{"id":23611,"date":"2025-01-29T15:40:15","date_gmt":"2025-01-29T15:40:15","guid":{"rendered":"https:\/\/ponsip.com\/ip-case-law\/nivea-case-when-the-reputation-is-exceptionally-highnivea-cuando-el-renombre-es-excepcionalmente-elevado\/"},"modified":"2025-01-29T15:44:27","modified_gmt":"2025-01-29T15:44:27","slug":"nivea-case-when-the-reputation-is-exceptionally-highnivea-cuando-el-renombre-es-excepcionalmente-elevado","status":"publish","type":"ip-law","link":"https:\/\/ponsip.com\/en\/ip-case-law\/nivea-case-when-the-reputation-is-exceptionally-highnivea-cuando-el-renombre-es-excepcionalmente-elevado\/","title":{"rendered":"NIVEA case: When the reputation is \u201cexceptionally high\u201d"},"content":{"rendered":"\n

By Jorge Vicente Mart\u00ednez, Intellectual Property Lawyer in the PONS IP Litigation Department<\/em><\/em><\/p>\n\n\n\n

Introduction | Background<\/strong><\/p>\n\n\n\n

The Canadian company Dilmont Inc. filed for EU trademark No. 18 062 146 MUSHER\u2019 S SECRETS on 9 May 2019, seeking registration for the following goods in Class 3: Non-medicated grooming preparations for protection of dog paws, namely, non-medicated gel, and consists of the following graphical representation:<\/p>\n\n\n

\n
\"\"<\/figure>\n<\/div>\n\n\n

Opposition was filed against that application by the German company Beiesdorf AG, proprietor of the trademark NIVEA, based on, inter alia, EU trademark No 10 256 782. Following proof of use, use was found to be proven for class 3: cosmetics for personal use.<\/p>\n\n\n

\n
\"\"<\/figure>\n<\/div>\n\n\n

Analysis<\/strong><\/p>\n\n\n\n

The decision focuses on the analysis of reputation, as NIVEA claimed advantage was being taken of the reputation of its trademarks, in order to apply the prohibition under Article 8(5) of the Regulation.<\/p>\n\n\n\n

The evidence of reputation provided by NIVEA was very comprehensive, and there is strong evidence pointing to the extraordinary intensity of awareness that its trademark had achieved in the public, and the longevity and consistency of use of the NIVEA trademark in a blue circle. Among them, we can highlight that NIVEA\u2019s packaging and advertising has incorporated the classic circular NIVEA logo in blue and white since 1924, with only minor variations:<\/strong> <\/p>\n\n\n

\n
\"\"<\/figure>\n<\/div>\n\n\n

Publications from a very long period of time, market studies, affidavits, surveys, rankings, etc. are provided. In addition, various consumer surveys are provided which reflect a broad brand awareness, which is also associated with positive values. <\/p>\n\n\n\n

EUIPO concludes that the NIVEA brand enjoys an exceptionally high reputation<\/strong> among the public, at least in Germany. The long-standing history and consistency of use of the NIVEA trademark for over a century, the high investment in advertising, and the recognition and trust that consumers associate with the NIVEA trademark have all been taken into account. <\/p>\n\n\n\n

The peculiarity of this case is that a high degree of similarity between the trademarks was not found. Aurally, the trademarks are dissimilar. And conceptually, the trademarks cannot be compared, as the public does not perceive a specific meaning in either of the trademarks. <\/p>\n\n\n\n

The visual analysis focused on the graphical appearance of the opposing marks. The EUIPO assessed aspects such as design, colours, font and word length. The trademarks were found to be visually similar, to a below-average degree<\/strong>. <\/p>\n\n\n\n

However, a large role was given to the visual aspect: The first visual impression has a great impact on the perception of consumers. As the trademarks are seen on goods and in advertising, visual similarities played a crucial role. <\/p>\n\n\n\n

