{"id":37909,"date":"2026-10-29T12:36:13","date_gmt":"2026-10-29T10:36:13","guid":{"rendered":"https:\/\/kpw.law\/?p=37909"},"modified":"2026-10-30T03:29:24","modified_gmt":"2026-10-30T01:29:24","slug":"lidlship-loses-against-lidl","status":"publish","type":"post","link":"https:\/\/kpw.law\/en\/lidlship-loses-against-lidl\/","title":{"rendered":"Lidlship loses against LIDL"},"content":{"rendered":"\n<div class=\"wp-block-group alignfull v4-pattern-hero v4-pattern-hero--post is-style-background-blend is-style-arrow has-global-padding is-layout-constrained wp-block-group-is-layout-constrained\">\n<div class=\"wp-block-cover alignfull v4-pattern-hero__cover\" style=\"padding-top:var(--wp--preset--spacing--80);padding-bottom:var(--wp--preset--spacing--80);min-height:75vh;aspect-ratio:unset;\"><img data-dominant-color=\"567f4e\" data-has-transparency=\"false\" loading=\"lazy\" decoding=\"async\" width=\"1024\" height=\"576\" sizes=\"auto, 100vw\" class=\"wp-block-cover__image-background wp-image-37889 size-large not-transparent\" alt=\"Lidlship scheitert an LIDL, Bekanntheitsschutz, bekannte Marke, Markenrecht, Rechtsanwalt\" src=\"https:\/\/kpw.law\/wp-content\/uploads\/Lidlship-scheitert-an-LIDL-1024x576.avif\" style=\"--dominant-color: #567f4e; object-position:49% 74%\" data-object-fit=\"cover\" data-object-position=\"49% 74%\" srcset=\"https:\/\/kpw.law\/wp-content\/uploads\/Lidlship-scheitert-an-LIDL-1024x576.avif 1024w, https:\/\/kpw.law\/wp-content\/uploads\/Lidlship-scheitert-an-LIDL-300x169.avif 300w, https:\/\/kpw.law\/wp-content\/uploads\/Lidlship-scheitert-an-LIDL-768x432.avif 768w, https:\/\/kpw.law\/wp-content\/uploads\/Lidlship-scheitert-an-LIDL-1536x864.avif 1536w, https:\/\/kpw.law\/wp-content\/uploads\/Lidlship-scheitert-an-LIDL-2048x1152.avif 2048w\" \/><span aria-hidden=\"true\" class=\"wp-block-cover__background has-base-background-color has-background-dim-0 has-background-dim\"><\/span><div class=\"wp-block-cover__inner-container has-global-padding is-layout-constrained wp-block-cover-is-layout-constrained\">\n<div style=\"height:5em\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<div class=\"wp-block-group alignwide has-global-padding is-content-justification-left is-layout-constrained wp-container-core-group-is-layout-97ba1214 wp-block-group-is-layout-constrained\" style=\"margin-top:0;margin-bottom:var(--wp--preset--spacing--80);padding-top:var(--wp--preset--spacing--60)\">\n<div class=\"wp-block-group has-global-padding is-layout-constrained wp-container-core-group-is-layout-a6a2a725 wp-block-group-is-layout-constrained\">\r\n<h1 id=\"multirow-headline-block_bd4f60c19c8052aa9ade4f0627fdd009\" class=\"wp-block-visual4-multirow-headline\">\r\n    <div class=\"wp-block-visual4-multirow-headline\">\n\n<p class=\"has-gigantic-font-size wp-block-paragraph\" style=\"margin-top:0;margin-bottom:0;margin-left:0%;padding-top:0;padding-bottom:0;font-style:normal;font-weight:1000;line-height:1;text-transform:uppercase\">Lidlship<\/p>\n\n\n\n<p class=\"has-text-align-left has-huge-font-size wp-block-paragraph\" style=\"margin-top:0;margin-right:0;margin-bottom:0;margin-left:15%;padding-top:0;padding-bottom:0;font-style:normal;font-weight:1000;line-height:1;text-transform:uppercase\">loses against<\/p>\n\n\n\n<p class=\"has-contrast-color has-text-color has-link-color has-gigantic-font-size wp-elements-1 wp-block-paragraph\" style=\"margin-top:0;margin-bottom:0;margin-left:0%;padding-top:0;padding-bottom:0;font-style:normal;font-weight:1000;line-height:1;text-transform:uppercase\"><span class=\"v4-marker-highlight-background\">LIDL<\/span>.<\/p>\n\n<\/div> \r\n<\/h1>\n\n\n<div class=\"wp-block-group has-small-font-size is-nowrap is-layout-flex wp-container-core-group-is-layout-878d3859 wp-block-group-is-layout-flex\" style=\"margin-top:var(--wp--preset--spacing--20);margin-bottom:0;padding-top:0;padding-bottom:0;font-style:italic;font-weight:300;text-transform:uppercase\"><div style=\"font-style:italic;font-weight:300;text-transform:uppercase\" class=\"wp-block-post-date has-small-font-size\"><time datetime=\"2026-10-29T12:36:13+02:00\">29. October 2026<\/time><\/div>\n\n\n<p class=\"wp-block-paragraph\">by<\/p>\n\n\n<div style=\"font-style:italic;font-weight:600\" class=\"wp-block-post-author-name\">Clemens Pfitzer<\/div><\/div>\n<\/div>\n\n\n\n<div class=\"wp-block-group alignwide has-global-padding is-content-justification-left is-layout-constrained wp-container-core-group-is-layout-3b99a472 wp-block-group-is-layout-constrained\">\n<p class=\"wp-block-paragraph\"><strong>Can a coach name his consulting brand after a discount retailer if he isn\u2019t actually in the retail business? And is it enough that no one would confuse the marks? The Federal Patent Court has canceled the \u201cLidlship\u201d trademark and extended LIDL\u2019s protection based on brand recognition far beyond the retail sector.