Strengthening Tongan MSMEs with IP and Branding Education
From November 18 to 22, 2024, the World Intellectual Property Organization (WIPO), in collaboration with the Tonga Ministry of Trade & Economic Development, organized an Introductory Workshop and Mentoring to Empower MSMEs with Intellectual Property Management Tools (Branding, Designs, and Commercialization) in Nuku’alofa, Tonga.
Twenty-four micro, small, and medium enterprises (MSMEs) actively participated in the program, applying tools and strategies to harness intellectual property (IP) for business growth through plenary presentations, tailored mentoring, and site visits to their businesses.
Mark, our principal trademark attorney, served as a consultant for WIPO and played a key role in delivering the program, focusing on education, awareness building, and technical assistance to help Tongan MSMEs enhance their brands and expand their businesses.
Many Pacific island businesses, including those in Tonga, aspire to grow beyond their local markets and expand to neighbouring countries such as Australia and New Zealand. Protecting their brands in these jurisdictions is critical to achieving sustainable growth and international success.
The program provided Tongan MSMEs with practical insights and strategies, tailored to their specific needs:
- Plenary Presentations
MSMEs were introduced to trademarks, IP systems, and brand design fundamentals. Sessions highlighted the importance of building distinctive brands, protecting trademarks, and leveraging IP as a business asset. - One-on-One Mentoring
Sixteen businesses benefited from tailored consultations addressing challenges such as:- Trademark registration processes in Tonga and international markets
- Strategies for strengthening brand identity through packaging and storytelling
- Advice on aligning branding efforts with international standards to compete globally
- Site Visits
Visits to businesses provided a deeper understanding of their operations and unique challenges. Recommendations focused on improving branding, scaling operations, and leveraging IP assets effectively. - Rebranding Support
For MSMEs with generic trademarks that lacked registrability, comprehensive rebranding was proposed to create distinct and marketable identities aligned with trademark protection requirements.
Building a Stronger Future for Pacific MSMEs
The initiative in Tonga underscores the importance of education and technical assistance in empowering MSMEs to protect and commercialize their intellectual property. As Pacific island businesses look to expand into international markets, tailored support in trademark registration and IP management will be key to their success.
By embracing these tools, Tongan MSMEs are not only strengthening their brands but also contributing to the growth of their local economy and preserving their unique cultural heritage.
#intellectualproperty 🔐
#wipo 🌍
#branding 🎨
#trademarks ™️
#design ✏️
#tonga 🇹🇴
#pacificislands 🌴