I. Introduction

1. Background and Objectives

2. Scope of the Work and the Approach

II. Brand and Its Related Intellectual Property Tools

1. Definition, Importance, and Types of a Brand

(1) Definition of a brand

(2) Importance of a Brand

(3) Types of a brand

2. Intellectual Property Tools for a Brand

(1) A Trademark

(2) Geographical Indications

III. Branding in SMEs

1. Definition of an SME

2. Role of SMEs in Economic Development

3. Brand and Brand management in SMEs and its Barriers

(1) Brand and Brand management in SMEs

(2) Barriers for brand management in SMEs

(3) OEM (original equipment manufacturer) and Branding in SMEs

IV. Best practices

1. Region-based Brands

(1) Cavite (Philippine)

(2) Yubari Melon (Japan)

(3) Boryeong Mudrang (Republic of Korea)

2. SMEs-based Brands 29

(1) Dreamix (Republic of Korea)

(2) HongSsangRi Blue Apricots (Republic of Korea)

3. An Organization-supportive Brand

(1) Light Years IP: Ethiopian Fine Coffee

V. Guideline for Strategic Branding in Developing Economies

1. Guidelines for Strategic Branding in Developing Economies

(1) Outlines

(2) Branding Guideline for Each Stage

(2) Branding Strategies According to Level of Development

VI. Pilot Projects

1. Product Selection

(1) Assessment Criteria

2. ANJI Bamboo Fiber in China

(1) Overview

(2) Environment Analysis

(3) Brand Development Outline

(4) Brand Name Development

(5) Symbol Development

(6) IP Protection Strategy on ANJIAN

(7) Brand Competitiveness Enhancement Strategy

3. A Maquiberry Alcoholic Beverage in Chile

(1) Overview

(2) Environment Analysis

(3) Brand Development Outline

(4) Brand Name Development

(5) Symbol and Bottle Design Development

(6) IP Protection Strategy on MAQUIRE

(7) Brand Competitiveness Enhancement Strategy

VII. Project Evaluation

1. China: Anjian Bamboo Fiber

2. Chile: A Maquiberry Alcoholic Beverage

VIII. Conclusion

References

Annex1

Annex2