The Community Trade Mark
1. Introduction :
Trade marks are a key element in corporate policy for establishing a good reputation and presenting a company's goods and services to the public. In this way, thye origin of goods and services can be identified in respect of a company and consumers can build up trust in the company's products. As a consequence of European integration, it is becoming ever more important to businesses to focus their trade mark policies on the greater European market.
Prior to the introduction of the Community trade mark, companies could protect their marks throughout the European Union only by either filing a host of national applications or by filing international trade marks through the Madrid Agreement or the Madrid Protocol where the various countries of the European Union (EU) had to be designated. This approach was usually time and cost intensive.
The Community trade mark offers the unique advantage of uniform protection in all 27 EU Member Estates on the basis of a single registration. Applicants must only deal with a single registration procedure and only a single trade mark is to be renewed.
Since 1996, when the first Community trade marks were filed with the Office for Harmonization in Alicante, the Community trade mark has been well accepted by the public. With the total number of applications approaching 600,000 in 2007, the Community trade mark has proven to be very successful and its importance continues to grow.
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