Trademark Law - An Open-Source Casebook - 7.0, 2020a

TRADEMARK LAW

Beebe – Trademark Law: An Open-Source Casebook
Trade-Mark Cases ..................................................................................................................................... 17
Abercrombie
Abercrombie & Fitch Co. v. Hunting World, Inc. .......................................................................... 37
Zatarains, Inc. v. Oak Grove Smokehouse, Inc. .............................................................................. 42
Innovation Ventures, LLC v. N.V.E., Inc. ........................................................................................... 43
Frosty Treats Inc. v. Sony Computer Entertainment America ............................................... 53
Cartier, Inc. v. Four Star Jewelry Creations, Inc. .......................................................................... 55
Board of Supervisors for Louisiana State University Agricultural & Mechanical
College v. Smack Apparel Co. ................................................................................................................ 59
United States Patent and Trademark Office v. Booking.com B.V. ........................................ 63
Snyder’s Lance, Inc. v. Frito-Lay North America, Inc. ................................................................ 75
In re Lee Greenwood ................................................................................................................................ 99
Abercrombie

Beebe – Trademark Law: An Open-Source Casebook
Two Pesos, Inc. v. Taco Cabana, Inc. .............................................................................................. 108
Qualitex Co. v. Jacobson Products Co., Inc.................................................................................... 117
Wal-Mart Stores, Inc. v. Samara Bros., Inc. ................................................................................. 123
In re Slokevage......................................................................................................................................... 128
LVL XIII Brands, Inc. v. Louis Vuitton Malletier S.A. ............................................................... 132
McKernan v. Burek ................................................................................................................................. 133
Best Cellars, Inc. v. Wine Made Simple, Inc. ................................................................................ 134
Fedders Corp. v. Elite Classics ........................................................................................................... 135
In re SnoWizard, Inc. ............................................................................................................................. 136
In re Frankish Enterprises Ltd. ......................................................................................................... 137
Abercrombie
Fun-Damental Too, Ltd. v. Gemmy Industries Corp. ............................................................... 138
Seabrook
Amazing Spaces, Inc. v. Metro Mini Storage ............................................................................... 143
Fiji Water Co., LLC v. Fiji Mineral Water USA, LLC .................................................................. 149
In re Frankish Enterprises Ltd. ......................................................................................................... 150
Star Industries, Inc. v. Bacardi & Co. Ltd. ..................................................................................... 151
In re Morton-Norwich Products, Inc. ............................................................................................. 156
TrafFix Devices, Inc. v. Marketing Displays, Inc. ....................................................................... 165
TrafFix
Valu Engineering, Inc. v. Rexnord Corp. ....................................................................................... 171
Eppendorf-Netheler-Hinz GMBH v. Ritter GMBH ..................................................................... 172
Apple, Inc. v. Samsung Electronics Co. Ltd. ................................................................................. 176

Beebe – Trademark Law: An Open-Source Casebook
Specialized Seating, Inc. v. Greenwich Industries, L.P. ........................................................... 182
Pagliero v. Wallace China Co. ............................................................................................................ 186
Wallace Int’l Silversmiths, Inc. v. Godinger Silver Art Co. ..................................................... 188
Christian Louboutin S.A. v. Yves Saint Laurent America Holding, Inc. ........................... 191
Non-Geographic
Geographic
In re Nieves & Nieves LLC .................................................................................................................... 205
Matal v. Tam ............................................................................................................................................. 212
Iancu v. Brunetti ..................................................................................................................................... 225
Aycock Engineering, Inc. v. Airflite, Inc......................................................................................... 242
Couture v. Playdom, Inc. ...................................................................................................................... 247
Planetary Motion, Inc. v. Techsplosion, Inc. ................................................................................ 248
Kelly Services, Inc. v. Creative Harbor, LLC ................................................................................. 265
Park ‘N Fly