<\/strong><\/p>\n<\/div>\n<\/div>\n<\/div><\/div>\n<\/div>\n\n<h2 class=\"wp-block-heading\">An Acronym for Executives<\/h2>\n\n<p class=\"wp-block-paragraph\">On January 4, 2020, a coach filed an application with the German Patent and Trademark Office (DPMA) for the word mark \u201cLidlship.\u201d It was registered on March 4, 2020. The trademark was protected for consulting services related to corporate management, personnel deployment, and the recruitment of executives. It also covered scientific research, quality assessment, and quality control.<\/p>\n\n<p class=\"wp-block-paragraph\">According to the trademark owner, \u201cLidlship\u201d stands for the first letters of eight terms in his coaching approach. These are learning, integrity, humility, love, self-confidence, action, inspiration, and power. There is no connection to the discount retailer.<\/p>\n\n<p class=\"wp-block-paragraph\">The company behind LIDL saw things differently. On July 1, 2020, it filed an opposition\u2014that is, a formal objection by the owner of an earlier <a href=\"https:\/\/kpw.law\/themen\/marke\/\">trademark<\/a> against a new registration. It based its case on the word mark \u201cLIDL\u201d and the well-known yellow-and-blue logo. It asserted a likelihood of confusion and the special protection afforded to well-known trademarks.<\/p>\n\n<h2 class=\"wp-block-heading\">Why the DPMA Rejected the Opposition<\/h2>\n\n<p class=\"wp-block-paragraph\">The DPMA rejected the opposition in its entirety on April 4, 2022. The marks differed significantly in length, sound, and typography. \u201cLidl\u201d did not stand out independently in the single-word mark.<\/p>\n\n<p class=\"wp-block-paragraph\">While the Office acknowledged the reputation of LIDL, it did so only in connection with retail services. There was no connection to consulting and research. The marks were not so similar that the public would mentally associate them. Consequently, protection based on reputation was also ruled out. The trademark owner did not submit any further comments during the subsequent appeal proceedings.<\/p>\n\n<h2 class=\"wp-block-heading\">Federal Patent Court Orders Cancellation<\/h2>\n\n<p class=\"wp-block-paragraph\">The Federal Patent Court overturned the DPMA\u2019s decision and, in <a href=\"https:\/\/www.bundespatentgericht.de\/SharedDocs\/Entscheidungen\/DE\/2026\/29036-22_27082026.pdf?__blob=publicationFile&amp;v=1\">its order dated August 27, 2026\u2014Case No. 29 W (pat) 36\/22<\/a> \u2014ordered the cancellation of \u201cLidlship.\u201d It based the cancellation solely on the word mark LIDL. It left open the question of whether there was a likelihood of confusion in addition to this.  <\/p>\n\n<h2 class=\"wp-block-heading\">When is a trademark considered well-known?<\/h2>\n\n<p class=\"wp-block-paragraph\">A trademark is well-known if a significant portion of the relevant public is familiar with it. Case law does not require a specific percentage. In the LIDL case, the court deemed a survey unnecessary. The trademark\u2019s fame was deemed to be common knowledge\u2014that is, recognizable to anyone from reliable sources without requiring specialized knowledge.<\/p>\n\n<p class=\"wp-block-paragraph\">The judges considered themselves part of the relevant public. They based their ruling on the trademark\u2019s decades-long presence in retail and on extensive weekly advertising. According to the court\u2019s findings, Lidl operates more than 3,250 stores in Germany with more than 100,000 employees. Furthermore, the EUIPO Board of Appeal had already recognized the reputation of LIDL as early as 2012. The court ultimately concluded that the brand enjoyed exceptional reputation.<\/p>\n\n<h2 class=\"wp-block-heading\">Is a slight similarity between the marks sufficient?