Download - Law 227: Trademarks & Unfair Competition
Law 227: Trademarks &Law 227: Trademarks &Unfair CompetitionUnfair Competition
Likelihood of Confusion IIJune 11, 2009
Jefferson Scher
TM & Unfair Comp — Day 4TM & Unfair Comp — Day 4AgendaAgenda
•LOC Factors Applied
•Other Infringement ScenariosInitial interest confusionPost-sale confusionReverse confusion
•Judging Use of Marks in ContextEffect of “house mark”, “trade dress”
Likelihood of ConfusionLikelihood of ConfusionQuizQuiz
•Surprise QuizPlease take 10 minutes to answer, we
will discuss at the endIn Question 3, “good” and “bad” mean
“likely to be persuasive” and “not likely to be persuasive,” respectively
Open book; no impact on your grade
Likelihood of ConfusionLikelihood of ConfusionA Tale of Two Wine CasesA Tale of Two Wine Cases
•GALLOWide variety of
California wines
•CONSORZIO DEL GALLO NERO + Black RoosterItalian chianti
•LOC Found
•ROBERT PEPI COLLINE DI SASSICalifornia-made
Sangiovese blend
•COL-DI-SASSO Italian-made
Sangiovese blend
•No LOC Found
Likelihood of ConfusionLikelihood of ConfusionE&J Gallo Winery v. Consorzio del Gallo E&J Gallo Winery v. Consorzio del Gallo NeroNero
•2. Similarity of marks
Likelihood of ConfusionLikelihood of ConfusionConfusion Scenarios — Post-SaleConfusion Scenarios — Post-Sale
•Mastercrafters v. VacheronWhat is the protectable mark?
Clock’s distinctive appearance
Likelihood of ConfusionLikelihood of ConfusionJudging Trademarks in ContextJudging Trademarks in Context
•House Marks
TM & Unfair Comp — Up TM & Unfair Comp — Up NextNextTopics and Reading for Day 5Topics and Reading for Day 5
•Blue Team “On”
•ReadingInfringement and Incontestability
Ch 6, pp. 433-49; Supp pp. 49-50 (opt)“Classic” Fair Use — Ch 6, pp. 449-62“Referential” Fair Use
Ch 6, pp. 462-467; Ch 12, pp. 826-838 Laches — Ch 6, pp. 467-70