Technik + Konzepte » Trademark registration in EU

The company that registers a trademark receives an exclusive right of use combined with legal protection. In this way, the brand itself can gain value, which can grow over time depending on the value and reputation of the brand. The trademark owner can prevent the use of a similar trademark for a similar business purpose if an unauthorized third party makes such an attempt. Therefore, registering a trademark is very handy when you want to prevent a competitor from using a similar mark to identify their products or services.

The trademark owner has the right to use the well-known symbol ®, which makes it clear that no other company can use this trademark as it is already registered and legally protected.

Registering a trademark can also give you the opportunity to enter into franchise agreements and receive a share in the use of the trademark by the contractors. In this way, the formation of a chain becomes possible.

However, registration may be rejected if it does not meet certain requirements. In particular, the requirement of distinctiveness means that, for example, words describing a company's goods or services are too general, which means that they cannot be registered as a trade mark.