Depok-The Master of Applied Creative Industries study program, Vocational Education Program, Universitas Indonesia (UI), once again presented a guest lecture on September 17, 2025 to enrich students’ knowledge. This time, Daniel Soriano Hofilena, an intellectual property lawyer from the Philippines, discussed the concept of collective marks, a legal instrument that not only impacts intellectual property rights protection but also strengthens the MSMEs economy and preserves culture.
The online lecture was attended by students from the Applied Creative Industries Master’s program from diverse backgrounds, including creative economy students, academics, and government officials. This activity aligns with the applied master’s program’s goal of developing creative leaders and entrepreneurs capable of meeting the challenges of future industries.
In his presentation, Daniel explained that collective marks are trademarks used jointly by members of an association. Regulations regarding this have been implemented in the Philippines through the Intellectual Property Office of the Philippines (IPOPHIL), which is currently updating its intellectual property code and awaiting ratification by the Philippine Senate.
(Photo: Daniel explains about collective marks)
Collective marks have a clear legal basis, providing protection for the community to prevent their products from being easily imitated or misused. “These regulations ensure that association members adhere to shared standards. Without them, collective brands would lose their reputation,” said Daniel.
Daniel further emphasized the role of collective marks in strengthening MSMEs. Through shared ownership, small businesses can pool resources for promotion, maintain product quality, and build consumer trust. Daniel detailed four important components in collective brand management: material standards, production processes, branding guidelines, and sanctions for violations. Monitoring is carried out through regular reports and random inspections. To support sustainability, the association charges its members an annual fee, the amount of which is adjusted according to sales volume.
“This model allows MSMEs to remain competitive without having to struggle alone to maintain product quality and reputation,” he explained. Equally important, Daniel highlighted the role of collective marks in preserving cultural heritage. Daniel provided examples of several Filipino products that have achieved global recognition thanks to collective brand protection, such as Bicol Pili, Tinalak Tao Cebu, Aklan Piña, and Guimaras Mangoes.
These products exist not only as economic commodities but also carry a strong cultural identity. “Collective marks are a way for communities to keep their traditions relevant in the modern marketplace,” Daniel explained.
Daniel also emphasized the role of universities in this process, particularly through mentoring, research, and training that can strengthen the capacity of local communities. Despite its many benefits, the implementation of
(Photo: Discussion with students during a guest lecture)
On the other hand, opportunities for collaboration are also wide open. Daniel invited UI Vocational students and academics to collaborate with the IPOPHIL IP Academy and various research forums and international conferences in the ASEAN region.
The Head of the Creative Industries Applied Master’s Program, Dr. Dewi Kartika Sari, S.E., M.S.Ak., expressed her appreciation for the event. “This guest lecture provides a new perspective on the importance of intellectual property protection for MSMEs. We hope students can apply the concepts they learn to support Indonesia’s creative potential,” she said.
One of the students, Ruhadi Wirawan, also shared his impressions. “I gained new insights into how collective branding can help small businesses like my family’s. The idea also shows that local businesses can also advance with the right legal protection,” he said.
