{"id":7066,"date":"2018-04-01T21:06:38","date_gmt":"2018-04-01T19:06:38","guid":{"rendered":"http:\/\/registrare-marchio.com\/nuovo\/?p=7066"},"modified":"2020-08-06T12:29:59","modified_gmt":"2020-08-06T10:29:59","slug":"weak-trademark-and-descriptiveness-the-case-bellissima","status":"publish","type":"post","link":"https:\/\/registrare-marchio.com\/en\/weak-trademark-and-descriptiveness-the-case-bellissima\/","title":{"rendered":"Weak trademark and descriptiveness: the case Bellissima"},"content":{"rendered":"

In the context of the European Union trademark it is important to evaluate how much can affect the descriptiveness of a term in a weak trademark<\/strong><\/a> when the term is descriptive only for a part of the public of the market of the European Union. You find here below the case of the trademark Bellissima.<\/p>\n

Weak trademark and descriptiveness of EU trademark. The case Bellissima<\/p>\n

Article 7, paragraph 1, letter b) of the European Union Trademark Regulation provides that:<\/p>\n

\u201cshall not be registered trademarks devoid of any distinctive character<\/strong><\/a>\u201d,<\/p><\/blockquote>\n

and states, in paragraph 2, that the prohibition<\/p>\n

\u201cshall apply notwithstanding that the grounds of non-registrability obtain in only part of the Community\u201d.<\/p><\/blockquote>\n

We remind you that it is not possible to consider devoid of any distinctive character not only the brands that directly coincide with a word describing the product or its quality (for instance, \u201cjeans\u201d for denim trousers, \u201canti-rain\u201d for a raincoat or \u201cmoisturizer\u201d for a face cream), but also the words which are a pure laudatory message identifying the product.<\/p>\n

An interesting implementation of such article is to be found in the decision of the Board of Appeal of EUIPO number 15582012-2 dated 28 May 2013.<\/p>\n

In this matter, the Boards of Appeal upheld the decision of the Examiner who rejected trademark application “Bellissima” as descriptive.<\/p>\n

The application was filed to distinguish a range of products for personal care, including, for example, \u201cmanicure and pedicure set, electrical apparatus and instruments for gathering, cutting, crimping, straightening, hair styling\u201d in class 8; \u201celectrical apparatus for ultrasonic cleaning and facial wrinkle reduction and electrical equipment for microdermabrasion and electrical stimulation for body toning\u201d in class 10; \u201celectrical apparatus for drying nail polish or decorate nails\u201d in class 11; \u201cmirrors\u201d in class 20 and \u201cbrushes and sponges for cleaning body\u201d in class 21.<\/p>\n

OHIM (now EUIPO) had considered trademark “Bellissima” application devoid of distinctive character as Italian speaking consumers would receive the word<\/p>\n

\u201cas a simple laudatory message, whose purpose is to point out that the products in question are able to make very beautiful the users, her skin etc. as for the figurative elements of the application, they are so minimal and not sufficient to provide a distinctive character to the mark\u201d.<\/p><\/blockquote>\n

It is likely the application would not have been rejected if it had been characterized by a strong graphic stylization, but the OHIM (now EUIPO) considered that for “Bellissima”<\/p>\n

\u201cneither stylization nor horizontal extension of the word are able to characterize the mark as a whole\u201d.<\/p><\/blockquote>\n

In assessing the descriptiveness of the mark in question the Boards of Appeals had the opportunity to state that<\/p>\n

\u201care not distinctive not only the signs which describe the type of products\/services distinguished by them \u2026 but also the signs not able to identify commercial origin of the products\/services designated and that, as a consequence, are not able to perform the essential function of the mark\u201d. In this way Bellissima would consist in an ordinary advertising message, \u201cthat does not require efforts of interpretation\u201d.<\/p><\/blockquote>\n","protected":false},"excerpt":{"rendered":"

