needs to recognize and appreciate that brands serve as a business competitive tool. Brands allow market players to distinguish and assess one competitor from another. As market entrants, MSMEs will develop brands to offer better value for their products and more choices for consumers. 

Brands help developing economies grow as more MSMEs develop strong local brands to represent the quality of their  products to a wider market. Strong local brands are vital to a vibrant developing economy – providing wider consumer choice, product innovation and crossing economic boundaries.     

Intellectual property (IP) rights, such as brand and trademark, have become the economic reserve of APEC member economies in general, and serve as main resource for development. Figures from the WIPO IP Statistics Data Center show a big disparity in trademark filings between developing economies in the region, which range to less than one-fourth (¼) of trademark filings and developed economies which filings range from 100,000 to 150,000 per year. A key element to the wide difference is explained by the effective mechanism for the utilization of Intellectual Property (IP) rights, like brands as tools  for economic progress.  With this project, developing economies in the region can level up their utilization of IP assets like brands as competitive tools to promote economic growth. 

Beneficiaries and Outputs

Outputs: The project consists of a three-day seminar/workshop that shall inform participating APEC member economies with the present trends in business and enhance their knowledge and appreciation of the best branding practices for MSMEs. It is expected that MSMEs will also realize the value and importance of IP in their business and noting this they are expected to adopt IP protection measures and manage their IP portfolio. 

The project shall document and publish best practices in brand development and IP protection, which will also be uploaded in the APEC and the IPO Philippines websites. The publication shall contain workshop outputs, including summarized best practices on branding that enable MSME products to compete in the global markets,  contact details of participants, and branding resource speakers and experts, for future collaboration and reference of interested APEC economies. The project output shall serve as practical reference for MSMEs, policy makers, business groups or associations such as chambers of commerce and industry associations in the APEC member economies in developing and in implementing branding development programs and brand strategies. {The Project output shall serve as reference only and will not in any way prescribe guidelines on Brand Development and IP Protection

Outcomes: The project intends to “hit two birds with one stone”. With the implementation of the said project, the participants will be directly oriented on the ongoing trends in business and various techniques and approaches in brand development for products and services. In addition, the participants will also be taught on the various modalities in protecting their IP and approaches in managing their IP portfolio. 

Participants shall be encouraged to replicate similar projects in their respective economies. It is hoped that MSMEs of member economies will develop and employ branding strategies and IP protection measures for them to be competitive. The participants are encouraged to coordinate and work with their senior government officials and business organizations and launch similar initiative in their respective economies and share learning experiences from the seminar to relevant stakeholders. 

With this project, it is expected that the MSMEs will have a paradigm shift on IP promotion.  There will be an increased awareness and availment of IP protection through the practice of branding for MSMEs. 

The project is also being envisioned to complement initiatives on IP valuation and IP commercialization. 

Beneficiaries:  The project participants are local leaders from the MSME sector of APEC economies, IP owners, Business Groups, Creative and Design Agencies and Government Agencies dealing with and supporting local industries, community development and trade. 

The direct beneficiaries of the project are MSME group, members of the local chambers of commerce, Institutional Partners and Government Agencies mandated to assist MSME sector. They will be able to know more about brand development and IP protection. The interested readers and APEC web visitors are likewise considered as direct beneficiary of this project, as electronic publications from the seminar are uploaded and made accessible in the APEC website. 

The target participants are officials or representatives of Chambers of commerce and industry, business groups, marketing or brand promotion associations.  Participants may also be policy makers and officials from Ministries of Industry and Trade. The participants are movers and policymakers who can influence MSMEs on the use of brand development as a strategic competitive tool.

Dissemination

Electronic publication of seminar session reports and outputs, best practices and contact details of resource persons and project participants shall be readily accessible online on the websites of both APEC and Intellectual Property Office of the Philippines (IPOPhils), for use of APEC member economies belonging to the IP working groups, as well as other working groups of APEC. With the assistance of APEC IPEG, the Philippine economy undertakes to handle and manage the dissemination of published materials and if necessary, conduct relevant forum on the matter and the publication will appear on the APEC-IPEG webpage. The publication shall likewise include post-project contributions by participants directly associated to  Best Branding practices  in their respective home economies.{The Project output shall serve as reference only and will not in any way prescribe guidelines on Brand Development and IP Protection

The Philippine Chamber of Commerce and Industry (PCCI) will also be requested to upload in its website said materials for the benefit of its members. APEC economies will also have the option to upload the materials in the websites of their relevant agencies such as IP offices, SME offices and even those of business organizations. 

The accessibility of the publication in the APEC websites and the corresponding linkages in the websites of participants are compelling dissemination mechanisms to attract specific web visitors such as MSMEs, brand professionals and those involved in brand development..Post seminar interactions shall include engaging participants to contribute local articles, news and events digitally in the APEC webpage. 