<\/h2>\n\n<p class=\"wp-block-paragraph\">There is no need for a likelihood of confusion in order to protect a well-known trademark. It is sufficient that the public mentally associates the new trademark with the well-known one. However, a certain degree of similarity between the trademarks is still required for this.<\/p>\n\n<p class=\"wp-block-paragraph\">The court took a cautious approach in assessing the similarity. It found that the marks were less than average in terms of sound and far below average in terms of visual similarity. There was no conceptual similarity. Ultimately, however, this was deemed sufficient because LIDL is exceptionally well-known.<\/p>\n\n<p class=\"wp-block-paragraph\">The key factor was the recognizability of \u201cLidl\u201d at the beginning of the word. The unusual sequence of letters\u2014\u201cd\u201d and \u201cl\u201d\u2014and the absence of a long \u201ce\u201d stood out. In addition, the last name \u201cLidl\u201d is rare. \u201cLidl\u201d and \u201cship\u201d also do not merge to form a new term with its own meaning. Even someone who thinks of \u201cleadership\u201d would still recognize \u201cLidl\u201d as a distinct element.<\/p>\n\n<p class=\"wp-block-paragraph\">At the heart of the reasoning lies a consideration regarding very well-known trademarks. Such a trademark becomes an independent economic asset.<\/p>\n\n<div class=\"wp-block-group v4-pattern-general-quote-box has-kpw-turquoise-background-color has-background has-global-padding is-layout-constrained wp-block-group-is-layout-constrained\" style=\"margin-top:var(--wp--preset--spacing--60);margin-bottom:var(--wp--preset--spacing--60)\">\n<blockquote class=\"wp-block-quote is-layout-flow wp-block-quote-is-layout-flow\" style=\"padding-right:var(--wp--preset--spacing--70);padding-left:var(--wp--preset--spacing--70)\">\n<p class=\"wp-block-paragraph\">In the minds of the relevant public, it is increasingly becoming detached from the goods and services for which it is protected and used.<\/p>\n<\/blockquote>\n<\/div>\n\n<p class=\"wp-block-paragraph\">If the public encounters such a trademark in an unfamiliar context, it will nevertheless associate it with the owner. The more faithfully the well-known trademark appears in the new trademark, the more likely this is to be the case. In this regard, the court refers to its own earlier decisions, such as the case involving the trademark DEGOBASF versus BASF.<\/p>\n\n<h2 class=\"wp-block-heading\">What does \u201cdilution\u201d mean?<\/h2>\n\n<p class=\"wp-block-paragraph\">Dilution refers to a well-known trademark losing its ability to clearly identify a company. In the court\u2019s view, the more distinctive a trademark is, the easier it is for imitators to weaken it. In cases of exceptional recognition, protection may be granted that covers virtually all goods and services. The court cites trademarks such as Allianz, BASF, adidas, and LEGO as examples.<\/p>\n\n<p class=\"wp-block-paragraph\">The decisive factor here is the perspective of the end consumers to whom LIDL directs its offerings. The fact that \u201cLidlship\u201d is aimed more at businesses did not play a decisive role. Even the mere assumption that a third party might use a similar mark would jeopardize LIDL\u2019s suitability as a distinctive indication of origin.<\/p>\n\n<p class=\"wp-block-paragraph\">The court added another point: Lidl is no longer just a retailer. It offers electricity, photo services, mobile phone service, and travel, and operates a loyalty card with a payment function. In addition, the company has collaborated with universities and supported startups.  <\/p>\n\n<h2 class=\"wp-block-heading\">Was there a justifiable reason?<\/h2>\n\n<p class=\"wp-block-paragraph\">The court found no justifiable reason for the choice of the symbol. The trademark owner had not even asserted any legitimate interests of its own. The meaning of the acronym was in no way recognizable to the public. There was neither an established right of prior use nor a well-established market practice. Nor could the sequence of letters be derived from a recognized coaching model.<\/p>\n\n<h2 class=\"wp-block-heading\">What trademark applicants and trademark owners should take away from this<\/h2>\n\n<p class=\"wp-block-paragraph\">The decision affects both sides of a trademark dispute. In our view, five points are worth noting.