Marketing Crafts and Visual Arts: The Role of Intellectual ... - WIPO

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iv artists against unfair competition is becoming critical in order to underpin their commercial success and their contribution to individual and collective wealth creation, as well as to preserve cultural identity and diversity. WIPO and ITC have joined hands to improve information dissemination, awareness creation and capacity building in their client countries, to explain the decisive links between successful marketing and the appropriate use of the tools of the IP system. In this spirit, this Guide attempts to demystify marketing and IP by underlining the practical relevance of both – and their interdependence – in responding to the economic or business needs of artisans, craft entrepreneurs and visual artists. This understanding should allow them to create and retain a competitive edge in the marketplace and to make meaningful profits based on their creativity, expertise, skills and enterprise – and by using fair means. Kamil Idris J. Denis Bélisle Director-General Executive Director World Intellectual Property Organization International Trade Centre
Acknowledgements John Ballyn, consultant to ITC and main co-author of the Guide, carried out research and wrote the core text on marketing issues. Juan David Castro, consultant to WIPO, carried out research and wrote the initial draft text on intellectual property issues. Lien Verbauwhede, WIPO Consultant, Small and Medium-Sized Enterprises Division, and main co-author of the Guide, carried out research, wrote the core text on IP issues, coordinated the WIPO input, and consolidated the work of the entire Guide on behalf of WIPO. María-Mercedes Sala, ITC Senior Market Development Officer for artisanal products and cultural industries, provided John Ballyn with technical and overall advice, carried out research, contributed text and case studies, and coordinated the preparation and editing on behalf of ITC. Guriqbal Singh Jaiya, WIPO Director, Small and Medium-Sized Enterprises Division, spearheaded research, provided strategic guidance, contributed text and case studies, and harmonized other contributions on behalf of WIPO. Marie-Claude Frauenrath, ITC Associate Expert, provided assistance. The contributions of the following people are much appreciated. For drafting background texts for the case studies: Suman Dhakwa, the proprietor of ‘Valhalla Enterprises’, a Nepalese silversmithing business; Nadim Michel Kalife, the proprietor of ‘Le Petit Prince’, a Togolese wooden craft entrepreneur and exporter; Serigne Mor Niang ( ‘Mara’), a Senegalese plastic artist and designer; and Youssou Soumaré, a Senegalese jurist and copyright specialist. For providing technical written comments: Philippe Baechtold, WIPO Head, Patent Policy Department, Patent Law Section; Susanna Chung, WIPO Consultant, Traditional Creativity and Cultural Expressions Section, Traditional Knowledge Division; Denis Croze, WIPO Head, International Law Development Section; Candra N. Darusman, WIPO Consultant, Cooperation for Development Bureau for Asia and the Pacific; Martha Parra Friedli, WIPO Senior Legal Officer, Trademarks, Industrial Designs and Geographical Indications Department; Rosina Piñeyro, WIPO Programme Officer, Copyright Collective Management Division; Wolfgang Starein, WIPO Director, Enforcement and Special Projects Division; Wend Wendland, WIPO Head, Traditional Knowledge Division; and Heike Wollgast, WIPO Associate Officer, Administrative Support Services and External Relations. Alison Southby edited the Guide. Isabel Droste was responsible for copy preparation and final copy editing. Both are ITC staff members.
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Marketing Crafts and Visual Arts: The Role of Intellectual ... - WIPO

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