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* Atleast Project Title is Required.
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Project No. |
CTI 20 2011A
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Project Title |
One Village One Brand (OVOB) Project - Strategic Use of IP for SMEs in Developing Economies
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Project Status |
Completed Project
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Publication (if any) |
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Fund Account |
APEC Support Fund
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Sub-fund |
ASF: General Fund
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Project Year |
2011
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Project Session |
Session 2
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APEC Funding |
96,130
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Co-funding Amount |
94,200
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Total Project Value |
190,330
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Sponsoring Forum |
Intellectual Property Rights Experts Group (IPEG)
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Topics |
Intellectual Property
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Committee |
Committee on Trade and Investment (CTI)
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Other Fora Involved |
Not Applicable / Other
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Other Non-APEC Stakeholders Involved |
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Proposing Economy(ies) |
Korea
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Co-Sponsoring Economies |
Japan; Mexico; Peru; Chinese Taipei; United States; Viet Nam
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Expected Start Date |
08/07/2011
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Expected Completion Date |
31/12/2012
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Project Proponent Name 1 |
Woo, Gyungpil
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Job Title 1 |
Deputy Director
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Organization 1 |
Korean Intellectual Property Office
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Postal Address 1 |
Government Complex-Daejeon, 189, Cheongsa-ro, Seogu, Daejeon, 302-701,
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Telephone 1 |
+82-42-481-8229
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Fax 1 |
+82-42-472-9314
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Email 1 |
stream300@kipo.go.kr
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Project Proponent Name 2 |
Not Applicable
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Job Title 2 |
Not Applicable
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Organization 2 |
Not Applicable
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Postal Address 2 |
Not Applicable
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Telephone 2 |
Not Applicable
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Fax 2 |
Not Applicable
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Email 2 |
Not Applicable
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Declaration |
Not Applicable
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Project Summary |
The project aims to help local producers in developing economies establish and implement intellectual property (IP) strategies. The project is based on a previous APEC project titled One Village One Brand Seminar; participants of that project stressed the need for further support in product branding. This project covers three areas: developing methodologies of using IP strategies to improve product branding; promoting greater knowledge of intellectual property rights (IPRs) among local communities; and sharing experiences and lessons learned. Planned activities include the two case studies for brand development; the branding strategy development based on the case studies and previous best practices of brand development; the provision of follow-up consultations and a capacity-building program; and the sharing of project results among stakeholders. Local communities will learn how to utilize IPRs to increase the value of their products. Greater IPR awareness will help bridge the gap in IPRs system between developing and developed economies.
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Relevance |
APEC has promoted the goal of regional economic integration via an open market and free trade. Two indicators can help attain this goal: narrowing the gaps in IPR protection between developing and developed economies and promoting greater IPR awareness in developing economies. Furthermore, building the IPR capacity of local producers in developing member economies will enable them to engage in trade and investment liberalization and facilitation (TILF). However, local producers in some developing economies often lack the knowledge or capability of utilizing and protecting IPRs in order to increase their income.
Branding is a useful tool for helping local producers and communities improve their knowledge of IPRs such as trademarks and designs. It is also a powerful instrument for leveraging the market power of products and increasing the income of producers and their local economy. During the APEC One Village One Brand Seminar (June 23–25, 2010), several APEC member economies requested support for product branding.
By helping with the branding process and providing a set of branding guidelines, this project will give local producers of APEC economies an opportunity to gain knowledge on the strategic use and protection of IPRs. Moreover, it will help local communities benefit from greater IPR awareness and enable them to use IPRs to facilitate trade and investment.
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Objectives |
The key objectives of this project are as follows:
1) To develop and provide a set of branding guidelines and methods based on the
strategic use of IP for developing and least developed economies in the APEC
region
2) To help local communities become more familiarized with the use and protection
of IPRs by participating in the branding process
3) To show how trade and investment can benefit from the strategic use of branding
and IPRs, and to share information on the branding procedure and protection
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Alignment |
In various declarations and meetings, APEC leaders have reiterated that IPR awareness and protection is important for achieving the goal of regional economic integration via open and free trade in APEC economies.
