How to Revitalize a Declining Brand.

Lately, we've seen a trend among some startups that are re-registering obsolete brands to try to breathe new life into them. Just recently, the famous "Paul Poiret" brand was put up for sale by its owners after being dormant for around 80 years.

In the fields of fashion, watchmaking, confectionery, and tobacco, some companies have recently attempted to revitalize brands that have fallen into disuse but are still present in the collective imagination.
Relaunching a brand can save millions of dollars in marketing costs that can be used for other investments. 

In reality, there is a real marketplace for purchasing old trademarks, but it is not always necessary to purchase a trademark to obtain patent rights. 

The first step in reviving an old trademark is to investigate the ownership of the rights and their actual use by conducting a prior art search. It's important to know that the rights granted by a trademark lapse if the distinctive sign isn't used within five years of its registration. 

If the trademark has been used recently or the trademark has not yet lapsed, you may consider contacting the trademark owner to inquire about its availability and an offer to purchase it along with any other intellectual property you may need to bring the product back to life.

If the trademark has lapsed, then it will be possible to proceed, with the appropriate precautions, with a new filing.