✅In December 2019, a trademark for “LV” was filled under Nice Class 3 (cosmetics), one would assume it to be by the famous Louis Vuitton Malletier, however surprisingly it was instead by a Philippine Businessman Victor Martin Soriano. Unsurprisingly, Louis Vuitton opposed the mark and contended that the term “LV” has been used for centuries and has obtained well-known status worldwide as well as arguing that Mr Soriano was riding on the goodwill of the Louis Vuitton. In an act of what could be described as a David and Goliath moment, Mr Soriano fought back and responded by saying that the term “LV” refers to his relative Lopez-Vito, that the trademark being under Class 3 would not result in any confusion and that Louis Vuitton does not own the rights to the letter “L” and “V”.
The IP Office of the Philippines (IPOPHL) favoured Mr Soriano and dismissed the opposition and in addition to that gave a double whammy to Louis Vuitton, where the Philippine Registry despite agreeing that the term Louis Vuitton was well-known, the same could not be said for the “LV” trademark and that Louis Vuitton had failed to prove “LV” was indeed well-known.
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