A brand / trademark refers to a set of distinctive signs recognizable by consumers that create value in the market for a company.
The sign can be a word, a name, a slogan, a logo, a design, a sound or a combination of these different elements.
The obligation of distinctiveness is the essential criterion for the validity of a brand. However, a common sign (very common words) can still constitute a valid brand if it designates a product or service that has no direct connection with the sign.
Filing a brand in France with the French Patent and Trademark Office (INPI) covers the French territory, but it is possible to protect a brand at the European or even global level. For this, the brand must be filed with the relevant organizations: the EUIPO (European Union Intellectual Property Office) for the European Union and the WIPO (World Intellectual Property Organization) for international protection. After the registration of a brand, the French Intellectual Property Code imposes effective use of the brand for the designated products and services.
After filing, a brand is generally valid for 10 years. This protection also allows the brand owner to act against infringement during the entire protection period against anyone using the brand without authorization.