Beebe – Trademark Law: An Open-Source Casebook
Park ‘N Fly, Inc. v. Dollar Park and Fly, Inc. ................................................................................ 281
Unregistered
Tea Rose-Rectanus
National Association for Healthcare Communications, Inc. v. Central Arkansas Area
Agency on Aging, Inc. ............................................................................................................................ 290
Tea Rose-Rectanus
Stone Creek, Inc. v. Omnia Italian Design, Inc. .......................................................................... 294
Registered
Dawn Donut
Person’s Co., Ltd. v. Christman .......................................................................................................... 307
Grupo Gigante SA De CV v. Dallo & Co., Inc. ................................................................................ 312
ITC Ltd. v. Punchgini, Inc. .................................................................................................................... 321
ITC Ltd. v. Punchgini, Inc. .................................................................................................................... 334
Belmora
Belmora LLC v. Bayer Consumer Care AG ................................................................................... 338
Rescuecom Corp. v. Google Inc. ......................................................................................................... 352
Radiance Foundation, Inc. v. National Association for the Advancement of Colored
People........................................................................................................................................................... 360
Borden Ice Cream Co. v. Borden’s Condensed Milk Co............................................................ 366
Polaroid Corp. v. Polarad Electronics Corp. ................................................................................ 370

Beebe – Trademark Law: An Open-Source Casebook
Virgin Enterprises Ltd. v. Nawab ..................................................................................................... 374
Smith v. Wal-Mart Stores, Inc. .......................................................................................................... 391
Int’l Info. Sys. Sec. Certification Consortium, Inc. v. Sec. Univ., LLC .................................. 404
Board of Supervisors for Louisiana State University Agricultural & Mechanical
College v. Smack Apparel Co. ............................................................................................................. 412
Select Comfort Corporation v. Baxter ............................................................................................ 420
Ferrari S.P.A. v. Roberts ....................................................................................................................... 428
Uber Promotions, Inc. v. Uber Technologies, Inc. ..................................................................... 437
Dastar Corp. v. Twentieth Century Fox Film Corp. .................................................................. 450
Coach Servs., Inc. v. Triumph Learning LLC ................................................................................ 468
Nike, Inc. v. Nikepal Intern., Inc. ....................................................................................................... 472
Starbucks Corp. v. Wolfe’s Borough Coffee, Inc. ........................................................................ 481
V Secret Catalogue, Inc. v. Moseley ................................................................................................. 492
Sporty’s Farm L.LC. v. Sportsman’s Market, Inc. ....................................................................... 502
Lamparello v. Falwell ........................................................................................................................... 511
WIPO Guide to the Uniform Domain Name Dispute Resolution Policy (UDRP) ......... 515
Pinterest, Inc. v. Pinerest.com c/o Whois Privacy Svcs Pty Ltd/Ian Townsend .......... 519
Facebook Inc. v. Radoslav ................................................................................................................... 525
Tiffany (NJ) Inc. v. eBay Inc. ............................................................................................................... 528

Beebe – Trademark Law: An Open-Source Casebook
Gucci America, Inc. v. Frontline Processing Corp. .................................................................... 540
Luxottica Group, S.P.A. v. Airport Mini Mall, LLC ..................................................................... 548
KP Permanent Make-Up, Inc. v. Lasting Impression I, Inc. ................................................... 554
Dessert Beauty, Inc. v. Fox .................................................................................................................. 558
SportFuel, Inc. v. Pepsico, Inc. ........................................................................................................... 566
International Stamp Art v. U.S. Postal Service .......................................................................... 572
Bell v. Harley Davidson Motor Co. ................................................................................................... 573
Fortune Dynamic, Inc. v. Victoria’s Secret ................................................................................... 574
Toyota Motor Sales, U.S.A., Inc. v. Tabari ..................................................................................... 576
Int’l Info. Sys. Sec. Certification Consortium, Inc. v. Sec. Univ., LLC .................................. 584
Liquid Glass Enterprises, Inc. v. Dr. Ing. h.c.F. Porsche AG ................................................... 588
Toho Co., Ltd. v. William Morrow & Co., Inc. ............................................................................... 589
Mattel, Inc. v. Walking Mountain Productions .......................................................................... 591
Board of Supervisors for Louisiana State University Agricultural & Mechanical
College v. Smack Apparel Co. ............................................................................................................. 593
Louis Vuitton Malletier S.A. v. Haute Diggity Dog, LLC ......................................................... 596
MPS Entm’t, LLC v. Abercrombie & Fitch Stores, Inc. ............................................................. 606
Rogers v. Grimaldi
Gordon v. Drape Creative, Inc. .......................................................................................................... 609
Mattel, Inc. v. MCA Records, Inc. ...................................................................................................... 621
VIP Products LLC v. Jack Daniel’s Properties, Inc. .................................................................... 623
Louis Vuitton Malletier, S.A. v. Hyundai Motor Am. ................................................................ 624
Louis Vuitton Malletier v. My Other Bag, Inc. ............................................................................ 629
ITC Ltd. v. Punchgini, Inc. .................................................................................................................... 634
Crash Dummy Movie, LLC v. Mattel, Inc. ...................................................................................... 640

