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Harley-Davidson’s reputation in the motorcycle sector is legendary, with trademark protection covering more than just motorcycles themselves, it extends to apparel, accessories, and lifestyle merchandise. When a webshop began selling neon signs using the Harley-Davidson logo, the company promptly objected.
In the European Union, trademark rights arise exclusively through formal registration. Some businesses mistakenly believe that mere use confers rights, which often leads to registering only the word mark with all the associated risks.
Registered in 2010, the AIRBNB trademark covers a broad range of services: from digital platforms through to advertising, payment processing, and the renting of temporary accommodations. However, EU trademark law firmly demands genuine use within five years of registration for each claimed service.
The clothing brand SAPPH is once again making headlines but this time, not because of its cheeky advertising campaigns. Instead, the spotlight is on the brand’s online store misleading customers. Orders are reportedly not being delivered, and the webshop operator, Ultracool, has become completely unreachable (source: GPD). The situation has escalated to the point where the Dutch Authority for Consumers and Markets (ACM) has launched an investigation into the company’s online operations.
GAME OF DONNER - GAME OF THRONES
Game of Thrones is one of HBO’s most popular series. Since its 2011 launch, it’s gained massive popularity, earning 159 Emmy nominations (winning 59) and, according to Guinness World Records, the “Most Emmy Awarded drama series.” Alongside the show, there’s a whole line of merchandise and plenty of licensing deals (even for tours of filming locations). For most people, Game of Thrones is a brand, a badge of origin linked to the series—even when used for other products.
IKEA logo
Very short trademarks have limited protection. Sometimes, just one or two different letters is enough to avoid confusion. That’s why it’s important for companies to register not just the word mark, but also all other branding elements they use in the market. Ikea has registered not only the word but also its logo (the blue frame with the yellow oval), in both color and black-and-white.

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Among others in this issue:
• EUIPO vs Mora TV: weigering geluidsmerk
• Jägermeister vs Alte Heiler: stop Russische copycat
• Stichting Nederlandse Top 40: gericht op Benelux?
• Tijdschrift HART vs Hermitage: soortgelijkheid
• Monique Granneman: nieuwe partner Abcor