BOISE STATE UNIVERSITYBOISE STATE UNIVERSITY
COLLEGE OF BUSINESS AND ECONOMICSCOLLEGE OF BUSINESS AND ECONOMICS
Entreprene...
INTRODUCTION:INTRODUCTION:
1. Discuss “brand.”
2. Obtain domain names.
3. Trademark issues.
4. Building value and goodwill...
DEFINE “BRAND”DEFINE “BRAND”
• “The set of expectations, memories, stories and relationships
that, taken together, account...
@bfrazjdbfrazer@hawleytroxell.com 208.388.4875
ELEMENTS OF BRANDELEMENTS OF BRAND
• In the old days . . .
• Brand was tigh...
@bfrazjdbfrazer@hawleytroxell.com 208.388.4875
ELEMENTS OF BRANDELEMENTS OF BRAND
• Now . . .
• Brand is limited in scope ...
@bfrazjdbfrazer@hawleytroxell.com 208.388.4875
ELEMENTS OFELEMENTS OF INTERNETINTERNET BRANDBRAND
• Domain Name and Websit...
@bfrazjdbfrazer@hawleytroxell.com 208.388.4875
““Exit Strategy” PhilosophyExit Strategy” Philosophy
• Objective it to buil...
@bfrazjdbfrazer@hawleytroxell.com 208.388.4875
What are trademarks?What are trademarks?
• A trademark or service mark is a...
@bfrazjdbfrazer@hawleytroxell.com 208.388.4875
Use and RegistrationUse and Registration
• Trademark Rights Accrue Through ...
bfrazer@hawleytroxell.com
Trademark Electronic Search System(Tess)
Record 1 out of 1
(6) FOR SITUATIONS FOR WHICH NO DRAWI...
bfrazer@hawleytroxell.com
Trademark Electronic Search System(Tess)
Record 1 out of 1
(6) FOR SITUATIONS FOR WHICH NO DRAWI...
bfrazer@hawleytroxell.com
@bfrazjdbfrazer@hawleytroxell.com 208.388.4875
What are domain names?What are domain names?
• A domain name correlates wor...
@bfrazjdbfrazer@hawleytroxell.com 208.388.4875
Are trademarks and domainAre trademarks and domain
names the same thing?nam...
Why is Internet branding and
trademark protection
important?
Discussion . . .Discussion . . .
bfrazer@hawleytroxell.com
bfrazer@hawleytroxell.com
bfrazer@hawleytroxell.com
@bfrazjdbfrazer@hawleytroxell.com 208.388.4875
Moral of the Story:Moral of the Story:
• Be Aware
• Be Proactive
• Failure ...
@bfrazjdbfrazer@hawleytroxell.com 208.388.4875
How to Choose TrademarksHow to Choose Trademarks
and Domain Namesand Domain...
@bfrazjdbfrazer@hawleytroxell.com 208.388.4875
Due Diligence,Due Diligence,
or, “Do You Know Who’s Using Your Brand?”or, “...
@bfrazjdbfrazer@hawleytroxell.com 208.388.4875
Enforcement (“Protect the Brand”)Enforcement (“Protect the Brand”)
• TM inf...
So, who owns
“microsoftsucks.com?”
Another example:Another example:
@bfrazjdbfrazer@hawleytroxell.com 208.388.4875
From a WHOIS search at nsi.com:
Domain microsoftsucks.com:
Secaucus Group I...
@bfrazjdbfrazer@hawleytroxell.com 208.388.4875
The “Picket Fence” DefenseThe “Picket Fence” Defense
• gTLDs—good Link
• Bu...
@bfrazjdbfrazer@hawleytroxell.com 208.388.4875
Google Adwords KeywordsGoogle Adwords Keywords
• What are they? Link
• Your...
@bfrazjdbfrazer@hawleytroxell.com 208.388.4875
Search Engine Optimization (“SEO”)Search Engine Optimization (“SEO”)
• Find...
@bfrazjdbfrazer@hawleytroxell.com 208.388.4875
Memes, Viral Marketing and SoMeMemes, Viral Marketing and SoMe
• Memes and ...
@bfrazjdbfrazer@hawleytroxell.com 208.388.4875
Take-AwaysTake-Aways
1. Own Your Internet Brand
2. Police Your Internet Bra...
Conclusion and Q&AConclusion and Q&A
Brad FrazerBrad Frazer
bfrazer@hawleytroxell.combfrazer@hawleytroxell.com
208.388.487...
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Protecting Your Internet Brand

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Protecting Your Internet Brand

  1. 1. BOISE STATE UNIVERSITYBOISE STATE UNIVERSITY COLLEGE OF BUSINESS AND ECONOMICSCOLLEGE OF BUSINESS AND ECONOMICS Entrepreneurship Day in IdahoEntrepreneurship Day in Idaho April 14, 2011April 14, 2011 Brad FrazerBrad Frazer Hawley TroxellHawley Troxell Protecting Your Internet Brand
  2. 2. INTRODUCTION:INTRODUCTION: 1. Discuss “brand.” 2. Obtain domain names. 3. Trademark issues. 4. Building value and goodwill. 5. Internet-specific branding issues.
