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Brand Development by the ASEAN Productive Sector - Overview

ECAP III Phase II is structured into four main components that aim at achieving the objectives and results approved by ASEAN and the EU in 2012. They directly relate to four of the strategic goal areas identified in the ASEAN IPR Action Plan 2011-2015. Under each project component, the activities necessary to achieve the project objectives and expected results are organised under activity clusters.

 

Brand Development by the ASEAN Productive Sector is one of the four project components. This project component comprises activities aimed at improving the capacity of the productive sector in the ASEAN region, especially small and medium sized enterprises (SMEs), to create, protect and manage their own brands by using IP as a tool for development, in line with Strategic Goal 3 of the ASEAN IPR Action Plan 2011-2015.

 

This project component reflects the fundamental need to accelerate the pace and scope of IP asset creation and commercialization within ASEAN and to enhance the awareness of the productive sector on the opportunities offered by IP protection and brand development.  In particular, these activities contribute to increase the competitiveness of the productive sector in the ASEAN region by upgrading its capacity to create, protect and manage their own brand-related IP assets (in particular, trade marks, industrial designs and geographical indications).  To achieve this result, emphasis is being put on increasing the capacity of national IP offices and other institutions to provide business development services to assist entrepreneurs and firms to integrate IP in their business strategies and plans. Activities are undertaken to enhance the IP capacity of SME trainers, advisors and other professionals. Tools are being developed to make relevant information available to the business community. In some countries, geographical indications (GIs) are a major marketing tool to achieve this result.  Producers are being supported in their efforts to seek protection for their GIs in export markets.

 

The beneficiaries and target groups for activities under this component are the productive sector in the ASEAN countries, including in particular SMEs, GI producers and export and producer associations, as well as the ASEAN government agencies concerned with business development services, corporate counsel and IP advisors and professionals.

 

The main expected result correlated to this component is to achieve improved capacity of the productive sector in the ASEAN countries, especially SMEs, to create, protect and manage their own brands by using IP as a tool for development.

 

The activities under this project component are grouped in five activity clusters, focusing on the following areas:

You can learn more about each activity cluster by pressing on each of the areas indicated above.