From Use to Presence: The Structural Obsolescence of Territorial Use and the Emergence of Reputational Use as a New Paradigm*
By Juan Carlos Ojam Abstract The recent INTA Board Resolution on well-known marks confirms a long-anticipated evolution: the progressive decoupling between territorial use and trademark protection. However, this development remains incomplete. The system continues to rely on a traditional concept of use that proves insufficient in light of today’s digital and global reality. This paper […]
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