The risks of personal branding

"Using your name as your company name or product brand can have serious legal consequences. Your personal name might be similar or identical to someone else’s trademark and using it in the course of trade might amount to trademark infringement. Recent changes to EU trademark law have made it easier to take action against infringing trade names. But how should companies approach situations in which the alleged infringer is an individual trading under his or her own name?"

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This article first appeared in World Trademark Review issue 68, published by Globe Business Media Group – IP Division. To view the issue in full, please go to "www.WorldTrademarkReview.com”.