As a fashion brand you want to have a wide trademark protection. A specification just large enough to cover brand extensions. The problem with these extensions is that older trademark can pose some problems.
Like Jack & Jones, a brand that exists for some time. Jack & Jones filed a trademark for products in class 18 and 20 (bags and picture frames). The holder of the trademark Jones filed an opposition against this well-known trademark. The general rule of thumb is that the surname gets the most attention in case of trademarks consisting of a full name, in this respect the name Jones. So, it is not a surprise that EUIPO ruled the opposition decision in favour of Jones. Leaving Jack & Jones with an empty gab in the trademark protection. Timely trademark applications is recommended in order to prevent these situations. But, we all know, that is sometimes quite different as you cannot tell what the future will bring and often ideas are faster than law.
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“Trademark protection gives freedom to do business.”