World Trademark Review 1000 2021

The World’s Leading Trademark Professionals - a unique guide that identifies the top trademark professionals in key jurisdictions around the globe. The WTR 1000 focuses exclusively on trademark practice and has firmly established itself as the definitive ‘go-to’ resource for those seeking world-class legal trademark expertise.

Austria

It has been two years since Austria fully implemented the EU Trademark Directive in order to harmonise national laws with those of its fellow member states. The country chose to introduce these amendments in two stages and the general consensus is that the first – which occurred in 2017 –...

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It has been two years since Austria fully implemented the EU Trademark Directive in order to harmonise national laws with those of its fellow member states. The country chose to introduce these amendments in two stages and the general consensus is that the first – which occurred in 2017 – was far more impactful than the second. However, this is not to say that the consequences of full harmonisation have not been fruitful, as several doors to more innovative brand protection have opened – opportunities which young entrepreneurs have jumped on. Local practitioners have definitely felt the shift, particularly in the technology sector and in the growing digitalisation of the market more generally. On the enforcement front, this has meant that brand owners are now increasingly aware of the need to protect their assets online as well as in physical marketplaces, and lawyers are relishing the opportunity to sink their teeth into new and dynamic legal arenas.

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