The development of different human activities has, unavoidably, created new categories of products and services that, even though they become more common every day, just twenty years ago did not exist. Let us think about the services of community management, schools for pets or the now famous influencers. These new activities and products, as well as the traditional ones must be identified through symbols that distinguish them from other similar ones, allowing in this way a recognition among the public that they want to attract. Therefore, of all the categories that compose the discipline of Intellectual Property, trademarks are the ones that have the closest contact with consumers, since it is thanks to them that it is possible to choose products and services in accordance to needs, tastes and tendencies. It is precisely this reason that makes Trademark Law an extremely dynamic area and that innovation in forms, packaging and marketing media represents a constant challenge for this legal discipline. This work is the result of the research pursued in the most relevant topics of the current trademark law in the following legal systems: Andean Community, European Union and United States. The fundamental objective of the research was centred in identifying the matters that generated the most controversies behind tribunals and administrative seats, and to study the way in which they are solved by the regulations and the jurisprudence of the selected legal systems.