Africa-Press – Liberia. Caption: Sandra Perkins-Lighe is the CEO of Sandy Group of Companies, a female-led, 100% Liberian-owned and operated business since 2021, specializing in the cultivation, processing, and packaging of Moringa and ginger.
Rarely does an entrepreneur in Liberia protect his or her intellectual property (IP).
So, when Sandra Perkins-Lighe did, she surprised many at the Liberia Intellectual Property Office (LIPO), where 99.9 percent of IP applications that come in are from foreigners.
“The registration of our Sandy Group of Companies’ premium brand, Zaag Natural, as a trademark has given us the legal right to prevent others from replicating our unique products and processes,” Sandra explains. “This step is important for our business, especially since we have the ambition of growing beyond our market.”
The mother of four, who has been a successful entrepreneur for five years, had no knowledge of intellectual property (IP) until May of last year when she attended a conference in Kigali, Rwanda. The Rwanda conference, organized by the World Intellectual Property Organization (WIPO), sparked Sandra’s interest in IP.
And when another opportunity arose—this time, an eight-month IP Management Clinic—she seized it without hesitation. This time, Sandra had the opportunity to learn about IP in detail, receiving guidance on IP formulation, portfolio creation, and management strategy.
“The training in Kigali and the IP Clinic convinced me that my business was at risk without IP registration,” Sandra recalls. “Registering our trademark was not just about legal protection; it was about building a lasting legacy as we aim to create a brand that thrives and serves as an example for other strong women entrepreneurs in Liberia, Africa, and beyond.”
As one of 30 beneficiaries of the WIPO and LIPO IP Clinic, Sandra soon became a trailblazer. Midway through the eight-month program, her trademark application had already been filed — and by the end of it, in April 2024, her application had been approved — making her the first among the 30 participants to register a trademark.
One economic benefit of trademark protection is that it increases customer trust and confidence and serves as a powerful tool for distinguishing a company and its products from competitors.
Also, a trademark is a valuable asset that forms part of a business’s property, which can be mortgaged, sold, or licensed to others. This is why many companies permit third parties to use their registered trademarks in exchange for royalties or licensing fees, enabling those parties to sell products or offer services in markets where the original business is not directly present.
“With our trademark, we have built a stronger, more distinctive brand.
This has helped us thrive in a market where many businesses operate without such protections, “Sandra notes. “Since we got our trademark protection, our Moringa Leaf Powder, Ginger Powder, Moringa Leaf Tea, and Moringa & Ginger Tea product sales have increased more than ever before.”
“This shows that more and more people are trusting our brand and can easily distinguish our products from any competitors or imitations,” Sandra added.
A comprehensive trademark portfolio often enhances a company’s overall value. Just as individuals can build wealth by acquiring assets like real estate or artwork, businesses can also increase their worth through trademarks and other intellectual property rights.
While the concept of IP is somewhat complex, it is deeply integrated into everyday life. The smartphone in our pocket, the logo on our favorite pair of shoes or clothes, and the software we use for work or entertainment — all are examples of someone’s or a company’s IP — protected in various forms.
These logos, designs, and even the technology inside the products, which are the human points of interaction, are the fruits of IP protection, providing a claim of ownership so that no one can use, copy, or profit from them without the owner’s permission.
This is why, when we buy a product from our favorite brand, we are not just paying for the physical item but also for the brand’s reputation, the research and development behind the product, and the quality that comes with it. At its core, IP rights are legal tools that incentivize and protect creativity and innovation in all forms, guaranteeing the constant delivery of quality products or services.
Some types of IP include trademarks, patents, and trade secrets, each providing different kinds of protection.
Trademark registration covers brand names, logos, and slogans to distinguish the goods or services of one business from another. It lasts for 10 years, at which point it can be renewed for the same period, and so on. Sandra’s Zaag Natural, for instance, is a trademark that identifies her products and distinguishes them from competitors. As such, no one else can use it to market their products without Sandra’s express permission.
Patent applications, on the other hand, protect new inventions or processes, granting the inventor or owner exclusive rights to use and sell the invention, typically for 20 years. Also, trade secrets are confidential business information that provides a company with a competitive edge, such as a unique recipe or proprietary production method, and they are protected for an unlimited time.
In all cases, IP protection is like having a lock on the door to your creativity, with a key only you hold. And so, for Sandra, seeking trademark protection was necessary for her business to survive and reinforce its value to consumers.
The protection, she noted, has opened the door for additional revenue streams through licensing, while increasing her business’s appeal to investors, as well as enhancing its “reputation and driving higher sales.”
“Trust, which is the core of a brand, is crucial for attracting and retaining customers in a competitive market,” noted Sandra. “So, when an entrepreneur knows how to safeguard and utilize their IP, a more valuable brand is built, which leads to greater business success and growth. For Zaag Natural, this has translated into increased sales and market share.”
As someone with global ambitions, Sandra has begun exploring ways to extend her IP rights internationally. While this comes with a cost, Sandra shares experts’ views that the long-term benefits of pursuing global trademark registration far outweigh the present investment.
This is particularly true as the global economy has become extremely reliant on IP for trade. The rise of digital platforms and e-commerce has made it easier for businesses to reach customers around the world, but it has also made it easier for counterfeiters to replicate and distribute products.
As a result, protecting a trademark through the African Regional Intellectual Property Organization is a valuable asset when entering new markets, whether through a physical presence or licensing. For instance, if Sandra wants to capitalize on the EU-Africa trade agreements and the African Continental Free Trade Area (AfCFTA), which provide duty-free access to vast markets for growth, she needs to show IP ownership of her products, along with meeting other regulatory criteria.
“Our goal at Zaag Natural is not just about the [Liberian] market but also about expanding regionally and internationally,” she added. “Given the high quality of our natural products, we wanted to ensure that our brand is recognized globally.”
For More News And Analysis About Liberia Follow Africa-Press
