Consumers may assume that goods and products under the zombie trademark are of the same quality they associate with the old brand.
[6] The legality of re-using trademarks which have been removed from registration has recently begun to be contested in countries such as Singapore and New Zealand.
[11][12] The original brand owners may also retain ownership of the trademark if it can be shown that they intended to use it again in the future.
[14] The American company Strategic Marks, LLC began purchasing using abandoned trademarks related to formerly popular retailers, which it planned to use in connection to online storefronts.
[15] In Macy's Inc v. Strategic Marks LLC (2016) it was ruled that "Simply because a store has ceased operations does not mean that its proprietor or owner does not maintain a valid interest in the registered trademark of the business.