A trademark will last forever – but only if it is
regularly renewed. Whether you have a large or small
portfolio, it is essential to have a system to manage trademark and
other records to avoid accidental loss of rights. Good
record-keeping and attention to deadlines will ensure your valuable
trademarks never expire.
Unlike most IP rights, trademarks can last forever. As long as
it continues to help consumers identify particular goods or
services, a trademark will fulfill its function for many years,
decades or even longer. Indeed, some famous marks continue to be
used more than 100 years after they were registered, including the
BASS red triangle logo for beer in the UK, the COCA-COLA mark in
the United States and the PEUGEOT logo in France.
