Trademark and Unfair Comp.

Boston College Law School

November 9, 2004

Dilution (cont’d)

Federal Dilution

• Lanham Act §43(c)– (1) The owner of a famous mark shall be

entitled … to an injunction against another person’s commercial use in commerce of a mark … if such use … causes dilution of the distinctive quality of the mark ….

Nabisco v. PF Brands

Dilution Factors

• From Mead v. Toyota (Sweet, J., conc.)– Similarity of marks– Similarity of products– Sophistication of consumers– Predatory intent– Renown of senior mark– Renown of junior mark

Ringling Brothers v. Utah

Actual vs. Likelihood

• 4th & 5th Circuits– Actual dilution

– Actual proof of harm

• 2d & 7th Circuits– Likelihood of dilution

– Can use contextual factors

• 6th Circuit– cert. granted

Panavision v. Toeppen

Federal Dilution

• Lanham Act §43(c)(1)– In determining whether a mark is distinctive and famous,

a court may consider factors such as, but not limited to:• … distinctiveness …

• … duration and extent of use …

• … duration and extent of advertising…

• … geographical extent of trading area …

• … channels of trade …

• … degree of recognition …

• … nature and extent of use … by third parties …

• … registration …

Avery Dennison v. Sumpton

Famous?

• Arthur the Aardvark

• Clue (board game)

• Candyland (board game)

• Hotmail (website)

• Children’s Place (store)

• The Sporting News (mag)

• WaWa (grocery)

• Star Market (grocery)

• Famous

• Not famous

• Famous

• Famous

• Not famous

• Famous

• Famous

• Not famous

I.P. Lund v. Kohler

                                                            

                                                                      

Design Dilution?

Administrative Details

• Next Assignment– VII.C - Comparative and False Advertising