National brand nears global recognition

MBONGENI MGUNI
Staff Writer | Monday June 27, 2011 00:00

 

Comprising a logo and pay-off line - Our Pride, Your Destination - the national brand has already been registered as a trademark locally, protecting its usage and enabling strategic management by Brand Botswana.

Under the 1989 Madrid Treaty, of which Botswana is a signatory, the process of registering a trademark internationally requires the filing of an application with the local registrar and the applicant designating the countries in which the brand is to be effective.

If the trademark office of the designated country does not refuse brand protection within 12 to 18 months, the trademark is then registered by the local registrar and recognised internationally.

With Madrid Treaty signatories numbering 83 and including influential trading, tourism and economic partners, the brand registration process will enable it to be protected, managed and marketed globally.BEDIA Chief Executive Officer (CEO) Jacob Nkate said thus far the process to register the national brand logo internationally was proceeding well.

'We have received enquiries from five or six countries asking questions about the brand, but we have not been violently rejected by anyone. Neither have there been questions of plagiarism,' he told journalists. Nkate was alluding to allegations around a previous brand registration process where some commentators suggested the logo resembled others already in use in South Africa and elsewhere. The former education minister said the international process was expected to be complete by December, allowing global marketing of the national brand.

Locally, however, uptake activities are ongoing with the Brand Botswana team having approached more than 600 companies, including government, for adoption of the trademark.

Nkate said in addition, brand logo support materials have been developed, which include usage guidelines, brand awareness brochure and logo explanation flyers in both English and Setswana. The Brand Botswana team recently kicked off Phase Two of its public education campaign, following a successful initial stage in which 50, 000 people were reached.