This project first examines the current IP system for branding in Cambodia through a survey of laws on trademarks, industrial design, and GI, including through current trends of registration, statistical data, and other published materials. If sufficient data were unavailable, information was obtained through inquiries to the Department of Intellectual Property Rights (DIPR), Ministry of Commerce (MOC) as well as the Department of Industrial Property(DIP), Ministry of Industry, Science, Technology and Innovation (MISTI).

Phase 1:

To adapt to evolving global markets and consumer preferences, effective branding strategies that leverage trademarks and designs are crucial for distinguishing products and attracting investment. The rise of e-commerce and C-to-C models post-pandemic has heightened the need for impactful branding. Analysing current practices and highlighting successful case studies is vital for fostering future economic growth. This Phase 1 final report provides a comprehensive explanation of Cambodia’s current laws on Trademark and Geographical Indications (GI) protection and enforcement. It also examines Cambodia’s entrepreneurial landscape, highlighting key sectors and the state of digital transformation (DX). Additionally, Phase 1 includes five case studies featuring local companies and entrepreneurs, focusing on their branding strategies to protect their brands and reputations in Cambodia. The remaining 25 companies will be featured in Phase 2 of the final report, forming an integral part of this project.

Phase 2:

This Final Report on ‘Branding Strategy in Cambodia: Phase 2’ continues the work initiated in ‘Branding Strategy in Cambodia: Phase 1’. While Phase 1 focused on elucidating Cambodia's intellectual property systems and regulations pertaining to trademarks and geographical indications, including digital transformation, Phase 2 extends this research with detailed case studies of 25 distinguished companies and startups from Cambodia, each with unique branding strategies. This report examines how these companies utilise their branding, providing insights into the history of the brand, branding concepts, marketing aims, methods of branding, and the effectiveness of their strategies. This report concludes our comprehensive research on branding strategy in Cambodia with an in-depth analysis of the findings.