Since the Bogor Declaration, for example, APEC leaders have reaffirmed their commitment to strengthening the protection and enforcement of IPRs and highlighting the importance of comprehensive and balanced IP systems. This view was reiterated in the Osaka Action Agenda (1995/2002) and in the Yokohama Declaration (2010). In addition, at the SME Ministerial Meeting in Hanoi (2006), the ministers supported the APEC SME IPR initiative and encouraged the best practices in IPR law and enforcement. IPEG has also stated that IPR protection and enforcement are key factors in promoting foreign trade and investment and boosting economic development.
In sum, APEC has shown a deep understanding of the significance of the IPR system and the importance of meaningful IPR enforcement, especially for local producers and farmers in developing and least developed economies. IPRs are vital for attaining the goal of regional economic integration. This project will reflect the interests of APEC by providing local producers and farmers with opportunities to experience the benefits of branding and IPR protection. Moreover, it will help member economies share the benefits of IPR-induced economic growth in the APEC region.
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TILF/ASF Justification |
This project will improve local communities’ and producers’ skill and knowledge regarding strategic use and protection of IPR. The IPR-related capacity building in developing and least developed economies will accelerate the forming of IP-friendly environments in the region of APEC. In addition, through the disseminating the branding strategies and the information obtained from conducting the project such as difficulties, needs, and other experiences, this project will support capacity building in APEC developing economies.
Particularly, the governmental bodies will have opportunities to review their IP-related laws and policies, while filling the Request Forms and having consultations. The local community will learn concepts of IPR and brand, and related strategies to promote their economic benefits during participating the overall project including attending seminars. In addition, legal experts will obtain the know-how of IPR protection and branding strategies. Moreover, producers, officials, and legal experts will be engaged in the utilization of IP by obtaining a legal title to their brand. Furthermore, the local communities and producers will produce and sell the branded-products.
Therefore, in the end, the recipients engaged in the project will be expected to obtain capacities for utilizing IPR, and other AEPC developing economies are to be expected to obtain IP-related capacities through sharing IPR and branding strategies and experiences from this project as well.
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Beneficiaries and Outputs |
Two groups will be the beneficiaries of this project: 1) direct participants in this project such as local people in the supply chain including local producers, government officials, legal experts, and 2) third parities such as other APEC economies and NGOs.
[Participants] Local producers would benefit by attaining their own brand of products. In addition, as a whole, this project will enhance an awareness of the role and the necessity of IPRs among the participants of the recipient economies, and strengthen their capacities to utilize IPRs or to handle the procedures to develop brands in their economies through consultation. In particular, by participating product selection step, the government officials and legal experts will have opportunities to check and review their IPR-related laws and policies, and they may make plans to improve the system by participating seminars and meetings.
[Third Parties] The understanding of branding and IPRs and its strategic use will spread throughout APEC through disseminating the project results and the branding strategies drawn from actual case studies and previous best practices. Moreover, NGOs may apply the strategies to their aid program.
Furthermore, the beneficiaries will be expected to gain economic as well as social benefits. In this regard, the reputation of products will be established and/or enhanced in the market, and the brand itself could give the local producers bargaining power. Additionally, branding may give a sense of responsibility for their products to the producers, and it might improve quality control to strengthen the reputation in the market. More importantly, it can produce higher income, and the standard of living in the recipient communities will be raised. Ultimately, IP-friendly environments and their consistency in APEC regions will be established and it will promote TILF in the APEC area through dissemination of the results.
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Dissemination |
The results of this project will be presented and distributed both internally and externally. Upon completion of the project, 3 copies of CD-ROMs will be distributed to each of the 21 APEC member economies, while 30 additional copies will be made available for distribution to non-APEC stakeholders. The APEC Secretariat will be provided with 5 CD-ROMs.