Beebe – Trademark Law: An Open-Source Casebook
FreecycleSunnyvale v. Freecycle Network ................................................................................... 644
Sugar Busters LLC v Brennan ........................................................................................................... 653
Champion Spark Plug Co. v. Sanders ............................................................................................. 657
Davidoff & CIE, S.A. v. PLD Int’l Corp. ............................................................................................ 660
Nitro Leisure Products, L.L.C. v. Acushnet Co. ............................................................................ 662
S.C. Johnson & Son, Inc. v Clorox Co. ............................................................................................... 675
Time Warner Cable, Inc. v. DIRECTV, Inc. .................................................................................... 684
Pizza Hut, Inc. v. Papa John’s Intern., Inc. .................................................................................... 693
Castrol Inc. v. Quaker State Corp. .................................................................................................... 707
Groupe SEB USA, Inc. v. Euro-Pro Operating LLC .................................................................... 714
Schick Mfg., Inc. v. Gillette Co. ........................................................................................................... 720
FTC Guides Concerning Use of Endorsements and Testimonials in Advertising ........ 730
The FTC’s Endorsement Guides: What People Are Asking (September 2017) ............ 740
In the Matter of Lord & Taylor, LLC ............................................................................................... 755
White v. Samsung Electronics America, Inc. ............................................................................... 764
White v. Samsung Electronics America, Inc. ............................................................................... 771
In re NCAA Student–Athlete Name & Likeness Licensing Litigation ............................... 781
Romag Fasteners, Inc. v. Fossil, Inc. ................................................................................................ 802

Beebe – Trademark Law: An Open-Source Casebook

Beebe – Trademark Law: An Open-Source Casebook
Preface
Trademark Law: An Open-Source Casebook

Beebe – Trademark Law: An Open-Source Casebook
Introduction
Trade-Mark Cases
A. The History of U.S. Trademark Law
1. The Origins of Trademarks and Trademark Law
See

Beebe – Trademark Law: An Open-Source Casebook
Mark P. McKenna, The Normative Foundations of Trademark Law, 82 NOTRE DAME L. REV. 1839,
1849-62 (2007) (some footnotes altered or omitted)
II. A SECOND LOOK AT EARLY TRADEMARK PROTECTION
A. Medieval Marks as Liabilities
not
B. English Trademark Cases
Blanchard v. Hill
See
See id
See id
Id

Beebe – Trademark Law: An Open-Source Casebook
Mogul
Blanchard
Blanchard
Blanchard
Southernv. HowJ.G. v. Samford
Blanchard
Southern
Sykes v. Sykes
Sykes
Id
See
Blanchard
Sykes
Id
See, e.g.,

Beebe – Trademark Law: An Open-Source Casebook
against the plaintiff
Leather Cloth Co. v. American Leather Cloth Co
Levy v.
Walker
C. Early American Trademark Jurisprudence
See Blofeld
Id
Id
Id
Id
Seesupra
See

Beebe – Trademark Law: An Open-Source Casebook
Coats v. Holbrook
Id
See, e.g.
See see also

Beebe – Trademark Law: An Open-Source Casebook
Comments and Questions
“Technical trademarks”, “trade names”, and intent
The Restatement (Third) of Unfair
CompetitionRestatement
Production marks
See The Transformation and Evolution of Trademarks—From Signals to
Symbols to Myth
2. The Trade-Mark Cases
Trade-Mark Cases

Beebe – Trademark Law: An Open-Source Casebook
Trade-Mark Cases
100 U.S. 82 (1879)

Beebe – Trademark Law: An Open-Source Casebook
right of trade-marks
patentscopyrights
writings
original
the fruits of
intellectual labor
use

Beebe – Trademark Law: An Open-Source Casebook
3. The Statutory Development of U.S. Trademark law and the Lanham Act of 1946
Rep. Fritz Lanham, 1880-1965
(D-Texas, 1919-1947)

Beebe – Trademark Law: An Open-Source Casebook
Excerpt from Restatement (Third) of Unfair Competition § 9 (1995)
e Trademark legislation.
Trade-Mark
Cases
Trade-Mark Cases
From Edward S. Rogers, The Lanham Act and the Social Function of Trademarks, 14 LAW &
CONTEMP. PROBS. 173, 180-83 (1949)

Beebe – Trademark Law: An Open-Source Casebook
Comments and Questions
The Long Road to the Lanham Act
4. Statutory Developments

Beebe – Trademark Law: An Open-Source Casebook
Comments and Questions
“The Last Best Place.”

