GN plant willow, but don't own it. They planted mine, and looked after it for 5 years or so, but they don't own it, or any rights on it. That's how it works.
As far as I'm aware, the others also do not own their own willow, with the exception of Kippax. I did not know about their willow, and have contacted them. If/when they confirm that the willow plantation is legally owned by the same person/entity that owns the bat busines, I will, of course, change the website.
You do not need to be a registered company to receive protection. If I put a bat on ebay saying it was handcrafted by Tom Evans, and it wasn't, you would be protected, both by ebay and the law. There is a certain level of inherent protection that brands have, regardless of the structure of their business. If someone is deliberately using a brand name to pass something off as something else, this is illegal- 'gaining pecuniary advantage through deception'.
As for the publicity- I'd prefer to slowly build a reputation as a quality cricket brand, rather than gain one quickly as a rubbish one. I have only just, ten minutes ago, put the note on our website, whereas the listing has been up at least since last night.