The project output will be presented not only in the APEC IPEG but also other relevant APEC working groups through presentation in future meetings and dissemination of published materials. With the assistance of APEC IPEG, the Philippine economy undertakes to handle and manage the dissemination of published materials and if necessary, conduct relevant forum on the matter.

Gender

The project will have women speakers who are entrepreneurs or brand executives. They will share success stories and will discuss branding strategies that work in their field of industry.  APEC economies will be encouraged to nominate women entrepreneurs to participate in the seminar. The active involvement of women participants will also provide female perspective during the discussions.  In this way, the project generates respect and opportunity for the individual regardless of sex. The general qualification of the nominee, preferably, should be a local leader of the MSME sector,  policy official for MSME development or a notified local branding executive/strategist. 

To ensure the participation of women, the letter communication that will be sent to the twenty one (21) member economies will indicate that women participants should be given preference, and that the nominees’ qualifications shall be duly evaluated by APEC secretariat  before a nominee is accepted.

Work Plan

1) January-April 2017: Pre-Seminar Activities (Identification of participants, speakers and topics)

a) IPO Philippines (IPOPhils)will conduct a pre-workshop needs assessment survey to identify topics of interest and generate expectations on the seminar via email messaging.  Likewise, the draft program will be circulated to all APEC economies for comments before finalization.

b) Through the survey, the PO will be informed on topics of interest that will be used in formulating the seminar content  - like  Basics of Branding,  Branding Strategies, Brand Development for MSMEs: Creating Value or Brand Equity, Developing Global Brands, etc.

c)  Preparation of Seminar content and engagement of seminar speakers

d)  Employment of Service Provider to perform the following duties

―   administrative arrangement  on  travel and accommodation of participants;

―   overseeing administrative arrangements and logistics during the seminar proper, including the provision of Seminar rapporteurs and documenters.

2) May – June 2017: Holding of the 3-day seminar workshops on Brand Development & IP Protection

a) check venue setup (chairs, tables, podium, food, lighting)

b) arrange printed material, nametags, etc. on registration table

c) detailing of seminar staff

3) May – August 2017: Documentation and digitization of seminar/workshop output and materials

a) create participants database , contact details of speaker and  written evaluation of the event with suggestions for future events)

4) September- December 2017:Post-Seminar Activities (Publication of Best Practices on Brand Development and IP Protection for MSMEs)

a) digitization of seminar outputs and publication in APEC website and relative websites like the website of IP Offices.

b) submission of post-project reports and other requirements to APEC, b)which include seminar outputs, statistical report on seminar comments and evaluations by participants and demographics  of participants coming from the different economies.

Risks

1) A pre-workshop needs assessment will be conducted by means of a survey through e-mail to identify topics of interest from the highest number of identified participants.

2) Pre-seminar survey  shall be conducted in 2016 August and the survey results shall be reported at the 43rd IPEG meeting. 

3) The PO shall also communicate with the APEC-IPEG and SMEWG on nominations of seminar speakers and participants from APEC member economies.  In this way, information and interest on the Best Practices on Branding  project is communicated and promoted to a larger sector and eventually raise interest from member economies. 

4) Risk of logistical delays, particularly on the availability of branding experts and resource persons, travel requirements processing of selected participants. To resolve this, prompt and timely communication with seminar participants and resource speakers to provide participants with sufficient period to complete traveling  and seminar requirements.

Monitoring and Evaluation

1)  Statistical data on seminar demographics, such as number of member economies who will be participating, which is expected to be at least twenty–two (22) participants, of which at least 30% will be women participants, the number of discussion inputs and shared  outputs and information on participants (gender, age, occupation, name of sector),  shall form part of the seminar output. 

2)  The ^PO will monitor the number of web visits by member economies and other interested web visitors on the uploaded publication ^ within a year after the seminar date. The PO shall upload and share quarterly reports on statistics featuring branding articles, reports on branding activities and projects shared by the Intellectual Property Office of the Philippines and the Philippine Chamber of Commerce and Industry (PCCI). Post seminar reports shall be shown in the IPO Philippines website linked to the APEC website. Feedback mechanism for web visitors shall be encouraged to serve  as decision tool for improvements of the site and statistical basis for future projects. 

3) Digitized and shared post -project meetings and collaborations of seminar participants regarding branding are also good indicators of the project’s sustainability and relevance.  ^ The PO shall report statistics on these activities within one year from the date of the seminar and uploaded in the IPO website and partner institutions like the Philippine Chamber of Commerce and Industry (PCCI). 

4) A post project survey, as a follow-up activity, will be proposed to measure the medium term impact of this Project in the participating economies. The purposes of the survey will be: 1) determine the extent of consideration by the participating APEC economies of the recommendations resulting from this Project; 2) document how many and what are the institutions that utilized or made reference to the best practices identified by the Project; and 3) track possible increase in the use brand development and IP protection among MSMEs in the participating economies. 

