marketing and branding animals

8/10/2019 Marketing and Branding Animals

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I N N O V A T I O N L A WPHILIP MENDES BRADLEY THOMAS (ASSOC)

Level 3, 380 Queen St

Brisbane QLD, Australia

Ph + 61 7 3211 9033

Fax + 61 7 3211 9025

[email protected]

[email protected]

Marketing and Branding Strategies: Use of Trade

Marks, Geographical Indications, Industrial Designs

for Business Success: Case Studies

Shanghai

15 December 2004
mailto:[email protected]:[email protected]:[email protected]:[email protected]


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Tools to promote

the business of an SME

Tools

Trade marks

Industrial designs

Geographical indications

How do these branding tools help promote the business of an SME ?


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What is a trade mark ?

A mark that

is associated with a particular product or service

helps to distinguish it from other products and services,

use of the mark in marketing and advertising,

Achieves distinguishing from other products or services

creates economic advantages to the trade mark owner or trade mark

licensee


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What can be a trade mark

A trade mark is not limited to a sign or words

Can be:

Words

Letters

Numerals

Drawings

Shapes

Colours

Logo Audible sounds
http://images.google.com.au/imgres?imgurl=www.dotcomlogotypes.com/logos/harley-davidson-com.gif&imgrefurl=http://www.dotcomlogotypes.com/search.asp%3FLetter%3DH&h=170&w=170&prev=/images%3Fq%3Dharley%2Bdavidson%26svnum%3D10%26hl%3Den%26lr%3D%26ie%3DUTF-8%26oe%3http://images.google.com.au/imgres?imgurl=www.buyvideotape.com/images/red_fuji_logo.gif&imgrefurl=http://www.buyvideotape.com/&h=190&w=228&prev=/images%3Fq%3Dfuji%2Blogo%26svnum%3D10%26hl%3Den%26lr%3D%26ie%3DUTF-8%26oe%3DUTF-8http://localhost/var/www/apps/conversion/tmp/scratch_7/stories/en/10923.html


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Economic benefits of a trade mark

Customer Recognition

Customer recognition

A customer will be able to recognise the SMEs product or service

and distinguish it from a competitors product or service

A customer that was satisfied with the product when the customer

used it on a previous occasion, will recognise that product again,

and purchase that product again, instead of a competitors

If that brand recognition was not there, a customer would be unable

to recognise the product to be able to buy it again


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SME Image

SME Image

Trade mark of a product or service will enhance the reputation and

standing of the SME

A customer that is satisfied with one product that the customer recognises,will consider purchasing a different additional product from the same

SME
http://images.google.com.au/imgres?imgurl=galeon.hispavista.com/vazquez-lugo/nissan-logo.gif&imgrefurl=http://galeon.hispavista.com/vazquez-lugo/&h=368&w=498&prev=/images%3Fq%3Dnissan%2Blogo%26svnum%3D10%26hl%3Den%26lr%3D%26ie%3DUTF-8%26oe%3DUTF-8http://images.google.com.au/imgres?imgurl=www.livermorehonda.com/shared/corporate_content/dg/white/images/vertical_logo.gif&imgrefurl=http://www.livermorehonda.com/corporate_index.html&h=161&w=225&prev=/images%3Fq%3Dhonda%2Blogo%26svnum%3D10%26hl%3Den%26lr%3D%http://images.google.com.au/imgres?imgurl=www.geocities.com/theriverofkings/toyota.gif&imgrefurl=http://www.geocities.com/theriverofkings/buttom.htm&h=255&w=300&prev=/images%3Fq%3Dtoyota%26svnum%3D10%26hl%3Den%26lr%3D%26ie%3DUTF-8%26oe%3DUTF-8


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SME Goodwill

What is goodwill ?

The reputation and standing of a business

Customer recognition

Customer loyalty

Customer trust

Customer attachment

The economic value of the expectation of loyal customers buying

again, expressed as a lump sum amount of money

An asset on the SMEs balance sheet

An asset against which an SME can borrow


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SME Goodwill and trade marks

Goodwill is therefore almost entirely dependent upon trade marks

It is often the difference between the total value of a business, less the

value of its physical assets, and that can produce a very high number

How valuable can trade marks be ?

