Democratizing branding and IP for a better future
April 29, 2022
On the occasion of the World Intellectual Property Day, celebrated on 26 April, this year under the theme “IP and Youth innovating for a Better Future”, UNIDO and European Brand Institute (EBI), together with leading experts in Branding & IP from Vienna Chamber of Commerce, Austrian Standards Institute, Deloitte Tax Austria and private sector representatives, engaged in “Sustainable Brand Talk” providing a valuable insight into how branding and IP management work, showing their direct impact on maximization of sustainability and intellectual value addition.
Boosting impactful track record that includes enhancing quality, industrial design, and cost-competitiveness of the locally produced goods, by expanding product range, introducing geographical indications (GIs), innovative marketing tools and umbrella/regional branding of manufacturing SMEs or their clusters, UNIDO is committed to further reinforcing efforts in creating a wider, efficient and more democratized brands and IP ecosystem, drawing upon partnerships and networks, both in the public and private sector.
Amid a highly unpredictable crisisdriven environment, successful and well-managed brands come to the fore due to their innovation and strategic vision — the main prerequisites in moving forward while managing change. At the same time, a number of challenges related to brand registration, management and certification still remain unaddressed, most notably, ensuring their widespread application, democratization and maximizing impact.
Seeing how change ushered in by brands strengthens business performance and competitiveness spurs motivation to accelerate the shift to more innovation-intensive and intellectual value-added practices. UNIDO and EBI in this context, acknowledge a truly vast application potential of intangible assets, promoting brands and IP as key tools to ensure economic growth and reinforce resilience.