If necessary, a core group of advocates, initially within the Philippines, with IPOPHL as lead convenor, will have to be organized to ensure the success of the project, as well as to ensure that brand development and IP protection practices are adopted by more MSMEs.   The group will constantly coordinate with the participants to follow up any independent initiative or program implemented by the participating economy in line with the objectives of the project.

Linkages

The project is relatively unique as it differs from the previous branding projects submitted to APEC as it focuses on best branding practices specifically modeled for MSMEs in the APEC member economies. The seminar output is intended to share and match the branding needs for MSMEs in the region, as brands can enhance competitive advantage. 

The project differs from previous projects on brands, as it focuses on sharing best brand practices and IP asset protection particularly for MSMEs in the region. With this, the project is relevant to the initiatives of APEC’s Small and Medium Enterprises Working Group (SMEWG) particularly in the SMEWG 22nd  Ministerial meeting  theme: "Mainstreaming MSMEs in the Global Economy" , as the project encourages MSMEs to build their capacity to engage in international trade through brand development. The PO shall submit a report on the project output and outcome to the counterpart representative to the SMEWG for presentation in the future working group meeting. 

Sustainability

With the involvement of business organizations, brand development can also be carried out as part of their advocacies. Branding projects and similar initiatives by participating member economies are good indicators of sustainability.  The seminar output will serve as a useful reference for MSMEs and Policy makers alike. 

The digital publication shall provide APEC website visitors suitable reference and linkages by brand resource persons and project participants for prospective sharing, collaboration and partnerships with regard to branding development and IP protection practices in their home economies. 

The Philippine economy undertakes to run a series of presentation of the output of the project by presenting the same in the various APEC working group meetings, such as IPEG and SMEWG.  If necessary, IPO Philippines will also directly communicate with APEC economies and share the output of the project for their reference and consideration.

 To sustain the positive results of the project, participants will be organized as a group and each participant will be strongly encouraged, if not required, to undertake a project that will help promote branding and IP protection in his/her economy.

Project participants are also encouraged to send and share via email articles and reports on branding programs, and branding experiences and activities of MSMEs in their home economies, and to upload and share these activities in their websites. Related experiences in branding development and IP protection from member economies shall serve as indicators  of the project’s impact to the development of MSMEs in the region. The Project Overseer shall from time to time upload in the web reports on activities related to branding development that are communicated or shared by project participants. 

APEC-IPEG will communicate with APEC Small and Medium Enterprises Working Group (SMEWG) on the feasibility of holding follow up seminar workshops or other possible initiatives  to strengthen the branding strategies of MSMEs in the region. 

Through the APEC-IPEG, the Philippine economy will also monitor initiatives of IP offices conducted in line with the aforementioned project.

Project Overseers

The Philippines, led by Allan B. Gepty (Mr.) of the Intellectual Property Office of the Philippines (IPOPhl), shall oversee and manage the project. The contact details:

Name: Allan B. Gepty(Mr.)
Title: Deputy Director General
Organization: Intellectual Property Office of the Philippines
Tel: 632-2386300
E-mail: allan.gepty@ipophil.gov.ph  

Name: Leny B. Raz (Ms.)
Title: Director
Organization: Intellectual Property Office of the Philippines
Tel: 632-2386300
E-mail: leny.raz@ipophil.gov.ph

Cost Efficiency

Not Applicable.

Drawdown Timetable

Not Applicable.

Direct Labour

Not Applicable.

Waivers

Not Applicable.

Are there any supporting document attached?

No 
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Version HistoryVersion History

Project No.

Project Title

Project Status

Publication (if any)

Fund Account

Sub-fund

Project Year

Project Session

APEC Funding

Co-funding Amount

Total Project Value

Sponsoring Forum

Topics

Committee

Other Fora Involved

Other Non-APEC Stakeholders Involved

Proposing Economy(ies)

Co-Sponsoring Economies

Expected Start Date

Expected Completion Date

Project Proponent Name 1

Job Title 1

Organization 1

Postal Address 1

Telephone 1

Fax 1

Email 1

Project Proponent Name 2

Job Title 2

Organization 2

Postal Address 2

Telephone 2

Fax 2

Email 2

Declaration

Project Summary

Relevance

Objectives

Alignment

TILF/ASF Justification

Beneficiaries and Outputs

Dissemination

Gender

Work Plan

Risks

Monitoring and Evaluation

Linkages

Sustainability

Project Overseers

Cost Efficiency

Drawdown Timetable

Direct Labour

Waivers

Are there any supporting document attached?

hdFldAdmin

Project Number

Previous Fora

Secretariat Comments

Reprogramming Notes

Consolidated QAF

Endorsement By Fora

PD Sign Off

Batch

Forum Priority

Committee Ranking Category

Committee Priority

PDM Priority

Priority Within Funding Category

Monitoring Report Received

Completion Report Received

PMU Field 1

PMU Field 2

PMU Field 3

On Behalf Of

Proposal Status

Originating Sub-Forum

Approval Status
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