The EUIPO considers that the establishment of a link<\/strong> by consumers between the trademarks “NIVEA” and “MUSHER’S SECRET” is proven due to several factors. Firstly, the \u201cexceptionally high\u201d reputation of the NIVEA brand, especially in the skin care and cosmetics sector. This is based on a widespread awareness among consumers, which makes the association with other skin care products easier. Also, although the specific products may differ (cosmetics in the case of NIVEA, and a protective preparation for dog paws in the case of MUSHER’S SECRET), the general scope is similar, which may lead consumers to associate the two brands. Finally, the visual similarities, although not high, are significant along with the other factors in establishing a link. <\/p>\n\n\n\n

Once it is established that the consumer can establish a link, this may lead to taking unfair advantage of NIVEA\u2019s reputation<\/strong>. First and foremost, with a transfer of prestige, as consumers may transfer the positive image and prestige associated with NIVEA to MUSHER’S SECRET. In addition, consumers may mistakenly perceive MUSHER’S SECRET as being associated with or endorsed by NIVEA, especially if they perceive it to be a new line of speciality products. Finally, the undue association may dilute the unique identity and value of the NIVEA brand, harming its market position and its ability to distinguish itself from other products. <\/p>\n\n\n\n

Conclusions<\/strong><\/p>\n\n\n\n

In summary, EUIPO considers that, due to the strong reputation of NIVEA and the relationship between the product sectors, the applicant\u2019s trademark could unfairly benefit from NIVEA\u2019s reputation, thus establishing a link and taking advantage of the reputation without due cause. EUIPO has therefore decided to refuse the requested trademark MUSHER\u2019S SECRET.<\/strong><\/p>\n\n\n\n

This decision is not yet final and the applicant of the refused trademark could appeal against it. If so, the EUIPO Boards of Appeal would have to rule on it, and this decision would leave the way open to appeal to the European Union General Court. <\/p>\n\n\n\n

However, this EUIPO decision is in line with the recent case law of the European Union General Court, which is not only limited to assessing reputation, but the qualification of the reputation<\/strong> is increasingly important in determining whether or not the consumer will establish a link.<\/p>\n\n\n\n

It is also consistent with the need for an overall analysis of all the factors. In this case, in the presence of an earlier mark with an exceptionally high reputation, it has been established that although the similarity of the later mark MUSHER’S SECRET to the earlier mark is limited, it was sufficient for the consumer to establish a link with the trademark with a reputation. <\/p>\n\n\n\n

