Brand and legal sitting in a tree… Brand protection at Wounded Warrior Project

Abstract

Nonprofits walk a fine line between wanting everyone to feel a part of the mission while protecting their trade marks from brand dilution or infringement. Sometimes the very well intentioned can do more harm than good. When a nonprofit protects the integrity of its brand and assets, it unfortunately must contend with the negative public relations ramifications, justified or not. So how can a nonprofit proactively walk that fine line? This paper describes the growing nonprofit sector, unique perceptions of nonprofit brand and brand management and one relatively young nonprofit's strategy on brand protection, specifically through a lens tinted with — not tainted by — the legal perspective.