The Vulgarization of the Brand

The aim of this paper is to study one of the most atypical causes of revocation of a trademark registration: "death by success" or, in other words, vulgarization. The causes of this loss of the distinctive character of trademarks will be analyzed, as well as how the acts or inactivity of the proprietor of the registration can be a key factor in the loss of the right or, on the contrary, in avoiding the threat to the registration due to the conduct of consumers



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