National brand nears global recognition

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.