If an unregistered trademarks gains distinctiveness, it can become a acquired distinctiveness trademark. This will usually develops when a specific trademark is promoted via advertising and commercial use. As a result the public will associate a service or good with the trademark resulting in acquired distinctiveness.
A trademark will not gain distinctiveness overnight, this usually will take years.
In a recent case decided by the Court of Venice (decision n. 2355/2018), MHCS, the producer, inter alia, of the famous Veuve Clicquot champagne, prevailed against a prosecco producer who used orange labels on its prosecco, based on its abstract colour mark “jaune orange” registered as an EUTM. However, absent proof of acquired distinctiveness for…
In the beginning of this year a decision regarding the trademark right to the name of the iconic Danish faience set with the thin blue line on the edges, was issued by the Danish Maritime and Commercial Court (Decision no. BS.9705/2017-SHR of 18 January 2019). Both the designer of the faience set as pictured here,…
On 25 July 2018, the CJEU handed down its ruling in the latest edition of the battle between Nestlé and Mondelez over the KIT KAT shape (C-84, 85, 95/17 P). This time, the discussion focused on whether a non-traditional EU trade mark that is not inherently distinctive must be shown to have acquired distinctiveness in the…
