Law 227: Trademarks &Law 227: Trademarks &Unfair CompetitionUnfair Competition

OverviewJune 2, 2009

Jefferson Scher

TM & Unfair Comp — Day 1TM & Unfair Comp — Day 1AgendaAgenda

•About the Course

•Introductions and Assignments

•Legal FoundationCompetition vs. Unfair CompetitionTrademarks vs. Other IPPolicy Rationales for Trademark

Protection

Welcome to TM & Unfair Welcome to TM & Unfair Comp Comp IntroductionsIntroductions

•InstructorGeneral backgroundPersonal and course objectives

•StudentsInterests/Reasons for taking the coursePrior exposure to trademarks,

trademark issues, trademark law

Overview of Unfair Overview of Unfair CompetitionCompetitionTrademarks and BrandsTrademarks and Brands

•Is a mark a brand?Terms Often Used InterchangeablyElements of Brand

A name, symbol or image forms the coreAdd style of presentation, aura, mystiqueAs a whole, an implicit promise about the

goods or services with which the name/symbol/image is associated

Overview of Unfair Overview of Unfair CompetitionCompetitionTrademarks and BrandsTrademarks and Brands

•How do brands matter to you?Personal

Practical: choosing the right productHappiness: supporting values

SocialImage: how others see youAcceptance: joining a community

Overview of Unfair Overview of Unfair CompetitionCompetitionTrademarks and BrandsTrademarks and Brands

•What are the boundaries of a brand?Reach across goods and services

E.g., electronics brandReach across geographic divides

E.g., local delivery brandEffect of marketing channels

E.g., upscale brand

Overview of Unfair Overview of Unfair CompetitionCompetitionTrademarks and BrandsTrademarks and Brands

•Decoding the brand messageWhat is...

the brand?its promise?

Is this a “good”brand for thesegoods? Why orwhy not?

Fair and Unfair CompetitionFair and Unfair CompetitionSample Trademark CasesSample Trademark Cases

•Stork Restaurant v. Sahati p22

TM & Unfair Comp — Up TM & Unfair Comp — Up NextNextTopics and Reading for June 4Topics and Reading for June 4

•Subject Matter, DistinctivenessChapter 2 pp. 43-104Online: Investacorp, Blisscraft,

Walt-West, Zatarains, Filipino Yellow Pages