Trademark Law Jody Blanke Professor Computer Information Systems
Trademark Law Jody Blanke, Professor Computer Information Systems and Law Mercer University, Atlanta
Trademark Law n n n 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 n n Protects trademark owner’s interest in brand name value and good will Protects consumers from confusion
Trademarks can be … n words n n Coca Cola phrases n “Have it your way” n symbols n sounds
586 n Intel learned that you cannot trademark numbers themselves n n Pentium can be trademarked You can trademark n n 7 -Up Three-peat
Generics n n n Dixie Cups Frisbee Hi-Liter Kitty Litter Kleenex Magic Marker Ping-Pong Popsicle Scotch Tape Sheetrock TV Dinners Wiffle Ball n n n Cellophane Corn Flakes Dry Ice Lanolin Mimeograph Monopoly Pogo Stick Raisin Bran Shredded Wheat Thermos Toll House Trampoline
Strength of Protection 1. Fanciful 2. Arbitrary 3. Suggestive 4. Descriptive (must acquire a secondary meaning) 5. Generic e. g. , Kodak, Atari, Exxon e. g. , Apple, Amazon e. g. , Compaq, Dairy Queen e. g. , Computerland, Ben & Jerrys e. g. , aspirin, elevator
Trademark Infringement n n “Likelihood of confusion” standard Court looks at factors like n n similarity of goods sophistication of consumers length of time that mark has been used wrongful intent
Lexus/Lexis n n Mead Data Corp. sued Toyota in 1989 Toyota won n court found little chance of confusion n n perspective luxury car buyer won’t come home with a legal database instead and vice versa
Trademark Dilution n Federal Trademark Dilution Act of 1996 n n Must show n n prior to 1996 28 states had anti-dilution laws “famous” mark “actual dilution” Dilution by blurring Dilution by tarnishment
Microsoft Sandwich Shoppe n n Makes a great sandwich Becomes very popular n n n “Let’s go to Microsoft” dilution by blurring? But after the very unfortunate e-coli incident n dilution by tarnishment?
Exemptions to FTDA n n n Fair use in comparative advertising Noncommercial use News reporting and commentary
Lexus/Lexis Revisited n n Would there be infringement today? Would there be dilution today?
Web Domain Names n n New frontier for trademark law Early “entrepreneurs” registered n n n 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 n n www. playboyxxx. com www. asianplayboy. com www. lucentsucks. com www. amazom. com
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