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Importance of brand in the non-profit sector

Insights, key indicators and case studies that inspire NGOs.

Hero - non-profit industry

Key indicators on the importance of brands

A cross-sectional survey with a representative sample of 10,000 consumers was used to assess the consumers' attitudes towards the extent to which a brand influences their purchase behaviour and their willingness to pay premium prices.

  • 24

    Perceived importance of brand

  • 11

    Willingness to pay premium for brand


November, 20225 minutes read

Who owns BLM and MeToo trademarks? Protecting social movements through intellectual property law

Slogans such as Black Lives Matter and MeToo hold an immense amount of power and influence, because of the deeply human stories that they are trying to convey. And there is no shortage of people who would like to profit from these stories. Do trademark principles allow entities associated with movements like Black Lives Matter and MeToo to trademark their slogans so that they can prevent other entities from commercially profiting from using it?


November, 20225 minutes read

Brands and environmentalism: EUIPO study reveals surge in 'green' trademarks

Increasing environmental concerns lead to shifting consumer behavior, and many brands address these concerns by registering ‘green’ trademarks. The results of the study conducted by EUIPO in 2021 found a 900% increase in green trademarks being filed, demonstrating that “growing interest in sustainability is indeed reflected in the EUTMs filed at the EUIPO [1]. Read about the current green trademark trend in the EU in this article.

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October, 20215 minutes read

Stories of our clients: Art4Change

Art4Change is an inspiring company that seeks to serve the people & the planet by sharing art and beauty in unique and valuable ways. This social enterprise founded by Angela Jackson and Ulrike Streifler offers something that we need a lot more of in this world and it is our great pride that it was Trama that helped Art4Change secure its trademark, protecting the uniqueness of this brand that brings a remarkable spin on modern art in a sustainable way!

Protect your brand and think about its future with trama™