In 2016, the government of Iceland launched legal action against Iceland Foods, a British grocery chain, for its exclusive ownership of the European-wide trademark registration. The lawsuit argued that the trademark ownership for the word ‘Iceland’ prevented the country’s companies from promoting goods and services abroad.
The lawsuit showed battle over trademark names and how protecting trademark and preventing trademark infringement could be an uphill task. While it is easier than ever to create a brand, the process of registering a trademark and protecting it remains a challenge. That’s where Merk-Echt, a Dutch legal services provider, comes in.