{"id":199069,"date":"2018-07-26T10:44:48","date_gmt":"2018-07-26T05:14:48","guid":{"rendered":"https:\/\/www.scconline.com\/blog\/?p=199069"},"modified":"2018-07-26T10:44:48","modified_gmt":"2018-07-26T05:14:48","slug":"nestle-loses-trademark-in-the-shape-of-kit-kat-in-eu-not-enough-to-prove-distinctiveness-in-some-part-of-the-region-ecj","status":"publish","type":"post","link":"https:\/\/www.scconline.com\/blog\/post\/2018\/07\/26\/nestle-loses-trademark-in-the-shape-of-kit-kat-in-eu-not-enough-to-prove-distinctiveness-in-some-part-of-the-region-ecj\/","title":{"rendered":"Nestl\u00e9 loses trademark in the shape of KIT KAT in EU; not enough to prove distinctiveness in some part of the region: ECJ"},"content":{"rendered":"<p style=\"text-align: justify;\"><strong>European Court of Justice: <\/strong>An appeal filed by Nestl\u00e9, chocolate maker, arguing for registration of the trademark in the shape of KIT KAT chocolate bar, was dismissed.<\/p>\n<p style=\"text-align: justify;\">Two giants of the chocolate industry, Nestl\u00e9 and Cadbury, have fought for more than a decade over the trademark in the shape of the four-fingered chocolate bar. In 2002, Nestl\u00e9 applied for trademarking KIT KAT in Europe. The application was not only for the bar embossed with KIT KAT logo but also for the shape of the bar itself- four trapezoidal bars aligned on a rectangular base. The EU Trademark Office granted Nestl\u00e9\u2019s application. In 2007, court battle began over the trademark in the shape of the bar. The question was whether the brand had become distinctive enough to deserve its trademark- that its shape alone was how people recognize the snack.<\/p>\n<p style=\"text-align: justify;\">ECJ in its ruling, essentially dismissed Nestl\u00e9\u2019s claim, by observing that it is not enough to prove that a product has become iconic in a significant part of EU, it has to be proven across all the markets of the block. The Court directed the EU Trademark Office to reconsider its decision.<\/p>\n<p style=\"text-align: justify;\">[Source: BBC]<\/p>\n","protected":false},"excerpt":{"rendered":"<p>European Court of Justice: An appeal filed by Nestl\u00e9, chocolate maker, arguing for registration of the trademark in the shape of KIT <\/p>\n","protected":false},"author":8808,"featured_media":71611,"comment_status":"open","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_jetpack_memberships_contains_paid_content":false,"footnotes":""},"categories":[1188,2],"tags":[31166,31167,3221],"class_list":["post-199069","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-hot_off_the_press","category-news","tag-kit-kat","tag-nestle","tag-Trademark"],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v27.4 (Yoast SEO v27.4) - https:\/\/yoast.com\/product\/yoast-seo-premium-wordpress\/ -->\n<title>Nestl\u00e9 loses trademark in the shape of KIT KAT in EU; 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