Abstract
Intellectual property rights (IPRs) such as geographical indications (GIs), appellations of origin (AO), collective and certifications marks are intangible assets used as branding services to add value to products with unique characteristics derived from their geographical origin. Sello de Origen programme is a public certification trademark created in 2012 to preserve and stimulate the reputation and quality of traditional occupations and singular products in Chile using the IPRs mentioned. This research analysed the perceived impact of this programme as a branding service to add value to seven traditional products, through semi-structured interviews to key stakeholders from both private and public sectors. The programme has not achieved the expected benefits as small-scale producers do not know how to properly implement the seal, they are not working collaboratively. Therefore more coordination among public institutions is needed.
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