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A descriptive name survived a genericide attack because the owner actively used, managed and enforced it. Registering a trade mark is half of the story. A registered mark can still be challenged - having evidence of active use, goodwill and proactive brand management is what helped Dryrobe in this case. A reminder for entrepreneurs: yes, register the trade mark but ensure you’re actively managing it too. Case citation: Dryrobe v Caesr Group [2025] EWHC 3167 (IPEC). DM if you want to discuss bran
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