law 227: trademarks & unfair competition likelihood of confusion ii june 11, 2009 jefferson...
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Law 227: Trademarks &Law 227: Trademarks &Unfair CompetitionUnfair Competition
Likelihood of Confusion IIJune 11, 2009
Jefferson Scher
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TM & Unfair Comp — Day 4TM & Unfair Comp — Day 4AgendaAgenda
•LOC Factors Applied
•Other Infringement ScenariosInitial interest confusionPost-sale confusionReverse confusion
•Judging Use of Marks in ContextEffect of “house mark”, “trade dress”
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Likelihood of ConfusionLikelihood of ConfusionQuizQuiz
•Surprise QuizPlease take 10 minutes to answer, we
will discuss at the endIn Question 3, “good” and “bad” mean
“likely to be persuasive” and “not likely to be persuasive,” respectively
Open book; no impact on your grade
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Likelihood of ConfusionLikelihood of ConfusionA Tale of Two Wine CasesA Tale of Two Wine Cases
•GALLOWide variety of
California wines
•CONSORZIO DEL GALLO NERO + Black RoosterItalian chianti
•LOC Found
•ROBERT PEPI COLLINE DI SASSICalifornia-made
Sangiovese blend
•COL-DI-SASSO Italian-made
Sangiovese blend
•No LOC Found
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Likelihood of ConfusionLikelihood of ConfusionE&J Gallo Winery v. Consorzio del Gallo E&J Gallo Winery v. Consorzio del Gallo NeroNero
•2. Similarity of marks
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Likelihood of ConfusionLikelihood of ConfusionConfusion Scenarios — Post-SaleConfusion Scenarios — Post-Sale
•Mastercrafters v. VacheronWhat is the protectable mark?
Clock’s distinctive appearance
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Likelihood of ConfusionLikelihood of ConfusionJudging Trademarks in ContextJudging Trademarks in Context
•House Marks
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TM & Unfair Comp — Up TM & Unfair Comp — Up NextNextTopics and Reading for Day 5Topics and Reading for Day 5
•Blue Team “On”
•ReadingInfringement and Incontestability
Ch 6, pp. 433-49; Supp pp. 49-50 (opt)“Classic” Fair Use — Ch 6, pp. 449-62“Referential” Fair Use
Ch 6, pp. 462-467; Ch 12, pp. 826-838 Laches — Ch 6, pp. 467-70