A Greek tragedy

July 27, 2012 was a big day for Disney Enterprises. After six years of struggle in an opposition and eventually an Appeal, their trademark GREEK has finally been registered in the European Union of multiple products in the classes 9, 16, 25, 28 and services in 41.

The opposition was filed by the holder of the trademark GREEK CHALLENGE. In Appeal the Boards of Appeal held that the word “greek” is descriptive, as this word is an indication or geographic origin. “It is a basic word understood throughout the European Union. In the overall impression the marks differ.” MarkMatters.com surely consents with this opinion, but how can the word GREEK then be a valid and registered trademark? Conflicting signals at least.

Meanwhile, it is not 2006 anymore and Disney Enterprises might reconsider this trademark as the general public, at least in the European Union, associate Greece with financial problems. Of course Greece is so much more than this but is all about the perception!

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