As the third part of an article, this explores and reviews current trans‐national protection for brands in Europe. How have the recent European trade mark reforms impacted on the whole area? Looks at a pan‐European strategy which benefits the large players. Linguistic and cultural differences still affect the behaviour of the European consumer. Future applicants of a CTM need to understand these implications in order to follow a cost‐effective and practical means to safeguard their brands.
Elsmore, M.J. (2000), "The implications of intellectual property law for the auditing and protection of national and international brands: Part III. Brands in Europe", Managerial Auditing Journal, Vol. 15 No. 5, pp. 209-227. https://doi.org/10.1108/02686900010339337
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