In the context of European Union trademark it is important to evaluate how much the descriptiveness of a term can affect for a part of the public in the European Union market. You can find here below the case Bellissima.<\/p>\n","protected":false},"author":3,"featured_media":7836,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[106,98,103],"tags":[],"class_list":["post-7066","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-case-law-and-trademark","category-distinctive-character-of-a-trademark","category-european-union-trademark"],"yoast_head":"\nWeak trademark and descriptiveness: the case Bellissima - \u00aeRM<\/title>\n<meta name=\"description\" content=\"In the context of European Union trademark it is important to evaluate how much the descriptiveness of a term can affect for a part of the public in the European Union market. You can find here below the case Bellissima\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/registrare-marchio.com\/en\/weak-trademark-and-descriptiveness-the-case-bellissima\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Weak trademark and descriptiveness: the case Bellissima - \u00aeRM\" \/>\n<meta property=\"og:description\" content=\"In the context of European Union trademark it is important to evaluate how much the descriptiveness of a term can affect for a part of the public in the European Union market. You can find here below the case Bellissima\" \/>\n<meta property=\"og:url\" content=\"https:\/\/registrare-marchio.com\/en\/weak-trademark-and-descriptiveness-the-case-bellissima\/\" \/>\n<meta property=\"og:site_name\" content=\"Registrare Marchio\" \/>\n<meta property=\"article:publisher\" content=\"https:\/\/www.facebook.com\/registraremarchio\/\" \/>\n<meta property=\"article:published_time\" content=\"2018-04-01T19:06:38+00:00\" \/>\n<meta property=\"article:modified_time\" content=\"2020-08-06T10:29:59+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/registrare-marchio.com\/wp-content\/uploads\/2018\/04\/weak-trademark-and-descriptiveness-of-EU-trademark-the-case-bellissima.jpg\" \/>\n\t<meta property=\"og:image:width\" content=\"465\" \/>\n\t<meta property=\"og:image:height\" content=\"290\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/jpeg\" \/>\n<meta name=\"author\" content=\"Redazione\" \/>\n<meta name=\"twitter:label1\" content=\"Written by\" \/>\n\t<meta name=\"twitter:data1\" content=\"Redazione\" \/>\n\t<meta name=\"twitter:label2\" content=\"Est. reading time\" \/>\n\t<meta name=\"twitter:data2\" content=\"3 minutes\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\\\/\\\/schema.org\",\"@graph\":[{\"@type\":\"Article\",\"@id\":\"https:\\\/\\\/registrare-marchio.com\\\/en\\\/weak-trademark-and-descriptiveness-the-case-bellissima\\\/#article\",\"isPartOf\":{\"@id\":\"https:\\\/\\\/registrare-marchio.com\\\/en\\\/weak-trademark-and-descriptiveness-the-case-bellissima\\\/\"},\"author\":{\"name\":\"Redazione\",\"@id\":\"https:\\\/\\\/registrare-marchio.com\\\/en\\\/#\\\/schema\\\/person\\\/4b7e1ee3941bcf28724d6ae2e6f5abb4\"},\"headline\":\"Weak trademark and descriptiveness: the case Bellissima\",\"datePublished\":\"2018-04-01T19:06:38+00:00\",\"dateModified\":\"2020-08-06T10:29:59+00:00\",\"mainEntityOfPage\":{\"@id\":\"https:\\\/\\\/registrare-marchio.com\\\/en\\\/weak-trademark-and-descriptiveness-the-case-bellissima\\\/\"},\"wordCount\":514,\"image\":{\"@id\":\"https:\\\/\\\/registrare-marchio.com\\\/en\\\/weak-trademark-and-descriptiveness-the-case-bellissima\\\/#primaryimage\"},\"thumbnailUrl\":\"https:\\\/\\\/registrare-marchio.com\\\/wp-content\\\/uploads\\\/2018\\\/04\\\/weak-trademark-and-descriptiveness-of-EU-trademark-the-case-bellissima.jpg\",\"articleSection\":[\"CASE LAW AND TRADEMARK\",\"DISTINCTIVE CHARACTER OF A TRADEMARK\",\"EUROPEAN UNION