Zombie trademarks – why resurrecting a dead brand can be fraught with uncertainty
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.
Want to read more?
Register to access two of our subscriber only articles per month
Subscribe for unlimited access to articles, in-depth analysis and research from the World Trademark Review experts
What our customers are saying
World Trademark Review is one of my favourite conference organisers. The topics and themes are always relevant, on point and designed to give me practical information about real-time industry issues. I look forward to all of the World Trademark Review events and highly recommend them to my industry colleagues.
Assistant general counsel
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.