Every protected area has an emblem (logo) which it uses to identify the documents, infrastructure and services that it provides. Third parties are often authorised to use the logo as part of the park brand. This serves to promote and endorse services and products provided by regional operators and producers whose methods complement conservation activities (natural, cultural and social environments).

On 5 and 6 May 2011, staff from around 20 protected areas met in Santa Sofia (Foreste Casentinesi National Park, Italy) to discuss the benefits of park branding and how this fits in with European legislation and EU quality labels and to compare their experiences. The participants sought to reach a consensus on the role and use of brandings as a tool, with a view to developing a standard methodology for all protected areas, thereby creating transparency for consumers. During the workshop, it became apparent that the park brand has a vital role to play in raising public awareness of traditional products, which are often produced using methods that diverge considerably from modern business management criteria. The park brand also offers economic benefits for local operators and can reduce conflict with the park management body.

There are very different approaches to the subject in the Alps (see ALPARC Dossier 11 on environmental contracts and quality measurement tools ), which can sometimes be at odds with certain European guidelines (PDO, PDI, TSG).