In addition, the contents will be available on websites, specifically through the APEC Meeting Document Database as the primary source. For further dissemination, the report will be accessible via related APEC websites as well as a website operated by the Korean Intellectual Property Office (KIPO). Members of the APEC IPEG and other related APEC fora including the SMEWG and ATCWG will be encouraged to promote the dissemination of the results of the project.
Also, in light of lessons emerging from the evaluation and relevant findings, KIPO is interested in reporting the outcome of the project with government agencies, international organizations, NGOs, and the general public through internal channels and websites.
All publications will comply with the APEC publications logo and copyright guidelines and budget for publication and dissemination, to form part of the itemized budget of USD 2,000 for 200 copies of CD-ROMs.
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Gender |
Even though females may be excluded because of cultural and/or religious issues, this project will encourage the men and women of the economic beneficiaries to collaborate together to achieve gender equality. Moreover, women will be encouraged to participate in this project as key trainees in terms of IP cognition, mindsets, and other components necessary for the effective exercise of brand and IP strategies.
Specifically, in the planning of the project, female representatives of public and private sectors will be invited to provide comments on brand strategies. In the implementation of the project, member economies will be specially asked to recommend women as active participants so that an equitable ratio of men and women can be ensured. This project may seek and address how to involve women-owned and/or operated SMEs and beneficiaries of the branding process. In addition, women will also be considered as target trainees of the dissemination of the project’s results. Moreover, in the evaluation, sex-disaggregated data will be used.
Generally, local industries, particularly handcrafts, textile, and agriculture, are significant sources of employment and income for women. These industries can be greatly promoted through branding strategies and trademarks, while employing more women and securing higher incomes. This project will encourage private and public sectors to utilize IPR tools in promoting local products, thereby providing benefits of stable employment and higher income for women. In order to promote the use of IP strategies in the sectors that hire women, in particular, women who are interested in IP application will be invited to share IP knowledge. Since training for women will be encouraged in this project, challenges raised due to gender issues will be significantly dealt with through the OVOB report.
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Work Plan |
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STEP
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Activities/Month
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2nd
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10th
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STEP1
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Organizing product evaluation team which consists of researchers and branding consultants
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Receiving requests from APEC economies
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Selecting products for branding throughout evaluation
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Conducting a research on best practices in branding
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STEP2
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Conducting a field research on selected products by dispatching researchers and branding consultants
- Holding a seminar to deliver IPR and brand-related knowledge in the local community
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Establishing branding strategies for the products
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Implementing branding strategies
- Developing brand names and designs
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STEP3
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Visiting the economies to consult for capacity building
- Sharing and adjusting the branding strategies to the product and IPR system)
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Conducting an evaluation survey
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STEP4
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Submitting completion report including a report on branding strategies, results of two case studies and so forth
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Disseminating result
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This project will deliver brand strategies to APEC economies and inspire the economies with the importance of IP protection therein based on selected two case studies. To achieve the goal, there are four steps: 1) product analysis and selection, 2) brand and branding strategy development, 3) consultation for raising an awareness about branding and IPRs, and 4) publication. In each step, the comprehensive activities, particularly human resources, will be designed to enhance the capacity of local communities.
<The Four Steps of APEC One Village One Brand Project>
1) Product Analysis and Selection
The first stage is analysis and selection of two products for branding (one product per economy). These two products will be subjects of case studies to develop branding strategies depending on economic or social circumstances. For this step, KIPO will organize an evaluation team, which consists of researchers and branding consultants, and the evaluation team will assess the eligibility of candidate products. Also, KIPO will contact and ask regional experts from the Korea International Cooperation Agency (KOICA) and other organizations for advices. Particularly, KOICA has dispatched its staffs to various APEC economies. Product selection will be conducted over the following steps after a reception of requests from APEC economies.
