Role Of Trade Marks In Promoting Sustainability

Trademarks represent much more than just the origin of goods or services...they represent a pledge to deliver quality products/services, communicate brand owners' values and ideologies and embody consumers' expectations. Good brand experiences not only compel consumers to stay loyal to their preferred brand, but they also incentivize consumers to market their brand of choice to their peers.

With the increasing awareness of inevitability of sustainability for human existence amongst governments, businesses and end consumers alike, there appears to be a shift towards adopting eco-friendly products and developing "green" brands that promote sustainability. Brand owners and governments worldwide are consciously taking steps to reduce their carbon footprint by utilizing green technologies, making use of natural raw materials, moving away from synthetic goods and adopting sustainable habits. The Science, Technology and Innovation Policy supporting use of intellectual