Delegation of the European Union to Indonesia Intiland Tower, 16th floor Jl Jend Sudirman 32 Jakarta 10220 Indonesia + 62 21 2554 6200
[email protected] Directorate General of Intellectual Property Ministry of Law and Human Rights Jl. H.R. Rasuna Said Kav. 8-9, South Jakarta 12190 www.dgip.go.id @DJKI_Indonesia
[email protected] ARISE+ IPR www.ariseplusipr.eu @ARISEplus_IPR
[email protected] This booklet has been elaborated by the ARISE+ IPR Project, in cooperation with the Directorate General of Intellectual Property (DGIP), Ministry of Law and Human Rights of Indonesia, and with the assistance of International Consultant Mr Ernesto Rubio. The content of this booklet is the sole responsibility of the ARISE+ IPR project and can in no way be taken to reflect the views of the European Union or the European Union Intellectual Property Office (EUIPO) – Jakarta, Indonesia, December 2018. Cover photograph courtesy of the Directorate General of Intellectual Property. THE MADRID PROTOCOL - A ROUTE TO GLOBAL BRANDING TABLE OF CONTENTS About ARISE+ IPR 5 Foreword Message from the Delegation of the European Union to Indonesia 6 Foreword Message from the Directorate General of Intellectual Property 7 1. YOUR BRAND — YOUR STRONGEST ASSET 9 1.1. Branding Strategies and Business Success 9 1.2. Brand Creation, Management and Commercialisation 9 1.3. Protecting Your Brand in Export Markets 9 2. THE MADRID PROTOCOL — A ONE-STOP SOLUTION TO PROTECT 10 YOUR BRAND ABROAD 2.1. Madrid Union Members – Attractive Markets for Indonesian Exports 10 2.2. Madrid Protocol – User-Friendly Procedures 11 2.2.1.