Well known trademarks enjoy a broader protection. However, they have to earn it with proof of this reputation, which is not always a very easy task.
On the other hand, well known trademarks represent value, which makes it very interesting to make liasons with partners in different product areas and to have brand-extensions. Some examples of the last months: Prada opening an upscale patisserie in Milan, Louboutin which is now selling lipstick in its famous red color of his shoes. Jamie Oliver is a Lego character (although might be just a fun thing instead of a heavy license).
But while a well-known brand has a broad protection, also basically for products for which the trademark has not been registered, the trademark registration has to be extended with the new products in order to obtain the exclusive rights. On this point, trademark law is not flexible, sometimes new trademark applications are needed (with first searches as to availability etc.), and a month later again, when the marketing department launched new plans. Being famous is not always easy!
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“Trademark protection gives freedom to do business.”