Welcome to the
ASEAN IP Training Platform for SMEs
The examples used in the eLearning site come from the public databases of the ASEAN Member States. The eLearning Platform is accessible for free and the examples are used only for learning purposes.
About the course
If you are reading this training and information material, it is probably because you are from the SME sector, a representative of an SME, or you work for a local institution that supports SMEs, and, most definitely, you are from the ASEAN region.
If you are following this course, it is also because you realize that unfortunately “business as usual” is no longer an option, as competition nowadays is becoming more and more fierce. You have therefore recognized that either you outdo your competitors (from your own country, from other ASEAN countries and … from the entire world) by gaining a competitive edge -- whatever that might be -- or this might mean the end of your company.
Do you have an SME in one of the ASEAN countries?
Do you have ideas to improve your business?
Do you manufacture products or deliver services?
Do you want to start thinking big and export beyond your country?
Are you worried about the increasing competition?
THIS COURSE IS FOR YOU!
If the answers to one or more of the questions above are positive, then you should continue: this program will empower you to develop your business to an unprecedented level, will help you identify your own competitive advantage, protect it, and start thinking differently and … big.
Have you ever asked yourself why so many consumers prefer to buy well-known foreign brands, even perhaps counterfeits instead of spending less money for local products that are often just as good as a foreign brand name in terms of quality? Why is it that local or homegrown companies do not develop products that provide the consumers with the same gratification, excitement, and sense of belonging to the international community as when they buy foreign brands?
After all, local companies could use local raw materials, without having to import them from abroad. They could also take advantage of the local work force that is certainly less expensive than in many other countries. So, why can’t they successfully compete with foreign producers?
The answer may encompass a number of considerations, but one element is clear: branding!
Consumers do not buy foreign brands simply for the quality inherent in those products, but because of the particular aesthetical form that those products have (in other words: their beauty!) and, even more, because of their name, their brand, the emotional connotation that those particular brand names carry with them.
This guide is directly addressed to local SMEs like you to provide you with the practical knowledge and the skills necessary to make your company more successful by creating an effective brand for your products, by focusing more on the beauty and attractiveness of your products, by taking advantage of the other intellectual property rights or IPRs, by protecting and efficiently exploiting your various assets, in your country and abroad.
By the end of this course, you should be able to: