Law 227: Trademarks & Unfair Competition Trade Dress June 30, 2009 Jefferson Scher.
Law 227: Trademarks & Unfair Competition Trademark Dilution July 2, 2009 Jefferson Scher.
-
Upload
belinda-kelley -
Category
Documents
-
view
215 -
download
1
Transcript of Law 227: Trademarks & Unfair Competition Trademark Dilution July 2, 2009 Jefferson Scher.
![Page 1: Law 227: Trademarks & Unfair Competition Trademark Dilution July 2, 2009 Jefferson Scher.](https://reader035.fdocuments.us/reader035/viewer/2022062722/56649f305503460f94c4acc8/html5/thumbnails/1.jpg)
Law 227: Trademarks &Law 227: Trademarks &Unfair CompetitionUnfair Competition
Trademark DilutionJuly 2, 2009
Jefferson Scher
![Page 2: Law 227: Trademarks & Unfair Competition Trademark Dilution July 2, 2009 Jefferson Scher.](https://reader035.fdocuments.us/reader035/viewer/2022062722/56649f305503460f94c4acc8/html5/thumbnails/2.jpg)
TM & Unfair Comp — Day 11TM & Unfair Comp — Day 11AgendaAgenda
•Trademark DilutionProtection for trademark rights even
in the absence of probable confusion“Dauntingly elusive” theory takes
numerous formsBlurring, tarnishment — other?
Overlapping and possibly conflicting Federal and State laws
![Page 3: Law 227: Trademarks & Unfair Competition Trademark Dilution July 2, 2009 Jefferson Scher.](https://reader035.fdocuments.us/reader035/viewer/2022062722/56649f305503460f94c4acc8/html5/thumbnails/3.jpg)
DilutionDilutionTrue Property Rights in TrademarksTrue Property Rights in Trademarks
•Infringement = likelihood of confusion
•Dilution = likelihood of association that causes harmBlurringTarnishmentOther?
![Page 4: Law 227: Trademarks & Unfair Competition Trademark Dilution July 2, 2009 Jefferson Scher.](https://reader035.fdocuments.us/reader035/viewer/2022062722/56649f305503460f94c4acc8/html5/thumbnails/4.jpg)
DilutionDilutionHow can a mark be “diluted”?How can a mark be “diluted”?
•BlurringDefinition: the association of a mark
with more than one source, even if:Goods/services are completely unrelatedJunior user has an equally good or better
reputationExample: POLARAID refrigeration and
heating systems, BACARDI jewelry
![Page 5: Law 227: Trademarks & Unfair Competition Trademark Dilution July 2, 2009 Jefferson Scher.](https://reader035.fdocuments.us/reader035/viewer/2022062722/56649f305503460f94c4acc8/html5/thumbnails/5.jpg)
DilutionDilutionHow can a mark be “diluted”?How can a mark be “diluted”?
•Tarnishment (or disparagement)Definition: the association of a mark
with something unwholesome, unsavory or degrading, or “low class”Blurring at its worst
Example: CANDYLAND.com adult web site, DOGIVA pet food, STEIN-WAY clip-on beer can handle
![Page 6: Law 227: Trademarks & Unfair Competition Trademark Dilution July 2, 2009 Jefferson Scher.](https://reader035.fdocuments.us/reader035/viewer/2022062722/56649f305503460f94c4acc8/html5/thumbnails/6.jpg)
DilutionDilutionHow can a mark be “diluted”?How can a mark be “diluted”?
•Other dilution scenarios?Unfair nominative use — like
tarnishment without the association with the junior user
.com domain names (may be obsolete)There are few bounds on the creativity
of lawyers and judges when a famous mark is being exploited “unfairly”...
![Page 7: Law 227: Trademarks & Unfair Competition Trademark Dilution July 2, 2009 Jefferson Scher.](https://reader035.fdocuments.us/reader035/viewer/2022062722/56649f305503460f94c4acc8/html5/thumbnails/7.jpg)
DilutionDilutionDilution Scenarios — CasesDilution Scenarios — Cases
•Federal “association” casesNIKEPALGULPYCHEWY VUITONGREATEST SNOW ON EARTHIs it clear now??
![Page 8: Law 227: Trademarks & Unfair Competition Trademark Dilution July 2, 2009 Jefferson Scher.](https://reader035.fdocuments.us/reader035/viewer/2022062722/56649f305503460f94c4acc8/html5/thumbnails/8.jpg)
DilutionDilutionDilution Scenarios — CasesDilution Scenarios — Cases
•State Dilution CasesGREATEST USED CAR SHOW ON EARTHLEXUS
•Federal Trade Dress DilutionHershey package designPepperidge Farms goldfish crackersVola “Falling water” faucet
![Page 9: Law 227: Trademarks & Unfair Competition Trademark Dilution July 2, 2009 Jefferson Scher.](https://reader035.fdocuments.us/reader035/viewer/2022062722/56649f305503460f94c4acc8/html5/thumbnails/9.jpg)
DilutionDilutionDilution Scenarios — CasesDilution Scenarios — Cases
•Referential or nominative useTy Inc. v. PerrymanDeere & Co. v. MTD Products (NY)Hormel Foods v. Jim Henson Prod.
(NY)Caterpillar v. Walt Disney
(optional/online)
WHAM-O v. Paramount (optional/online)
![Page 10: Law 227: Trademarks & Unfair Competition Trademark Dilution July 2, 2009 Jefferson Scher.](https://reader035.fdocuments.us/reader035/viewer/2022062722/56649f305503460f94c4acc8/html5/thumbnails/10.jpg)
DilutionDilutionDilution in the Trademark OfficeDilution in the Trademark Office
•Dilution can be a basis for oppositionLanham Act §2, after (f):
A mark which would be likely to cause dilution by blurring or dilution by tarnishment under section 43(c) may be refused registration only pursuant to a proceeding brought under section 13.
Not applicable to ex parte examination
![Page 11: Law 227: Trademarks & Unfair Competition Trademark Dilution July 2, 2009 Jefferson Scher.](https://reader035.fdocuments.us/reader035/viewer/2022062722/56649f305503460f94c4acc8/html5/thumbnails/11.jpg)
DilutionDilutionTrue Property Rights in TrademarksTrue Property Rights in Trademarks
•Dilution reconsideredDoes dilution theory go too far?
Rights exceeding actual goodwill?Proper balance after the TDRA?
Social science and pseudoscience: economic and behavioral analysis
Uniqueness or lack thereof (optional Stadler)
![Page 12: Law 227: Trademarks & Unfair Competition Trademark Dilution July 2, 2009 Jefferson Scher.](https://reader035.fdocuments.us/reader035/viewer/2022062722/56649f305503460f94c4acc8/html5/thumbnails/12.jpg)
TM & Unfair Comp — Up TM & Unfair Comp — Up NextNextTopics and Reading for Day 12Topics and Reading for Day 12
•We resume Tuesday, July 14th
•Rights of PublicityChapter 9, pp. 675-723
•ParodyChapter 12, pp. 838-873, 885-889Supplement pp. 92-95