Govt needs 'intensive marketing campaign' for trademark

Government should carry out an intensive marketing for Madrid System to encourage trademark registrations as part of its 'Make in India' campaign, a study by IIM-Bangalore has suggested.
In 2013, India joined the Madrid Protocol which enables domestic companies and entrepreneurs to obtain cost effective global trademark registration.
The Madrid System for the International Registration of Marks offers trademark owners a cost effective, user friendly and streamlined means of protecting and managing their trademark portfolio internationally.
"The marketing campaign for the Madrid System in India should be integrated to the national branding exercise initiated by the government through the Make in India programme," the report recommended.

It said that to derive economies of scope from Indian national branding efforts, it is vital that the marketing campaign for the Madrid System companies be nested within the national branding campaign under way through the Make in India programme.
"This is because the advantages of scale, customer longing and customer intimacy generated by national branding efforts can embellish the key economic messages we have been trying to convey through other specialised forums," it said.

The awareness campaigns for the Madrid System in India should be an integrated part of India's Make in India road shows organised by DIPP and not be done independently, it added.

The report, accordingly, proposes the contours and content of a three phase intense marketing campaign on the Madrid Protocol targeting Make in India and Start Up India companies.
It also proposes a few enabling policy measures that can make these campaigns effective.
Indian Institute of Management Bangalore was commissioned by the World Intellectual Property Organisation (WIPO) and the Department of Industrial Policy and Promotion (DIPP) to undertake this project.
The goal of the project is to provide information on the Indian trade mark market to enable design and implementation of a marketing campaign to encourage greater use of the Madrid System by Indian applicants and their representatives, in particular amongst companies that form part of the sectors identified under the 'Make in India' programme.