TRADEMARK\"],\"inLanguage\":\"en-US\"},{\"@type\":\"WebPage\",\"@id\":\"https:\\\/\\\/registrare-marchio.com\\\/en\\\/weak-trademark-and-descriptiveness-the-case-bellissima\\\/\",\"url\":\"https:\\\/\\\/registrare-marchio.com\\\/en\\\/weak-trademark-and-descriptiveness-the-case-bellissima\\\/\",\"name\":\"Weak trademark and descriptiveness: the case Bellissima - \u00aeRM\",\"isPartOf\":{\"@id\":\"https:\\\/\\\/registrare-marchio.com\\\/en\\\/#website\"},\"primaryImageOfPage\":{\"@id\":\"https:\\\/\\\/registrare-marchio.com\\\/en\\\/weak-trademark-and-descriptiveness-the-case-bellissima\\\/#primaryimage\"},\"image\":{\"@id\":\"https:\\\/\\\/registrare-marchio.com\\\/en\\\/weak-trademark-and-descriptiveness-the-case-bellissima\\\/#primaryimage\"},\"thumbnailUrl\":\"https:\\\/\\\/registrare-marchio.com\\\/wp-content\\\/uploads\\\/2018\\\/04\\\/weak-trademark-and-descriptiveness-of-EU-trademark-the-case-bellissima.jpg\",\"datePublished\":\"2018-04-01T19:06:38+00:00\",\"dateModified\":\"2020-08-06T10:29:59+00:00\",\"author\":{\"@id\":\"https:\\\/\\\/registrare-marchio.com\\\/en\\\/#\\\/schema\\\/person\\\/4b7e1ee3941bcf28724d6ae2e6f5abb4\"},\"description\":\"In the context of European Union trademark it is important to evaluate how much the descriptiveness of a term can affect for a part of the public in the European Union market. You can find here below the case Bellissima\",\"breadcrumb\":{\"@id\":\"https:\\\/\\\/registrare-marchio.com\\\/en\\\/weak-trademark-and-descriptiveness-the-case-bellissima\\\/#breadcrumb\"},\"inLanguage\":\"en-US\",\"potentialAction\":[{\"@type\":\"ReadAction\",\"target\":[\"https:\\\/\\\/registrare-marchio.com\\\/en\\\/weak-trademark-and-descriptiveness-the-case-bellissima\\\/\"]}]},{\"@type\":\"ImageObject\",\"inLanguage\":\"en-US\",\"@id\":\"https:\\\/\\\/registrare-marchio.com\\\/en\\\/weak-trademark-and-descriptiveness-the-case-bellissima\\\/#primaryimage\",\"url\":\"https:\\\/\\\/registrare-marchio.com\\\/wp-content\\\/uploads\\\/2018\\\/04\\\/weak-trademark-and-descriptiveness-of-EU-trademark-the-case-bellissima.jpg\",\"contentUrl\":\"https:\\\/\\\/registrare-marchio.com\\\/wp-content\\\/uploads\\\/2018\\\/04\\\/weak-trademark-and-descriptiveness-of-EU-trademark-the-case-bellissima.jpg\",\"width\":465,\"height\":290,\"caption\":\"Weak trademark and descriptiveness of EU trademark. The case Bellissima\"},{\"@type\":\"BreadcrumbList\",\"@id\":\"https:\\\/\\\/registrare-marchio.com\\\/en\\\/weak-trademark-and-descriptiveness-the-case-bellissima\\\/#breadcrumb\",\"itemListElement\":[{\"@type\":\"ListItem\",\"position\":1,\"name\":\"Home\",\"item\":\"https:\\\/\\\/registrare-marchio.com\\\/en\\\/\"},{\"@type\":\"ListItem\",\"position\":2,\"name\":\"DISTINCTIVE CHARACTER OF A TRADEMARK\",\"item\":\"https:\\\/\\\/registrare-marchio.com\\\/en\\\/category\\\/distinctive-character-of-a-trademark\\\/\"},{\"@type\":\"ListItem\",\"position\":3,\"name\":\"Weak trademark and descriptiveness: the case Bellissima\"}]},{\"@type\":\"WebSite\",\"@id\":\"https:\\\/\\\/registrare-marchio.com\\\/en\\\/#website\",\"url\":\"https:\\\/\\\/registrare-marchio.com\\\/en\\\/\",\"name\":\"Registrare Marchio\",\"description\":\"Registrazione e tutela dei marchi d'impresa\",\"potentialAction\":[{\"@type\":\"SearchAction\",\"target\":{\"@type\":\"EntryPoint\",\"urlTemplate\":\"https:\\\/\\\/registrare-marchio.com\\\/en\\\/?s={search_term_string}\"},\"query-input\":{\"@type\":\"PropertyValueSpecification\",\"valueRequired\":true,\"valueName\":\"search_term_string\"}}],\"inLanguage\":\"en-US\"},{\"@type\":\"Person\",\"@id\":\"https:\\\/\\\/registrare-marchio.com\\\/en\\\/#\\\/schema\\\/person\\\/4b7e1ee3941bcf28724d6ae2e6f5abb4\",\"name\":\"Redazione\",\"image\":{\"@type\":\"ImageObject\",\"inLanguage\":\"en-US\",\"@id\":\"https:\\\/\\\/secure.gravatar.com\\\/avatar\\\/e57a4f5cc51721252923d97b2c5fe4689efb4da978efdd026592872c9d41a514?s=96&d=mm&r=g\",\"url\":\"https:\\\/\\\/secure.gravatar.com\\\/avatar\\\/e57a4f5cc51721252923d97b2c5fe4689efb4da978efdd026592872c9d41a514?s=96&d=mm&r=g\",\"contentUrl\":\"https:\\\/\\\/secure.gravatar.com\\\/avatar\\\/e57a4f5cc51721252923d97b2c5fe4689efb4da978efdd026592872c9d41a514?s=96&d=mm&r=g\",\"caption\":\"Redazione\"}}]}<\/script>\n<!