Want An Eco Trademark? Stand in Line

Ecopreneurist_jpegMC Milker of Ecopreneurist posits that trademarks and logos might be another reason for green fatigue.  It seems that the number of trademarks taken out with the words GREEN, ECO and ORGANIC all more than doubled in 2007.  She states that along with causing consumer fatigue, the terms are bound to decrease in value to marketers.

Posted April 27th, 2008
By MC Milker, Ecopreneurist

According to the report, Trends in Trademarks,
applications for patents on trademarks, logos and taglines reached an
all time high in 2007. And chief among the requests…those related to
green business.

Eco_trademark_jpeg
New filings with the U.S. Patent and Trademark Office in 2007 topped
300,00 beating the previous record of 289000 in 2000, driven in part by
new marks for eco-friendly products. The word GREEN was the most
popular vehicle for communicating environmental friendliness.
Applications more than doubled in 2007, increasing from 1100 to over
2400.

GREEN and CLEAN had a
particular appeal because it’s easier to coin a short brand name or
concise tagline with a one-syllable word than a long word. The
two-syllable prefix ECO was also hot in 2007, more than doubling in
popularity to nearly 900 new applications.

 

Beyond the obvious green and eco-terminology there was increased interest in trademarks applications for “organic.”

The green trend was accompanied by a big jump in marks
that contained the word ORGANIC, rising 57% from 450 to 700. Interest
in organic products registered across the board. Only about 1/3 of the
applications containing the word ORGANIC covered food products, and
less than 10% covered beverages.

In fact, it was the third year in a row when GREEN branding far outpaced the overall increase in applications

 

 All of this activity, from companies large and small means
it will become more difficult to position a brand as “environmentally
friendly.” We’re moving into the next stage where differentiating AMONG
green products is going to be the prime concern of consumers.

If you haven’t already, now is the time to take a look at your
product or service and focus on your positioning against green
competitors…because there are apparently going to be a lot of them.

Photo Courtesy:  JMV at Flkr http://www.flickr.com/photos/jmv/ under Creative Commons License

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