Trading on a good name
Among all the trademarks commonly used, one can select a group of marks that are not only capable of distinguishing the goods or services in respect of their source of origin but also embody consumers – ideas about the products marked by them.
What is more, these marks may carry some additional value that is independent of the goods or services to which they are attached.
What is characteristic of these trademarks, apart from being designations of origin and quality of the goods or services to which they are attached, is that they also perform an advertising function.
Therefore, for average consumers, they carry a whole set of positive associations surrounding the mark itself, which is called “reputation”, so they are frequently referred to as “trademarks with reputation”.
We invite you to download and read the article of Agnieszka Skrzypczak, which appeared in the World Intellectual Property Review, September/October 2014.
The full version of the article is available here: Trading on a good name