Trademarks are distinctive signs and protected intellectual property rights. They are one of the most important assets of a companv as the allow it to differentiate its products or services from those of others, as well as to condense and project the value of its products and services to the market and among consumers.

Ownership of a trademark, normally obtained through registration, grants the exclusive right to prohibit third parties from using identical or similar sians to distinquish identical or similar goods and services. In certain cases, due to its extensive use over time, a trademark can achieve a well-known character and/or reputation. In these cases, it can be granted enhanced protection that may go beyond the mere likelihood of confusion and be protected against other signs used in relation to goods and/or services that are not so similar.

In the European Union (EU), two kind of trademarks coexist: the European Union Trademark a unitarv right valid in all EU countries and administered bv the European Intellectual Property Office (EUIPO) with headquarters in Alicante (Spain) and the national trademarks of all EU countries, valid and protected in the corresponding national territory. In Spain, the public body in charge of the administration of the Spanish trademark is the Spanish Patent and Trademark Office (OEPM).

Likewise it should be noted that the EU, as a regional and supranational organization, and the different EU countries are members of the Madrid International Trademark System. administered by the World Intellectual Property Office (WIPO). Said membership allows EU companies and citizens to use this centralized registration system to obtain the correspondina trademark rights in all countries that have also ratified one of the instruments of accession to said International Trademark system At the same time it allows third countries brandowners to use the International Trademark svstem in their countries of origin to have their trademarks protected in the EU.