World Trade Centers Association® (WTCA®) is one of the most famous trade organizations with members across the globe. Danica Milovanovi, European Membership Engagement Coordinator for WTCA explains to Albanian Daily News what does it mean to be a member of this organization and what benefits it brings, not only to members but to entire cities, regions and countries.

When people first hear about WTCA being mentioned in a conversation the brand name is immediately recognized. How did the organization reach such brand awareness and brand recognition?

In its impressive 50+ year history, the World Trade Centers Association® (WTCA®), a vibrant membership community of 300+ locations, has obtained rights in its three principal trademarks (World Trade Center®, WTC® and Tri-Globe Map logo) globally in two major ways – through its use and registration.

The Licensed Service Marks (trademarks for services) appear in conjunction with the name of the territory/city under which the grant of a WTCA license was made. As the owner of the above trademarks, the WTCA allows its Members the exclusive rights to use the brands in connection with their independently-owned, iconic properties, facilities and trade services offerings. It is the most mature and engaged Members that constantly promote and raise awareness of the high brand equity in the local markets and contribute to global brand recognition.

Once a WTCA Member, the licensee is expected to respect the WTCA branding guidelines. Apart from trademarks themselves the overall appearance of the services can present a distinctive identifier of goodwill, and quality, therefore the WTCA regularly monitors the quality of its licensee’s branded services, which are essential to ensure that the public in Chicago or Cape Town, Mumbai or Bucharest receives the same quality. Additionally, the organization successfully deals with any improper usage of the brand and has an ongoing policing program searching for any trademark infringements both for online misuses – such as in websites, domain names, etc. – as well as in the physical world such as is signage. All this speaks to the strength of the long-standing WTC brand management.

What do you see as the main brand values of WTCA?

A properly run brand management policy ensures us that the licensed trademarks are strong and enforceable for decades to come.

The prestigious brand and trademark undoubtedly put the city on the global map of trade and investment flows. A physical, iconic, multi-use property, branded ‘World Trade Center’ or ‘WTC’ facility visually marks its city/region as open for international business. The WTC brand raises the city’s international profile and empowers it to differentiate and gain advantage over competitors.

Landmark WTC building can achieve higher occupancy rates and higher rental pricepoints than non-WTC branded buildings, while increasing the value of neighbouring properties. Thanks to the added value of its trade services, WTCA Membership sources the necessary business connections through the global WTCA network and continues to grow even in the most challenging times.

The strength of the WTC brand and the WTCA network is also evident during my visits to our locations, for instance in conversations with local tenants, mostly SMEs operating in a variety of industries. By renting the WTC space, they simply take advantage of access to additional supplier, distributors, partners, etc. and expand internationally.

How are those values translated into concrete actions?

A WTC brand image, strongly communicated by our Members, represents a point of orientation for our strategic partners in an ever-growing trade services and real estate offer.

A regular WTCA Member enjoys full rights to use the WTC brand, in compliance with the branding guidelines to present the trademarks in a uniform fashion. The WTC logo, together with the city for which territory it is assigned, can be applied on buildings and other facilities, corporate and event brochures, business cards and any marketing and promotional materials.

Each WTC location has its own business model as we are not a franchise organization. The organic growth of the WTC brand is often borne from the unique, modern and innovative business concepts featured by many of our prestigious WTCA Members that generate a specific social lifestyle and a “superior” experience. These WTC businesses became synonymous with the high-quality services they provide to their tenants, business members and partners across the world.

The WTCA holds engaging and inspiring regional and global events which serve as an opportunity to raise the WTC brand profile, with program content such as Member-driven workshops as well as bringing in external speakers who can provide new and fresh perspectives and expertise to enrich the network. The 53rd annual WTCA General Assembly, the association's premier annual event, will focus on business opportunities in the African continent, and be held from 23-28 April 2023 in Accra, Ghana, demonstrating the strength of the WTCA Members and their business networks.

In your opinion what are Albania’s potentials when it comes to international trade and SMEs?

As per the latest World Bank data available, Albania’s trade represents 61% of its GDP and the European Union remains Albania's main trading partner. Only Italy accounts for almost half of the country’s total exports.

Overall, further growth of the Albanian trade will depend on the country’s transport and energy infrastructure, and level of financial access. Albania's trade potential certainly lays in more competitive pricing policy and diversification of its exports goods and markets.

The ongoing modernization and consolidation of the Albanian agricultural sector may spur demand for locally produced farm equipment and related services. Light manufacturing, especially in the garment and shoe industries, continues to grow, creating potential demand for local equipment and machinery. Given Albania’s long Adriatic coastline, Mediterranean climate, and abundant archaeological, historical, and religious sites, tourism represents a promising sector for the Albanian SME sector involved with the development of hotels, resorts, marinas, and other tourist infrastructure.

I was recently in Tirana and I was impressed to see how the landscape of the Albanian capital is changing. I believe real estate development and tourism have the potential to play a leading role in Albania’s economic development for years to come.

After two very hard years due to corona pandemic we now see rise in air traffic. How can airports benefit from being WTC licensees?

Our WTC locations are also business engines for operations of European airports. Even half of the European WTCA Members are located both inside the airport’s operating space and terminals and in the proximity of airports. To name a few: WTC Bremen, WTC Eindhoven, WTC Geneva, WTC Gibraltar, WTC Istanbul, WTC Lugano, WTC Malpensa Airport, and WTC Schiphol Airport.

WTC Malpensa Airport (which joined the WTCA in 2001 and is owned by the Dutch airport company Schiphol Group) has a complex comprised of 60.000 square meters of logistics and warehousing space and 8.000 square meters of office space. It represents a highly professional client centric business model that brought big international clients together under one roof - such as FedEx, Poste Italiane, Saudi Arabian Lulu - which, undoubtedly, positively influences the perceived WTCA brand value all around Italy. Their competitive advantage is their location itself – a nice, clean and green environment close to the airport - and their flexibility focusing on clients' needs and their well-being by offering 24/7 parks and gym access. With its newest tenant, EasyJet, WTC Malpensa Airport currently has reached full occupancy.

Separately, one of the WTCA’s strategic partners is the Airports Council International (ACI) Europe, the organization that represents over 500 airports in 55 countries including the Tirana International Airport. Since past October, I have been attending the ACI Europe Commercial Forum, whose latest 2022 airport traffic data show that Albania reached a fantastic 62% raise against 2019 traffic levels. That market trend and the ongoing privatization of the Albanian civil aviation services create an opportunity to establish a highly operational WTC location running close to an airport (apart from Tirana – in Kukës in Albania’s north and future international airport in Vlorë in Albania’s south), which can take advantage of all the benefits that the WTCA Membership provides.

In what way does in reflect on the overall economy of a country?

With the addition of a WTC-branded business in Albania, the emerging Albanian economy can flourish. Globally integrated trade services to WTC tenants and business members, as well as interconnected partnerships and access to reciprocal WTC facilities worldwide could anchor the Albania’s economic activity and growth and contribute significantly to the country's exports and GDP. It would be our honor to add a new WTCA Member in the European region - a region with growing business perspective.