KH Friend, as a business owner, who doesn’t want their business brand to become a global brand? Yes, quoted from marketeers, global brand is a term for the name of a product or service that is recognized and sold around the world.
Some examples of local products that have penetrated the global market are Indomie instant noodles from PT Indofood Sukses Makmur Tbk (Indofood) and Kopiko coffee candy from PT Mayora Indah Tbk (Mayora). This shows that Indofood and Mayora have successfully expanded their business through their global brands. So, are you also interested in expanding your business brand to the international arena? In this article, we summarize a series of tips to become a global brand.
Tips to Make Your Business a Global Brand
One of the benefits that global brands automatically gain is consumer trust. Many customers think that when a brand goes global, it means that the products they offer have proven their benefits and quality. Here are some tips that you can try so that your business can develop into a global brand:
Understand the Target Market
Business actors must be able to conduct extensive and thorough research on consumers and market potential in their destination countries. This is done to create a strategy that is right on target. The required market segmentation must also be considered, such as taste, age of the audience, or the purchasing power of consumers in the destination country.
Maintaining Quality
The quality aspect is very important for a globalized brand. Because, the expectation from consumers towards the brand is the same standard in every branch. Apart from product and service quality. Another consistency that needs to be maintained is in terms of marketing. It is important to maintain visuals such as colors and logos that maintain standards. So that the brand is able to show its consistency in various countries.
Expand Reach
As a businessperson, it is important to multiply and expand the reach of customers by seeing opportunities around and utilizing social media as much as possible. Business owners can also join communities of entrepreneurs who are pioneering towards going international and many other things to expand opportunities.
Do Integrated Marketing Communication (IMC)
Do massive and global marketing by inviting partner collaboration through sponsorship programs, public relations (PR), promotion, merchandising, and others. The goal is to increase product and/or service awareness to potential customers.
Take care of domestic and foreign trademark registration
A new brand will get protection if it has been registered with the Directorate General of Intellectual Property (DJKI) of the Ministry of Law and Human Rights. Keep in mind also that the trademark registration system in Indonesia adheres to the first to file principle. That is, whoever registers the brand faster, then he gets brand protection first.
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However, trademark protection that has been obtained in Indonesia does not automatically cover protection abroad. So, the solution is to apply for international trademark registration under the Madrid Protocol.
How to register a brand abroad through the Madrid Protocol
Well, before businesses register their brands abroad to be traded internationally, first get to know the intricacies of the Madrid Protocol. The Madrid Protocol itself is an international trademark and copyright recognition system established by the World Intellectual Property Organization (WIPO). Because the trademarks registered through the Madrid Protocol have been integrated in a system, businesses do not need to bother registering trademarks many times in different countries. Instead, it is enough to register once, then it is immediately recorded and protected in various countries. To do so, businesses can apply for registration of the trademark to the International Bureau through the DJKI. The application must contain:
- Name and address of the applicant;
- Reproduction of the applicant’s mark;
- Code of the goods and/or services for which protection is sought; and
- A list of destination countries where protection for the mark is applied for (some countries have specific requirements if the business wishes to register there).
After the application is submitted, an examination will be carried out by the DJKI. Where the DJKI will examine including:
- The applicant is the same party as the trademark holder or applicant in Indonesia;
- The trademark filed in the application for international registration is the same as the principal trademark in Indonesia; and
- The classification of the goods and/or services requested is the same as in Indonesia.
Furthermore, the DJKI will send the application to the International Bureau (Article 7 of PP No. 22/2018). If the application has met all the requirements, the International Bureau will register the trademark in the international register and issue an International Registration (IR) in the International Trademark Gazette. Business actors will also get a Certificate of International Registration.
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Those are some tips that can be done for a business to become a global brand. In essence, if a local business wants to become a local brand and get trademark protection, it needs to apply to WIPO through the intermediary of the DJKI of the Ministry of Law and Human Rights. However, also keep in mind that you cannot register a trademark abroad, if the trademark has not been registered at the DJKI or at least has been requested to be registered (Article 5 of PP No. 22/2018). Therefore, before registering a trademark abroad, make sure that you have checked the trademark and registered it officially with the DJKI!
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To take care of it, leave it to Contract Law. With a fast and efficient process, we can help you to process trademark registration through the trademark check process first! Head over to our KH Services – Trademarks page. If you have any questions about trademark, copyright, or other business needs, you can also contact us at Ask KH, or via Direct Message (DM) to Instagram @kontrakhukum.
