Hogan Lovells Total Brand Care is our firmwide holistic approach to creating, commercializing and protecting our clients’ most valuable asset – their brands. Creative product labeling and packaging can help promote and add value to a brand but if pushed too far over the legal line then there may be resulting claims, regulatory investigations and recalls which in turn will damage a brand’s reputation and value, so it is important for Total Brand Care to review and authorise labeling and packaging in a careful but practical manner.
Thomas Salomon, partner in our Hamburg office, discusses how labeling and packaging define a brand, and how legal requirements guide what is written on a label and the way a package is designed. From bright and glossy, to refined and elegant, product labeling and packaging convey information, messaging, and claims about a brand. At the same time the labeling and packaging must also include mandatory information, guided by local, national, and regional regulations.
As more companies take their products global, they need to assess the legal requirements for each market to avoid the possibility of litigation, and of misleading customers and losing their trust.