-- \/ Yoast SEO plugin. -->","yoast_head_json":{"title":"Weak trademark and descriptiveness: the case Bellissima - \u00aeRM","description":"In the context of European Union trademark it is important to evaluate how much the descriptiveness of a term can affect for a part of the public in the European Union market. You can find here below the case Bellissima","robots":{"index":"index","follow":"follow","max-snippet":"max-snippet:-1","max-image-preview":"max-image-preview:large","max-video-preview":"max-video-preview:-1"},"canonical":"https:\/\/registrare-marchio.com\/en\/weak-trademark-and-descriptiveness-the-case-bellissima\/","og_locale":"en_US","og_type":"article","og_title":"Weak trademark and descriptiveness: the case Bellissima - \u00aeRM","og_description":"In the context of European Union trademark it is important to evaluate how much the descriptiveness of a term can affect for a part of the public in the European Union market. You can find here below the case Bellissima","og_url":"https:\/\/registrare-marchio.com\/en\/weak-trademark-and-descriptiveness-the-case-bellissima\/","og_site_name":"Registrare Marchio","article_publisher":"https:\/\/www.facebook.com\/registraremarchio\/","article_published_time":"2018-04-01T19:06:38+00:00","article_modified_time":"2020-08-06T10:29:59+00:00","og_image":[{"width":465,"height":290,"url":"https:\/\/registrare-marchio.com\/wp-content\/uploads\/2018\/04\/weak-trademark-and-descriptiveness-of-EU-trademark-the-case-bellissima.jpg","type":"image\/jpeg"}],"author":"Redazione","twitter_misc":{"Written by":"Redazione","Est. reading time":"3 minutes"},"schema":{"@context":"https:\/\/schema.org","@graph":[{"@type":"Article","@id":"https:\/\/registrare-marchio.com\/en\/weak-trademark-and-descriptiveness-the-case-bellissima\/#article","isPartOf":{"@id":"https:\/\/registrare-marchio.com\/en\/weak-trademark-and-descriptiveness-the-case-bellissima\/"},"author":{"name":"Redazione","@id":"https:\/\/registrare-marchio.com\/en\/#\/schema\/person\/4b7e1ee3941bcf28724d6ae2e6f5abb4"},"headline":"Weak trademark and descriptiveness: the case Bellissima","datePublished":"2018-04-01T19:06:38+00:00","dateModified":"2020-08-06T10:29:59+00:00","mainEntityOfPage":{"@id":"https:\/\/registrare-marchio.com\/en\/weak-trademark-and-descriptiveness-the-case-bellissima\/"},"wordCount":514,"image":{"@id":"https:\/\/registrare-marchio.com\/en\/weak-trademark-and-descriptiveness-the-case-bellissima\/#primaryimage"},"thumbnailUrl":"https:\/\/registrare-marchio.com\/wp-content\/uploads\/2018\/04\/weak-trademark-and-descriptiveness-of-EU-trademark-the-case-bellissima.jpg","articleSection":["CASE LAW AND TRADEMARK","DISTINCTIVE CHARACTER OF A TRADEMARK","EUROPEAN UNION TRADEMARK"],"inLanguage":"en-US"},{"@type":"WebPage","@id":"https:\/\/registrare-marchio.com\/en\/weak-trademark-and-descriptiveness-the-case-bellissima\/","url":"https:\/\/registrare-marchio.com\/en\/weak-trademark-and-descriptiveness-the-case-bellissima\/","name":"Weak trademark and descriptiveness: the case Bellissima - \u00aeRM","isPartOf":{"@id":"https:\/\/registrare-marchio.com\/en\/#website"},"primaryImageOfPage":{"@id":"https:\/\/registrare-marchio.com\/en\/weak-trademark-and-descriptiveness-the-case-bellissima\/#primaryimage"},"image":{"@id":"https:\/\/registrare-marchio.com\/en\/weak-trademark-and-descriptiveness-the-case-bellissima\/#primaryimage"},"thumbnailUrl":"https:\/\/registrare-marchio.com\/wp-content\/uploads\/2018\/04\/weak-trademark-and-descriptiveness-of-EU-trademark-the-case-bellissima.jpg","datePublished":"2018-04-01T19:06:38+00:00","dateModified":"2020-08-06T10:29:59+00:00","author":{"@id":"https:\/\/registrare-marchio.com\/en\/#\/schema\/person\/4b7e1ee3941bcf28724d6ae2e6f5abb4"},"description":"In the