All these are valued in excess of hundreds of millions of USD

Coca Cola

IBM

Microsoft
http://www.physics.georgetown.edu/images/ibm_logo.gif


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What is an industrial design

The physical characteristics that makes an article

Recognisable

Attractive and appealing

Recognition

Customers will recognise your product and buy it

Attractive and appealing

Customers will also want to buy it


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Recognisable industrial designs

Customers do not buy Coca cola because the bottle is

attractive

They buy Coca cola because they like Coca cola

Coca cola is recognisable By its trade mark

By the unique design of the bottle that it comes in

The design of the bottle is an industrial design that can

be protected


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Recognisable industrial designs

Other products with unique recognisable designs:

Perrier

Toblerone

Recognition enables a customer to recognise it, and to choose to buy it,

in preference to another product
http://images.google.com.au/imgres?imgurl=www.bottledwaterweb.com/images/perrier.gif&imgrefurl=http://www.bottledwaterweb.com/bott/bt_250perrier.html&h=180&w=145&prev=/images%3Fq%3Dperrier%26svnum%3D10%26hl%3Den%26lr%3D%26ie%3DUTF-8%26oe%3DUTF-8http://images.google.com.au/imgres?imgurl=www.bottledwaterweb.com/images/perrier.gif&imgrefurl=http://www.bottledwaterweb.com/bott/bt_250perrier.html&h=180&w=145&prev=/images%3Fq%3Dperrier%26svnum%3D10%26hl%3Den%26lr%3D%26ie%3DUTF-8%26oe%3DUTF-8


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Attractive and appealing industrial

designs

A customer that finds a products design attractive and appealing will

want to buy it

A strong motivator to purchase a product

Designs are an important part of the branding strategy
http://pericles.ipaustralia.gov.au/adds2/adds.adds_details.paint_details?p_design_id=97407


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What is a geographical indication ?

A sign

Placed on goods

To identify their geographical origin

To identify that the goods have the qualities, characteristics, or

reputation, associated with that geographical origin


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Why is a geographical indication

important ?

Consumer will buy a product because of the characteristics of the

product when originating from a particular place

This is so in relation to agricultural products

They are influenced by the geographical location of where they are

produced, and that is what makes them unique

This is also so in relation to manufacturing skills and reputations in a

country eg, Swiss watches

They are: Source identifiers

Indicators of quality

They again promote recognition, and customer loyalty


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Geographical Indications

Appellation of Origin

Portuguese Port
http://news.bbc.co.uk/olmedia/1765000/images/_1768480_portugal_oporto_150map.gif


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Appellation of Origin

Scotch Whiskey


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Geographical indications

Swiss watches
http://www.tiscali.co.uk/reference/encyclopaedia/countryfacts/images/maps/large/00002527.gifhttp://images.google.com.au/imgres?imgurl=www.ozdoba.net/swisswatch/bild/swissdef_geneve1.jpg&imgrefurl=http://www.ozdoba.net/swisswatch/swissdef.html&h=248&w=281&prev=/images%3Fq%3Dswiss%2Bwatch%26start%3D60%26svnum%3D10%26hl%3Den%26lr%3D%26ie%3DUTF-8%26oe%3Dhttp://images.google.com.au/imgres?imgurl=micro.magnet.fsu.edu/watches/images/movement21.jpg&imgrefurl=http://micro.magnet.fsu.edu/watches/movement21.html&h=290&w=489&prev=/images%3Fq%3Dswiss%2Bwatch%26start%3D40%26svnum%3D10%26hl%3Den%26lr%3D%26ie%3DUTF-8%26ohttp://images.google.com.au/imgres?imgurl=www.dimijianimages.com/More-page9-time/watch-macro.jpg&imgrefurl=http://www.dimijianimages.com/More-page9-time/watch-mechanism.htm&h=492&w=641&prev=/images%3Fq%3Dswiss%2Bwatch%26start%3D20%26svnum%3D10%26hl%3Den%26lr%3


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Indian Banarassi Sari
http://home.attbi.com/~wwildman/irvine/images/1_04_00_india.gifhttp://www.all-india-tour-travel.com/culture/images-culture/varanasi-saree.jpg


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Cuban Cigars
http://www.cnn.com/2000/US/03/28/virgin.mary/florida.cuba.miami.jpghttp://www.virtualvallarta.com/vallarta/shopping/spiritsandcigars/images/cigars.jpg


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Darjeeling Tea
http://pws.prserv.net/jpinet.sono0/html/f&m.jpghttp://www.kyelateas.com/images/darjeelinglogo2.gif


