Ip primer using_naked_cowboy_case_study google version

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Ip primer using_naked_cowboy_case_study google version

  1. 1. Rock & Roll, M & Ms ® , and . . . . .a Naked Cowboy ® ? A Tale of Trademark Infringement © 2008, 2012 Anthony Vella, Esq.
  2. 2. What Did Mars, Inc Do?
  3. 3. Naked Cowboy Sues Mars, inc <ul><li>MARS IS THE MAKER OF M&Ms </li></ul><ul><ul><li>http://www.cnn.com/2008/CRIME/02/14/naked.cowboy/index.html#cnnSTCVideo </li></ul></ul>
  4. 4. Naked Cowboy ® Word Mark . Int. CI.: 41 Prior U.S. Cis.: 100, 101, and 107 Reg. No. 2,560,456 United States Patent and Trademark Office Registered Apr. 9, 2002 SERVICE MARK PRINCIPAL REGISTER NAKED COWBOY
  5. 5. Naked Cowboy ® Design Mark Registered Sep. 2, 2003 United States Patent and Trademark Office Reg. No. 2,760,208 Int. Cl.: 25 Prior U.S. Cls.: 22 and 39 TRADEMARK PRINCIPAL REGISTER
  6. 6. Did Mars Do Something Wrong? <ul><li>The Naked Cowboy Had Federal Trademark Registrations. </li></ul><ul><li>Was There a Likelihood of Confusion with these trademarks or other intellectual property rights? </li></ul>
  7. 7. Trademarks & Rights of Celebrity: Issues in Naked Cowboy Case <ul><ul><li>Trademark Law </li></ul></ul><ul><ul><li>Rights of Celebrity (aka Publicity) </li></ul></ul><ul><li>A Person Cannot Have Their Image Used For Commercial Purposes without “Compensation” and/or “Authorization” </li></ul>
  8. 8. What is a Trademark?
  9. 9. What Can Be A Trademark?
  10. 10. What Can Be A Trademark?
  11. 11. What Can Be a Trademark? <ul><li>http://www.uspto.gov/web/offices/ac/ahrpa/opa/kids/soundex/75934534.mp3 </li></ul><ul><li>http://www.uspto.gov/web/offices/ac/ahrpa/opa/kids/soundex/72349496.mp3 </li></ul>
  12. 12. “ Scent” Can Be a Trademark
  13. 13. Trademark – Strong Protection <ul><ul><li>Arbitrary/Fanciful </li></ul></ul><ul><ul><li>“ Xerox ” for Copiers </li></ul></ul><ul><ul><li>“ Baby Ruth ” for Candy Bars </li></ul></ul><ul><ul><li>“ Apple ” for Computer </li></ul></ul>
  14. 14. Trademark Protection <ul><ul><li>Descriptive – Weak </li></ul></ul><ul><ul><ul><li>Computerland </li></ul></ul></ul><ul><ul><ul><li>Oatnuts </li></ul></ul></ul><ul><ul><li>Generic – No Value </li></ul></ul><ul><ul><ul><li>paint </li></ul></ul></ul><ul><ul><ul><li>milk </li></ul></ul></ul><ul><ul><ul><li>Aspirin (once an arbitrary/strong trademark) </li></ul></ul></ul>
  15. 15. Damages An “opening bid” in a high stakes settlement game . . . © 2008 Anthony Vella, Esq.
  16. 17. “ What in the wide, wide world of sports is a-goin' on here?” http:// wilstar.com/midi/worldofsports.wav Blazing Saddles – Mel Brooks’ Movie <ul><ul><li>The Naked Cowboy wants millions!!!!! </li></ul></ul>
  17. 18. Acts of Infringement Did Mars, Inc. Infringe IP Rights? © 2008 Anthony Vella, Esq.
  18. 19. Cease & Desist Letters What to Do and What Not to Do. . . . . . . . . . . . . . . .
  19. 20. What Mars Did?
  20. 21. Is There a Naked Cowboy in Your Future? <ul><ul><li>Have you cleared the advertisement? </li></ul></ul><ul><ul><li>Has the trademark been cleared before using it? </li></ul></ul><ul><ul><li>Are there other IP rights that have not been considered? </li></ul></ul>
  21. 22. Morale of The Tale . . . . Follow Best Practices before a Naked Cowboy ® comes Knocking http:// www.youtube.com/watch?v =5_swaxOidGU
  22. 23. Update – Settlement Reached <ul><ul><li>November 8, 2008 (AP) . . . The Naked Cowboy ® and Mars, Inc reached a settlement (terms undisclosed) of suit filed February 11, 2008 </li></ul></ul>

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