Powerful trade marks encapsulate the essential values of a brand. In today's highly competitive markets, trade marks serve as communicators between the businesses on the one hand and the courted clientele on the other. With its unitary nature and equal effect throughout the entire EU, the CTM provides access to more than 500 million consumers. It is therefore no wonder that business and trade have long since recognized the value of the CTM, last but not least because of this geographical reach. Since its inception in 1996, more than one million CTMs have been registered, 30 % of which stemming from applicants outside the EU. It is thus fair to say: The CTMR has proved to be a success story.