Transcript Slides - jeffersonscher.com

Law 227: Trademarks &
Unfair Competition
Acquisition, Priority & “LOC”
June 9, 2009
Jefferson Scher
TM & Unfair Comp — Day 3
Agenda
• Acquisition and Priority
Type of use required to acquire rights
Quantity and nature of use
Concurrent use based on geographic
remoteness
• Likelihood of Confusion
Factors weighed
Ownership and Priority
Key Principles
• When Rights Commence — RS §9
Word, name, symbol, device, or other
designation (or combination thereof)
Distinctive of a person’s goods/services
Used in a manner that identifies those
goods/services and distinguishes them
from the goods/services of others
Acquiring Trademark Rights
Use That Distinguishes — Hypothetical
FRONT
REAR
Acquiring Trademark Rights
Federal Trademark Law
• Common Law scope of protection
Actual trading area
Reach of advertising
Reach of
reputation
Stork Club
The Stork Club
Acquiring Trademark Rights
Federal Trademark Law
• BOZO’S pit BBQ restaurant?
Acquiring Trademark Rights
Working Through A Hypothetical
• Sports Galore hypothetical (p. 126) —
what rights at each point?
Jan: Form company, register domain
Feb: T-shirts mfd w/name, not yet sold
Feb: Web site contest to choose logo
Mar: Marketing campaign launched
Apr: Site launch (uses logo), T-shirt sold
Likelihood of Confusion
The Multiple Factor Test
• Polaroid (2d Cir.)
 Strength of
plaintiff’s mark
 Similarity of marks
 Proximity of goods*
* May include consideration
of the channels through
which the goods are sold and
promoted.
• Sleekcraft (9th Cir.)
 Strength of
plaintiff’s mark
 Similarity of marks
 Proximity of goods
 Marketing channels
used (#7)
Likelihood of Confusion
The Multiple Factor Test
• Polaroid (2d Cir.)
 Likelihood that
plaintiff will bridge
the gap
 Actual confusion
 Defendant’s good
faith in adopting
the mark
• Sleekcraft (9th Cir.)
 Likelihood of
expansion of
product lines
 Actual confusion
 Defendant’s intent
in adopting the
mark
Likelihood of Confusion
The Multiple Factor Test
• Polaroid (2d Cir.)
• Sleekcraft (9th Cir.)
 Quality of
Defendant’s
product or service
 Sophistication of
the buyers
 Etc.
 Degree of care
exercised by
purchasers
 Etc.
Likelihood of Confusion
The Sleekcraft Case
• AMF used SLICKCRAFT
and this logo:
• Sleekcraft Boats used SLEEKCRAFT
and this logo:
Likelihood of Confusion
The Sleekcraft Case
Similarity
of Marks
Proximity of Goods
Likelihood of Confusion
Analogy to Economics 101
Price
Nonexistent
demand
Quantity
Likelihood of Confusion
Analogy to Economics 101
Price
Oprah endorses your product
Severed finger found in your product
Quantity
Likelihood of Confusion
The Sleekcraft Case
Similarity
of Marks
Infringement
Zone
Proximity of Goods
Likelihood of Confusion
The Sleekcraft Case
Similarity
of Marks
Weak mark
Strong mark
Proximity of Goods
Likelihood of Confusion
The Sleekcraft Case
Similarity
of Marks
Heightened Care
Proximity of Goods
Likelihood of Confusion
The Sleekcraft Case
Infringement
Zone
Similarity
of Marks
Logo
High customer care
Weak mark
Proximity of Goods
TM & Unfair Comp — Up Next
Topics and Reading for Day 4
• Green Team “On”
• More LOC Cases and Contexts
Chapter 6, pp. 335-370, 403-417
Supplement pp. 40-42