1. [Preliminary Selection Step] KIPO will evaluate governmental bodies’ or producers’ associations’ willingness to conduct the project within their economies. The evaluation team will review the IP policy, legal and institutional environments, local producers’ association, demand and sales forecasting by reviewing the request Form (1st) and they will select five products for conducting further research in the secondary selection step. For this purpose, in the first step, general information about IP-related legal infrastructure and products will be requested by the Form.
2. [Secondary Selection Step] KIPO and the evaluation team will determine the two target products to develop brand and branding strategies. At this time, more detailed information about products will be collected for in-depth study by submitting the Request Form (2nd).
Once the economies have applied for this project, the most appropriate products of the requests will be selected after thorough discussion between the donor and the recipients, and KIPO will monitor and evaluate overall selection process. The evaluation team will assess the eligibility in accordance with the product analysis under the following criteria:
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Feasibility Study for Product Selection
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1. IP Policy and Legal and Institutional Environments
To utilize IP tools such as GIs, trademarks, and collective marks effectively, legal and institutional environments for protection of intellectual property is required in the regions. For this criterion, the following factors will be considered:
- Existence of IP-related legal infrastructure
- IPR-related governmental/non-governmental institutions
- Relevant government’s policies or plans
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2. Governmental body’s Willingness
Based on mutual understanding, the evaluation will demonstrate the significance of cooperative relations between recipients and donor economies for smooth sailing in actual implementation.
On the product and regional selection stage, KIPO will consider the following factors:
- Recipient’s cooperation in responses to donor’s feedback
- Previous Pilot project with its procedures and the result (if applicable)
- Local government support
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3. Time and Cost Management
As the APEC OVOB project is planned to take 10 months from product selection to publication, time and cost management are the critical factors to bring about successful completion of the project. In this regard, when determining the beneficiaries, the Korean Intellectual Property Office (KIPO) will be mindful of the appropriateness of each product’s underlining time and cost management.
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4. Local Producers’ Association
A producer cooperative will be required to be granted, and if there is no producer cooperative, recipients will need to show any plan to organize new cooperative and its operational plans. Because a producer cooperative can lead to high-performance workplace where labor and management jointly engage in problem solving, addressing issues on an equal standing position for branding. By managing the brand as a group, the local producer could control their IPRs in a more systematic and effective way. Thus, we would consider a certain producer cooperative for the products therein.
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5. Demand and Sales Forecasting
Qualitative methodologies - An evaluation team will be organized to estimate total usage of a product for both customers and prospects by analyzing the criteria below:
- Product growth potential
- Competitiveness in the market
- Sustainability
- Market size
- Market trend
Quantitative methodologies - Market demand will be well analyzed to reveal any trends or special factors that will influence the future. There will also be statistical analyses of total product demand.
- Record of costs and retail prices of the product (if applicable)
- Technical capacity for branding
- Human resources
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2) Brand and Branding Strategy Development
In the brand development stage, both donor and recipient bodies should make certain the procedures of 1) establishment of brand identity and 2) brand designing. To develop the strategies, as a preliminary research, the researchers will collect and analyze branding best practices. Then,, researchers and a branding consultant will visit the economies to gather necessary local information. In addition to the research, these experts will hold a seminar to deliver IP and brand-related knowledge including the concepts and the need and benefit of protection by law of IP to the local community. After completing the field research, a seminar will be offered to share the overall result of the research and to hear further requests from the local community.
Based on the researched data, the branding consultant will develop a brand (name, logo, symbol, slogan, packaging and so forth) to reflect the core concepts of the products which will be promoted based on cultural endowments and local characteristics. Moreover, the researchers will figure out legal matters with the brand developed; for example, possibility of trademark infringements, possibility of application in other economies. Furthermore, the researchers and branding consultants will develop branding strategies by considering the prior best practices and the two case studies comprehensively.
3) Consultation for raising an awareness about branding and IPRs
Successful brand development and IP protection requires proactive legal and business consulting and education. To meet the requirements, the researchers and consultants will visit the economies again with the brand and strategies developed.