<\/p>\n\n<ul class=\"wp-block-list is-style-arrow\">\n<li><strong>Check new names before filing an application.<\/strong> A <a href=\"https:\/\/kpw.law\/en\/services\/markenrecherche-rechtsanwalt-markenrecht\/\">trademark search<\/a> should not be limited to your own industry. If a name contains a very well-known trademark, there is a risk of dispute even outside your industry.<\/li>\n\n\n\n<li><strong>Good intentions are not enough.<\/strong> A derivation known only to the applicant does not justify similarity to a well-known trademark. What matters is what the public perceives.<\/li>\n\n\n\n<li><strong>Document brand recognition.<\/strong> Owners of strong trademarks should continuously document sales figures, advertising expenditures, market shares, and awards. Not every trademark is treated as being well-known to the general public.<\/li>\n\n\n\n<li><strong>Monitor applications outside your industry as well.<\/strong> If you limit trademark monitoring to your own classes, you\u2019ll overlook applications like these.<\/li>\n\n\n\n<li><strong>Take advantage of the deadlines.<\/strong> Filing <a href=\"https:\/\/kpw.law\/en\/services\/opposition-revocation-invalidity-of-a-trademark\/\">an opposition<\/a> is generally the easier way to challenge a new registration than initiating a cancellation proceeding at a later date. It can only be filed within a short period after publication.<\/li>\n<\/ul>\n\n<h2 id=\"h-fazit\" class=\"wp-block-heading\">Conclusion<\/h2>\n\n<div class=\"wp-block-columns v4-pattern-text-copy-half-col is-layout-flex wp-container-core-columns-is-layout-f56f613f wp-block-columns-is-layout-flex\">\n<div class=\"wp-block-column is-layout-flow wp-block-column-is-layout-flow\">\n<p class=\"wp-block-paragraph\">Anyone who uses the name of one of Germany\u2019s best-known retailers unchanged at the beginning of their trademark takes a high risk under <a href=\"https:\/\/kpw.law\/en\/fields-of-law\/trademark-law\/\">trademark law<\/a>. It is important to note how little similarity between the marks is permissible. The court classified the similarity as below average to well below average and nevertheless allowed protection based on reputation to apply. Our article <a href=\"https:\/\/kpw.law\/en\/red-bull-wins-against-cowboys\/\">\u201cRed Bull Wins Against Cowboy\u201d<\/a> also illustrates how protection based on reputation plays out in other cases.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">We take a critical view of the rationale for the dilution. The European Court of Justice requires that consumer behavior change or that there be a serious threat of such a change. The court cites this standard but then essentially derives the threat from the brand\u2019s recognition itself. It remains unclear how a coaching program is supposed to influence the shopping behavior of discount store customers.<\/p>\n<\/div>\n\n\n\n<div class=\"wp-block-column is-layout-flow wp-block-column-is-layout-flow\">\n<div style=\"height:100px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n<\/div>\n<\/div>\n\n<div class=\"wp-block-group alignwide has-global-padding is-layout-constrained wp-block-group-is-layout-constrained\" style=\"margin-top:var(--wp--preset--spacing--80);margin-bottom:var(--wp--preset--spacing--80)\">\n<div style=\"height:50px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<div class=\"wp-block-group alignwide v4-pattern-cta-box has-secondary-background-color has-background has-global-padding is-layout-constrained wp-container-core-group-is-layout-0c8cea62 wp-block-group-is-layout-constrained\" style=\"padding-top:0;padding-right:0;padding-bottom:0\">\n<div class=\"wp-block-columns alignwide are-vertically-aligned-top v4-pattern-cta-box__columns is-layout-flex wp-container-core-columns-is-layout-71c143ff wp-block-columns-is-layout-flex\" style=\"padding-top:0;padding-bottom:0\">\n<div class=\"wp-block-column is-vertically-aligned-top v4-pattern-cta-box__columns-column is-layout-flow wp-container-core-column-is-layout-fb77afb0 wp-block-column-is-layout-flow\" style=\"padding-top:var(--wp--preset--spacing--50);padding-bottom:0;flex-basis:60%\">\n<div class=\"wp-block-group alignwide has-global-padding is-content-justification-right is-layout-constrained wp-container-core-group-is-layout-1931a79c wp-block-group-is-layout-constrained\">\r\n<div