Features

Zombie trademarks – why resurrecting a dead brand can be fraught with uncertainty

By Monica Riva Talley and Aisha Haley

There have been a number of instances of defunct brands being reintroduced into the marketplace in recent months. However, current case law on the topic of residual goodwill is inconsistent at best and – whether original owner or resurrector – there is much to consider

From a marketing perspective, it can seem attractive to resurrect a brand which may still have some consumer recognition or residual goodwill, but is no longer being used by its original owner. The fact that a brand is already known and trusted by consumers is the primary (if not only) reason for resurrecting an abandoned brand.

This part of the website has now moved to the subscriber area. To read more, please pick an option below.

Register to access two articles per month

Subscribe for unlimited access to articles, in-depth analysis and research from the World Trademark Review experts

Already registered? Log in

What our customers are saying

I look forward to reading the World Trademark Review e-mail updates every day. WTR provides a concise summary of noteworthy disputes and legislative issues around the world, as well as helpful country-specific overviews on trademark laws and practices.

Ruby A. Zefo
Director, Trademarks & Brands Legal
Intel Corporation

Benefits

Subscribe to World Trademark Review to receive access to the full range of trademark intelligence, insight, and case law, as well as our guides, rankings and daily market insight delivered to your inbox.

Why subscribe?

Close

Register for more free content

  • Read more World Trademark Review blogs and articles
  • Receive the editor's weekly review by email
Register now  
Issue 71