InternetTM.Spring2009_Overheads.Module2

InternetTM.Spring2009_Overheads.Module2 - Internet Law...

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Internet Law, Spring 2009, Prof. Greg R. Vetter 1 2- Internet Law z Module 2 z Commercial Identity Online and Trademarks Copyright © 2009 Greg R. Vetter Al rights reserved. Provided for student use only. Internet Law, Spring 2009, Prof. Greg R. Vetter 2 2- The neighborhood versus the net . . . z Location, Location, Location z Brand Identity z Domain names: the new intangible asset
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Internet Law, Spring 2009, Prof. Greg R. Vetter 3 2- z Signal a common source, or at least affiliation z Words, phrases, logos . . . z Federal / state regimes z Use in commerce z Law of marks is based on use of the brand on goods z Exclusivity derives from that type of use in commerce z Must: z “Affix” the mark to goods z Move the marked goods in commerce z Registration not needed – but Federal registration is highly beneficial z Service marks z Used “in connection with” services to signal common source z Certification / Collective marks Trademark basics Internet Law, Spring 2009, Prof. Greg R. Vetter 4 2- Trademark Descriptive Arbitrary / Fanciful / Coined Suggestive Generic aspirin “Brilliant” for diamonds “Brilliant” for shoe polish “Brilliant” for canned apple sauce
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Internet Law, Spring 2009, Prof. Greg R. Vetter 5 2- Descriptive? z character z function z feature z quality z ingredient z nature z purpose z use z characteristics z dimensions, color, odor. . . Internet Law, Spring 2009, Prof. Greg R. Vetter 6 2- Genericness
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Internet Law, Spring 2009, Prof. Greg R. Vetter 7 2- Generic -ness Internet Law, Spring 2009, Prof. Greg R. Vetter 8 2- Likelihood of Confusion HYPO 1. strength of the mark 2. proximity of the goods 3. similarity of the marks 4. evidence of actual confusion 5. marketing channels used 6. type of goods and the degree of care likely to be exercised by the purchaser 7. defendant's intent in selecting the mark 8. likelihood of expansion of the product lines
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Internet Law, Spring 2009, Prof. Greg R. Vetter 9 2- Geographic Scope z Two c/l users of the same TM z c/l rule – only protected where products sold or advertised z Exceptions: z Where reputation established z Normal expansion of business z Anywhere someone intentionally trades on the TM owner’s goodwill z Earlier user has superior rights in area of overlap z User One z User Two Internet Law, Spring 2009, Prof. Greg R. Vetter 10 2- Playboy v. Universal Tel-A-Talk (E.D.Pa.1998) z Senior user’s marks z PLAYBOY work mark z Rabbit Head Design symbol mark z Referred to as Playboy BUNNY z Trademark www.playboy.com z Junior (alleged infringing) user’s use z Descriptive text on web page z “Playboy’s Private Collection” z URL use: “adult-sex.com/playboy/…” z Email name use; linking z LofC analysis 1. strength of the mark 2. proximity of the goods 3. similarity of the marks 4. evidence of actual confusion 5. marketing channels used 6. type of goods and the degree of care likely to be exercised by the purchaser 7. defendant's intent in selecting the mark 8. likelihood of expansion of the product lines
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Internet Law, Spring 2009, Prof. Greg R. Vetter
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This note was uploaded on 04/05/2010 for the course LAW LAW6571 taught by Professor Abbott during the Spring '10 term at Florida State College.

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InternetTM.Spring2009_Overheads.Module2 - Internet Law...

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