Pascal Bernardoni Project manager at REDD Effective impacts evaluation of IP and product branding strategies Themes of the presentation Various purposes for monitoring and evaluating branding initiatives ID: 781872
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Slide1
Evaluating Impacts: Assessing the Benefits Throughout the Value Chain
Pascal BernardoniProject manager at REDD
Effective
impacts
evaluation of IP and product branding
strategies
Themes of the presentationVarious purposes for monitoring and evaluating branding initiativesEvaluating
potential and achieved impacts Criteria for evaluation of an IP and branding strategy
Slide3ScopeProduct with specific quality linked to the area of production due to human and natural factors
protected asGeographical Indications in sui generis systemOrCollective and certification marks
With clearly defined production rules (code of practice)
Slide4Multiple dimensions of the Origin Linked Products and their
expected impacts
Slide5Why do we need evaluations ?Transparency between donors and implementersPolicy and politicsScience and knowledge
Slide6Transparency and accountabilityExternal evaluations that check results against objectivesLimited learning process for supporters and value chain stakeholders
Increasingly, donors tend to conduct evaluations with more added value (lessons learned, measurement of impacts)
Slide7PolicyDevelopment Organisations and Government policiesNeed of to verify assumptions on development impacts
Means for public and private actors to learn from their experiences and to incorporate them into policy and practiceRobust basis for raising funds and influencing policy
In developing countries, still
limited science based evidences of OLP IP and branding strategies benefits
Slide8PoliticsDispute between at WTO level to widen the scope of the TRIPS agreement to all food products
Number of countries try to demonstrate the benefit of the Geographical Indications, especially for developing countries and LDC
Slide9Science and knowledgeBasis for questioning and testing assumptionsReveal mistakes and offers paths for learning and improvements of the overall approach
Need of having the impacts assessment for a quantitative representative sample of products (SinerGI data base and FAO case studies for example)
Slide10Evaluating IP and branding strategiesEvaluating effective and potential impactsImpacts
Are observed effects …. of the implementation of IP and branding strategy implementation
... in three main dimensions of the sustainable rural development: economic, social and environmental
Slide11Input
Activity
Output
Outcome
Impact
Traditional product, human and natural resources
Higher biodiversity ?
Number of plant species in meadow?
Landscape?
Producers‘ Income ?
Registration process
Negotiation of the code of practices
Rules for production methods
Use of traditional/ local breeds or varieties
Higher retail price
Husbandry techniques
Promotion of local tourism?
Slide12“Objective” methods (hard data): a picture of the impact differential between two states or two systems diachronic evaluation (time series) before / after, historical approach
synchronic evaluation (cross section) with / without approach
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Methodological approach
Objective methods
Slide13“Subjective” methods : the level of recognition of positive or negative effects of initiatives by external or internal actors (comparison of preferences)
Lickert scales (agree, do not agree with…)Participative
approach
Methodological approach
Subjective methods
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Slide14Methodological approach
Main difficulty: How to assess expected impacts
How to assess “impacts” for
systems in progress?
Impossible to assess effective impacts
Identify and assess factors which could potentially be impacted by IP and branding strategies
These potential / expected impacts are often in line with the main motivations of the initiators or the supporters of a IP and branding strategy
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Slide15Price to milk producers in the
Compté PDO value chain
9 %
14%
Milk for
Compté
Industrial milk
15
Slide16Why impacts are so long to materialise ?
Market stimuliValue chain stakeholders reactions
Slide17Type of impacts and evaluation criteriaExpected impacts are:EconomicSocial
Environmental
Slide18Economic impactsPotential criteriaOverall added valueDistribution of the added-value along the value chain
Producer income
Slide19Important to take into account all value chain stakeholdersRetail price increase does not mean automatic benefit for all stakeholdersMechanisms ensuring a fair distribution of the added valueMeasuring the margin distribution (prices all steps of the value chain)
Slide20Social impactsPreservation of cultural heritagePreservation of population in rural and marginal areasWomen and minorities employement
Slide21Envrionmental impactsNatural resourcesLandscapeBiodiversity
These impacts on environment can on the long term produce effects on economic performance:Over-exploitaion of natural
resources
Slide22Do not forget to measure non-expected impactsNon-expected impacts can be positive or negativeNegatives impacts can be a threat to the overall sustainability of the value
chainDo not limit the assessment of impacts to the objective of the IP and branding strategy
Slide23Established GI systems
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Slide24ConclusionsLack of knowledge on impacts of IP and branding strategies in developing countriesImportant need of evaluation and research
Difficulty to assess expected impacts because of their multi dimension and process long timeframes
Slide25More about Evaluation of IP and brandingFAO Quality
& Origin programme http://www.foodquality-origin.org/home/en/
The Effects of Protecting Geographical Indications: Ways and Means of their Evaluation
https://www.ipi.ch/fileadmin/user_upload/Juristische_Infos/e/publication_no_7_2nd_ed_Effects-of-Protecting-Geographical-
Indications.pdf
Siner
-GI and
DOLPHINS for Gis in
European
Unionhttp://www.origin-food.org/2005/base.php?cat=10&page=
10All links at
http
://redd.pro/
downloads