A trademark showcase hearing is a legal proceeding that takes place before the Registrar of Trademarks after an objection has been raised against a trademark application and a response (also known as a trademark objection reply) has been filed by the applicant.

If the trademark examiner is not satisfied with the response, they may issue a notice of hearing to the applicant, which means that the case will be taken to a hearing to resolve the matter. The showcase hearing is an opportunity for the applicant to make further arguments and present additional evidence in support of their trademark application.

During the showcase hearing, the applicant is expected to provide more detailed arguments and evidence to show why their trademark should be approved. The applicant may also have to answer questions raised by the Registrar of Trademarks or the trademark examiner.

The trademark showcase hearing is an important stage in the trademark registration process, as it allows the applicant to explain the uniqueness and distinctiveness of their trademark and address any concerns raised by the examiner. If the Registrar of Trademarks is satisfied with the arguments and evidence presented during the hearing, the trademark application may be approved, and the trademark may be registered. However, if the Registrar is not convinced, the trademark application may be rejected, and the applicant may need to explore other legal options to protect their brand.