Are Green Brands the Future?
Green is popular. While consumers are voicing their great concern for our planet, the business world is looking for strategies to respond appropriately to the eco trend and to create new opportunities. The growing popularity of green products has led to a global increase in the number of trademarks that have been applied for that have terms like ‘green’, ‘natural’ and ‘organic’ in their name.
Is green the color of brands in the future as well as the color of money for those brands to survive in today’s economic climate? The lack of legal standards or a public consensus about what ‘green’ exactly includes, is one of the big challenges of ‘green marketing’. But there is much more legal specialists and companies must be aware of when launching a ‘green’ brand.
Explore this issue further in an insightful article written by Katrina Burchell, head of the Trade Marks department and Global Category Counsel for Skin products at Unilever. Her research into the importance and the impact of ‘green’ brands offer specialists and legal services guidelines when applying for trademarks, and help them to avoid legal traps. Thomson CompuMark contributed to this study by helping to uncover some remarkable trademark registration trends.
Read the full article.