To maximize the value of the brand and the strategies, a training seminar will be held in the recipient economies. During the seminar, brand specialists and legal consultants will deliver the comparative outline of IPR tools and branding strategy to local community including producer cooperatives, governmental officials and legal experts. In addition, the strategies can be adjusted to the products and the legal system through communications with the recipients. In doing so, this project will promote sustainable development based on the understanding of IPR.
Finally, after completing the consultation, the researchers will conduct a survey of producers, officials, regional experts to evaluate the project. Via interactive communication, this stage will play an essential role in increasing brand value and sustainable development.
4) Publication
The dissemination of key findings upon project completion is a crucial step in this project. Upon the completion of brand development and consulting, the key information of the project will be collected and shared. Specifically, this project will not only introduce branding cases, but will also provide a strategic guideline for branding in the local areas. The publication will be in the form of CD-ROM and disseminated among APEC members and NGOs as a guideline for implementing relevant projects. In doing so, other economies can apply the strategies developed within their economies and NGOs can apply it to their own aid-program.
By distributing the results of this project, KIPO will provide significant information to decision-makers by conveying the empirical findings for capacity building in developing economies that are planning on community-based branding consultation and IP utilization.
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Risks |
Several risks may be involved in implementing the project: 1) inconsistency of IP policies or relevant laws between the donor and the recipient economies; 2) linguistic barriers; 3) a lack of facilities and infrastructure to implement projects, such as communications network and electricity; 4) tropical diseases; and 5) cultural and religious differences between the donor and the beneficiaries.
To alleviate or eliminate the potential risks above, cooperation from the government involved will be the most important factor to overcome the risks throughout the whole project.
In addition to the governmental cooperation, the following corresponding countermeasures may be considered on the basis of local information provided by producer cooperatives and governmental bodies of recipient economies by filling out the Request Forms. 1) Lawyers and brand managers from donor economies will communicate with legal experts from beneficiaries to obtain advice and to meet the goals successfully. Particularly, researchers will include more than one attorney at law of the US. 2) To reduce linguistic barriers, basically, the recipient government will be required to support the producers in the product selection step. In addition to the support from the governmental bodies, translators will be effectively involved during conducting a field research and a seminar, as translator fees are allocated in the budget (Section F). 3) Before implementing the project in these fields, a review of the economy and relevant information will be collected for proper implementation at the forefront. 4) Based on the review of the economy, stakeholders and field researchers will take the necessary measures to maintain healthy conditions. 5) To keep good manners in the local culture and religion, donor participants will be aware and respectful of the differences based on the information provided by the Request Form and the regional expert.
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Monitoring and Evaluation |
(Survey)
To effectively monitor and evaluate the project, a survey will be conducted underlining the five key criteria: 1) relevance, 2) effectiveness, 3) efficiency, 4) impact, and 5) sustainability.
The questionnaire will cover every step of the project ranging from product selection to the outcome, including sustainable impacts. For this purpose, the project will administer the survey not only of stakeholders from parties to branding development, but also of third parties such as members of co-sponsor economies, KOICA, Presidential Counsel on Nation Branding, and other development NGOs such as Good Neighbors, Global Civic Sharing, the Pacific Asia Society. Through this survey, people will be able to determine how appropriately the project is being implemented.
