Many companies use (semi) descriptive brand names. The advantage being that the brand name immediately clarifies what product/service is offered. The disadvantage is that such brand names are often not acceptable as a trademark. Why then can it be important to have the brand name registered with a logo? » trademark-registration

Famous athletes often file their name as a trademark. They often hold these registrations in their own IP company. This way, the athlete can cash in on his/her popularity and tackle use of their name by third parties. This is not limited to sportsmen (such as Max Verstappen or Ronaldo). José Mourinho is probably the most famous football (soccer) coach worldwide. After Chelsea won almost everything under his rule in 2005, the club files the name and signature of the trainer as a trademark, but on the name of the club as a holder. » trademark-registration

When examining a new trademark application, the authorities also assess whether the trademark may be in breach of public policy and the accepted principles of morality. The Benelux authorities are very liberal on this point. The European authorities are a lot stricter. Many applications are refused, relating to drugs, politics, religion and sex. As soon as the F-word is in it, you can assume that the trademark will be refused. But is this just? Should a trademark actually be refused on this ground? » trademark-registration

A trademark is under obligation of use five years from filing. Since proof of use can be difficult to collect (see BigMac –Abcors ABC-no. 35), companies re-file their most important trademarks every five years (so-called repeated filing). For a long time is has been questioned whether this was allowed. After all, by a repeated filing the term in which use has to be proved is extended artificially. As the concept of bad faith is not further elaborated in the EU Trademark Directive, a definitive rule should be formed by case law. » trademark-registration

Following Canada (this summer) it is also possible to claim trademark protection for Brazil via the Madrid system of International Trademark Registration from 2 October. Through the International Registration it is reasonably cheap and much easier to claim protection in many countries worldwide. 121 countries have now joined this treaty. In addition to the fact that the application costs are considerably lower, maintaining the rights is much easier. » trademark-registration