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Dossiers internationaux
Practice review: cross-border trademark conflict and coexistence
Finding a similar mark already in a new market, a coexistence agreement can be more practical than litigation.
A typical scenario: a brand entering a new market finds a similar prior mark, the parties operate in different regions or classes, and all-out conflict is costly and uncertain.
Here, a coexistence arrangement defining the scope of use is often more practical than protracted litigation.
The lesson: assess the real degree of conflict and commercial impact, weigh litigation, negotiated coexistence, and brand adjustment, and write region and class boundaries clearly.