When places of origin become brands
Names of provinces, towns, cities and islands are coming into their own as brands, by virtue of the popular products and goods that are coming out of their areas.
Take the case of the Dagupan bangus and the Batangas barako coffee. Because of the taste and quality of the fish and coffee from these places, many Filipinos now believe that the best bangus comes from Dagupan, and the strongest coffee brew can only be had in Batangas.
While the associations are simple enough, this branding scheme may well be local industries’ golden ticket to securing a share in the lucrative – but highly competitive – international arena.
The Intellectual Property Office of the Philippines (IPOPHL) believes so, which is why it is urging local entrepreneurs to use geographical locations as a marketing tool—an effective way to build the brand of certain products and make them more competitive in the local and global markets.
According to the Department of Trade and Industry, implementing the so-called geographical indications (GI) scheme will likewise help build the reputation of a product.
The agency explained that the GI scheme can be powerful in the sense that it may act as a guarantee that such a product possesses certain qualities, reputation or other characteristics indigenous only to the place of origin.
A product usually has distinct characteristics influenced by geographical location such as climate, soil, humidity and traditional practices, which may be considered as value-added to the product, it added.
“Local producers can build on the reputation of the product and use it for branding purposes. For instance, Guimaras mangoes, grown near the seashore, are known to produce a distinctive sweet taste,” explained Leny B. Raz, director for the Bureau of Trademarks.
Under the pilot project of the government, eight products may fall under the GI scheme, namely Dagupan bangus (milkfish), Batangas barako coffee, Lumban barong, Bicol pili nuts, Guimaras fresh mangos, Aklan piña cloth, Cebu dried mangos, and Lake Sebu tinalak.
Raz further suggested including intellectual property in the DTI’s new global marketing scheme, adding that “intellectual property is an intangible asset that has an economic value.”
“For instance, barako coffee’s price is not only measured in terms of its weight. Using the word “barako”, we can add value to our product. Barako connotes a unique place of origin, a process, and specific time of planting and harvest,” she said.
“Eventually, we will expand these pilot GI projects. For now, we only have provincial product branding.” Raz added.
Meanwhile, Thelma Dumpit–Murillo, director for the DTI Public Relations office, disclosed that the DTI is also proposing a bill to protect these geographical indications since this is a form of intellectual property.
Through local DTI offices, IPOPHL will also conduct seminars on how local manufacturers can use the trade or collective mark system to protect their intellectual property rights.
“To use a trade or collective mark on a certain product, a plan has to be drawn up with all the stakeholders and coordinated with the local government units to prevent several manufacturers or producers from fighting over the use of the same GI and to define the terms and conditions of the use of the collective mark,” she explained.
“Through the trade or collective mark system, the product quality, reputation or other characteristics are determined by the mere origin where producers agree on a common product quality standard,” Murillo added.