The completeness of the evidence submitted, showing very substantial advertising investments for over more than 100 years, and the maintenance of a very intense consumer awareness and positive image, show that the EUIPO has a very high standard for considering that a company can be said to have an \u201cexceptionally high reputation\u201d.<\/strong><\/p>\n","protected":false},"featured_media":23258,"template":"","categorias-ip-litigations":[116],"class_list":["post-23611","ip-law","type-ip-law","status-publish","has-post-thumbnail","hentry","categorias-ip-litigations-trademarks"],"yoast_head":"\nNIVEA case: When the reputation is \u201cexceptionally high\u201d<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"NIVEA case: When the reputation is \u201cexceptionally high\u201d\" \/>\n<meta property=\"og:description\" content=\"By Jorge Vicente Mart\u00ednez, Intellectual Property Lawyer in the PONS IP Litigation Department Introduction | Background The Canadian company Dilmont Inc. filed for EU trademark No. 18 062 146 MUSHER\u2019 S SECRETS on 9 May 2019, seeking registration for the following goods in Class 3: Non-medicated grooming preparations for protection of dog paws, namely, non-medicated ... Read more\" \/>\n<meta property=\"og:url\" content=\"https:\/\/ponsip.com\/en\/ip-case-law\/nivea-case-when-the-reputation-is-exceptionally-highnivea-cuando-el-renombre-es-excepcionalmente-elevado\/\" \/>\n<meta property=\"og:site_name\" content=\"PONS IP\" \/>\n<meta property=\"article:modified_time\" content=\"2025-01-29T15:44:27+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/ponsip.com\/wp-content\/uploads\/2024\/11\/nivea-marca.jpg\" \/>\n\t<meta property=\"og:image:width\" content=\"1600\" \/>\n\t<meta property=\"og:image:height\" content=\"1063\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/jpeg\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:label1\" content=\"Est. reading time\" \/>\n\t<meta name=\"twitter:data1\" content=\"5 minutes\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\/\/schema.org\",\"@graph\":[{\"@type\":\"WebPage\",\"@id\":\"https:\/\/ponsip.com\/en\/ip-case-law\/nivea-case-when-the-reputation-is-exceptionally-highnivea-cuando-el-renombre-es-excepcionalmente-elevado\/\",\"url\":\"https:\/\/ponsip.com\/en\/ip-case-law\/nivea-case-when-the-reputation-is-exceptionally-highnivea-cuando-el-renombre-es-excepcionalmente-elevado\/\",\"name\":\"NIVEA case: When the reputation is \u201cexceptionally high\u201d\",\"isPartOf\":{\"@id\":\"https:\/\/ponsip.com\/#website\"},\"primaryImageOfPage\":{\"@id\":\"https:\/\/ponsip.com\/en\/ip-case-law\/nivea-case-when-the-reputation-is-exceptionally-highnivea-cuando-el-renombre-es-excepcionalmente-elevado\/#primaryimage\"},\"image\":{\"@id\":\"https:\/\/ponsip.com\/en\/ip-case-law\/nivea-case-when-the-reputation-is-exceptionally-highnivea-cuando-el-renombre-es-excepcionalmente-elevado\/#primaryimage\"},\"thumbnailUrl\":\"https:\/\/ponsip.com\/wp-content\/uploads\/2024\/11\/nivea-marca.jpg\",\"datePublished\":\"2025-01-29T15:40:15+00:00\",\"dateModified\":\"2025-01-29T15:44:27+00:00\",\"breadcrumb\":{\"@id\":\"https:\/\/ponsip.com\/en\/ip-case-law\/nivea-case-when-the-reputation-is-exceptionally-highnivea-cuando-el-renombre-es-excepcionalmente-elevado\/#breadcrumb\"},\"inLanguage\":\"en-US\",\"potentialAction\":[{\"@type\":\"ReadAction\",\"target\":[\"https:\/\/ponsip.com\/en\/ip-case-law\/nivea-case-when-the-reputation-is-exceptionally-highnivea-cuando-el-renombre-es-excepcionalmente-elevado\/\"]}]},{\"@type\":\"ImageObject\",\"inLanguage\":\"en-US\",\"@id\":\"https:\/\/ponsip.com\/en\/ip-case-law\/nivea-case-when