The document discusses the importance of branding and trademark rights, detailing how trademarks identify the source of goods and services and highlighting key elements of trademark registration and protection. It outlines the process of acquiring trademark rights, the implications of trademark infringement, and the significance of registering trademarks to enhance protections. Additionally, it covers the relationship between trademarks and domain names, as well as fair use and potential issues with keywords and advertising.

1. Branding and trademarks John H. Rees David J. Langeland

2. 1. Power of a brand

3. Value of intellectual propertyCoca Cola -market capitalization $104.36 billion-trademark $80.64 billionIntel-market capitalization $113.75 billion-trademark $31.11 billionMicrosoft-market capitalization $258.32 billion-trademark $65.17 billion

4. What is a trademarkWord, name, symbol, device which identifies the source of goods and servicesSlogansLogosTrade dressSoundsColorsSmells

5. 2. Consider adopting arbitrary mark

6. GenericInherently distinctiveMerely descriptiveArbitrary or fanciful

7. 3. Clear the trademark

8. Acquiring trademark rights-First to use has rights to trademark-Common law rights-Area of use-Plus “zone of natural expansion”-Internet-Service marks vs trademarksRights accrue at common law by use in commerce—not by registration

9. Application process for federal trademark registrationSearch–applies to any use of a mark-Knock out-Comprehensive Federal State Common law Business names Internet

10. Limitations on trademarksMay become too strong XEROX® Aspirin Escalator Kleenex-Trademarks must be distinctive-Cannot be generic or merely descriptive-Strongest marks are arbitrary or fanciful

11. Limitations on trademarksTerms may over time acquire secondary meaning and become distinctiveSurnamesGeographically descriptive

12. Standard for concurrent use of trademarksLikelihood of confusion

13. Trademark infringementInfringement if consumers are likely to be confused as to the source of the goods and services form use of a trademark -Does not need to be intentionalUnfair competitionUnauthorized affiliation, sponsorship, or associationMetatags and initial interest

14. Trademark infringement factors Sight, sound, and meaning—overall commercial impression

15. Nature of the goods and services

16. Channels of trade

17. Sophistication of consumers

18. Fame of the marks

19. Any actual confusion

20. Number and nature of similar marksExamples of trademark infringementExamples of trademarks that have been held to be confusingly similar:--------- BLUE CROSS/BLUE SHIELD and THE CURE FOR THE BLUES

21. JELLIBEANS and LOLLIPOPS

22. LONDON FOG and SMOG

23. TORNADO and CYCLONE

24. MIRACLE WHIP and WONDER MIX4. Register the trademark

25. Trademark infringement remediesDamagesCourt may award three times damagesLost profitsInjunctionAttorney’s fees

26. Registration of trademarks Registration grants additional rights

27. Federal registration

28. Intent-to-use application

29. Actual use application

30. State registration

31. Registration enhances rights, not necessary for infringement claim5. Adopt using guidelines and enforce them

32. Trademark symbols®™is a federally registered trademarkis for all other trademarksWhat if the trademark notice is missingNo profits or damages without actual notice of registration