Because the company’s name is associated with quality products that help preserve the environment, brand recognition is important. In 2007 the company filed a registration under the international Madrid system for protection of its name and “Helping the World Recycle” slogan. Because the United States is a large market for the company, it has also registered a trademark for its name and slogan with the United States Patent and Trademark Office (USPTO) in December 2007. In total, the company has registered over ten trademarks with the USPTO, and in 1999 it registered a trademark with for its popular rePLANET recycling centers.