Eswatini’s creative sector can compete internationally if intellectual property (IP) and brand protection are strengthened, enabling the Kingdom to secure its place in regional and global value chains.
This is according to Dr. McLean Sibanda, a leading expert in intellectual property law, who delivered remarks at a high-level masterclass workshop on IP and branding, themed “Marks That Matter: Creating and Protecting Value in Africa and Beyond,” held at the Hilton Garden Inn, Mbabane.
The workshop, which brought together government officials, entrepreneurs, marketers, and legal practitioners, featured two of Africa’s foremost thought leaders: Dr. Thebe Ikalafeng, a pioneer in branding, and Dr. Sibanda, who introduced participants to the Brand-IP™ model. The model integrates branding, strategy, and IP protection to help African businesses create, defend, and leverage competitive value.
Dr. Sibanda challenged participants to rethink how they approach brand building. “A logo on its own is not a brand, and without protection, that logo is not an asset,” he said. “In today’s economy, a strong brand is not just a logo; it’s a nation’s passport to global markets.” He emphasized that governments worldwide protect their brands because those brands directly impact national economies.
Citing global examples, he explained: “In America, brands are supported and scaled because when they grow, they hire more people and create jobs. Think about it. In Eswatini, if everyone supported local brands, those businesses would grow, scale, and employ more people. It’s simple economics. Just as German engineering signals quality cars, or Japanese efficiency signals world-class manufacturing, Africa must transform its IP and trademarks into international brand passports.”
On behalf of the Principal Secretary (PS) at the Ministry of Commerce, Industry, and Trade, Chief Commercial Officer – Sonto Hlophe – reiterated the government’s commitment to strengthening the IP ecosystem.
“Without intellectual property safeguards, Eswatini and Africa risk exporting creativity but importing little value in return,” she warned, stressing that strong brands with robust protection are vital for SME growth, industrialisation, and advancing the export agenda.
Dr. Celucolo Dludlu, Registrar of Intellectual Property, added that Eswatini’s branding ecosystem is vibrant but fragmented. He noted that too often, trademarks are registered as an afterthought rather than as part of a deliberate brand strategy, weakening competitiveness. “Our brands must be distinctive, authentic, and well-protected if they are to inspire trust, attract investment, and endure,” he said.