Articles written by Fabiola Dos Santos
Non-Profits and Trademarks: The Power of the Brand
How significant is the good name, image and branding of your non-profit organisation? Can your organisation prevent others trading off of its reputation? For most not-for-profits (NFPs), their brand and associated reputation is their most important asset. As such, how can NFPs protect this valuable asset? The answer is simple: by registering a trademark_*. A Leading NFP NFPs, like other corporations, benefit from strong branding and trademark protection. For example, research by the Salvation Army reveals that their Red Shield logo is recognised by 92 per cent of the Australian public1.