1. Assigned Topic: Branding: How to Use Intellectual Property to
Create Value for Your Business?
Group Members: Nidhi Gupta, Aanchal Sood and Subhash Chandra Gupta
Analysis and Reflection
It is common for small businesses to underestimate the value of trademarks, copyrights
and other intellectual property and their role in creating business opportunities and
enhancing an enterprise’s valuation. Most businesses, whether they are selling goods or
services invest heavily in building a reputation. Such a reputation can become a
valuable business asset and just like any asset, should be protected and managed to
maximize its value.
The same intention is what we aim to carry forward for BABYZINE. We aim to carry a
brand image in the market to establish a link and identity in the market. The main
purpose of creating intellectual property is to create brand loyalty and differentiate
products from the existing service. These properties, successfully used, will also create
opportunities for franchising or licensing agreements, the creation of joint ventures, the
sale of assets to other firms or even opportunities to obtain financing based on the value
of the marks or other properties. Such opportunities begin with a marketing plan and a
strategy to legally protect and maintain the marks.
The first step to the existence of BABYZINE is by registering the Trademark for
BABYZINE. The attachment of the concept of BABYZINE and the registration form for
the trademark registration has been attached along with this write-up. The important
factor as to why we would like to register the trademark is because we believe in
establishing the identity with the unique concept that BABYZINE follow. It is best to
register a mark before it is used in commerce. It is much less costly and time consuming
than redesigning logos or changing names after discovering that somebody already has
registered a similar mark. Once we have successfully registered a mark, it is important
to maintain the registration by continuously using the mark in commerce, policing the
market for violators and reviewing the use from time to time to ensure that the mark
has not evolved in such a way that it is no longer protected by the original registration.
About HOBBY IDEAS
Promoted by Pidilite Industries Limited, Hobby Ideas offers a range of more than 2500
products across various categories from different countries all over the world. The
products are complemented with books, videos, finished articles, projects and
workshops that make Hobby Ideas a unique and complete experience for art, craft and
hobby enthusiasts in India.
Pidilite Industries Limited has been a pioneer and market leader in consumer,
craftsmen and specialty chemicals in India. Since its inception in 1959, Pidilite has a

2. strong base among both consumer and industrial segments. Its product range includes
adhesives and sealants, construction and paint chemicals, automotive chemicals, art &
hobby materials, stationery products, industrial adhesives, industrial and textile resins
and organic pigments and preparations.
At Hobby Ideas, you can choose from a wide range of craft & hobby products – Moulding
Craft, Glass Craft, Ceramic Craft, Fabric Craft, Candle Craft, Decoupage, Scrapbooking &
Paper Craft, Stickers & Transfers, Aero Modelling, D.I.Y Kits, Stamp Collection, Fine Art
range, Party products, Magic Kits, Games, Return Gifts, Puzzles and a lot lot more.
The Hobby Ideas stores are currently located in Mumbai, Ahmedabad and Surat. We are
also opening new stores in Pune & Nagpur city’s shortly. You can also find us with a
select range of the Hobby Ideas products in few stores of Staples, Shoppers Stop,
Starmark & Crossword chains in Mumbai, Ahmedabad, Pune, Noida, Bangalore &
Kolkata. For more details of our store and shop-in-shop locations and addresses, please
visit the ‘Store Locator’ section on this website.
About MAD
Rob, the favourite anchor of kids' TV takes you on a fun-filled, interactive, creative
journey, transforming ordinary materials into stimulating works of art with his MAD
twist. Every single time you discover new styles, that are easy, and exciting, and for
everyone to try and enjoy.
Armed with simple art tools like a pencil, paintbrush, colours and paper, Rob will take
you on a creative joyride, and help you explore the world of possibilities through art.
From new and easy painting techniques, to fun and exciting paper crafts. Playing with
shadows and silhouettes, recycled boxes and bottles, was never so much fun! And to
make the MAD experience even bigger and better, Rob allows his imagination and
creativity to run wild, and gives us the most spectacular, most magnificent, most
gigantic BIG Picture. So hop on board and get set for an art adventure like no other.
Because MAD hai, toh sab cool hai!
What is BABYZINE all about?
To begin with a key factor for the company is to discover a valuable product or service
which knows and respects customer needs and desires? Product or service is created as
a solution to the customer’s need. Brand is developed to emphasize the customer need
for the specific product and explain the possible advantages of this product in order to
satisfy those
needs. At BABYZINE we have discovered the need of parents to let their children
explore their creative side. Since the economy is majorly shifting towards a knowledge
economy, we see parents let their kids exploring their creative side. Along with that we
also see the parents urge to show it to the world the creativity of their kids.
The next key point is discovering and developing competitive advantage. The definition
according to Micheal Porter is: ‘competitive advantage grows out of value a firm is able
to create for its buyers that exceeds the firm's cost of creating it. Value is what buyers

3. are willing to pay, and superior value stems from offering lower prices than competitors
for equivalent benefits or providing unique benefits that more than offset a higher price.
There are two basic types of competitive advantage: cost leadership and differentiation.
Cost leadership means that the company sets out to become a low cost producer in its
industry. Differentiation means that a company seeks to be unique in its industry along
some dimensions that are widely appreciated by buyers. The point of differentiation for
us is that we let the creativity of the child come into a tangible form and once that could
be replicated into mass number for commercial use. The idea is to use the creative side
of the kids to make something industrially viable.
Branding
Assael defines brand: ’distinguishing name or symbol designed to identify the origins of
a product or service, differentiate the product or service from the competition, and
protect the consumer and producer from competitors who would attempt to provide
similar products.
Branding is the process of creating an association between a
symbol/object/emotion/perception and a product/company with the goal of driving
loyalty and creating differentiation.
Helen Lom, Director-Advisor for WIPO, says: ’Among the various factors that determine
a brand’s success, one of the most important ones is the brand’s differentiation power.
The brand must have a “point of difference” as far as the target group of consumers is
concerned.
This point of difference must be:
1. recognizable (in terms of the good and/or services marketed);
2. desirable (in terms of the quality and value of the goods and/or services offered);
3. credible (in terms of reliability);
4. properly communicated (in terms of how the message is formulated and to whom it is
targeted).
Corporate identity is concerned with the visual aspects of a company's presence.
Exercising corporate identity means that the company develop and innovates visual
images.
The identity for BABYZINE

4. Business Plan for BABYzine
General Description: This business will keep kids (4yrs to 10yrs) busy, happy and
creatively occupied in malls while their mother/guardian shop.
Mission Statement: To provide a service to parents/ guardians by keeping their ward
involved in creative endeavours.
Goals and Objectives: The goal is to create a business that provides a good source of
artistic entertainment to the child which may further take a more tangible shape in form
of accessories, gift item, memento etc.
The objective is to compete with similar and alternative business by offering something
more to take back and discuss possibilities of commercial viability of the designed
tangible product.
Business Philosophy:
Make it easy for kids and parents to spend time in malls.
Marketing:
Work with event coordinators, mall administration, schools, etc. to be approved for
selling and events at various venues throughout the year.
Hand out business cards wherever appropriate to find future opportunities.
Competitive strengths are the low prices, convenience and more tangible form of time
well spent at BABYzine.
Pricing structure varies according to time spent by the child at the store but generally
will start at Rs. 250 an hour and an additional Rs. 50 every successive 20mins. Also
price varies as per final delivery product and order size.