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Project Development: WIPO/ITC Brand Pilot: Leveraging Brand Assets to Optimize Value Creation at Source
The project aims to develop a Zanzibar Clove brand. It has been seen that branding experiences from developing countries create incremental value as consumers perceive the benefits of the proposition and are willing to pay a price premium. However, on average 90 to 95% of the value creation generated are capitalized outside of the country/region of origin. The project will therefore contribute to poverty alleviation by developing marketing and brand strategies for the Zanzibar clove exporters, including IP components that will strive to ultimately secure the maximum amount of value created in the island. The project will pilot cooperation between ITC and WIPO and develop a marketing and branding model to be applied in other regions.
Notes/Key results
The intended Beneficiary Countries are listed below.
Trade Information
Project Number INT/U1/72A
Trade Category Trade Promotion Strategy and Implementation
Dates 05/10/2011 - 31/12/2011
Reporting Agency International Trade Centre (ITC)
Implementing Agencies / Countries International Trade Centre (ITC)
Tanzania, United Republic of
Multiple Agencies/Bodies
Cooperating Agencies
Host Country Tanzania, United Republic of
Invited Countries
Tanzania, United Republic of
E-mail contact / Web Address
itcreg@intracen.org / http://www.intracen.org


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