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Can I trademark a geographic name in the EU?

Founder & Trademark Attorney

Registering a geographic name as an EU trademark is possible but difficult. Geographic names that consumers associate primarily with a place rather than a brand are considered descriptive and are refused on absolute grounds.

Your best chances of registering a geographic name come if it has acquired distinctiveness through long and extensive use, meaning consumers associate the name with a specific commercial source rather than a location. This requires substantial evidence of use.

Geographic names already protected as designations of origin or geographical indications (e.g., Champagne, Roquefort) cannot be registered as trademarks for products in the relevant category.

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