Goods bearing a registered trade mark will often command a
premium in the marketplace. However, the sale price of those
goods may differ between countries. For example, goods sold in
the Far East, and to a lesser extent the USA, usually retail
for less than they do in Europe.
Any attempt by a business to exploit these differences will
need to be considered with caution. European law states that
goods subject to a registered trade mark cannot be purchased
from outside the European Economic Area (EEA) and imported for
sale within it unless the brand owner has consented to the
import and sale of those specific goods in the EEA.
Where goods subject to a registered trade mark are made
available for sale within the EEA by the brand owner or with
its consent, it is deemed that the brand owner's rights are
"exhausted" and that those specific goods should
thereafter be allowed to move freely between the EEA
