A ‘brand that speaks for itself’ is the gold standard of brand development. Such a 'suggestive' mark communicates its message from the outset, simply, without the need for elaborate content. Very often, however, such brand words consist only of slightly modified descriptions of the products encompassed by the brand – and this can indicate trouble further down the line.
Genuine use of a slogan as trade mark - THINK DIFFERENT
Catchy slogans are popular marketing tools for products and services. They are therefore often protected as trade marks. However, the greater their advertising impact, the stricter the requirements for their genuine use. Read what Apple had to learn in this context.
Semblance of a certification mark – EM QUALITY CERTIFIED
Certification marks, a concept introduced in the European Union on 1 October 2017, are intended in and of themselves, as a way to indicate the quality guarantee of a product. Attempting to do this – communicate the quality guarantee for a product – by using an individual trade mark instead, is a risky undertaking.
Battle for an eco-brand – PRIMA KLIMA
Eco-brands often consist of several elements that are immediately recognisable. However, one should be wary of relying solely on such a combination. Further steps may well be necessary so the brand does not hit the rocks at a later date.
Advertising with environmental reference – CLIMATE-NEUTRAL
A symbol of a company’s green credentials can attract customers. Under what circumstances could such terms be used in advertising? And can they be protected as a trademark?
Likelihood of confusion with sustainability brand – FAIR ZONE
Under what conditions can descriptive elements such as FAIR in a composite sustainability brand give rise to a likelihood of confusion?
Protection for sustainability brands ... a game of chance? – SmartBlue
Sustainability-focused brands are attractive. But how can you achieve effective brand protection?
Protectability of sustainability brands - GREEN CHOICE
Every company wants to present itself as sustainable and environmentally friendly. Brands that suggest this, or that can validly make this claim, benefit from greater popularity. Brands that score highly in terms of sustainability often achieve more sales. Yet why do these projects so often fail? And why do they fall short of providing the necessary value, given the money that has been invested in them? That’s what a well-known shirt manufacturer has recently had to find out.
How do you prove sustainability without greenwashing?
How can you protect yourself from greenwashing and give your customers real proof of the sustainability of your products or services? There’s now a new way to do this.
Protection of eco brands – GreenTec
Do you want to communicate the sustainability of your products and highlight them with a catchy eco brand exclusive to your company? Then you should be aware of the conditions for the protection of such an eco trade mark.