Beebe – Trademark Law: An Open-Source Casebook
See
See Montana Senator Again Blocks “LAST BEST PLACE” Registrations
See also The Last Best Beef, LLC v. Dudas
B. The Policy Justifications for Trademark Protection
Trade-Mark Cases
Id
Mishawaka Rubber & Woolen Mfg. Co. v. S.S. Kresge Co

Beebe – Trademark Law: An Open-Source Casebook
Id
Scandia Down Corp. v. Euroquilt, Inc.
Id
Trade-Mark Cases
1. The Economic Justification for Trademark Protection
Qualitex Co. v. Jacobson Products Co., Inc
The Economics of Trademark Law

Beebe – Trademark Law: An Open-Source Casebook
Id
SeeAdvertising as Information
SeeThe
Market for “Lemons”: Quality Uncertainty and the Market Mechanism
goodwill
2. Criticisms of the Economic Justification for Trademark Protection
See Int’l Order of Job’s Daughters v. Lindeburg & Co

Beebe – Trademark Law: An Open-Source Casebook
The Theory of Monopolistic Competition
Mishawaka RubberSee, e.g
Smith v. Chanel, Inc
SeeThe Economics of Information
See Advertising as
Information
SeeWhere Are We in the Theory
The Merchandising Right: Fragile Theory or Fait Accompli?
See also
See generally Trademark Monopolies
See also
Advertising, Information, and Product Differentiation in
See generallyTrademarks and the Monopoly Phobia
supra

Beebe – Trademark Law: An Open-Source Casebook
of Information?
SeePlacebo Marks
See, e.g
inform
persuade
Comments and Questions
Trademark law and “property
See alsoe Modern Lanham Act and the Death of Common Sense
SeeSearch and Persuasion in Trademark Law
Advertising and the Public Interest: Legal Protection of Trade Symbols

Beebe – Trademark Law: An Open-Source Casebook
The Normative Foundations of Trademark Law
Hunting Goodwill: A History of the Concept of Goodwill in Trademark Law
Beware of the term “consumer.”
Is “Consumer” Biasing Trademark Law?
consumer
consumer
citizen
consumer consumer
Id
Do trademarks indicate source or obscure it?
disguise
SeeHow a Fight With Nike Led Buzzfeed’s Jonah
Peretti to Create a Billion-Dollar Media Empire
Huffington Post
C. Trademark Law Within the Larger Scheme of Intellectual Property Law
Trade-Mark Cases

Beebe – Trademark Law: An Open-Source Casebook
Id

Beebe – Trademark Law: An Open-Source Casebook
Comments and Questions
Do We Want to IncentivizeTrademarks

Beebe – Trademark Law: An Open-Source Casebook
Trademark
Law
Copyright Law
Utility Patent
Law
Design Patent
Law
Protectable
Subject Matter
Constitutional
Basis
Statutory
Basis
Basic
Requirements
for Protection
Term of
Protection
How Rights
Are Acquired

Beebe – Trademark Law: An Open-Source Casebook
I. Establishing Trademark Rights
registered
unregistered

Beebe – Trademark Law: An Open-Source Casebook

Beebe – Trademark Law: An Open-Source Casebook
SeeA Nontraditional Per-Spectrum: The Touch of Trademarks

Beebe – Trademark Law: An Open-Source Casebook
A. Trademark Distinctiveness
Lanham Act § 45; 15 U.S.C. § 1127
See

Beebe – Trademark Law: An Open-Source Casebook
Wal-Mart Stores, Inc. v. Samara Bros., Inc
automatically
Qualitex Co. v. Jacobson Products Co., Inc
Id
1. Inherent Distinctiveness of Source and Acquired Distinctiveness of Source
a. Inherent Distinctiveness of Source
i. The Abercrombie Spectrum
Abercrombie & Fitch Co. v. Hunting World, Inc
Abercrombie
Abercrombie

