“Well-known trademarks: A double-edged sword. The PUMA Case(s)”

• Russo, Desirée ^[1]
  1. [1] Trademark Counsel. PUMA SE. Germany
• Localización: Revista de Propiedad Intelectual e Innovación Digital: RPIID, ISSN-e 3045-6002, Vol. 2, Nº. 1 (Publicado: 2025-01-29), 2025, págs. 121-153
• Idioma: inglés
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• Resumen

  • In the dynamic world of commerce and branding, well-known marks serve as powerful beacons of identity, trust, and quality. These marks, recognized and revered globally, carry immense value and influence, often becoming synonymous with the products or services they represent. However, their prominence also renders them double-edged swords. On one hand, they offer unparalleled advantages in market penetration, consumer loyalty, and brand equity. On the other hand, they expose brands to significant risks, including counterfeiting, dilution, and complex legal challenges. This dual nature necessitates a nuanced understanding and strategic management to harness their benefits while mitigating potential drawbacks. By navigating these challenges effectively, brands can maintain their integrity and continue to thrive in a competitive marketplace. In this article, we will delve into the notion of notoriety and discover challenges and opportunities of managing well-known trademarks, with a particular focus on the Big Cat: PUMA.