Jacob Nkate, the CEO of Botswana Export Development Authority (BEDIA), has warned organisations to avoid using the ‘Pride mark’ as a trademark to sell their goods and services or as a differentiator in the market.
Speaking at the handover of the Brand Botswana Trademark Certificate at the BEDIA office on Tuesday, Nkate said since ‘Pride mark’ was a national visual identity, only BEDIA held exclusive rights to it.
At the same venue, Timothy Moalusi, the Chief Commercial Officer in the Department of Registrar of Companies and Intellectual Property, stressed the importance of preventing marketing of products under this or confusingly similar marks on the market.
Nkate highlighted the importance of the trademark and said: “This visual asset belongs to all of us and must be protected.”
On his part, Moalusi said that Trademark was a legal concept while Brand was a marketing concept.
“Trademark secures investment in marketing efforts and promotes customer loyalty and image of the company,” Moalusi said. “Brand equity measures the total value of the brand to the brand owner, and reflects the extent of brand franchise.”
He added that BEDIA’s responsibility with regard to trademark registration was to maintain a consistent business image that provides immediate recognition and creates goodwill.
“The trademark has to be renewed every 10 years and that is the international standard,” he said.
‘Pride mark’ was launched as the country’s brand logo in April this year by Minister of Trade and Industry, Dorcas Makgto-Malesu. The nation branding was initiated in 2005 and officially launched by former President Festus Mogae the following year.
Two bodies were set up to guide the process ÔÇô the Brand Leadership Team and the Brand Development Team.
Nkate said stakeholder relations strategies, including district councils and various organisations, had already begun. He said the Brand Botswana Public Awareness Campaign to spread the message had targeted 90 locations so far.
Registration of Trademarks is done under the Industrial Property Act. The Office of the Registrar of Companies and Intellectual Property is responsible for the registration of companies.
