Webinar Report: Implications of Intellectual Property (IP) for Packaging and Marketing

by | Jul 3, 2024 | WSME Business Support Center

Date: July 3, 2024
Organized by: WSME Business Support Centre
Participants: 44

Introduction

On July 3, 2024, the WSME Business Support Centre hosted a webinar focused on the “Implications of Intellectual Property (IP) for Packaging and Marketing.” The webinar aimed to enhance understanding of intellectual property rights among women entrepreneurs, emphasizing their importance in protecting innovations, maintaining competitive advantage, and supporting effective marketing strategies.

Keynote Speaker

Ms. Mahua Zahur
Advocate, Supreme Court
Director, CLIP

Ms. Mahua Zahur, a prominent advocate and Director of CLIP, served as the keynote speaker. She provided an insightful overview of the significance of intellectual property in fostering innovation and protecting business interests. Ms. Zahur highlighted different categories of IP rights, such as patents, designs, copyrights, trademarks, and trade secrets, illustrating their relevance in the business landscape.

 

Discussion Points

The webinar covered several critical topics related to IP and its implications for packaging and marketing:

  1. Importance of Packaging: Emphasized packaging as a key element in product presentation and brand recognition.
  2. Functions of Packaging: Discussed how packaging not only protects the product but also serves as a marketing tool that can influence consumer behavior.
  3. Packaging Protection through IP: Explored how IP rights can safeguard packaging designs from unauthorized use.
  4. Copyright Protection for Creative Packaging: Addressed the use of copyright to protect artistic and unique packaging designs.
  5. Geographical Indication (GI): Explained the role of GI in distinguishing products based on their geographic origin and quality.
  6. Eco-Friendly Packaging as a Marketing Strategy: Highlighted the growing trend of using sustainable packaging as a selling point to attract environmentally conscious consumers.

Participant Questions and Discussions

The webinar included an engaging Q&A session, where participants raised pertinent questions related to their businesses. Below are some key discussions:

  1. Tanjerina Begum (Homemade Decor):
    • Issue: Inquired about the type of logo suitable for identifying all products under her business.
    • Discussion: Ms. Zahur advised that the legal strength of a logo depends on its distinctiveness and relevance to the brand or business name. She emphasized creating a logo that is unique and not directly descriptive of the products.
  2. Monika Das:
    • Issue: Asked about using “Shataranji” as an IP for packaging.
    • Discussion: She was recommended to register as an authorized user of GI products to legitimately use “Shataranji” in her packaging.
  3. Konica Sharma (Architect, Interior Design):
    • Issue: Wanted to know where to use trademarks when incorporating products from different brands, but the design is her intellectual service.
    • Discussion: Ms. Zahur suggested using service marks for her company’s services and claiming design copyrights on her business cards to protect her unique design work.
  4. Romana Pervin (Food):
    • Issue: Sought guidance on obtaining approval from BSTI.
    • Discussion: Advised to first obtain a trademark license from GPD and then apply for BSTI certification through the Ministry of Industries.
  5. Shimul Billah Khan (Hand Painting & Rickshaw Painting):
    • Issue: Inquired about acquiring a trademark for the name “Rupban.”
    • Discussion: Ms. Zahur explained that if “Rupban” is distinct from other brands, it could be a strong trademark. However, if it resembles existing trademarks, it may lead to rejection due to customer confusion.
  6. Sheuli Akter (Kasha & Pitol):
    • Issue: Questioned whether to register her page name or customized products for IP protection.
    • Discussion: Advised to register her page name with a trademark and protect the designs as intellectual property, ensuring comprehensive coverage for her business.

Key Takeaways

During the webinar, Ms. Mahua Zahur emphasized the importance of understanding and implementing IP protections in packaging and marketing strategies. She highlighted that IP not only provides legal safeguards but also adds competitive advantage and unique value to a business. Entrepreneurs were encouraged to be vigilant in differentiating their brands and ensuring that customers are not misled by similar packaging.

This webinar served as an essential platform for women entrepreneurs to learn about the practical applications of IP in their businesses, fostering a better understanding of how to protect and enhance their brands.

Conclusion

The webinar was highly informative and engaging, providing valuable insights into the implications of IP for packaging and marketing. Participants left with a deeper understanding of how IP can be a critical tool in maintaining brand integrity and driving business success.

Next Steps

We recommend organizing follow-up sessions and one-on-one consultations to further assist entrepreneurs in applying IP protections in their specific contexts.