1.10.1 What is a brand owner?

A brand owner is an organization or company that is the registrant of a trademark; if the brand/trademark is unregistered, then the organization or company that owns the intellectual property rights to the brand/ trademark takes on the role of “brand owner”. If a brand owner is resident in the province, then it is the steward of the PPP associated with its brands of product supplied to residential consumers in the province (whether or not the products are supplied by a licensee of the brand owner, a distributor or retailer supplied by the brand owner, or supplied directly by the brand owner to the residential consumer). Non-resident brand owners may be allowed to become voluntary stewards but are not designated as stewards.

If a brand owner is not resident but the licensee of the brand owner is resident in the province, the licensee of the brand becomes the steward of PPP associated with the brand. Should there be a licensee and a sub-licensee of the brand and both are resident in the province, then the party more closely connected to the production or packaging of the PPP associated with the product will be the steward of the PPP associated with the brand in that province.

In some cases, the non-resident brand owner is deemed the steward but has little or no direct involvement with the product carrying its brand name (because the brand owner is not required to be the supplier of the product). In these cases, the licensee of the brand may act as the steward by signing a voluntary steward agreement.