In the UK a registered trade mark provides protection for an initial period of 10 years, there is then options to renew the mark for subsequent 10-year periods, with no maximum limit. For example the Bass red triangle trade mark for beer has been used for more than 130 years.

However in order to be renewed the trade mark must not lose its ability to distinguish the particular goods or services it is registered for and must be kept in use.

Just because a trade mark is registered does not mean that it may not be revoked i.e. taken away. Section 46 TMA 1994 covers such circumstances, consider the following (Section 46 (1):

"(a) that within the period of five years following the date of completion of the registration procedure it has not been put to genuine use in the United Kingdom, by the proprietor or with his consent, in relation to the goods or services for which it is registered, and there are no proper reasons for non-use;

(b) that such use has been suspended for an uninterrupted period of five years, and there are no proper reasons for non-use;

(c) that, in consequence of acts or inactivity of the proprietor, it has become the common name in the trade for a product or service for which it is registered;

(d) that in consequence of the use made of it by the proprietor or with his consent in relation to the goods or services for which it is registered, it is liable to mislead the public, particularly as to the nature, quality or geographical origin of those goods or services."

The moral of the above details is to keep up with the renewal of your trade marks, ensure that you use the trade marks and actively police your trade mark to prevent it becoming generic. If you do this then there is no reason why your trade mark can't be around for 130 years like the Bass red triangle.