Download - Trademark Law Jody Blanke, Professor Computer Information Systems and Law Mercer University, Atlanta
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Trademark Law
Jody Blanke, ProfessorComputer Information
Systems and LawMercer University, Atlanta
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Trademark Law
Combination of federal and state law
Authority of federal law derives from regulation of interstate commerce
Authority of state law derives from regulation of intrastate commerce
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Protects Dual Interests Protects trademark owner’s
interest in brand name value and good will
Protects consumers from confusion
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Trademarks can be … words
Coca Cola phrases
“Have it your way” symbols
sounds
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586 Intel learned that you cannot
trademark numbers themselves Pentium can be trademarked
You can trademark 7-Up Three-peat
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Generics Dixie Cups Frisbee Hi-Liter Kitty Litter Kleenex Magic Marker Ping-Pong Popsicle Scotch Tape Sheetrock TV Dinners Wiffle Ball
Cellophane Corn Flakes Dry Ice Lanolin Mimeograph Monopoly Pogo Stick Raisin Bran Shredded Wheat Thermos Toll House Trampoline
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Strength of Protection1. Fanciful
e.g., Kodak, Atari, Exxon2. Arbitrary
e.g., Apple, Amazon3. Suggestive
e.g., Compaq, Dairy Queen4. Descriptive (must acquire a secondary
meaning) e.g., Computerland, Ben & Jerrys5. Generic
e.g., aspirin, elevator
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Trademark Infringement
“Likelihood of confusion” standard Court looks at factors like
similarity of goods sophistication of consumers length of time that mark has been
used wrongful intent
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Lexus/Lexis Mead Data Corp. sued Toyota in
1989 Toyota won
court found little chance of confusion perspective luxury car buyer won’t come
home with a legal database instead and vice versa
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Trademark Dilution Federal Trademark Dilution Act of
1996 prior to 1996 28 states had anti-
dilution laws Must show
“famous” mark “actual dilution”
Dilution by blurring Dilution by tarnishment
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Microsoft Sandwich Shoppe Makes a great sandwich Becomes very popular
“Let’s go to Microsoft” dilution by blurring?
But after the very unfortunate e-coli incident dilution by tarnishment?
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Exemptions to FTDA Fair use in comparative advertising Noncommercial use News reporting and commentary
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Lexus/Lexis Revisited Would there be infringement
today? Would there be dilution today?
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Web Domain Names New frontier for trademark law Early “entrepreneurs” registered
www.mtv.com www.abc.com
Today we call them cybersquatters
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www.delta.com 1996
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www.delta.com April 2000
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www.delta.com August 2000
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www.delta.com October 2000
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www.nissan.com 1996
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www.nissan.com 1999
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www.nissan.com 2006
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www.google.com
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www.froogle.com 2004
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www.booble.com 2004
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www.booble.com 2005
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www.peta.org 1996
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www.peta.org 2006
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www.candyland.com 1996
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www.candyland.com 1999
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Contested Domain Names www.playboyxxx.com www.asianplayboy.com www.lucentsucks.com www.amazom.com