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Branding Strategy in Lao PDR Prepared by Lao Premier International Law Office Company Limited Branding Strategy in Lao PDR Economic Research Institute for ASEAN and East Asia (ERIA)Sentral Senayan II 6thFloorJalan Asia Afrika No. 8, Gelora Bung KarnoSenayan, Jakarta Pusat 12710Indonesia © Economic Research Institute for ASEAN and East Asia, 2025ERIA Research Project Report FY2024 No. 31Published in February 2025 All rights reserved. No part of this publication may be reproduced, stored in a retrievalsystem, or transmitted in any form by any means electronic or mechanical without priorwritten notice to and permission from ERIA. The findings, interpretations, conclusions, and views expressed in their respectivechapters are entirely those of the author/s and do not reflect the views and policies of theEconomic Research Institute for ASEAN and East Asia, its Governing Board, AcademicAdvisory Council or the institutions and governments they represent. Any error in contentor citation in the respective chapters is the sole responsibility of the authors. Materialin this publication may be freely quoted or reprinted with properacknowledgement. Table of Contents List of FiguresivList of TablesviList of AbbreviationsviiChapter 1Introduction1Chapter 2IP Systems for Branding in Lao PDR3Chapter 3Branding43Chapter 4Analysis of Trademarks, GI, and Branding in Lao PDR109References112 List of Figures Figure2.1Number of Trademark Applications in Lao PDR, 2019–20235Figure2.2Trademark Registrations in Lao PDR,2019–20236Figure 2.3Examples of Non-traditional Trademarks and Their ShapesRegistered in Lao PDR’s IP Database8Figure 2.4Example of a Non-traditional Trademark HologramRegistered in Lao PDR’s IP Database9Figure 2.5Examples of Service Marks Registered in Lao PDR’s IPDatabase9Figure 2.6A certification mark is a mark that the owner haspermitted individuals, legal entities, or10Figure 2.7Examples of Certification Marks Registered in Lao PDR’s IPDatabase10Figure 2.8Flow of Examination Procedures Regarding TrademarkRegistration15Figure 2.9Internal Examination Proceedings for IP Dispute Resolution23Figure 2.10The Lao GI Sign26Figure 2.11Flow of GI Registration41Figure 3.1Comparison of the Values and Types of ExportedAgricultural Products, 2022 and 202349Figure 3.2Proportion of Mineral Exploration Categorised by Region52Figure 3.3Comparison of the Values and Types of Mining Exports in2022 and 202354Figure 3.4Total Nationwide Electricity Production in 2021 and 202255Figure 3.5Trends in Digital Payment Usage in Lao PDR from 2019 toNovember 202264Figure 3.6Export Value of Lao Handicrafts During 2016–202072Figure 3.7Number of Inbound Tourists in Lao PDR During 2015–202375Figure 3.8Examples of the Products of Khamphouvong77Figure 3.9Registered Trademarks: ‘PHOUVONG JEWELRY’ and ‘KPV’80Figure 3.10Examples of Sinouk Coffee’s Products80 Figure 3.11Registered Trademarks: ‘Sinouk with Logo’, ‘Café Sinoukwith Logo’, and‘Sinouk DRIP COFFEE’83Figure 3.12Examples of the Products of Piggy B84Figure 3.13Registered Trademark of Piggy B85Figure 3.14Examples of Ban Kern Sweet Corn Milk Products86Figure 3.15Registered Trademark of Ban Kern Sweet Corn Milk88Figure 3.16Examples of Dalone Products89Figure 3.17Registered Trademark of ‘Dalone’90Figure 3.18Examples of Saya Products91Figure 3.19Examples of Green Goods Products93Figure 3.20Examples of Koui Ing Tea Products95Figure 3.21Registered Trademark: ‘KOUI ING Together with Logo’97Figure 3.22Examples of Sekong Wine Products97Figure 3.23Examples of KSV Products100Figure 3.24Examples of Xiengkhaung Khao Kai Noi Products of SoldUnder the Control of the Khao Kai Noi Association102Figure 3.25Examples of Houaphanh Silk Products Sold Under theControl of the Houaphanh Silk Association105Figure 3.26Examples of Paksong Tea Products Under the Control ofthe Paksong Tea Promotion Association107 List of Tables Table2.1Application Fees for Initial Applications and RenewalApplications12Table 3.1Investment in the Mining Sector in Lao PDR as of 202251Table 3.2Types of Minerals Under the Mineral Survey-explorationPhase52Table 3.3Numbers of ICT Operators Available in Lao PDR in 202256Table 3.4Number of Authorised Service Providers for DigitalPayments63Table 3.5Criteria of MSMEs66Table 3.6Examples of Famous Startups in Lao PDR67 List of Abbreviations Civil ProceduresLaw Cybercrime Law Data Protection Law Decision on GI Decision on Geographical Indication No. 0440/MOIC,dated 30 March 2023 Decree on E-CommerceDecree on Electronic Commerce No. 296/GOV, dated 12April 2021 DIPDepartment of Intellectual Property DOICDepartment of Industry and Commerce DX E-Signature LawLaw on Electronic Signature No. 59/NA, dated 12December 2018 E-Transaction LawLaw on Electronic Transactions (Amended) No. 31/NA,dated 29 December 2022 GI Geographical Indication Handicraft Law Industrial Property under the Law on IntellectualProperty (Amended Version) No. 50/NA, dated 20November 2023 Industrial Property Industry a