id=\"multirow-headline-block_9f99467c6974930c6b865f24df436019\" class=\"wp-block-visual4-multirow-headline alignwide\">\r\n    <div class=\"wp-block-visual4-multirow-headline\">\n\n<p class=\"has-text-align-left has-huge-font-size wp-block-paragraph\" style=\"margin-top:0;margin-bottom:0;margin-left:0%;padding-top:0;padding-bottom:0;font-style:normal;font-weight:1000;line-height:1;text-transform:uppercase\">We\u2019d be happy to<\/p>\n\n\n\n<p class=\"has-text-align-left has-x-large-font-size wp-block-paragraph\" style=\"margin-top:0;margin-right:0;margin-bottom:0;margin-left:8%;padding-top:0;padding-bottom:0;font-style:normal;font-weight:1000;line-height:0.9;text-transform:uppercase\">advise you on <\/p>\n\n\n\n<p class=\"has-text-align-left has-huge-font-size wp-block-paragraph\" style=\"margin-top:0;margin-right:0;margin-bottom:0;margin-left:0%;padding-top:0;padding-bottom:0;font-style:normal;font-weight:1000;line-height:0.9;text-transform:uppercase\">Trademark law!<\/p>\n\n<\/div> \r\n<\/div><\/div>\n\n\n\n<div class=\"wp-block-group is-nowrap is-layout-flex wp-container-core-group-is-layout-9da75b5c wp-block-group-is-layout-flex\" style=\"margin-top:var(--wp--preset--spacing--30);margin-bottom:var(--wp--preset--spacing--30)\">\r\n\r\n<div class=\"wp-block-visual4-contact-modal__button\">\r\n            \r\n        <div class=\"wp-block-buttons is-layout-flex wp-block-buttons-is-layout-flex\">\r\n            \r\n\r\n<div class=\"wp-block-button v4-contact-modal-button is-style-fill\" style=\"font-style:normal;font-weight:600\" data-form-id=\"8\"><a class=\"wp-block-button__link has-contrast-color has-base-background-color has-text-color has-background has-link-color wp-element-button\">Contact Form<\/a><\/div>\r\n\r\n        <\/div>\r\n        \r\n    <\/div>\n\n\n<div class=\"wp-block-buttons is-style-mobile-only is-content-justification-left is-layout-flex wp-container-core-buttons-is-layout-a768b15a wp-block-buttons-is-layout-flex\">\n<div class=\"wp-block-button is-style-arrow is-style-fill\"><a class=\"wp-block-button__link has-base-background-color has-background wp-element-button\" href=\"tel:4971141019030\" style=\"padding-right:var(--wp--preset--spacing--50);padding-left:var(--wp--preset--spacing--50);font-style:normal;font-weight:600\">Call now!<\/a><\/div>\n<\/div>\n<\/div>\n<\/div>\n\n\n\n<div class=\"wp-block-column is-vertically-aligned-top v4-pattern-cta-box__columns-column v4-pattern-cta-box__columns-column--image is-layout-flow wp-block-column-is-layout-flow\" style=\"flex-basis:40%\">\n<figure class=\"wp-block-image size-full v4-pattern-cta-box__columns-column__image\"><img decoding=\"async\" src=\"https:\/\/kpw.law\/wp-content\/themes\/kpw-law\/assets\/samples\/person-cropped.png\" alt=\"\" class=\"wp-image-23155\" \/><\/figure>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n","protected":false},"excerpt":{"rendered":"<p>The Federal Patent Court orders the cancellation of the &#8220;Lidlship&#8221; trademark. LIDL&#8217;s reputation protection extends to the fields of coaching and management consulting.<\/p>\n","protected":false},"author":2,"featured_media":0,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"inline_featured_image":false,"footnotes":""},"categories":[4904],"tags":[6064,5284,5512,5383],"thema":[4895],"rechtsgebiet":[4898],"produkt":[],"class_list":["post-37909","post","type-post","status-publish","format-standard","hentry","category-general","tag-awareness-protection","tag-coaching-en","tag-lidl-en","tag-well-known-trademark","thema-marke-en","rechtsgebiet-markenrecht-en"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v28.6 (Yoast SEO v28.6) - https:\/\/yoast.com\/product\/yoast-seo-premium-wordpress\/ -->\n<title>Lidlship loses against LIDL &#8211; KPW Rechtsanw\u00e4lte und Fachanw\u00e4lte<\/title>\n<meta name=\"description\" content=\"The Federal Patent Court orders the cancellation of the &quot;Lidlship&quot; trademark. LIDL&#039;s reputation protection extends to the fields of coaching and management consulting.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/kpw.law\/en\/lidlship-loses-against-lidl\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Lidlship loses against LIDL\" \/>\n<meta property=\"og:description\" content=\"The Federal Patent Court orders the cancellation of the &quot;Lidlship&quot; trademark. 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