The Competitive Significance of Collective Trademarks

Jan Rosén (ed.), Individualism and Collectiveness in Intellectual Property Law, Edward Elgar Publishing Cheltenham/Northampton, 2011, 241-254

9 Pages Posted: 2 Oct 2010 Last revised: 10 Feb 2016

See all articles by Alexander Peukert

Alexander Peukert

Goethe University Frankfurt - Faculty of Law; Cluster of Excellence Normative Orders

Date Written: September 30, 2010

Abstract

In its 2009 L’Oreal decision, the ECJ held that the protected functions of a trademark include not only the essential function to guarantee the origin of goods or services, but also its other functions, “in particular that of guaranteeing the quality of goods or services and those of communication, investment or advertising”. This article explores whether the new functional paradigm of L’Oreal also applies to collective marks or whether the ownership structure and competitive significance of this type of trademark requires a different treatment compared to individual trademarks. To this end, three sub-categories of collective trademarks are distinguished: conventional collective trademarks, collective guarantee marks and collective geographical indication (GI) marks.

Keywords: collective trademarks, collective guarantee marks, collective geographical indication marks

JEL Classification: O34

Suggested Citation

Peukert, Alexander, The Competitive Significance of Collective Trademarks (September 30, 2010). Jan Rosén (ed.), Individualism and Collectiveness in Intellectual Property Law, Edward Elgar Publishing Cheltenham/Northampton, 2011, 241-254. Available at SSRN: https://ssrn.com/abstract=1685133

Alexander Peukert (Contact Author)

Goethe University Frankfurt - Faculty of Law ( email )

Frankfurt
Germany

Cluster of Excellence Normative Orders

Frankfurt
Germany

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