Beebe – Trademark Law: An Open-Source Casebook
Abercrombie
Abercrombie & Fitch Co. v. Hunting World, Inc.
537 F.2d 4, 9-11 (2d Cir. 1976)

Beebe – Trademark Law: An Open-Source Casebook

Beebe – Trademark Law: An Open-Source Casebook

Beebe – Trademark Law: An Open-Source Casebook
Comments and Questions
Is “safari” generic as to clothing, hats, and boots?
Abercrombie
Id
Id
What borderlines are the most disputed?Abercrombie
Abercrombie
Abercrombie
Coined terms that are not fanciful, but rather suggestive
Surfvivor Media, Inc. v. Survivor Productions
Abercrombie

Beebe – Trademark Law: An Open-Source Casebook
IdSeeid
Why choose a non-inherently distinctive descriptive mark?
Franklin Knitting Mills, Inc. v. Fashionit Sweater Mills, Inc See also Aloe
Creme Labs., Inc. v. Milsan, Inc
Do misspellings make any difference? See Restatement (Third) of Unfair
Competition
Spex, Inc. v. Joy of Spex, Inc
In re Quik-Print Copy Shops, Inc
See
also Flexitized, Inc. v. National Flexitized Corp
ii.
Distinguishing Suggestive from Descriptive Marks
Abercrombie
See, e.g Platinum Home Mortgage Corp. v. Platinum Financial Group, Inc

Beebe – Trademark Law: An Open-Source Casebook
Abercrombie
Innovation Ventures
ZatarainsInnovation Ventures
Zatarains, Inc. v. Oak Grove Smokehouse, Inc.
698 F.2d 786, 792-93 (5th Cir. 1983)

Beebe – Trademark Law: An Open-Source Casebook
.
______________________________________________________________________________
Innovation Ventures, LLC v. N.V.E., Inc.
694 F.3d 723, 729-730 (6th Cir. 2012)

Beebe – Trademark Law: An Open-Source Casebook
how
Induct–O–Matic

Beebe – Trademark Law: An Open-Source Casebook
Tumblebus
Comments and Questions
The PTO’s analysis of the markInnovation Ventures, LLC v.
N2G Distrib., Inc
Innovation Ventures, LLC v. N2G Distrib., Inc
Innovation Ventures, LLC v. N.V.E., IncInnovation
Ventures, LLC v. N2G Distrib., Inc
______________________________________________________________________________
See Callaway Vineyard & Winery v. Endsley Capital
Group, Inc
See 24 Hour Fitness USA, Inc. v. 24/7 Tribeca Fitness, LLC
See Crossfit, Inc. v. Quinnie
See Xtreme Lashes, LLC v. Xtended Beauty, Inc
See In re United Trademark Holdings,
Inc

Beebe – Trademark Law: An Open-Source Casebook
See Estee Lauder, Inc. v. The
Gap, Inc
Comments and Questions
Surveying for suggestiveness versus descriptivenessRise-N-Shine, LLC v. Duner-Fenter
Id
Id
Is the protection of descriptive marks constitutionally sound?SeeDescriptive
Trademarks and the First Amendment

Beebe – Trademark Law: An Open-Source Casebook
iii.
Special Rules for Classification of Certain Kinds of Trademarks
Abercrombie
Trademark Manual of Examining Procedure
See, e.g In re Carolina Apparel
In re
Brouwerij Nacional Balashi NV
University Book Store v. Board of Regents of
University of Wisconsin System
See, e.g In re Spirits of New Merced, LLC
But see In re
Mankovitz

Beebe – Trademark Law: An Open-Source Casebook
See

Beebe – Trademark Law: An Open-Source Casebook
See
See see also
The Unregulated Certification Mark(et)
See
Standards Setting Organizations and Trademark Registration: An Empirical Analysis
Institut Nat’l Des Appellations D’Origine v. Brown-Forman Corp.

Beebe – Trademark Law: An Open-Source Casebook
SeeIn re
Isabella Fiore LLCIn re United Distillers plc
Fisher Radio Corp. v. Bird Elec. Corp
In re Benthin Mgmt. GmbH
See, e.g
Lucien Piccard Watch Corp. v. Since 1868 Crescent Corp

Beebe – Trademark Law: An Open-Source Casebook
But see In re Champion Int’l
Corp
See, e.gIn re Tokutake Indus. C
In re Oriental Daily News, Inc
See In re Hag
Aktiengesellschaft
But seePalm Bay Imports v. Veuve Clicquot
In re Johanna Farms Inc
See alsoIn re Le Sorbet, Inc
In re Monfrere
See
About One in Four Americans Can Hold a Conversation in a Second Language
all
In re Spirits Int’l, N.V.

