IMPULSE is a deodorant brand owned by Unilever. Originally launched in 1972 in South Africa and in 1979 in England. Today it is one of the best-selling body sprays for women, with a market share of 5%. When “Be Impulsive” is filed in Hungary, Unilever invokes its European registration. Although the trademark is not in use in Hungary, it is in use in England, where it is also famous. The European Court decided that a proprietor may invoke the reputation of its trademark, even if it is used in another country. What is important is that the consumer will associate the new trademark with the older. For companies this is another reason not to copy trademarks that are well known abroad.
