Branding Strategy in Brunei Darussalam

This report provides a comprehensive assessment of the trademark system, branding development, and brand potential in Brunei Darussalam. It examines the country's legal and institutional framework for trademark protection, reviews application and registration trends, and analyses selected local branding case studies. The findings reveal persistently low levels of domestic trademark registration alongside a significant gap between foreign and local applications, suggesting that intellectual property awareness and brand-building practices remain underdeveloped among domestic enterprises. The report also identifies emerging opportunities to strengthen branding in Brunei, including branding prospects in key economic sectors, government initiatives related to trademarks and geographical indications, efforts to establish national brands, the emergence of new domestic brands and investments, and targeted support for startups and small and medium-sized enterprises (SMEs). Based on these findings, the report proposes policy recommendations aimed at improving trademark accessibility, encouraging domestic trademark registration, and strengthening the e-commerce ecosystem. These measures are intended to support Brunei's broader economic diversification objectives under Wawasan 2035.