U.S. Firm to Patent 'Brand Tanzania'

Tan Trade Authority Executive Director Jacqueline Maleko speaks in Dar es Salaam yesterday during the announcement of Branding Tanzania initiative products. Left is Tanzania Private Sector Foundation (TPSF) executive director Godfrey Simbeye, ministry of Trade Business officer Andrew Shirima and Squire Patton Boggs senior project manager, David Dunn. PHOTO | VENANCE NESTORY 

By Finnigan Wa Simbeye

LOCAL producers will soon start using labels depicting 'Brand Tanzania' on their export products to identify them with the country, hence getting recognition in the crowded and competitive global market place.

Speaking in Dar es Salaam when officially introducing US-based law firm, Squire Patton Boggs, Tanzania Trade Development Authority (TanTrade), Director General, Ms Jacqueline Maleko said the initiative will help the country's trade abroad.

"The launching of the Made in Tanzania brand will be historic as the country enters the global market place. We welcome the collaboration of Squire Patton Boggs in this initiative as internationally recognized experts in this field.

We proudly launch this brand to showcase to the world all that is in Tanzania," Ms Maleko said.

Ms Maleko's observation was supported by Permanent Secretary (PS) at the Ministry of Industry and Trade, Mr Uledi Mussa who noted that, "The government is committed to support this initiative which will be a milestone in unleashing the huge potential of the country's trade, investment and tourism opportunities."

Ms Mussa said the initiative aims at identifying the existing sector national brands, measure its strengths and weaknesses, and eventually come up with a comprehensive marketing campaign that will shape the country's international image to attract investors, tourists and traders.

"The programme will also provide the legal and governance framework for TanTrade and the government of Tanzania to manage and introduce the newly created brand to the domestic and international market place," the PS noted.

Mr David Dunn, Senior Partner and Director for Africa Practice group who will undertake the exercise said 'Brand Tanzania' will be patented at World Intellectual Property Organisation so that it should be globally recognised. "We look forward to putting our expertise into the worthwhile program.

Brand governance of protection of Tanzanian place of origin namesakes such as Kilimanjaro, Serengeti, Zanzibar and many others will allow the government to manage and fully explore Tanzania's rich natural resources," Mr Dunn said.

The Initiative is expected to support in the provision of trade marking, branding and associated legal services to develop global country of origin trademark protections and national brand development and support to Tanzania origin products and services under the prevailing global WIPO regimes, he said.

The purpose of the partnership is to contribute to creation of economic prosperity through direct support to and protections to be afforded for the benefit of the private export and investment sector, the US based law firm's Director noted.

Source: allAfrica