How to revitalize a faded brand.

Lately, there has been a trend among certain startups to re-register dormant trademarks in an effort to breathe new life into them. Just recently, the trademark of the famous fashion house “Paul Poiret” was put up for sale by its owners after lying dormant for about 80 years.

In the fashion, watchmaking, confectionery, and tobacco industries, some companies have recently attempted to revive brands that have fallen into disuse but remain in the public consciousness.
Reviving a brand can save millions of dollars in marketing costs, which can then be redirected toward other investments. 

In fact, there is a veritable marketplace for purchasing old trademarks, but it is not always necessary to purchase a trademark to obtain exclusive rights. 

The first step in reviving an old trademark is to investigate the ownership of the rights and the actual use of the trademark by conducting a prior art search. In fact, it is important to note that the rights granted by a trademark lapse if the distinctive sign is not used within five years of its registration. 

If the trademark has been used recently or has not yet expired, you may want to consider contacting the trademark owner to inquire about its availability and whether they would be willing to sell it, along with any other intellectual property that might be needed to bring the product back to life.

If, on the other hand, the trademark has lapsed, then a new application may be filed, taking the necessary precautions.