| Abstract [eng] |
This thesis represents the economic analysis on the role of country brand management and intellectual property towards promoting and protecting Brand Jamaica, the national brand of Jamaica. The role of good country brand management was determined from the comparative analysis of scientific literature as well as the brand index measurement and perceptions of a country across several dimensions. These dimensions include culture, governance, people, exports, tourism, investment and immigration as well as the management and constructing of the country’s reputation positively. Country brand management is integral for the successful development of industry sectors and is also dependent on good country image. For Brand Jamaica one such industry is the creative industries sector. This sector possess great potential for achieving revenue under Brand Jamaica indicia (mark), however enforced intellectual property through patents, industrial property, copyrighting and geographical indications are absent. The administration of intellectual property rights, which is currently governed by the Jamaica Intellectual Property Office, JIPO, is inadequate for controlling Brand Jamaica’s national symbols, emblems, tangible and intangible property because of the current position of the Paris Convention rules. From an economic perspective there is a direct relationship between country brands and intellectual property and for Brand Jamaica this relationship was emphasized for that country brand’s creative industries sector. Through enforced intellectual property, potential economic gains for Brand Jamaica and its creative industries can be achieved. In addition, it was emphasized that enforced intellectual property lessens the occurrence of infringements, country brand misuse, piracy, counterfeit goods and services, improve country image and increase investments as a result of the positive brand perceptions associated. Finally, this thesis also proved that enforced intellectual property rights can create future possibilities for Brand Jamaica in cyberspace especially as a branded e-commerce website portal, which is another valuable tool for promoting and protecting this country brand. |
