7. How can you protect your brand over the long term?
Once registered, to keep the trademark in force, the owner must renew it every ten years (in France and the European Union).
However, this formality alone is not enough to guarantee a solid, long-lasting trademark that can be used against third parties. To achieve this, the owner must take the following steps.
7.1 Use your brand
In principle, use is not a condition for obtaining trademark registration, except in certain territories whose legal system is based on Anglo-Saxon law.
In France and the European Union, the trademark will remain valid without condition of use for five years after registration.
After this period, if the trademark is not used in a serious and effective manner...
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