-the-reputation-is-exceptionally-highnivea-cuando-el-renombre-es-excepcionalmente-elevado\/#primaryimage\",\"url\":\"https:\/\/ponsip.com\/wp-content\/uploads\/2024\/11\/nivea-marca.jpg\",\"contentUrl\":\"https:\/\/ponsip.com\/wp-content\/uploads\/2024\/11\/nivea-marca.jpg\",\"width\":1600,\"height\":1063},{\"@type\":\"BreadcrumbList\",\"@id\":\"https:\/\/ponsip.com\/en\/ip-case-law\/nivea-case-when-the-reputation-is-exceptionally-highnivea-cuando-el-renombre-es-excepcionalmente-elevado\/#breadcrumb\",\"itemListElement\":[{\"@type\":\"ListItem\",\"position\":1,\"name\":\"Portada\",\"item\":\"https:\/\/ponsip.com\/\"},{\"@type\":\"ListItem\",\"position\":2,\"name\":\"IP Law\",\"item\":\"https:\/\/ponsip.com\/ip-litigations\/\"},{\"@type\":\"ListItem\",\"position\":3,\"name\":\"NIVEA case: When the reputation is \u201cexceptionally high\u201d\"}]},{\"@type\":\"WebSite\",\"@id\":\"https:\/\/ponsip.com\/#website\",\"url\":\"https:\/\/ponsip.com\/\",\"name\":\"PONS IP\",\"description\":\"Consultora Global especializada en Propiedad Industrial e Intelectual.\",\"publisher\":{\"@id\":\"https:\/\/ponsip.com\/#organization\"},\"potentialAction\":[{\"@type\":\"SearchAction\",\"target\":{\"@type\":\"EntryPoint\",\"urlTemplate\":\"https:\/\/ponsip.com\/?s={search_term_string}\"},\"query-input\":{\"@type\":\"PropertyValueSpecification\",\"valueRequired\":true,\"valueName\":\"search_term_string\"}}],\"inLanguage\":\"en-US\"},{\"@type\":\"Organization\",\"@id\":\"https:\/\/ponsip.com\/#organization\",\"name\":\"PONS IP\",\"url\":\"https:\/\/ponsip.com\/\",\"logo\":{\"@type\":\"ImageObject\",\"inLanguage\":\"en-US\",\"@id\":\"https:\/\/ponsip.com\/#\/schema\/logo\/image\/\",\"url\":\"https:\/\/ponsip.com\/wp-content\/uploads\/2021\/11\/logo-pons-ip.svg\",\"contentUrl\":\"https:\/\/ponsip.com\/wp-content\/uploads\/2021\/11\/logo-pons-ip.svg\",\"width\":166,\"height\":26,\"caption\":\"PONS IP\"},\"image\":{\"@id\":\"https:\/\/ponsip.com\/#\/schema\/logo\/image\/\"}}]}<\/script>\n<!-- \/ Yoast SEO plugin. -->","yoast_head_json":{"title":"NIVEA case: When the reputation is \u201cexceptionally high\u201d","robots":{"index":"index","follow":"follow","max-snippet":"max-snippet:-1","max-image-preview":"max-image-preview:large","max-video-preview":"max-video-preview:-1"},"og_locale":"en_US","og_type":"article","og_title":"NIVEA case: When the reputation is \u201cexceptionally high\u201d","og_description":"By Jorge Vicente Mart\u00ednez, Intellectual Property Lawyer in the PONS IP Litigation Department Introduction | Background The Canadian company Dilmont Inc. filed for EU trademark No. 18 062 146 MUSHER\u2019 S SECRETS on 9 May 2019, seeking registration for the following goods in Class 3: Non-medicated grooming preparations for protection of dog paws, namely, non-medicated ... Read more","og_url":"https:\/\/ponsip.com\/en\/ip-case-law\/nivea-case-when-the-reputation-is-exceptionally-highnivea-cuando-el-renombre-es-excepcionalmente-elevado\/","og_site_name":"PONS IP","article_modified_time":"2025-01-29T15:44:27+00:00","og_image":[{"width":1600,"height":1063,"url":"https:\/\/ponsip.com\/wp-content\/uploads\/2024\/11\/nivea-marca.jpg","type":"image\/jpeg"}],"twitter_card":"summary_large_image","twitter_misc":{"Est. reading time":"5 minutes"},"schema":{"@context":"https:\/\/schema.org","@graph":[{"@type":"WebPage","@id":"https:\/\/ponsip.com\/en\/ip-case-law\/nivea-case-when-the-reputation-is-exceptionally-highnivea-cuando-el-renombre-es-excepcionalmente-elevado\/","url":"https:\/\/ponsip.com\/en\/ip-case-law\/nivea-case-when-the-reputation-is-exceptionally-highnivea-cuando-el-renombre-es-excepcionalmente-elevado\/","name":"NIVEA