  3. 3. DEFINE “BRAND”DEFINE “BRAND” • “The set of expectations, memories, stories and relationships that, taken together, account for a consumer’s decision to choose one product or service over another. If the consumer (whether it’s a business, a buyer, a voter or a donor) doesn’t pay a premium, make a selection or spread the word, then no brand value exists for that consumer.” Seth Godin • “The intangible sum of a product's attributes: its name, packaging, and price, its history, its reputation, and the way it's advertised.” David Ogilvy
  4. 4. @bfrazjdbfrazer@hawleytroxell.com 208.388.4875 ELEMENTS OF BRANDELEMENTS OF BRAND • In the old days . . . • Brand was tightly controlled • Consisted of the trademarks and maybe one or two other elements, like:
  5. 5. @bfrazjdbfrazer@hawleytroxell.com 208.388.4875 ELEMENTS OF BRANDELEMENTS OF BRAND • Now . . . • Brand is limited in scope only by your imagination. • Careful policing is necessary. • Consider T-shirt hypothetical.
  6. 6. @bfrazjdbfrazer@hawleytroxell.com 208.388.4875 ELEMENTS OFELEMENTS OF INTERNETINTERNET BRANDBRAND • Domain Name and Website, including URLs Link • Facebook page(s) Link • Twitter account Link • LinkedIn Link • Blogs • Personal Link • Corporate • Videos and Photos Link • Search Engine Presence Link • SoMe “800-pound Gorillas”
  7. 7. @bfrazjdbfrazer@hawleytroxell.com 208.388.4875 ““Exit Strategy” PhilosophyExit Strategy” Philosophy • Objective it to build a strong defensible brand (including all the elements of brand). • Fringe benefit is the impact of the process on your exit strategy for the company.
  8. 8. @bfrazjdbfrazer@hawleytroxell.com 208.388.4875 What are trademarks?What are trademarks? • A trademark or service mark is any word, slogan, logo, symbol, sound, color, smell, or other item that serves as a means of commercial source identification of a product or service. • E.g., Nike, Coke, Geico Gecko, Color Blue • “Trademark” is not a verb.
  9. 9. @bfrazjdbfrazer@hawleytroxell.com 208.388.4875 Use and RegistrationUse and Registration • Trademark Rights Accrue Through Use • Registration: • State • Federal • International
  10. 10. bfrazer@hawleytroxell.com Trademark Electronic Search System(Tess) Record 1 out of 1 (6) FOR SITUATIONS FOR WHICH NO DRAWING IS POSSIBLE, SUCH AS SOUND Goods and Services IC 004. US 001 006 015. G & S: Oil based metal cutting fluid and oil based metal removal fluid for industrial metal working. FIRST USE: 20000131. FIRST USE IN COMMERCE: 20000131 Mark Drawing Code (6) FOR SITUATIONS FOR WHICH NO DRAWING IS POSSIBLE, SUCH AS SOUND Serial Number 76079064 Filing Date June 20, 2000 Current Filing Basis 1A Original Filing Basis 1A Supplemental Register Date December 18, 2001 Registration Number 2560618 Registration Date April 9, 2002 Owner (REGISTRANT) Midwest Biologicals, Inc. CORPORATION INDIANA 3404 State Road 101 Woodburn INDIANA 46797 Attorney of Record Mark F. Smith Description of Mark The mark is a scent mark having the scent of bubble gum.
  11. 11. bfrazer@hawleytroxell.com Trademark Electronic Search System(Tess) Record 1 out of 1 (6) FOR SITUATIONS FOR WHICH NO DRAWING IS POSSIBLE, SUCH AS SOUND Goods and Services IC 009. US 021 023 026 036 038. G & S: computer hardware and computer operating software, microprocessors, integrated circuits and semiconductor devices. FIRST USE: 19941000. FIRST USE IN COMMERCE: 19941000 Mark Drawing Code (6) FOR SITUATIONS FOR WHICH NO DRAWING IS POSSIBLE, SUCH AS SOUND Serial Number 75332744 Filing Date July 29, 1997 Current Filing Basis 1A Original Filing Basis 1A Published for Opposition November 16, 1999 Registration Number 2315261 Registration Date February 8, 2000 Owner (REGISTRANT) Intel Corporation CORPORATION DELAWARE 2200 Mission College Blvd. Santa Clara CALIFORNIA 95052 Attorney of Record J PAUL WILLIAMSON Description of Mark The mark consists of a five tone audio progression of the notes D FLAT, D FLAT, G, D FLAT and A FLAT. Type of Mark TRADEMARK Register PRINCIPAL Live/Dead Indicator LIVE
  12. 12. bfrazer@hawleytroxell.com
  13. 13. @bfrazjdbfrazer@hawleytroxell.com 208.388.4875 What are domain names?What are domain names? • A domain name correlates words to a numeric identifier called an “IP Address” that tells your web browser where to look for a particular web site. • Top-level domains, e.g., .com and .net. • Second-level domains, e.g., “Amazon.” • Registration issues
  14. 14. @bfrazjdbfrazer@hawleytroxell.com 208.388.4875 Are trademarks and domainAre trademarks and domain names the same thing?names the same thing? • Amazon.com is both. • HawleyTroxell.com is not. • What about Golden Acres Retirement Community, whose website URL is boiseretirement.com? • A trademark is a state of mind.
