Branding Strategy in Cambodia

Yugo Nagata

No 2024-RPR-07a in Books from Economic Research Institute for ASEAN and East Asia (ERIA)

Abstract: This project first examines the current IP system for branding in Cambodia through a survey of laws on trademarks, industrial design, and GI, including through current trends of registration, statistical data, and other published materials. If sufficient data were unavailable, information was obtained through inquiries to the Department of Intellectual Property Rights (DIPR), Ministry of Commerce (MOC) as well as the Department of Industrial Property(DIP), Ministry of Industry, Science, Technology and Innovation (MISTI). Phase 1: To adapt to evolving global markets and consumer preferences, effective branding strategies that leverage trademarks and designs are crucial for distinguishing products and attracting investment. The rise of e-commerce and C-to-C models post-pandemic has heightened the need for impactful branding. Analysing current practices and highlighting successful case studies is vital for fostering future economic growth. This Phase 1 final report provides a comprehensive explanation of Cambodia’s current laws on Trademark and Geographical Indications (GI) protection and enforcement. It also examines Cambodia’s entrepreneurial landscape, highlighting key sectors and the state of digital transformation (DX). Additionally, Phase 1 includes five case studies featuring local companies and entrepreneurs, focusing on their branding strategies to protect their brands and reputations in Cambodia. The remaining 25 companies will be featured in Phase 2 of the final report, forming an integral part of this project.

Date: 2024
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https://www.eria.org/uploads/Research-on-Branding- ... Cambodia-Phase-1.pdf

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Persistent link: https://EconPapers.repec.org/RePEc:era:eriabk:2024-rpr-07a

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