case: When the reputation is \u201cexceptionally high\u201d","isPartOf":{"@id":"https:\/\/ponsip.com\/#website"},"primaryImageOfPage":{"@id":"https:\/\/ponsip.com\/en\/ip-case-law\/nivea-case-when-the-reputation-is-exceptionally-highnivea-cuando-el-renombre-es-excepcionalmente-elevado\/#primaryimage"},"image":{"@id":"https:\/\/ponsip.com\/en\/ip-case-law\/nivea-case-when-the-reputation-is-exceptionally-highnivea-cuando-el-renombre-es-excepcionalmente-elevado\/#primaryimage"},"thumbnailUrl":"https:\/\/ponsip.com\/wp-content\/uploads\/2024\/11\/nivea-marca.jpg","datePublished":"2025-01-29T15:40:15+00:00","dateModified":"2025-01-29T15:44:27+00:00","breadcrumb":{"@id":"https:\/\/ponsip.com\/en\/ip-case-law\/nivea-case-when-the-reputation-is-exceptionally-highnivea-cuando-el-renombre-es-excepcionalmente-elevado\/#breadcrumb"},"inLanguage":"en-US","potentialAction":[{"@type":"ReadAction","target":["https:\/\/ponsip.com\/en\/ip-case-law\/nivea-case-when-the-reputation-is-exceptionally-highnivea-cuando-el-renombre-es-excepcionalmente-elevado\/"]}]},{"@type":"ImageObject","inLanguage":"en-US","@id":"https:\/\/ponsip.com\/en\/ip-case-law\/nivea-case-when-the-reputation-is-exceptionally-highnivea-cuando-el-renombre-es-excepcionalmente-elevado\/#primaryimage","url":"https:\/\/ponsip.com\/wp-content\/uploads\/2024\/11\/nivea-marca.jpg","contentUrl":"https:\/\/ponsip.com\/wp-content\/uploads\/2024\/11\/nivea-marca.jpg","width":1600,"height":1063},{"@type":"BreadcrumbList","@id":"https:\/\/ponsip.com\/en\/ip-case-law\/nivea-case-when-the-reputation-is-exceptionally-highnivea-cuando-el-renombre-es-excepcionalmente-elevado\/#breadcrumb","itemListElement":[{"@type":"ListItem","position":1,"name":"Portada","item":"https:\/\/ponsip.com\/"},{"@type":"ListItem","position":2,"name":"IP Law","item":"https:\/\/ponsip.com\/ip-litigations\/"},{"@type":"ListItem","position":3,"name":"NIVEA case: When the reputation is \u201cexceptionally high\u201d"}]},{"@type":"WebSite","@id":"https:\/\/ponsip.com\/#website","url":"https:\/\/ponsip.com\/","name":"PONS IP","description":"Consultora Global especializada en Propiedad Industrial e Intelectual.","publisher":{"@id":"https:\/\/ponsip.com\/#organization"},"potentialAction":[{"@type":"SearchAction","target":{"@type":"EntryPoint","urlTemplate":"https:\/\/ponsip.com\/?s={search_term_string}"},"query-input":{"@type":"PropertyValueSpecification","valueRequired":true,"valueName":"search_term_string"}}],"inLanguage":"en-US"},{"@type":"Organization","@id":"https:\/\/ponsip.com\/#organization","name":"PONS IP","url":"https:\/\/ponsip.com\/","logo":{"@type":"ImageObject","inLanguage":"en-US","@id":"https:\/\/ponsip.com\/#\/schema\/logo\/image\/","url":"https:\/\/ponsip.com\/wp-content\/uploads\/2021\/11\/logo-pons-ip.svg","contentUrl":"https:\/\/ponsip.com\/wp-content\/uploads\/2021\/11\/logo-pons-ip.svg","width":166,"height":26,"caption":"PONS IP"},"image":{"@id":"https:\/\/ponsip.com\/#\/schema\/logo\/image\/"}}]}},"_links":{"self":[{"href":"https:\/\/ponsip.com\/en\/wp-json\/wp\/v2\/ip-law\/23611","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/ponsip.com\/en\/wp-json\/wp\/v2\/ip-law"}],"about":[{"href":"https:\/\/ponsip.com\/en\/wp-json\/wp\/v2\/types\/ip-law"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/ponsip.com\/en\/wp-json\/wp\/v2\/media\/23258"}],"wp:attachment":[{"href":"https:\/\/ponsip.com\/en\/wp-json\/wp\/v2\/media?parent=23611"}],"wp:term":[{"taxonomy":"categorias-ip-litigations","embeddable":true,"href":"https:\/\/ponsip.com\/en\/wp-json\/wp\/v2\/categorias-ip-litigations?post=23611"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}