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Branding Tools

All of these

Trade Marks

Industrial Designs

Geographical Indicationsare business branding tools

Aimed at

Promoting product recognition

Promoting customer loyalty

Promoting repeat business

Enhancing the reputation of the product and its producer

Tools used to capture economic benefits to a business


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I N N O V A T I O N L A WPHILIP MENDES BRADLEY THOMAS (ASSOC)

Level 3, 380 Queen St

Brisbane QLD, Australia

Ph + 61 7 3211 9033

Fax + 61 7 3211 9025

[email protected]

[email protected]

Making the most Effective use of your Trade Mark

Case Study: Ozgene Pty Limited
mailto:[email protected]:[email protected]:[email protected]:[email protected]


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Ozgene Pty Limited

Its Trade Mark:

Outline: What Ozgenes business is

Its outstanding growth

How its use of its trade mark has contributed to its outstanding growth andsuccess


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Snapshot of Ozgene

Its business:

A biotechnology company making transgenic mice and rats to

validate potential drug targets

Formed in November 1999

Commenced incubated operations in 2000

Graduated from the incubator in 2001 into rented labs

Built and moved into its own laboratories in 2003

Staff in 2000: 2

Staff in 2004: 51


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Snapshot of Ozgenes revenues

7.0m

6.5m

6.0m

5.5m

5.0m

4.5m

4.0m

3.5m

3.0m

2.5m

2.0m

1.5m

1.0m

0.5m

0.0m 2.1m420K 3.2m 6.5m

20012000 2002 2003 2004


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What is responsible for such

outstanding success and revenues ?

A unique business

Outstanding technical expertise of CEO

Innovative branding and use of trade mark


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What is Ozgenes business

Ozgenes technical expertise is providing transgenic services

That is, using its technical expertise to produce a mouse or rat which:

Has had a gene randomly inserted

Has had a gene removed Has had a gene inserted.

Specific skills are in

Construction of gene vectors Micro-injection techniques to insert gene vectors into a fertilised

mouse or rat egg

Use a suicide virus to infect or carry a gene vector into afertilised egg


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Why genetically modify a mouse or

rat in that way ?

Human beings have some 40,000 genes

Genes are a genetic blueprint that determine

Colour of hair

Colour of eyes Tall / short

High matabolism and thin, low metabolism and overweight

But genes also are responsible for predisposition to disease

Diabetes, cancer, heart disease, psoriosis

the cause of specific diseasesbecause of genetic defects or mutations

Cystic Fibrosis, Haemophilia, Huntingtons disease


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Why genetically modify a mouse or

rat in that way ?

All human beings are 99.9% genetically identical

The other 0.1% genetic difference accounts for difference in hair colour, eye

color, skin colour, etc

Human beings and chimpanzees are 98.5% identical

Human beings and mice are 97.5% identical

Gene function that is observed in a chimpanzees or mouse is an indicator of

the function of that gene in a human being

Observing a predisposition to a particular disease in a mouse into which agene has been inserted or deleted

Observing a disease caused by a gene that is inserted or deleted

will assist the understanding of that gene in human beings, and assist in

developing a drug targeted at that gene to treat or prevent that disease


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Ozgene at Work

Movie


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Ozgenes beginnings

Formed in November 1999

Commenced operations in 2000 in Perth, Western Australia

Why Perth ?the location of the Animal Resources Center that

supplies animals for research use throughout Australia and much ofAsia

Incubated within the Western Australian Institute for Medical Research

It provided laboratory space,

first staff

Initial capital to kickstart operations


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Ozgenes CEO

Founding CEO: Dr Frank Koentgen36 years old

Worked in the mouse facilities of Roche in Switzerlandone of the

worlds largest pharmaceutical companies

Set up mouse facilities for Roches US operations in New Jersey

Set up mouse facilities at Walter and Eliza Hall Institute for Medical

Research in Melbourne, Australia

First scientist in the world to

successfully knockout a genefrom a Black 6 species mouse


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Ozgenes Board of Directors

Initial Board

Frank Koentgen

Gabi Suess

Philip Mendes Zisi Fotev

Kevin Fahey

Present Board Frank Koentgen

Philip Mendes

Zisi Fotev


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Ozgenes capital requirements

Ozgene has always operated from cash flows

No debt capitalno borrowings

No equity capitalno venture capital - Ozgene remains privately owned

How was that possible:

Incubation from Western Australian research for Medical Research whichprovided initial capital, (and continues to receive a royalty, until the royaltycap is reached)

Cash flows from first orders

When Ozgene first graduated from incubation it did seek out venture capitalinvestment.

