law 227: trademarks & unfair competition acquisition, priority & “loc” june 9, 2009...
TRANSCRIPT
Law 227: Trademarks &Law 227: Trademarks &Unfair CompetitionUnfair Competition
Acquisition, Priority & “LOC”
June 9, 2009
Jefferson Scher
TM & Unfair Comp — Day 3TM & Unfair Comp — Day 3AgendaAgenda
•Acquisition and PriorityType of use required to acquire rightsQuantity and nature of useConcurrent use based on geographic
remoteness
•Likelihood of ConfusionFactors weighed
Ownership and PriorityOwnership and PriorityKey PrinciplesKey Principles
•When Rights Commence — RS §9Word, name, symbol, device, or other
designation (or combination thereof)Distinctive of a person’s goods/servicesUsed in a manner that identifies those
goods/services and distinguishes them from the goods/services of others
Acquiring Trademark RightsAcquiring Trademark RightsUse That Distinguishes — HypotheticalUse That Distinguishes — Hypothetical
FRONT REAR
Acquiring Trademark RightsAcquiring Trademark RightsFederal Trademark LawFederal Trademark Law
•Common Law scope of protectionActual trading areaReach of advertisingReach of
reputation
The Stork Club
Stork Club
Acquiring Trademark RightsAcquiring Trademark RightsFederal Trademark LawFederal Trademark Law
•BOZO’S pit BBQ restaurant?
Acquiring Trademark RightsAcquiring Trademark RightsWorking Through A HypotheticalWorking Through A Hypothetical
•Sports Galore hypothetical (p. 126) — what rights at each point?Jan: Form company, register domainFeb: T-shirts mfd w/name, not yet soldFeb: Web site contest to choose logoMar: Marketing campaign launchedApr: Site launch (uses logo), T-shirt
sold
Likelihood of ConfusionLikelihood of ConfusionThe Multiple Factor TestThe Multiple Factor Test
•Polaroid (2d Cir.)Strength of
plaintiff’s markSimilarity of
marksProximity of
goods*
•Sleekcraft (9th Cir.)Strength of plaintiff’s
markSimilarity of marksProximity of goodsMarketing channels
used (#7)* May include consideration of the channels through which the goods are sold and promoted.
Likelihood of ConfusionLikelihood of ConfusionThe Multiple Factor TestThe Multiple Factor Test
•Polaroid (2d Cir.)Likelihood that
plaintiff will bridge the gap
Actual confusionDefendant’s
good faith in adopting the mark
•Sleekcraft (9th Cir.)Likelihood of
expansion of product lines
Actual confusionDefendant’s intent
in adopting the mark
Likelihood of ConfusionLikelihood of ConfusionThe Multiple Factor TestThe Multiple Factor Test
•Polaroid (2d Cir.)Quality of
Defendant’s product or service
Sophistication of the buyers
Etc.
•Sleekcraft (9th Cir.)
Degree of care exercised by purchasers
Etc.
Likelihood of ConfusionLikelihood of ConfusionThe The SleekcraftSleekcraft Case Case
•AMF used SLICKCRAFT and this logo:
•Sleekcraft Boats used SLEEKCRAFT and this logo:
Likelihood of ConfusionLikelihood of ConfusionThe The SleekcraftSleekcraft Case Case
Similarityof Marks
Proximity of Goods
Likelihood of ConfusionLikelihood of ConfusionAnalogy to Economics 101Analogy to Economics 101
Price
Quantity
Nonexistentdemand
Likelihood of ConfusionLikelihood of ConfusionAnalogy to Economics 101Analogy to Economics 101
Price
Quantity
Oprah endorses your productOprah endorses your product
Severed finger found in your productSevered finger found in your product
Likelihood of ConfusionLikelihood of ConfusionThe The SleekcraftSleekcraft Case Case
Similarityof Marks
Proximity of Goods
InfringementZone
Likelihood of ConfusionLikelihood of ConfusionThe The SleekcraftSleekcraft Case Case
Similarityof Marks
Proximity of Goods
Weak markWeak mark
Strong markStrong mark
Likelihood of ConfusionLikelihood of ConfusionThe The SleekcraftSleekcraft Case Case
Similarityof Marks
Proximity of Goods
Heightened CareHeightened Care
Likelihood of ConfusionLikelihood of ConfusionThe The SleekcraftSleekcraft Case Case
Similarityof Marks
Proximity of Goods
InfringementZone
Weak markWeak markHigh customer careHigh customer care
LogoLogo
TM & Unfair Comp — Up TM & Unfair Comp — Up NextNextTopics and Reading for Day 4Topics and Reading for Day 4
•Green Team “On”
•More LOC Cases and ContextsChapter 6, pp. 335-370, 403-417Supplement pp. 40-42