Análisis de la marca renombrada y notoriamente conocida en el marco jurídico y jurisprudencial español de la Unión Europea

Abstract

El presente trabajo se desarrolla en primer lugar narrando los orígenes de la marca renombrada en Europa a través de la jurisprudencia de los tribunales alemanes. Se explica que es la marca, sus funciones y la legislación aplicable, la cual ha sufrido una importante modificación con la entrada de la nueva normativa europea. Por último, se analizan algunas de las sentencias más importantes del tribunal de justicia de la unión europea sobre marcas renombradas.

Among the intellectual property rights, there are distinctive signs, which are protected as trademarks. Trademarks are defined as “any sign capable of graphic representation, which serves to distinguish in the market, the products or services of one company from those of another.” Today, a trademark is an important asset for companies, and in some cases, the most important, for example, Coca-Cola. For this reason, Trademark Law grants protection to these trademarks, and in particular, well known and renowned trademarks. The notoriety and reputation of a trademark gives a certain competitive advantage in the market against competitors. In the case of renowned trademarks, it is generally understood as a guarantee of the positive attributes of the company that generates consumer or client loyalty. Additionally, this notoriety and reputation turn the company into a leader in the sector. Some say that, “the trademark is not an element that contributes to the business, but the trademark is the business.” Therefore, it is necessary to protect said marks beyond the specialty principle, to avoid the possibility of unfair exploitation and the risk of dilution. In the present work, we will discuss what a renowned trademark is, understand its origins in Europe, the different regulations and mechanisms for defense against its violation, and also identify the possible changes with the entry of the European Regulation and Directive. Finally, we will analyze some of the most important jurisprudence of the Courts of Justice of the European Union.