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CE 308-INTELLECTUAL PROPERTY
Case study 12-From Herbal Folklore to Modern
Medicine
❑1999. DOST APPLIED FOR A UTILITY MODEL WITH THE INTELLECTUAL PROPERTY OFFICE OF
THE PHILIPPINES FOR AN HERBAL PHARMACEUTICAL COMPOSITION THAT IS BASED ON
LAGUNDI.
❑1996. PASCUAL’S PRODUCT WAS APPROVED BY BUREAU OF FOO AND DRUGS AND
CONTINUE TO BE ON SALE IN THE MARKET.
❑ISSUE
MEDICAL PROFESSIONALS AND SOME IN THE PUBLIC DID NOT CONSIDER HERBAL
MEDICINE TO BE AN EFFECTIVE FORM OF MEDICAL THERAPY.
❑SOLUTION
To counter this problem, Pascual launched a marketing campaign to improve the
image of herbal treatments and lagundi cough medicine.
❑2009. HERBS AND NATURE CORPORATION ENTERED INTO A LICENSING AGREEMENT AND
LAUNCHED ITS OWN LAGUNDI COUGH MEDICINE
❑2010. HERBCARE AND PHARMACARE ALL DID THE SAME AND INTRODUCED LAGUNDI
COUGH MEDICINE PRODUCTS TO THE MARKET.
TRADEMARKS
RECOGNIZING THE NEED TO PROTECT ITS POPULAR BRAND NAMES AND THE SUCCESS OF
THE EFFORTS OF PASCUAL AND OTHER COMPANIES
❑JANUARY 2011. PASCUAL APPLIED FOR TRADEMARKS WITH IP PHILIPPINES FOR ASCOF,
ASCOF LAGUNDI, AND A STYLIZED LOGO THAT INCLUDES AN IMAGE OF A LAGUNDI LEAF
❑THE DRUF HAS BEEN A SUCCESS FOR THE COMPANIES THAT HAVE BEEN
COMMERCIALIZED IT AS WELL AS NIRPROMP, PCHRD, AND DOST
❑2009. THE ROYALTIES RECEIVED BY THE DOST INCREASED FROM PHP 160,000
(APPROXIMATELY US $4,000) IN 1997 TO PHP 9,751,000 (APPROXIMATELY US $210,000)