Future prospects regarding the legal concept of the brand

Abstract

This   research   analyzes  the  new   precepts   provided  by  Directive 2015/2436 and  EU  Regulation 2017/1001 regarding  the  conceptualization of  the brand  —not only  European but  also  national—, especially  in  the  absence  of repre- sentation graphic  of  the  differentiating sign,  it  being  convenient that  the  object  of a mark is  clear and  precise.  In  such a way  that  other  brands that  are not  legally recognized until now, such as olfactory, tactile  or gustatory brands, among others, are added  to the  list  of possible  brands. This supposes a «small  revolution» in  the trademark law  and,  in  particular, in  the  future Spanish legislation, giving  a wide margin of  interpretation both  to  the  registration organizations,  to  the  consumers and  to  the  interpretation of the  courts of justice. Raising several  challenges  in  the future Marking Law.