Brand protection is rarely straightforward, and recent case law highlights just how important it is to look under the hood of trade mark disputes.

In my latest article for the CITMA Review, I examine the Skechers v EUIPO decision and what it tells us about:

• How the General Court approaches claims of unfair advantage
• The evidence burden for proving reputation and consumer perception
• Practical steps brand owners can take to strengthen their positions in disputes

For businesses, the key takeaway is clear: building and maintaining a strong record of evidence around your brand is as important as securing registration itself.

Read the full article here: CITMA - Under the hood