The Conference “Branding Strategies” opened, aimed at introducing to Georgian producers and farmers the advantages of products protected by geographical indications on the market in Georgia as well as worldwide.
The conference, organized by the National Intellectual Property Center of Georgia – Geostat and the World Intellectual Property Organization (WIPO), was opened by Ms. Binying Wang, Deputy Director General of WIPO. The event is attended by more than 120 producers and farmers from all regions of Georgia. The topics of discussion include: geographical indications as a marketing instrument for Georgian exports, use of designs and packaging in branding strategies for geographic origin, reputation and image of brands in the marketplace, as well as the role of producers associations in developing and implementing effective branding strategies.
Within the conference, exhibition and tasting of potential geographical indications and appellations of origin will take place, which is organized by “Origin Georgia” – non-profit (non-commercial) legal entity, founded by Sakpatenti. The activities of this organization provide for revealing potential goods eligible for protection by geographical indications in Georgia, their inventory, establishing the specifications and ensuring legal protection. To present, up to 130 potential GIs have been identified, among these: Cherry Plum, Colchian Hazelnut, Rachan Ham, Kharagauli Caesar’s Mushroom, Choporti Tomato, Lagodekhi Watermelon, Colchian Laurel, Khelvachauri Tangerine, Tabatsquri Carrot, Marneuli Potato, etc.
The conference will last two days and will be ended by the ceremony of signing the Trademark License and Partnership Agreement between the non-profit no governmental organization “origin, organization for an International Geographical Indications network” and “OriGin Georgia”. The Agreement provides for rendering assistance to farmers and producers in branding, marketing and management issues as well as in establishing international contacts.
Geographical indication is the name of a geographical area, which is used to designate the goods, the specific features and quality of which are attributable to the particular (often unique) environment characteristic of this geographical area (soil, water, climate, traditional method of production). The cost of goods bearing geographical indications is on average 2.5 times higher as compared with that of other identical products and they are in especially great demand on the market.
Geographical indications play a significant role in the regional development of countries, namely, their use:
- in relevant regions facilitates creation of new jobs and considerable increase of income;
- reduces manpower drain and, on the contrary, stimulates attraction of human resources;
- increases the region awareness and promotes development of rural tourism.
Protection of geographical indications is one of the components under the Deep and Comprehensive Free Trade Agreement with the European Union (DCFTA), as well as one of the strategic directions of the agricultural development of Georgia. At present, of the goods produced in Georgia, more than 40 (wine, mineral water, cheese, etc.) are registered as geographical indications and their great part is exported from Georgia.