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Workflow
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Questions
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Donor
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Recipient
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Third-party
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Product Analysis and
Selection
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Adequacy of endowments in the context of regional and product selection
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ü
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ü
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ü
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Effective communication between the parties
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ü
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ü
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Brand Development
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Improvement of brand value in utilizing IP
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ü
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ü
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Consensus on brand development
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ü
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ü
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Correlation between local identity and brand
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ü
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ü
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Effective communication
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ü
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Time and cost management
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ü
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ü
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Brand Consulting
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IP tools and their implementation ability
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ü
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ü
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Brand consulting effectiveness
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ü
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Number of women participants
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ü
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ü
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Time and cost management
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ü
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Result
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For Recipients Economies
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Brand utilization after consultancy
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Plans to apply the branding strategies instructed
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ü
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ü
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Recognition of importance of IPRs
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ü
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ü
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Potential brand value and income increases
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ü
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ü
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ü
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Number of women participants
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ü
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ü
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Contribution to gender equality
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ü
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ü
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ü
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Plans to establish a legal entity for business
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ü
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Expectation for a future partnership
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ü
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ü
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Service quality provided by donor economy
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ü
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ü
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ü
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For Third Parties
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Contents of CD-ROM and information usefulness
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ü
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ü
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Practical use of publication resources disseminated (e.g. utilization of the material for education or case studies)
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ü
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Delivering the messages of branding procedures in utilizing IPs
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ü
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Plans to implement branding projects as being inspired by this project
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ü
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Expectation for a future partnership
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ü
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* Questions are subject to change.
(Interview)
In some cases, it may be difficult to obtain accurate assessments in the surveys due to comprehension capabilities, unfamiliar terminology, and/or illiteracy issues. Verbal feedback or a brief interview may be needed for the illiterate or less-educated people in these local regions. As linguistic barriers may pose to be a challenge, the need for translators is significant. For clarity and assurance of accurate comprehension, individual interviews with a translator may need to be conducted to gather comments on the effectiveness of branding and the effectiveness in the implementation of the IP tools.
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Linkages |
The goal of capacity building to be realized by the strategic use of IP through branding has been addressed by the APEC SME Working Group (SMEWG). The APEC One Village One Product (OVOP) Seminar was held in Fukuoka and Oita, Japan on October 24 and 25, 2007 (see SME03/2007T) under the auspices of the SMEWG. In addition, the APEC One Village One Brand Seminar, which was held in June 23rd – 25th 2010, attracted global-wide interests in applying IPRs to branding in developing economies. Throughout the seminar, the participants addressed the significance and most effective applications of product branding, along with the utilization of IPR tools. Moreover, several APEC member economies requested support for product branding.
Based on prior seminars and upon examination of previous projects, this project will implement actual product branding, beyond holding seminars and sharing best practices, in appropriate ways by selecting two case products to develop the branding strategies depending on their economic and social circumstances.
Of course, there are some brand naming projects conducted by NGOs such as LightYearIP; however, they released some best practices, candidate products and very simplified form of brand developing steps, and they focused on mainly African areas. Here, this project will hold a seminar in the local community to deliver IPR-related knowledge and the strategic utilization. Moreover, it will develop a platform, the branding strategies, upon reflection of the whole process for project practices, and it will disseminate and share the module of the strategies. In doing so, this project will promote sustainable development.
Furthermore, in consideration of the nature of the project, the Asian Pacific area is one of the best places to implement this project. This is largely due to the fact that there are not only developing economies, but also economies in transition. Particularly, among those economies, there are economies with over fifty percent growth rates in their trading and investment sector. In other words, this project may contribute to the economic growth by accelerating the setup of an IP-related legal regime and potential sales growth based on branding strategy and its dissemination in the APEC areas.
In brief, other fora and many participants have demonstrated their interests in branding, and this project will further establish IP-friendly environments by disseminating branding strategies. Moreover, the IP legal regime in the APEC regions will stimulate trade and investment by promote consistency in legal environments and degree of IPR protection among APEC economies; hence, the APEC funds are the most appropriate sources for this project.
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Sustainability |
The recipients will have a brand as a visible output of the project; however, the output is only a starting point of the impact that the project will demonstrate. Sustainability can be pursued by 1) developing branding strategies; 2) delivering the strategies through a seminar and meetings; 3) disseminating the project’s results and branding strategies throughout the APEC region; 4) encouraging formation of a corporation; and 5) holding a seminar to share the branding strategies developed based on these case studies in the following year.
