Intellectual Property Branding Strategies for Apples from Nyanga, Zimbabwe

Abstract

study evaluated the prospects of intellectual property branding strategies for apples from Nyanga, Zimbabwe. Specifically, the study assessed how apple producers in Nyanga can create perceived differences among products through branding using geographical indicators and evaluate how apple producers can create value that can translate to financial benefit using geographical indicators. The study also sought to determine any implications of GI branding for apples on competitive advantage and recommend strategies that can be used to promote Geographical indications of apples from Nyanga Zimbabwe. In order to explore the potential of intellectual property branding strategies for apples from Nyanga, the study used the brand equity model which enunciates particular upgrading strategies that disadvantaged producers may pursue in order to influence improved value chain and competitive advantage. Brand quality marks, including geographical indications can reduce information asymmetry between remotely situated producers and potential buyers in a value chain. The study adopted a qualitative research design. The use of qualitative methods provided data that was primarily descriptive and allowed for interpretation in order to develop a deeper thoughtful of the processes of the branding strategies for agricultural commodities. A total of 45 apple producers were selected to participate in the study. In addition, the study population comprised of 5 experts from Zimtrade, Zimbabwe Farmers Union and ARIPO based in Harare. The study utilised both interview guide and focus group discussion guide. Primary data collected from both interviews and focus groups were content analysed. The aim of content analysis was to reduce written texts transcribed from both focus groups and interviews. This involved data reduction of qualitative material. It was concluded that the stronger the connection between the apples and the geographical region of Nyanga, the tougher the competitive advantage. The study concluded that in light of decreasing prices and increased competition in the commodity markets GIs provide an alternative approach for marketing agricultural products. As a result, the participants agreed that apple farmers had to move away from commodity production and move to lucrative product branding. The study also concluded that potential buyers in the European market prefer production methods of all natural and organic production. In many cases consumers no longer prefer GI apples which are inorganically produced. It is recommended that there is the need to establish a GI Office and Secretariat that can provide support/advice for the elaboration of GI applications in Zimbabwe. The study also recommended that the government should attract private investments in export-oriented activities and infrastructure for agricultural products such apples.