Brand Protection Concerns

1. 2-1 Brand Protection Trademark Approval and enforcement through U.S. Department of Commerce Patent and Trademark Office Lanham Act (1946) Register and protect Brand names and Brand Marks, Facilitates 20 year protection with 20 year renewals Must use to protect must remain NON-GENERIC: mimeograph, band-aid, Kleenex, Xerox

2. 2-2 Brand Protection Coined-name brands easier to protect Generic Names in distinct product categories isn’t necessarily infringement McDonalds tries to sue MacDonald;s whiskey Apple agreement in jeopardy

3. 2-3 Brand Protection Protection in international setting is difficult to maintain Toyota filed a lawsuit it would cause confusion among customers regarding the real manufacturer of the Geely cars, or lead customers to believe that there is a relationship between Toyota and Geely. Geely’s response many differences between the two logos it is unlikely to cause confusion among the car buyers because they tend to pay very close attention in selecting a car, still considered a luxury in China. The Second Intermediate People's Court of Beijing ruled in favor of Geely's arguments on 11-24-03. Geely Merrie logo