Understanding Trademarks

A Global Perspective

Types of Intellectual Property

• Copyright

• Patent

• Industrial Design

• Utility Model

• Trademark

• Trade Name

• Trade Dress

• Trade Secret

• Right of Publicity

• Technology transfer contracts, know-how, customer lists, distribution and logistics systems, topography/ circuit layout, plant breeders’ rights, etc.

What Is a Trademark?

– Word

– Symbol

– Slogan JUST DO IT.

– Product or packaging design

that identifies the source of a specific product or service and distinguishes it from others in the marketplace.

Trademarks and Service Marks

Service mark

examples

Nontraditional Marks

• Sound

• Color

• Fragrance

• Design of a business establishment

• Motion

Other Kinds of Marks

• Collective mark

• Certification mark

Trademark vs. Trade/Business Name

• Trade/Business Name: identifies a company or business.

– Example: The Coca-Cola Company

• Trademark: identifies the goods or

services of that company. – Example:

Functions of a Trademark

• Indicates the source or origin of goods or services.

• Assures consumers of the quality of goods bearing the mark.

• Creates business goodwill and brand awareness.

Process of Securing a Trademark

• Select

• Clear

• Protect

Selecting a Mark

The more distinctive the mark, the greater its level of legal protectability. Generic marks are not capable of trademark protection. Descriptive marks are capable of protection only with a showing of secondary meaning.

Distinctiveness Spectrum

Trademark Searches

• International screening search

• Country-specific search– Trademark registers – classes/categories– Corporate names– Internet uses and domain names– Other directories/dictionaries

• Local expertise

Obtaining Trademark Rights

• Rights are territorial – may be registered through:

• Single trademark office• Regional trademark systems• Madrid (“International Registration”)

system

Obtaining Trademark Rights (cont’d)

Rights are obtained:

- By registration; or

- By use (common law rights)

Trademark Registration

• Registrability- Meets the legal requirements – that is, not generic, not

immoral, etc.

• Availability- Is not identical or confusingly similar to a prior-registered

mark or a mark that is the subject of a pending application (assuming that the application is ultimately accepted).

- Is not being used in the same market as an identical or confusingly similar mark in connection with similar goods or services.

• Application Procedure- With the national trademark office.- United States: state registration (with the secretary of state)

or federal registration (with the USPTO).

Notice of Registration

®

______ is a trademark/service mark of _______

TM

SM

Loss of Rights

• Improper use • Failure to police

• Genericide • Failure to renew

• Non-use • Cancellation

• Improper assignmentor licensing

Loss of Rights

Registered rights Common law rights

Failure to renew

Non-use

Failure to police

Cancellation

“Use it or lose it”

Proper Use — Avoiding Genericide

• Once a trademark, not always a trademark

• Important to

police third

parties’

unauthorized

and/or

improper

use

escalator

dry ice

cellophane

aspirin

linoleum

Proper Use — Avoiding Genericide

• Use the ® symbol where appropriate

• Distinguish from surrounding text by using:

• Quotation marks – “Mercedes-Benz” cars

• Larger-sized print – Mercedes-Benz cars

• All capital letters – MERCEDES-BENZ cars

• Initial capitals – Mercedes-Benz cars

• Distinctive print – Mercedes-Benz cars

• Color – Mercedes-Benz cars

• Use the TM/SM symbol where appropriate

Proper Use — Avoiding Genericide

• Use the mark followed by a noun.Incorrect: A KLEENEX

Correct: A KLEENEX tissue

• Do not pluralize a mark.Incorrect: Two DELLSCorrect: Two DELL computers

• Do not make a mark possessive.Incorrect: POST-IT’s qualityCorrect: POST-IT note pads’ quality

• Do not use a mark as a verb.Incorrect: Xerox a document

Correct: Photocopy a document on a XEROX copier

• Use consistent, proper spelling.Incorrect: H and MCorrect: H&M

Policing and Protecting Trademarks

• Subscribe to watch services

• Internet searches

• Internal “eyes and ears”

Summary

• Just one of several types of IP• Not necessarily a trade / business name• Rights obtained via registration/use• Select a strong trademark• Search• Register• Properly use, police and protect