context of European Union trademark it is important to evaluate how much the descriptiveness of a term can affect for a part of the public in the European Union market. You can find here below the case Bellissima","breadcrumb":{"@id":"https:\/\/registrare-marchio.com\/en\/weak-trademark-and-descriptiveness-the-case-bellissima\/#breadcrumb"},"inLanguage":"en-US","potentialAction":[{"@type":"ReadAction","target":["https:\/\/registrare-marchio.com\/en\/weak-trademark-and-descriptiveness-the-case-bellissima\/"]}]},{"@type":"ImageObject","inLanguage":"en-US","@id":"https:\/\/registrare-marchio.com\/en\/weak-trademark-and-descriptiveness-the-case-bellissima\/#primaryimage","url":"https:\/\/registrare-marchio.com\/wp-content\/uploads\/2018\/04\/weak-trademark-and-descriptiveness-of-EU-trademark-the-case-bellissima.jpg","contentUrl":"https:\/\/registrare-marchio.com\/wp-content\/uploads\/2018\/04\/weak-trademark-and-descriptiveness-of-EU-trademark-the-case-bellissima.jpg","width":465,"height":290,"caption":"Weak trademark and descriptiveness of EU trademark. The case Bellissima"},{"@type":"BreadcrumbList","@id":"https:\/\/registrare-marchio.com\/en\/weak-trademark-and-descriptiveness-the-case-bellissima\/#breadcrumb","itemListElement":[{"@type":"ListItem","position":1,"name":"Home","item":"https:\/\/registrare-marchio.com\/en\/"},{"@type":"ListItem","position":2,"name":"DISTINCTIVE CHARACTER OF A TRADEMARK","item":"https:\/\/registrare-marchio.com\/en\/category\/distinctive-character-of-a-trademark\/"},{"@type":"ListItem","position":3,"name":"Weak trademark and descriptiveness: the case Bellissima"}]},{"@type":"WebSite","@id":"https:\/\/registrare-marchio.com\/en\/#website","url":"https:\/\/registrare-marchio.com\/en\/","name":"Registrare Marchio","description":"Registrazione e tutela dei marchi d'impresa","potentialAction":[{"@type":"SearchAction","target":{"@type":"EntryPoint","urlTemplate":"https:\/\/registrare-marchio.com\/en\/?s={search_term_string}"},"query-input":{"@type":"PropertyValueSpecification","valueRequired":true,"valueName":"search_term_string"}}],"inLanguage":"en-US"},{"@type":"Person","@id":"https:\/\/registrare-marchio.com\/en\/#\/schema\/person\/4b7e1ee3941bcf28724d6ae2e6f5abb4","name":"Redazione","image":{"@type":"ImageObject","inLanguage":"en-US","@id":"https:\/\/secure.gravatar.com\/avatar\/e57a4f5cc51721252923d97b2c5fe4689efb4da978efdd026592872c9d41a514?s=96&d=mm&r=g","url":"https:\/\/secure.gravatar.com\/avatar\/e57a4f5cc51721252923d97b2c5fe4689efb4da978efdd026592872c9d41a514?s=96&d=mm&r=g","contentUrl":"https:\/\/secure.gravatar.com\/avatar\/e57a4f5cc51721252923d97b2c5fe4689efb4da978efdd026592872c9d41a514?s=96&d=mm&r=g","caption":"Redazione"}}]}},"_links":{"self":[{"href":"https:\/\/registrare-marchio.com\/en\/wp-json\/wp\/v2\/posts\/7066","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/registrare-marchio.com\/en\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/registrare-marchio.com\/en\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/registrare-marchio.com\/en\/wp-json\/wp\/v2\/users\/3"}],"replies":[{"embeddable":true,"href":"https:\/\/registrare-marchio.com\/en\/wp-json\/wp\/v2\/comments?post=7066"}],"version-history":[{"count":6,"href":"https:\/\/registrare-marchio.com\/en\/wp-json\/wp\/v2\/posts\/7066\/revisions"}],"predecessor-version":[{"id":7842,"href":"https:\/\/registrare-marchio.com\/en\/wp-json\/wp\/v2\/posts\/7066\/revisions\/7842"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/registrare-marchio.com\/en\/wp-json\/wp\/v2\/media\/7836"}],"wp:attachment":[{"href":"https:\/\/registrare-marchio.com\/en\/wp-json\/wp\/v2\/media?parent=7066"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/registrare-marchio.com\/en\/wp-json\/wp\/v2\/categories?post=7066"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/registrare-marchio.com\/en\/wp-json\/wp\/v2\/tags?post=7066"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}