Research on Branding Strategy in Cambodia: Phase 1

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Table of Contents

• Table of Contents 3
• List of Abbreviations 6
• Chapter 1 7
• Introduction 7
• 1. Background and Objectives 7
• 2. Outline of the Project 7
• Chapter 2 9
• Intellectual Property Systems for Branding in Cambodia 9
• 1. Trademarks 9
• Trademark Applications and Process 11
• 2. Industrial Design 20
• Background 20
• Industrial Design Applications and Process 21
• After Registration and Enforcement 26
• 3. Geographical Indication 26
• 3.1. Background 26
• 3.2. Applications for Geographical Indication Status 27
• 3.3. After Registration and Enforcement 34
• Chapter 3 37
• Branding in Cambodia 37
• 1. Concept 37
• 2. Utilisation 37
• 3. Methods 38
• 4. Examples in Cambodia 40
• Chapter 4 42
• Current State of Digital Transformation in Cambodia 42
• 1. Regulatory Development 42
• 2. Institutional Frameworks and Initiatives 44
• 3. Tech Startups 48
• 4. FinTech 50
• 4.1. Online and Mobile Banking 51
• The number of banks and microfinance deposit-taking institutions offering e-banking is on the rise in Cambodia. As of September 2022, the Cambodian banking system consisted of 59 commercial banks, 9 specialised banks, 5 microfinance deposit-taking in... 51
• 4.2. Payment Service Institutions 51
• 4.3. Peer-to-Peer Lending 52
• 5. Handicrafts 53
• Chapter 5 54
• Case Studies of Branding in Cambodia 54
• 1. Introduction 54
• 2. Agriculture 54
• 2.1. Rice 54
• 2.2. Kampot Pepper 55
• 3. Tech Startups 58
• 3.1. Agribuddy 58
• 3.2. MeetDoctor 60
• 4. FinTech 60
• 4.1. Bakong 60
• 4.2. ABA Bank 62
• 4.3. Wing 66
• 5. Vattanac 68
• References 70
• Appendix 2 81
• Relevant Laws 81