Beebe – Trademark Law: An Open-Source Casebook
See, e.gIn re Thomas Nelson,
Inc
Baroness Small
Estates, Inc. v. Am. Wine Trade, Inc
b. Acquired Distinctiveness of Source
Wal-Mart Stores, Inc. v. Samara Bros., Inc
Id
Genesee Brewing Co. v. Stroh Brewing Co
E.T. Browne Drug Co. v. Cococare Products, Inc
Art Attacks Ink, LLC v. MGA Enter.,
Incee also Japan Telecom, Inc. v. Japan Telecom Am., Inc

Beebe – Trademark Law: An Open-Source Casebook
Frosty Treats Inc. v. Sony Computer Entertainment America
426 F.3d 1001, 1003-1006 (8th Cir. 2005)

Beebe – Trademark Law: An Open-Source Casebook

Beebe – Trademark Law: An Open-Source Casebook
______________________________________________________________________________
Cartier, Inc. v. Four Star Jewelry Creations, Inc.
348 F.Supp.2d 217, 228-231 (S.D.N.Y. 2004)
2. Consumer Recognition: the Expert Reports

Beebe – Trademark Law: An Open-Source Casebook
a. Defendants’ Expert: Mr. Harry O’Neill

Beebe – Trademark Law: An Open-Source Casebook
b. Plaintiffs’ Expert: Dr. Sidney Lirtzman

Beebe – Trademark Law: An Open-Source Casebook
Board of Supervisors for Louisiana State University Agricultural & Mechanical
College v. Smack Apparel Co
Qualitex Co. v. Jacobson Products Co., Inc

Beebe – Trademark Law: An Open-Source Casebook
Board of Supervisors for Louisiana State University Agricultural & Mechanical College v. Smack
Apparel Co.
550 F.3d 465, 475-478 (5th Cir. 2008)
Qualitex Co. v. Jacobson Prods. Co.
or any combination
thereof.
Wal–Mart Stores, Inc. v.
Samara Bros., Inc.
Sno–Wizard Mfg., Inc. v. Eisemann Prods. Co.
Pebble Beach
Co. v. Tour 18 I Ltd.
Qualitex,
abrogation on other
grounds recognized by Eppendorf–Netheler–Hinz GMBH v. Ritter GMBH,
Pebble Beach,
Id

Beebe – Trademark Law: An Open-Source Casebook
See Pebble Beach,
Bd. of Supervisors,
See also Thomas & Betts Corp. v. Panduit Corp.,
Sugar Busters LLC v. Brennan,

Beebe – Trademark Law: An Open-Source Casebook
See Boston Prof’l Hockey Ass’n v. Dallas
Cap & Emblem Mfg., Inc.
single
Comments and Questions
Necessaryproportion of relevant consumer population perceiving secondary meaning
See, e.g., Coach
Leatherware Co. v. AnnTaylor, Inc
all
Cartier
See, e.g., Harlequin Enterprises, Ltd. v. Gulf & Western Corp
Cf. Taco Cabana Int’l, Inc. v. Two Pesos, Inc.,

Beebe – Trademark Law: An Open-Source Casebook
Spraying Systems Co. v. Delavan
See
The statutory mechanism for registration of descriptive marks with secondary meaning
c. Generic Marks
Schwan’s IP, LLC v. Kraft Pizza Co
Ale House Management, Inc. v. Raleigh Ale House, Inc
Continental Airlines Inc. v. United Air Lines Inc
Haughton Elevator Co. v. Seeberger
Bayer Co. v. United
Drug Co
Abercrombie
Abercrombie & Fitch Co. v. Hunting World, Inc

Beebe – Trademark Law: An Open-Source Casebook
Official Airline Guides, Inc. v. Goss
Trademarks and Unfair Competition
type of productproducer
Anti–Monopoly, Inc. v. General Mills Fun Group
Filipino Yellow Pages, Inc. v. Asian Journal Publications, Inc
See, e.g San Francisco Arts & Athletics, Inc. v. U.S. Olympic
Committee
distinguish
United States Patent and Trademark Office v. Booking.com B.V
Princeton Vanguard
United States Patent and Trademark Office v. Booking.com B.V.
No. 19-46, __ U.S. __ (June 30, 2020)
See Apple, Inc. v. Amazon.com
Inc

Beebe – Trademark Law: An Open-Source Casebook
IancuBrunetti
Matal
Two Pesos, Inc. v. Taco Cabana, Inc.
e.g.
Otokoyama Co. v. Wine of Japan Import,
Inc.

