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TrademarksTrademarksPresented by:
Jeanne M. HamburgNorris, McLaughlin & Marcus, P.A.
875 Third AvenueNew York, New York
(212) [email protected]
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Jeanne M. Hamburg, Esq.
Specializing In: All aspects of copyright and
trademark law both in litigation and in the
transactional area
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Program
What is a trademark Types of marks Comparison: Trademarks, Copyrights, Choosing a mark
Distinctiveness Confusion Searching and Clearance
Proper Trademark Usage Obtaining Protection
Common law rights Registration and procedure
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What is a trademark?
Anything that serves as an “indication of source”
Most commonly a word: Exxon, Mountain
Dew, Starbucks, Intel a logo:
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Color marks
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Packaging / configuration marks
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Selecting a trademark
Best choice: Arbitrary/fanciful –
Acrobat® software, Exxon® fuels Suggestive – gives a hint of what the product is,
but is not merely descriptive – Molyvan®, Vancote®
Can not be generic or merely descriptive ‘Super Strong’ Diet Chocolate Fudge Soda
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Sound marks
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Trademarks versus Copyrights Trademark –
“indication of source” created by use in
commerce in connection with a product or service
Registration is optional Application for
registration may be filed at any time
Duration – renewable indefinitely with continued use
Copyright – “original expression of
an idea” Protection is automatic
from moment of creation Registration is optional,
though is required for litigation
Application may be filed at any time (but preferably within 3 months of publication)
Duration – life of author plus 70 years
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Why protect trademarks?
Consumer’s perspective: Reputation for quality Recognition of product – distinguish from
competitors
Trademark owner’s perspective: Provide a competitive advantage Valuable corporate asset
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How are trademark rights created? ‘Use in commerce’ – in the U.S., trademark
rights can be created by simply using the mark in association with goods or services, such that the public considers the mark to be associated with a single provider.
‘Registration’ – evidence of the validity of trademark rights. registration will not grant unless actual use in commerce
has commenced. registration is recommended, but not required
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Selecting a trademark Arbitrary/fanciful –
Acrobat® software, Exxon® fuels, Sprite® soft drink
Suggestive – gives a hint of what the product is, but is not merely descriptive –
Ty-D-Bowl® cleaner, Rollerblades® in-line skates
Descriptive with “acquired distinctiveness”
American Airlines®
Can NOT be generic or merely descriptive Gummy Bears or Super Strong
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Selecting a Trademark
Must not be confusingly similar to existing trademarks used on related goods. Are the marks related
Visual appearance, sound-alike? Are the goods related
Trade channels, marketing channels, compare likely purchaser group
Other factors – sophistication of purchasing group, selling price, impulse vs. careful purchaser
Likelihood of confusion – would consumers believe that the two products come from the same source
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Clearing a new mark Searching –
pending trademark applications and granted registrations are searchable in the United States Patent and Trademark Office (http://www.uspto.gov)
‘Knock-Out’ search – PTO website best used for finding direct hits Recommend to follow up with outside
search (Thomson &Thomson®), which will find phonetically similar marks
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Clearing a new mark
Searching ‘Common law’ marks- third party rights
may also exist in non-registered marks. Sources: Google™ search, Lexis®/Nexis®, industry publications, Thomson & Thomson®
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Clearing a new mark
‘In Use’ investigation – registered marks may be invalid – confirm current use through Internet or outside investigator.
Opinion – experienced trademark counsel can give guidance as to descriptiveness and confusion issues
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Proper Trademark Usage
Why? – improper use can lead to loss of exclusive rights – mark becomes generic, and everyone can use it
Lost - aspirin, cellophane, escalator, thermos, linoleum
Saved – Xerox® copiers, Band-Aid® bandages, Rollerblade® in-line skates
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Proper Trademark Usage
How?
DO Use as an adjective modifying a generic
noun: Xerox® copiers Set apart from other text:
Initial capital Xerox® copiers All caps XEROX® copiers Bold, or different font Xerox® copiers
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Proper Trademark Usage
How?
DO NOT Use as a noun or verb
“Give me a xerox” “I am xeroxing that now”
Use in the plural Incorrect - Three xeroxes Correct – Three Xerox copies
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® – when to use
® indicates that a trademark is registered in the USPTO. It must not be used unless the mark is registered.
It is suggested to use ® where appropriate (gives notice to the public), though it is not required.
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TM, SM © - when to use
™ may be used for unregistered marks. Has no legal effect
SM may be used for unregistered ‘service marks’ in place of TM, but there is not really a legal distinction
© relates to copyright, not trademark rights.
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Loss of rights
Genericide Abandonment
Usually 3-5 years of non-use may be grounds for cancellation
Discontinue use with no intention to resume use “Naked licensing” – authorized use by a
licensee does not go to benefit of trademark owner if not “controlled and monitored” – can lead to abandonment
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Registration – United States If registration is optional, why do it? Procedural advantages
Presumption of validity – do not need to prove protectable right in court –
this is a major cost incentive Constructive notice nationally Incontestable after 5 years – others can not
attack the registration except on narrow grounds of genericness and fraud
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Registration - basics
Form of mark (word, design, colors) Description of goods and services Classification Fees Basis
Actual use in commerce Intent to use (must follow up with actual use) Foreign registration basis (only available to
foreign entities) – no use required for registration
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File ApplicationFile Application
ExaminationExamination
Approval and Publication
Approval and Publication
Opposition Period
Opposition Period
SubstantiveSubstantive
FormalFormal
Prior Conflicting Marks
Prior Conflicting Marks
Descriptiveness or Functionality
Descriptiveness or Functionality
ClassificationClassification
Goods and Services
Description
Goods and Services
Description
Basis (specimens of
use)
Basis (specimens of
use)
Third parties may oppose
based on prior rights or other
objections
Third parties may oppose
based on prior rights or other
objections
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Opposition PeriodOpposition Period
RegistrationRegistration
6th Year Affidavit of Use
6th Year Affidavit of Use
Renewal and Affidavit of Use – every 10 years
after registration
Renewal and Affidavit of Use – every 10 years
after registration
Notice of AllowanceNotice of Allowance
Statement of UseStatement of Use
Basis – actual use or foreign registration
Basis – intent to use
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Resources
McCarthy on Trademarks USPTO website http://www.uspto.gov
TMEP – Trademark Manual of Examining Procedure
Classification – Manual of Goods and Services Searching Status
INTA – International Trademark Association website http://www.inta.org