  15. 15. Why is Internet branding and trademark protection important? Discussion . . .Discussion . . .
  16. 16. bfrazer@hawleytroxell.com
  17. 17. bfrazer@hawleytroxell.com
  18. 18. bfrazer@hawleytroxell.com
  19. 19. @bfrazjdbfrazer@hawleytroxell.com 208.388.4875 Moral of the Story:Moral of the Story: • Be Aware • Be Proactive • Failure to do so leads to loss of brand, goodwill, and valuation.
  20. 20. @bfrazjdbfrazer@hawleytroxell.com 208.388.4875 How to Choose TrademarksHow to Choose Trademarks and Domain Namesand Domain Names • Hint: Google, Kazaa, Skype, Twitter • Choose fanciful names that you can both protect as a trademark and register as a domain name. • Problem with descriptiveness, e.g., Facebook.
  21. 21. @bfrazjdbfrazer@hawleytroxell.com 208.388.4875 Due Diligence,Due Diligence, or, “Do You Know Who’s Using Your Brand?”or, “Do You Know Who’s Using Your Brand?” • “Due Diligence” means employing tools to search and monitor how your brands and marks are being used on the Internet by: • Competitors • Resellers • Pirates • Mark Monitor • Attributor Link
  22. 22. @bfrazjdbfrazer@hawleytroxell.com 208.388.4875 Enforcement (“Protect the Brand”)Enforcement (“Protect the Brand”) • TM infringement lawsuits • Touchstone: likelihood of confusion • UDRP and Cybersquatting • Touchstone: bad faith • AUP • Crowdsource it! • Right of Publicity and Right of Privacy
  23. 23. So, who owns “microsoftsucks.com?” Another example:Another example:
  24. 24. @bfrazjdbfrazer@hawleytroxell.com 208.388.4875 From a WHOIS search at nsi.com: Domain microsoftsucks.com: Secaucus Group Inc PTY 4684 BOX 0843-03073 Balboa, Ancon 0000 PA Administrative contact: Technical contact: Billing contact: Secaucus Group Inc Domain Administrator dparisi@garden.net PTY 4684, BOX 0843-03073 Balboa, Ancon 0000 PA Phone: +1.2157163164 Fax: Record dates: Record created on: 1998-05-21 04:00:00 UTC Record modified on: 2009-09-12 00:41:43 UTC Record expires on: 2011-05-20 UTC
  25. 25. @bfrazjdbfrazer@hawleytroxell.com 208.388.4875 The “Picket Fence” DefenseThe “Picket Fence” Defense • gTLDs—good Link • But beware, e.g., .xxx • ccTLDs—better Link • But beware, e.g., .co • Beware front running • I like Moniker!
  26. 26. @bfrazjdbfrazer@hawleytroxell.com 208.388.4875 Google Adwords KeywordsGoogle Adwords Keywords • What are they? Link • Your using third-party marks and brands • Others using your marks and brands • Issues: Is it trademark infringement?
  27. 27. @bfrazjdbfrazer@hawleytroxell.com 208.388.4875 Search Engine Optimization (“SEO”)Search Engine Optimization (“SEO”) • Find the “800-pound Gorillas” • Legal issues: beware claims of cybersquatting and trademark infringement. • The “Terri Welles” defense
  28. 28. @bfrazjdbfrazer@hawleytroxell.com 208.388.4875 Memes, Viral Marketing and SoMeMemes, Viral Marketing and SoMe • Memes and Viral Video: • Blair Witch; OK Go “White Knuckles” Video • Viral Marketing • Old Spice Guy Video • Social Media • Facebook usage • Twitter usernames Link • MMORPGs
  29. 29. @bfrazjdbfrazer@hawleytroxell.com 208.388.4875 Take-AwaysTake-Aways 1. Own Your Internet Brand 2. Police Your Internet Brand 3. Enforce and Protect Your Internet Brand 4. Maximize Value in Your Internet Brand 5. Sell(?) Your Brand
  30. 30. Conclusion and Q&AConclusion and Q&A Brad FrazerBrad Frazer bfrazer@hawleytroxell.combfrazer@hawleytroxell.com 208.388.4875208.388.4875 @bfrazjd@bfrazjd

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