Community and national trade names in danger caused by rampant counterfeits

The trade name represents a distinctive identification of the product, of a line of products, of their manufacturing and/or distributing company, but most important, it represents an instrument of differentiation from competitors and in advertising. Emphasizing it allows the company to keep or to conquer market quotas, to institute a trust relationship with the consumer (by committing its personal reputation) insofar as the brand also represents the main component of assets. Thus, at the community level, it confers the holder a unit right, valid in all EU member States, which meets three fundamental functions:  identification of products origin and services  constant quality assurance standard  communication and support symbol for advertisement and publicity However, the invasion of products coming from third countries makes us face a totally different reality and a position of difficult resolution.