This project will develop brand strategies by conducting and analyzing the two case studies, and researching and analyzing other best practices. Based on the research and strategies developed, the researchers and consultants will hold seminars before the local producers, governmental officials and legal experts. The local community will learn the concept of branding and IPR to the effects of utilizing branding and IPRs, including the best practices. In addition, by holding a seminar and having various meetings with governmental officials and legal experts, it makes them apply the branding and IPRs-related strategies to their policies and plans. Particularly, the product brand may lead them to make regional and national brand names in the economies.
Furthermore, although this project will be conducted for two target products, they are only for case studies to develop the branding strategies. The strategies will have a wide range of target beneficiaries. For these purposes, upon the completion of the project, the project will disseminate the output by CD-ROM and on the websites throughout the APEC and non-APEC economies. The CD-ROM will contain not only the entire procedure of the project itself, but also the strategy to develop brands and to utilize its IPR. The dissemination of the results will arouse the interests of surrounding economies to the sustainable solutions of branding and IPR strategies.
Also, as a practical matter, this project will encourage the local communities to establish a corporation with a core purpose of generating profits, as steady growth of product sales and its business can be effectively attained in an organized and systematic way. Moreover, the profits will motivate recipients to utilize a brand and its IPR. In addition, the collective action will make access and dissemination of knowledge more effective. Thus, establishing a corporation will have more effects on the recipient economies and other APEC economies as well.
Lastly, this project may be connected to the following APEC project by holding a seminar to share the brand strategies before various entities within APEC economies.
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Project Overseers |
The project overseer is Mr. Woo, Gyungpil, a deputy director of the Korean Intellectual Property Office. He is conducting IP-based aid in developing countries using appropriate technology and product branding.
The project director is Ms. Jeeyoun Shin, an associate research fellow, currently leading the Intellectual Property Law Division at the Korea Institute of Intellectual Property. As a patent attorney in Korea and attorney at law in the US, she has participated in a number of consulting projects for companies and governmental policy reports in the field of Intellectual Property. She is also a member of the Advisory Committee to the Korea National Intellectual Property Plan, led by the Prime Minister's Office.
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Cost Efficiency |
To maximize the value for money, first of all, KIPO will disseminate the results of this project electronically - via CD-ROM and on related websites. In addition, $94,200 of self-financing from KIPO, which is about fifty percent of total amount, will be provided for labour, facilities, and other budget requirements.
Regarding the labour costs, highly competitive branding consultants and IP experts will be involved and it will ensure the qualified outcomes including the brand itself. Particularly, we already have established a relationship with branding experts from the OVOB seminar in 2010. For this purpose, the project will be performed mainly by 5 professionals - 1 chief researcher, 2 senior researchers, and 2 branding consultants. They will divide their work to maximize time and cost efficiency for a successful outcome.
Moreover, as mentioned earlier, KIPO held the APEC One Village One Brand Seminar, and several APEC member economies requested support for product branding. In implementing this project, the outcome will leverage the results of the previous APEC Seminar. Therefore, the efforts are expected to offer APEC maximum value for the money.
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Drawdown Timetable |
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Direct Labour |
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Name
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General Duties
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Rate
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Duration
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1 Chief researcher
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Organizing and managing the whole project including:
Directing the branding consultants;
Reviewing the process of the project;
Visiting the selected economies
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$155 per day for 1 person
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200 days
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2 Senior researchers
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Engaging in overall process of the project including:
Selecting products;
Researching the economies;
Visiting the selected economies;
Communicating with beneficiaries and other third parties;
Developing IPR-related strategies for selected products;
Holding sessions for delivering IPR-related skill and knowledge;
Disseminating the project result
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$105 per day for 1 person
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160 days
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2 Branding Consultants
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Developing brand and brand-related strategies;
Visiting the selected economies;
Conducting field research;
Giving advice to local communities
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$240 per day for 1 person
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150 days
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Waivers |
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Are there any supporting document attached? |
No
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Attachments
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