intellectual property boston college law school march 31, 2008 trademark - distinctiveness
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Intellectual Property
Boston College Law School
March 31, 2008
Trademark - Distinctiveness
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Overview
• Requirements– (1) Distinctiveness– (2) Use in commerce– Registration not required (although benefits)
• Duration– As long as used and distinctive
• Rights– Protect against consumer confusion– Protect against dilution (for famous marks)
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Categories of MarksLess Protection More Protection
GenericDenotes generalclass of products
Unprotectible
Shredded Wheat,Aspirin, Thermos,Cellophane, Car,
Computer
ArbitraryBears no relation
to product
AutomaticallyProtectible
DescriptiveDescribes some
characteristic/quality
Protectible ifsecondary meaning
SuggestiveSuggests somecharacteristic
AutomaticallyProtectible
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Policy Considerations
Distinctiveness
Generic Descriptive Suggestive Arbitrary
Low
HighTrademarkSignificance
Costs fromProtection
UnprotectibleSecondaryMeaning Protectible
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Zatarains v. Oak Grove
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Secondary Meaning• Definition: primary significance of the term in the
minds of the consuming public is not the product but the producer
• Factors– Consumer surveys
– Amount and volume of advertising
– Volume of sales
– Length and manner of use
– Direct consumer testimony
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CategorizationsTrademark
• TENDER VITTLES (cat food)
• ROACH MOTEL (roach trap)
• CHAP STICK (lip balm)
• VISION CENTER (optical store)
• BEER NUTS (snack food)
• FAB (laundry detergent)
• BOLD (laundry detergent)
• STRONGHOLD (nails)
• CITIBANK (banking services)
• NUTRASWEET (sweetner)
Category
• Descriptive
• Suggestive
• Descriptive
• Descriptive
• Descriptive
• Arbitrary
• Suggestive
• Suggestive
• Suggestive
• Descriptive
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Secondary Meaning
• Marks Requiring Secondary Meaning– Descriptive Marks– Surnames– Geographical Marks (some)– Trade Dress and Product Design?
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Trade Dress & Product DesignTrade Dress Product Design
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Two Pesos v. Taco Cabana
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Two Pesos v. Taco Cabana505 U.S. 763 (1992)
• Findings of the District Court– Taco Cabana has an identifiable trade dress– The trade dress is non-functional– The trade dress is inherently distinctive– The trade dress has not acquired secondary
meaning
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Inherently Distinctive?
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Inherently Distinctive?
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Policy Considerations
Distinctiveness
Generic Descriptive Inherently Distinctive
Low
HighPotential forConfusion
Harm toCompetition
Trade Dress,Trademarks
ProductDesign
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Example - Review
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Administrative Details
• Next Assignment– Read through VI.C.2 – Priority