The right fit

Powell Gilbert’s Alex Borthwick and Joseph Donkin discuss cases that illustrate the enhanced trademark protection enjoyed by luxury brands

The power of a well-known brand goes far beyond its ability to guarantee origin. In Case C-487/07, L’Oreal v Bellure, the Court of Justice of the European Union (CJEU) explained that the other functions of a trademark included “guaranteeing the quality of the goods or services in question and those of communication, investment or advertising”.