Protection of a Famous Person’s Surname in the Light of the European Union Trade Mark Regulation

Purpose: The main goal of the paper is to analyse possibilities and rules management protection a famous person’s surname based on provisions Regulation 2017/1001 European Parliament Council 14 June 2017 Union trade mark (EUTMR). Moreover, author aims at exploring whether general principles marks are modified in view relation between person case conflict containing similar another person. Design/Methodology/Approach: analyses interprets legal EUTMR variety cases concerning problem provisions. Findings: A specific theory neutralization applied Furthermore, such rule formulated by Court Justice (CJEU) SABEL (“the more distinctive earlier mark, greater will be likelihood confusion”) tends CJEU. Practical Implications: addressed both lawyers dealing with intangible assets (particularly personal names marks) managers persons. Originality/Value: article contains comprehensive analysis subject matter. ground discussed context cases, including latest ones, enable detect approach matter that courts.