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No protection over “ideas” › It’s all about execution, use determines IP
protection
“source identifier” of goods and services › Consumer trust and loyalty › Consumer perception, – can easily ID
goods/services they want, consistent quality. Words and design (logos) most common
› sound, color, packaging possible › Thresholds higher for certain types
A trademark is NOT: › Art – just b/c you created it, doesn’t mean it’s a
trademark. › advertisement
Generic: Not protectable › Tissue v. Kleenex › Never use brand as noun › Asprin, Thermos
Descriptive › Boston Marketing, Electronics Land › Possible solutions: Disclaimers, Supplemental w/ secondary
meaning Suggestive
› Boston Market, Circuit City, Haystack Arbitrary
› Apple Fanciful
Other factors: › Marketplace impression
How do people perceive your mark? Strawberry Fields
Tea, cereal fertilizer
› Culture Color Symbols/gestures Translations (Nova)
Class/industry
› Some space to grow, deference by USPTO › When searching: how “crowded” is your space? Certain words that mean nothing in other industries may
be “descriptive” in your industry “i”, “green,”
“Use in commerce” for full reg › Specific – no ads, alone (no sentence), certain reqs for
industries (clothing) › Each class, examples w/i class acceptable
Perpetual w/ continued use, must “check in”
Registration › Exclusivity › Nation-wide
presumed › Basis for int’l filing › Incontestability (5
yrs) › Statutory damages
(3x) › ® › Intent-to-use
Common Law › Only via actual and
continued use › Geo limits › TM only › Defend rights, not
assert.
Policing: google alerts, C&D Use it or lose it Be consistent, esp w/ logos.
› “Redesigns” need new registrations › Slogans
What is your IP strategy? For enforcement?
“Likelihood of confusion” (some factors) › Consumer perception/actual confusion –
not about brand owner › Side-by-side/initial impression › Phonetics, letter changes not strong
argument › Intent of defendant › Channels/customers › Sophistication of consumers
Shannon (Jamieson) Sadowski [email protected] newleaflegal.com Phone: 617-398-7566