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

Distinctiveness Spectrum 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.

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 • Genericide • Non-use • Improper assignment or licensing • Failure to police • Failure to renew • Cancellation

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 DELLS Correct: Two DELL computers

Do not make a mark possessive.

Incorrect: POST IT’s quality Correct: 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 M Correct: 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