Entity X holds a trade mark that is well known within consumer circles and has enabled entity

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Entity X holds a trade mark that is well known within consumer circles and has enabled entity X to be a market leader in this area. The trade mark has been held by the entity for nine years. The legal life of the trade mark is five years, but is renewable by the entity at little cost to it.

Discuss how entity X should determine the useful life of the trade mark, noting in particular what form of evidence it should collect to justify its selection of useful life.

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