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Brands As Food For Thought: The Case For Regulating Food Brands, Amir H. Khoury

Amir Khoury

Every brand, in its original capacity as a trademark, is intended to identify and to differentiate a certain type of product or service from other competing products or services. This is the original purpose of marks. But, over time, this (original) purpose has been overrun by a different reality. Food Brands now harness a dual power or impact. The first refers to their Market Impact i.e. their ability to overshadow competing brands, and the other relates to their Consumption Impact; i.e. their ability to generate wants and to shape the image of the foods that we consume. This is not …