Importance of brand in the non-profit sector

With the Rugby World Cup in France just around the corner, Greenpeace has launched a campaign titled "TotalPollution: A Dirty Game" to criticize TotalEnergies' sponsorship of the tournament. Central to this campaign is a video that prominently features the trademark "Rugby World Cup France 2023," owned by Rugby World Cup Limited (RWCL). In response, RWCL has issued a cease and desist letter, alleging trademark infringement. Greenpeace, however, asserts that European trademark law permits the use of registered trademarks by third parties for non-commercial purposes. This case raises intriguing questions about "fair use" and the boundaries of trademark law.

In an era characterized by growing environmental concerns, the intersection of business and sustainability has become increasingly important. Eco-friendly practices are not only a moral imperative but also a strategic advantage for companies looking to resonate with conscious consumers. In this landscape, trademarks have emerged as powerful tools that eco-friendly brands can harness to drive positive impact while also protecting their identity and values.

The World Intellectual Property Organization (WIPO) has announced an international tender program for SMEs that strive to achieve business success through the use of intellectual property and turn their activities to the benefit of society.

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?

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.

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!

Until 2001, World Wide Fund and World Wrestling Federation shared the WWF initials, but it was the breach of agreement by World Wrestling Federation that has eventually led to forced rebranding to World Wrestling Entertainment.

There is a myriad of reasons why trademark registration is of a crucial importance for environmentally-focused companies. This article presents a concise summary of 12 key reasons why every company in the sector of sustainability should think about registering for a trademark.