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Marketing Crafts and Visual Arts: The Role of Intellectual Property

Marketing Crafts and Visual Arts: The Role of Intellectual Property

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This practical and user-friendly guide brings out the relationship between successful marketing of crafts and visual arts, and the use of intellectual property (IP) tools. It presents numerous case studies and examples about managing IP assets in the craft and visual arts sectors from a number of countries worldwide.
This practical and user-friendly guide brings out the relationship between successful marketing of crafts and visual arts, and the use of intellectual property (IP) tools. It presents numerous case studies and examples about managing IP assets in the craft and visual arts sectors from a number of countries worldwide.

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01/03/2013

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 Marketing Crafts and Visual Arts:The Role of Intellectual Property
 A practical guide
International Trade Centre
U N C T A D / W T O
 
 ABSTRACT FOR TRADE INFORMATION SERVICES
2003 SITC 896MAR INTERNATIONAL TRADE CENTRE UNCTAD/WTO (ITC)WORLD INTELLECTUAL PROPERTY ORGANIZATION (WIPO)Marketing Crafts and Visual Arts: The Role of Intellectual Property: A practical guideGeneva: ITC/WIPO, 2003. xiii, 135 p.
Guide dealing with the relationship between successful marketing of crafts and visual arts, and theappropriateuseofintellectualproperty(IP)systeminstruments-pointstosituationswhereobtainingformal IP protection ought to be considered; explains how to implement marketing and IP strategies within a business framework and marketing management process; presents case studies and examplesof managing IP assets in marketing from the craft and visual arts sectors in developing countries;includes bibliographical references (pages 134–135).Subject descriptors:
Works of Art, Crafts, Intellectual Property.
English, French, Spanish (separate editions)ITC, Palais des Nations, 1211 Geneva 10, SwitzerlandWIPO, 34 chemin des Colombettes, 1211 Geneva 20, SwitzerlandThedesignations employed and thepresentationof material inthispublicationdo not implytheexpression of any opinion whatsoever on the part of the International Trade CentreUNCTAD/WTO and the World Intellectual Property Organization concerning the legal statusof any country, territory, city or area or of its authorities, or concerning the delimitation of itsfrontiers or boundaries.Mention of firm names, commercial products and brand names does not imply the endorsementof ITC and WIPO.Digital image on the cover: Front cover photo composition by Laurena Arribat, ITC Multimedia Consultant, usingphotographscourtesyof:SerigneMorNiang(‘Mara’),centrebottomleftpicturesof‘Gangunaay’and‘Pileofshells’;Moussa Mballo (through Youssou Soumaré), centre bottom right picture of his painting ‘Debbo’; ChristianPlanchette, ITC, centre top right pictures of Mauritanian bangles; María-Mercedes Sala, ITC, the other craft and artpictures in both the central part and the frame of the composition.© International Trade Centre UNCTAD/WTO and World Intellectual Property Organization 2003 All rights reserved. No part of this publication may be reproduced, stored in a retrieval system or transmitted in any formorbyanymeans,electronic,electrostatic,magnetictape,mechanical,photocopyingorotherwise,withoutpriorpermissioninwritingfromtheInternationalTradeCentreandtheWorldIntellectualPropertyOrganization,exceptto the extent specified on page 3.
ITC/P159.E/PMD/MDS/03-XI ISBN 92-9137-264-1United Nations Sales No. E.03.III.T.8
ii
 
Preface
Withthecontinuingliberalizationandderegulationoftheworldtradingsystemfreeingtheflowofgoodsand services, the international business environment is becoming increasingly competitive for creatorsand providers of all kinds of craft and visual arts products. Consumers now have tremendous choice. Artisans, craft entrepreneurs, visual artists and all the intermediaries in the supply chain must constantly strivetoimprovethequalityoftheirproductsandservices,theproductionprocesses,theirbrandidentity and the effectiveness of their marketing strategies, if they wish to improve their business performance,productivityandcompetitivenessandwintheheartsandmindsofcustomers.Understandingthemarket,particularly the behaviour of consumers and competitors, is the key to success for any business.Identifying a demand and then working backwards – before making a product – is a must. This is wheremarketing comes in.
Marketing implies a market-driven, customer-centred approach.
This is the reality for mostcategoriesofgoodsandservices.Forthecraftandvisualartssectors,themarketingchallengescomefrommany directions. At first sight, it would seem that machine-made products could easily be substituted fortheseessentiallyhand-madeones,especiallyinourknowledge-drivenhigh-techtimes:modernindustryisenabling an increasing degree of mass customization and personalization of product offerings. Anotherchallenge may come from the fact that the products of craftspeople and visual artists are not generally basic needs for consumers. As a result, consumption of these products may decline if consumer spendingis down, especially during economic downturns. Akeystrengthofartisansandvisualartistsliesintheircreativityandcraftsmanshipinexpressingit.Thisgives their output a distinct traditional, cultural or symbolic flavour, which arouses the interest andmatches the emotional needs and aesthetic tastes of discerning customers in specialized niches of domestic and export markets. Even so,
attracting and retaining consumers is a daunting task 
in anovercrowded marketplace, where consumers find ample choice and alternatives and where competitorsare constantly searching for successful product trends.Given today’s instant information and communication facilities, coupled with the ease and speed of copying and imitation, the market can simply get flooded with look-alike products or downright copies, which are also known as ‘counterfeits’ or ‘forgeries’. The real challenge for artisans and visual artists isthus not just to produce and market winning new products that cater to changing consumer tastes, butalso to prevent – or if unable to prevent then to effectively deal with – unfair competition or theft of theircreative ideas.
The intellectual property (IP) system is the best available tool for creating andmaintaining exclusivity over creative and innovative output in the marketplace
, albeit for aspecified maximum period of time. The effective use of IP can also help artisans and visual artists todevelopnetworksandrelationshipsnotonlywithendconsumers,butalsowithallthelinksinthesuppland demand networks.
If artisans and visual artists are to get a fair return from their creativity in the marketplace, it isimportant for them to follow a planned and systematic marketing strategy which integrates theuse of the tools provided by the system of IP rights.
This must begin with a basic understanding of the principles of marketing and of the IP system, along with a broad recognition of the value of IP assetsin marketing and practical guidance in making proper use of them.The highly competitive nature of the marketing process compels each country to protect culture-basedgoodsasasubstantialpartofitsnationalculturalheritage.Thisisespeciallyrelevantformanydevelopingcountries and countries in transition, in which the role of the craft and visual arts sectors can prove to bepivotal for sustainable development and poverty reduction. For policy-makers in government, businessand civil society in these countries, defending the interests of artisans, craft entrepreneurs and visual

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