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