A trademark is a graphically displayed mark in the form of images, logos, names, words, letters, numbers, color arrangements to distinguish goods or services pro-duced by people or legal entities in commercial activities. Application for registra-tion of a Brand is not necessarily accepted, because a subtantif examination is car-ried out to see if there are similarities in the whole way or in essence. This research aims to know and understand the regulation of Brand registration and subtantif examination stipulated in Law No. 20 of 2016 on Decision No. 41/Pdt.Sus-Merek/2019/PN. And to find out the implementation of the rules for applying for brand registration and substantive examination of EIGER brands. This legal re-search is normative legal research that is qualitative. The type of sekuder data in-cludes primary, secondary and tertiary legal materials. The data collection tech-niques used are through literature studies. research instruments in the form of Law No. 20 of 2016 on Brands and Geographical indications and PERMENKUN-HAM No. 67 of 2016. Technical data analysis used is a deductive method. The results of the study showed that the defendant's EIGER Brand Registration Ap-plication is not acceptable or must be canceled, because the Defendant has been proven to have done Bad Faith in making the application for brand registration. Because it has similarity of sound.