Brandig and Intellectual Property

Intellectual Property and Branding

Case: Branded Barbados Sugar

Based on: Developing a portfolio of brands

Planta on Reserve

Planta on Tradi onal

BRAND

Tin

Bag

Bag

Sack

ULTRA-PREMIUM

PREMIUM

MASS-MARKET

MANUFACTURING

POSITIONING

PACKAGING

US$9.57 per kg (£2.99 per unit)

US$3.96 per kg (£0.99 per unit)

US$2.70 per kg (£0.69 per unit)

US$1.50 per kg (£56.00 per unit)

RETAIL PRICE

Source: Chris Docherty: Windward Commodities Ltd.

797% (vs. white sugar

329% (vs. white sugar

225% (vs. white sugar

176% (vs. white sugar

PRICE PREMIUM