INTRODUCTION TO IPR AND THE IMPORTANCE OF BRANDING IN EXPORTS
Intellectual Property Rights (IPR) are crucial for branding, especially in international markets. They protect unique elements like trademarks, patents, and copyrights, ensuring that a brand stands out and remains secure from imitation. Effective use of IPR strengthens brand identity, builds customer trust, and supports global market success. This Article in light of case studies discuss role of IPR in Brand Building.

INTRODUCTION
In today’s global market, protecting your brand with intellectual property rights (IPR) is really important, especially if you're looking to sell your products overseas. Having strong IPR, like trademarks, patents, and copyrights, helps your brand stand out and prevents others from copying your ideas. When you enter new international markets, keeping your intellectual property safe helps build trust with customers and keeps your brand unique. Basically, using IPR well can give you a big advantage and help your brand succeed globally. Some of the intellectual properties that help in brand building are as follows:
Trademark
A trademark is a sign, symbol, or name that identifies a brand's products or services. It helps brands by making sure that only the owner can use it, stopping others from copying. For example, the Nike swoosh logo is a trademark that helps people recognize Nike products easily.
Patent
A patent gives exclusive rights to an inventor for a new invention or technology. It helps with branding by stopping others from making or selling the same invention. This protection helps showcase your unique innovations and strengthens your brand’s position in the global market.
Copyright
Copyright protects original works of authorship, like literature, music, and art. For branding, it helps by giving creators exclusive rights to use their work, preventing others from copying or using it without permission
Geographical Indication
A Geographical Indication (GI) protects products that come from a specific place and have qualities linked to that location. It helps in branding by emphasizing the unique qualities of the product due to its origin
ROLE OF IPR IN BRANDING OF GOODS AND SERVICES
1. Using IP in Marketing Strategies
Registering intellectual property helps businesses boost their marketing. For example, Bajaj Auto promotes its motorcycles as having unique DTS-i (Digital Twin Spark Ignition) technology, thanks to their registered patents.
This sets them apart from competitors. Similarly, Lucknow Chikan and Basmati Rice use geographical indications to highlight their special qualities, which makes them more valuable to customers.
2. Attracting Socially-Conscious Customers
Having a strong intellectual property portfolio can attract customers who care about social issues. For instance, Tata Steel is known for its commitment to sustainability and social responsibility. Customers who value eco-friendly practices are more likely to choose Tata Steel. This helps build customer loyalty and makes the brand more appealing.
3. Drawing in Customers with IP
Having a strong intellectual property portfolio can make a company's products more appealing to customers. For example, if a company highlights innovation and quality in their IP, like Reliance Jio does with its many patents in telecommunications, customers who value new technology are more likely to choose their services. This helps build loyalty and makes customers prefer their brand.
4. Securing a Market Advantage
Protecting brand identity is crucial for staying ahead of competitors. Without IP protection, other companies might use a brand's identity and damage its reputation.
For instance, Amul protects its brand name through trademarks to stop others from using it for lower-quality products. This helps Amul maintain its strong market position and reputation for quality.
5. Expanding Globally with IP Protection
In today's connected world, businesses need to be seen globally. With the internet and global shipping making it easy to sell products everywhere, protecting your intellectual property is very important. For example, Alibaba makes sure to protect its domain names and website designs. This helps them keep their brand safe and maintain a strong online presence as they reach out to customers around the world.
LOCAL BRANDS BECOMING GLOBAL GIANTS AND STRATEGIES USDE BY THEM
Local brands often face significant hurdles when trying to expand internationally. They may struggle with low brand recognition in new markets, which can lead to reduced trust and lower consumer interest. Without a strong presence, these brands might see less website traffic from international visitors, resulting in fewer leads and sales. This lack of familiarity can make it hard for local brands to compete effectively with established global players.
To overcome these challenges, local brands need to invest in building their global presence through effective branding strategies. This involves not just creating a recognizable logo or design, but also making sure their brand promises resonate with international consumers. By increasing brand awareness and credibility, local brands can better differentiate themselves from competitors, gain consumer trust, and ultimately improve their chances of success in international markets.
1. BUYER’S PERSONA UTILIZED BY OYO
Using buyer personas helps businesses in many ways. First, they improve targeted marketing by allowing companies to create personalized campaigns that speak directly to their audience, leading to higher engagement and conversions. They also help in designing products that meet customer needs, ensuring satisfaction and loyalty.
Oyo's success also extends to its international branding strategy:
1. Affordable Rooms for Digital Travelers: Oyo recognized that many travelers worldwide want cheap and convenient places to stay. These travelers prefer to book online and look for budget-friendly options. Oyo provided affordable, standardized rooms that were easy to book online, attracting tech-savvy travelers globally.
2. Helping Independent Hotels: Independent hotels in different countries often struggle with high franchising costs and marketing challenges. Oyo gave these hotels a platform to attract more customers without high fees. They offered branding, standardization, and technology solutions, making it easier for these hotels to compete.
2. BURGER SINGH’S BRANDING STRATEGY IN THE INTERNATIONAL MARKET
1. Burger Singh stands out in the crowded fast-food world by mixing traditional Indian flavours with popular burgers. This unique blend attracts both Indian expats and locals curious about new tastes. When they expanded to other countries, like the UK, they kept their core brand but adapted their approach to fit local preferences. They highlighted their Indian-inspired burgers, such as the Chicken United States of Punjab, and used local influencers to promote their brand. This way, they maintained their unique identity while also fitting in with local tastes, helping them establish a strong presence in new markets.
3. BIRA 91- FUSION BRANDING STRATEGY
1. Blend of Local and Global Elements
Bira 91 combines Indian identity with international craft beer influences. The name "Bira" is a common Punjabi term, and "91" is India’s international calling code, giving it a local touch. At the same time, the beer’s style and packaging are inspired by Belgian beers, making it appealing globally. This mix helps Bira 91 attract a wide range of customers.
1. Unique and Recognizable Branding
Bira 91’s branding is fun and stands out with bright colours and playful imagery. The funky monkey mascot adds to its unique identity. This eye-catching design helps Bira 91 grab attention and stay memorable. The blend of high-quality design and a playful theme makes it appealing to both local and international consumers.
2. Targeting Urban Millennials and Strategic Market Entry
Bira 91 targets urban millennials who like trying new flavours and appreciate craft beers. Their marketing campaigns focus on the fun and innovative aspects of the brand. By first entering markets with a significant Indian diaspora and a growing interest in craft beers, Bira 91 built brand recognition and credibility. This smart approach helped them grow internationally and establish a strong presence.
CONCLUSION
Expanding into international markets can be tough but rewarding for businesses. Managing intellectual property (IP), including trademarks and patents, is key to this expansion. Proper IP management helps enhance a brand's presence and success in the export market by protecting the brand and ensuring it stands out.
Trademarks play a crucial role in new markets. One challenge is that existing trademarks might already be registered in those regions. For example, in China, many trademarks are already taken, and businesses often need to negotiate and pay to use them. Researching similar trademarks before entering a new market helps avoid conflicts and legal issues.
Companies need to monitor their trademarks to prevent infringements actively. Investing in IP is like investing in marketing—it's essential for long-term brand growth. For instance, Apple files for trademarks and patents well before launching products, ensuring global protection and maintaining brand integrity. This strategy has helped Apple build a strong global brand presence.