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DAY 1
. NOVEMBER 11 . 2014
SESSION 4 – Branding and Intellectual Property Rights – The Counterweight to Volume
In order to successfully compete in the global market, Caribbean firms need to distinguish their brands
and create a niche for themselves. However, it must be recognised that branding and intellectual
property (IP) protection are concomitant. While brand value perception is critical to engaging markets,
in particular export markets, success hinges on other factors, including the protection of their IP not
only in the local markets, but also the regional and international markets. It is far more costly to
try and regain the rights to brands after they have been ‘stolen’ by a third party, than to utilise the
IP tools available to firms. What has been the experience of Caribbean brands in the international
marketplace as it relates to IP protection? How can the brand value perception of Caribbean brands be
enhanced? Can IP be leveraged to drive exports and strengthen the position of regional firms in global
value chains? Are the supporting policy and legal frameworks in place and robust enough to support
this type of approach to export development?
MODERATOR: Ms. Carol M. Simpson
Head, Caribbean Section, Bureau for Latin America and the Caribbean, World Intellectual
Property Organisation
PRESENTER: Dr. Wendy Hollingsworth
Consulting Partner, Conceptualisation Inc.
PANELLISTS
Mr. Adge Gittins
Creative Director, Brand42
Dr. Kiran Akal
Chief Executive Officer, SMAKS Luxury Group Limited
Ms. Genevieve Jodhan
Executive Manager, International Sales & Marketing, Angostura Limited
Ms. Diane Edwards
President, Jamaica Promotions Corporation
DISCUSSIONS
4:00 - 4:45
4:45 - 5:30
Caribbean Exporters’ Colloquium 2014
www.carib-export.com