Brand development or protection to a company's intellectual property is a key to success because it leads to trust in the product which in turn generates increased sales in local and foreign markets. It is the most important step in deterring infringement and in turning ideas into business assets with a real market value. It enables companies to profit from their innovative capacity which encourages and helps more innovations.
The government has very recently announced three-year Strategic Trade Policy Framework with an objective to jack up exports to $95 billion and it has taken a number of good steps but no funds were allocated for the brand development. The country at the moment is passing through a very critical period of its economic history and is facing multiple internal and external challenges. I am of the strong opinion that the government should divert its attention towards this area by extending maximum facilitation to the private sector.
Role of Intellectual Property Rights in economic growth of any country is crucial particularly in a country like ours where the economic situation is not as rosy as is being painted by some circles occasionally. Studies have shown that products carrying trade marks contribute to national economy manifold as compared with enterprises having no trade marks. Brand development of products also gives country's exports a quantum leap. Pakistan has great export potential in engineering goods, surgical equipments, sports goods, leather and leather garments, semi-engineering products, fuel oil filters, melamine, fan manufacturing, rice and such other products, however, ignorance towards promotion of trade marks and branding of these products, the volume of exports of these products is below par with its potential. A Pakistan made surgical equipment, which is exported at only $5 in international market, can earn up to $100 for the country provided it is manufactured under a brand, acceptable to international standards. We need to accord priority in these areas if we desire to achieve a quantum leap in exports.
A strong intellectual property regime is imperative for a competitive economy based on creation and transfer of technology, promotion of creativity and commercialisation of inventions. The importance of IPRs and their strict implementation, therefore, demands that there should be a countrywide drive to raise awareness on issues pertaining to intellectual property rights.
It is time the private sector and the government joined hands to eradicate this evil so that Pakistan becomes, in reality, an attractive place for business growth, with bright prospects for effective tapping of consumer market at regional and international level. The government needs to encourage those business houses, enterprises and industrial groups that have kept the national flag high on international economic fronts through their products and services. They are real heroes of society and deserve recognition of the government. Creating Pakistan's soft image through brand development should be the national slogan. Government is therefore urged to introduce new policy reforms, which in fact is need for hour for economic renaissance of the country.
In an increasingly knowledge-driven economy, Intellectual Property (IP) is a key consideration in day-to-day business decisions. New products, brands and creative designs appear almost daily in the market and are the result of continuous human innovation and creativity.
The situation of IPRs globally is not so much encouraging. Violations of International Property Rights laws particularly piracy and counterfeiting have emerged today as a major international problem, inflicting huge loss to the general public as well as to the national exchequers of countries affected by this menace. The citizens in the low and middle income groups particularly in developing countries are the main target of counterfeiters and producers of fake brands. Often, common people buy substandard products because of the price difference, counterfeits being cheaper.
The violations of IPR are poisonous to the economic life of Pakistan. Further, markets are flooded with 'number two' versions of almost every product, including life saving medicines. The counterfeit products badly affect consumers, leading to various complications and sometimes, especially in the case of life-saving medicines, even to deaths.
(The writer is Senior Executive Sales & Marketing, Guard Group of Industries)