One road show only

As weeks and months passed the drop dead zero cash date was extended out,until it was within everyones comfort to keep going without capital injection


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Ozgenes technical intellectual

property

Techniques for making transgenic mice and rats are not no much subject to

patents as to skill, techniques, and expertise

Many people throughout the world have the skills to make transgenic animals

All pharmaceutical companies

Most universities and research institutes doing medical research

When all these skills are widely available how has Ozgene been successful ?

Ozgene expertise is widely regarded

Ozgene can make a transgenic animal more reliably and faster

69 months instead 2 to 3 years

100% success rate, as opposed to the high failure rate of others

Customers are paying for Ozgenes expertise, efficiency, and track record

Customers pay USD $70,000 per knockout mouse strain


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Ozgenes technical intellectual

property

Micro injection and other techniques are public domain

Ozgenes highly skilled use of that public domain knowledge, and trade

secrets, makes it a preferred supplier

Pharmaceutical companies have their own transgenic mouse facilities They come to Ozgene for their hard ones

But Ozgene is also at the cutting edge of new technological developments

It jointly invented a viral technology that uses a suicide virus to deliver a

gene to a fertilised egg

It validated a gene switch

that turns genes on and off

This results in Ozgenes competitive

advantage


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Ozgenes premises

2000 located at Western Australian Institute for Medical Research

2001June 2003 located at Animal Resources Center

January 2003bought land to build own laboratories

January 2003designed 4 stage new laboratory facilities


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Ozgenes labs next stages

Stage 2 deferred until late 2005. May build stage 3 at the same time


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Ozgenes customers

5% of customers in Australia

95% of customers are export customers

Located in

United States

Europe

Japan

Amongst those customers are

The largest pharmaceutical companies in the world

The most prestigious universities and research institutes in the

world

Ozgenes customers


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Ozgene s customers


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Ozgenes

customers

March 2004

Major Milestone: USD $ 8.5 m five

year contract

with United

States National

Institutes ofHealth


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Ozgenes success

How has Ozgene, located in the most remote capital city on Earth

established a global reputation and competitive edge

Ozgene could have been nothing more than a boutique biotechnology

company in Australia, serving only the needs of the Australian researchcommunity

How did Ozgene establish a global reputation and global recognition

Outstanding technical expertise of CEO

Innovative branding and use of trade mark


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Innovative branding

- with a sense of humour

Ozgenes initial marketing effort was attending Bio

Bio: United States Biotechnology Industry Organisation annual

Conference and Exhibition

Capitalised on American inquisitiveness with Australian capability

Use of Australianisms

Oz

Southern Cross


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Innovative branding


Put the trade mark onto T-shirts, web sites, and presentations

Not just the trade markbut some mouse characters as well


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Innovative branding


Mouse characters started to have themes

Bio 2002 in Toronto


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Innovative branding


Bio 2003 Washington DC


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Innovative branding


Bio 2004 San Francisco


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Innovative branding


Transgenic Mouse Conference 2004 Nashville


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Innovative branding


2004 Marketing Tour Japan


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Innovative advertising

in scientific publications

Promoting viral delivery technology


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Innovative advertising

in scientific publications

Spring special price promotion


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Effect of the branding strategy

Ozgene became well recognisable globally

On marketing trips staff all wore the familiar T shirts

Even at airport lounges people would walk up and say:

Youre the guys from Ozgene

Ozgenes quick recognition throughout the industry set itself apart from

competitors

That is attributed to its trade mark and how it has been used

Humour and distinctiveness in the presentation of the trade mark resulted in

Capturing the markets attention

Reminding the market of Ozgenes existence

Reinforcing in the market Ozgenes reputation


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Effect of the branding strategy

But global success was not because of cartoons of cute mice

Global success was due to passionate leadership of the CEO,

outstanding technical staff, outstanding technical success, and

recognition and reinforcement of technical success by attentioncapturing branding

Attention capturing branding was something that Ozgenes competitors

did not do.

There are only some 6 competitors in the world

Ozgene quickly captured a large market share in such a specialised

market because of its technical excellence, and the effective branding

strategy that constantly reminded people of that


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Ozgenes sense of humour


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The Ozgene team

marketing and branding animals

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