Trade marks which, either intrinsically, or because they are popular on the market, have a clear distinctiveness, enjoy a broader degree of protection than trade marks which are less distinctive. This criterion emerged from the ruling handed down by the ECJ on November 11 1997 in the Puma v Sabel case. The question of when a trade mark is well-known has remained unanswered for some time. However, although this question has a bearing on the application of Article 5, Paragraph 2 of the Trade Mark Directive and of Section 13A, Subsection 1 under c of the Uniform Benelux Trade Marks Act which stipulates that the owner of a well-known trade mark can oppose the use thereof or of a similar sign for dissimilar goods or services if such use can result in an unfair advantage being derived from the trade mark or the distinctiveness or reputation of the trade mark being impaired.
