It's interesting in general....In Europe we the sellers, manufacturers etc have rules and laws about what we can do:, there are many rules and stipulations to protect the consumer...for jewellery there is stuff like Hallmarking, descriptions made by me on website must be accurate and truthful; we can't sell anything with Nickel (simplification of the rules I know); if I do a repair knotting it mustn't fail within a reasonable time; we can't do the retail price/our price /sale price stuff; I must show a full snail address on the website and I must do no quibble returns for 7 days. That's just a few off the top of my burdened head for now, never mind all the company law and tax stuff.
In the USA (correct me if I am wrong) there aren't many rules and it is up to the consumer to find their way. That doesn't mean that good businesses don't do essentially the same sort of things on returns etc, but they don't have to.
I feel a bit proud that my sponsor's mark is mine and mine alone and no one else ever has or ever will have that particular mark.( so in 500 years some antique dealer will pick up some pearl set ring and look at the mark and say, oh yes, that wendy's old cack again!)