Trademark Law

Jody Blanke, ProfessorComputer Information

Systems and LawMercer University, Atlanta

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

Protects Dual Interests Protects trademark owner’s

interest in brand name value and good will

Protects consumers from confusion

Trademarks can be … words

Coca Cola phrases

“Have it your way” symbols

sounds

586 Intel learned that you cannot

trademark numbers themselves Pentium can be trademarked

You can trademark 7-Up Three-peat

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

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

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

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

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

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?

Exemptions to FTDA Fair use in comparative advertising Noncommercial use News reporting and commentary

Lexus/Lexis Revisited Would there be infringement

today? Would there be dilution today?

Web Domain Names New frontier for trademark law Early “entrepreneurs” registered

www.mtv.com www.abc.com

Today we call them cybersquatters

www.delta.com 1996

www.delta.com April 2000

www.delta.com August 2000

www.delta.com October 2000

www.nissan.com 1996

www.nissan.com 1999

www.nissan.com 2006

www.google.com

www.froogle.com 2004

www.booble.com 2004

www.booble.com 2005

www.peta.org 1996

www.peta.org 2006

www.candyland.com 1996

www.candyland.com 1999

Contested Domain Names www.playboyxxx.com www.asianplayboy.com www.lucentsucks.com www.amazom.com