The recent case involving McDonalds, where the EU Intellectual Property Office revoked the company’s EU trade mark for “BIG MAC” owing to McDonalds’ failure to show genuine use, raises some interesting questions. It has also led food and drinks businesses to query what practical steps they can take to protect their most important commodity: their brand. As is so often the case, the answer lies in ensuring a company’s valuable intellectual property rights are properly protected.
Opinion