The thesis examines how geographical indications relate to trademarks by assessing how conflicts between them are addressed in legislation relevant for the European Union as well as case law from the European Court of Justice. It assesses which interests are prioritized when one of the two are given precedence. Furthermore, the results are commented in relation to the new European Union regulation 2023/2411 on protection for geographical indications for craft and industrial products. The method used for the research is legal-dogmatic which combines use of legislation, case law, as well as legal doctrine.

The results show that geographical indications are highly valued by the European Union. Geographical indications are given precedence in most conflict situations with trademarks. Only when the trademarks are well known or renowned, they are given priority over geographical indications. Other trademarks can, at best, coexist with later registered geographical indications and, as a result, lose their sole right to the trademark name. Whilst the European Union values products which emanate from a point of tradition and cultural heritage, the New World (e.g. the United States) values principles of priority according to the first in time first in right principle. The new protection for geographical indications for craft and industrial products will potentially lead to further conflict situations with trademarks.