Download - Trademark and Unfair Comp. Boston College Law School January 23, 2008 Trade Dress, Functionality
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Trademark and Unfair Comp.
Boston College Law School
January 23, 2008
Trade Dress, Functionality
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Trade Dress & Product DesignTrade Dress Product Design
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Trade Dress Protection
• Lanham Act § 43(a)– Any person who shall affix, apply, … or use in
connection with any goods or services … a false designation of origin … , and shall cause such goods or services to enter into commerce … shall be liable to a civil action … .
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Two Pesos v. Taco Cabana505 U.S. 763 (1992)
Taco Cabana Trade Dress
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Two Pesos v. Taco Cabana505 U.S. 763 (1992)
• Findings of the District Court– Taco Cabana has an identifiable trade dress– The trade dress is non-functional– The trade dress is inherently distinctive– The trade dress has not acquired secondary
meaning
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Inherently Distinctive?
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Inherently Distinctive?
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Policy Considerations
Distinctiveness
Generic Descriptive Inherently Distinctive
Low
HighPotential forConfusion
Harm toCompetition
Trade Dress,Trademarks
ProductDesign
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Example - Review
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Functionality
• Lanham Act § 2(e)(5)– No trademark … shall be refused registration
… unless it --• (e) Consists of a mark which, … (5) comprises any
matter that, as a whole, is functional
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TrafFix v. MDI121 S. Ct. 1255 (2001)
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Functionality
• When is something “functional”?– Essential to the use or purpose of the article, or– Affects the cost or quality of the product
• Overall policy consideration– Exclusive use of the feature would put
competitors at a significant non-reputation-related disadvantage
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Eco v. Honeywell
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Aesthetic Functionality
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Au-Tomotive Gold v. VW
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Hypos
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Hypos
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In re Gibson Guitar Corp.
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Functionality - Summary
• When is something “functional”?– Essential to the use or purpose of the article– Affects the cost or quality of the product
• Factors to consider– Existence of utility patent– Statements in advertising– Existence of alternative designs– Cost of manufacturing
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Hypothetical
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Hypothetical
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Patent, Copyright, Trademark
Patent Copyright
TrademarkFunctionality
Doctrine
Useful ArticleDoctrine
ProductDesign
FictionalCharacters
ComputerSoftware
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Administrative Details
• Next Assignment– Read III.A & B
• Use in Commerce
• Priority and Concurrent Use