LEGAL AND ILLEGAL INDIVIDUALIZATION THROUGH TRADEMARKS: NATIONAL AND INTERNATIONAL CHALLENGES

Trademarks have become critical assets in today’s globalized and digital economy. They serve to distinguish products and services of one enterprise from those of others, embodying goodwill and brand reputation. A well-known mark such as Coca-Cola exemplifies the immense value and recognition a trademark can carry worldwide – the brand alone is worth billions of dollars and is rigorously protected in every country where it is registered. This economic importance also makes trademarks prime targets for misuse. Counterfeiting and other forms of unauthorized trademark use have surged alongside increasing competition and consumer demand. According to a recent OECD–EUIPO report, counterfeit goods accounted for an estimated USD 467 billion in global trade in 2021, representing about 2.5% of world imports and posing serious risks to businesses and consumers. Such illicit uses of trademarks cause trademark owners to suffer significant losses each year and can erode consumer trust in brands.