Well-known trademarks are widely recognized by the general public. These marks enjoy a higher degree of protection under trademark law compared to regular registered marks. Notably, their reputation and notoriety make them easily recognizable and highly safeguarded. These trademarks are built on a foundation of extensive and continuous use in commerce, demonstrating their establishment in the market and presence in consumers’ minds. However, from an intellectual property perspective, well-known trademarks face both opportunities (enhanced protection, cross-border recognition and brand value) as well as challenges (such as dilution, genericide and maintenance). In this webinar, we will explore what makes a trademark “well-known,” why it matters, and how businesses can leverage this powerful asset. Let’s thus unravel the secrets behind well-known trademarks and discover how they shape the business landscape.