Beebe – Trademark Law: An Open-Source Casebook
Booking.com B.V. v. Matal
necessarily
Park ’N
Fly
Estate of P. D. Beckwith, Inc. v. Commissioner of Patents
Bayer
Co. v. United Drug Co.

Beebe – Trademark Law: An Open-Source Casebook
per se
e.g.
inter alia
Goodyear’s India Rubber Glove Mfg. Co.Goodyear Rubber Co.
e.g.In re Cordua Restaurants, Inc.
Nartron Corp. v. STMicroelectronics, Inc.Genesee Brewing Co. v. Stroh
Brewing Co.

Beebe – Trademark Law: An Open-Source Casebook
Goodyear
Id.
Ibid.
Ibid.
Id.
Post
some
post
Goodyear Goodyear
as a matter of law
Supra
TrafFix
Devices, Inc. v. Marketing Displays, Inc.

Beebe – Trademark Law: An Open-Source Casebook
Goodyear
to consumers
Abercrombie & Fitch
Co. v. Hunting World, Inc.
Goodyear
post
i.e.
id.
Amici Curiae
e.g.
id.
post
post

Beebe – Trademark Law: An Open-Source Casebook
Ibid. e.g.
Id.
id.
KP
Permanent Make-Up, Inc. v. Lasting Impression I, Inc.
id.
Id.
Id.
Id.
supra
Genesee Brewing Co. v. Stroh
Brewing Co.Blinded Veterans Assn. v. Blinded Am. Veterans Foundation
e.g. Genesee Brewing
Matal
Amici Curiae

Beebe – Trademark Law: An Open-Source Casebook
per se
antepost
ante
Post
Ante
Park ’N Fly, Inc. v. Dollar Park & Fly, Inc.
Matal
Goodyear’s India Rubber Glove Mfg. Co.Goodyear Rubber Co.
Park ’N Fly
CES Publishing Corp. v. St. Regis Publications, Inc.
Ibid.

Beebe – Trademark Law: An Open-Source Casebook
e.g., Abercrombie & Fitch Co. v. Hunting World, Inc.
Princeton Vanguard, LLC v. Frito-Lay North Am., Inc.In re Gould
Paper Corp.
Goodyear,
Id.,
Id.,
Ibid.
Id.,
Ibid.
Goodyear
Qualitex Co. v. Jacobson Products Co.
generic
Goodyear
Astoria
Fed. Sav. & Loan Assn. v. Solimino
Goodyear e.g., In re Detroit Athletic Co.
In re Katch, LLC
GoodyearGoodyear
necessarily

Beebe – Trademark Law: An Open-Source Casebook
Goodyear
connotes the basic nature of that thing Blinded Veterans Assn. v.
Blinded Am. Veterans Foundation
Minnesota Min. & Mfg.
Co. v. Taylor
Planned Parenthood Federation of Am., Inc. v. Bucci
Brookfield Communications,
Inc. v. West Coast Entertainment Corp.
id
ante,
In re
North Carolina Lottery
Amicus Curiae
Goodyear
Ante
Goodyear
In re The Computer Store, Inc.
Goodyear

Beebe – Trademark Law: An Open-Source Casebook
ante,Ibid.
H. Marvin Ginn Corp. v. International Assn. of Fire Chiefs, Inc.
Goodyear
Goodyear
ante
e.g
Kellogg Co. v. National Biscuit Co.
e.g Abercrombie
Ibid
Schwan’s IP, LLCKraft Pizza Co.
Hunt Masters, Inc. v. Landry’s Seafood Restaurant, Inc.A. J.
Canfield Co. v. HonickmanMiller Brewing Co. v. Jos. Schlitz Brewing
Co.In re Hikari Sales USA, Inc.
inherently
Kellogg
Abercrombie

Beebe – Trademark Law: An Open-Source Casebook
similar
Genesee Brewing Co. v. Stroh Brewing Co.
e.g.

Beebe – Trademark Law: An Open-Source Casebook
Ante,
e.g.
Advertise.com v. AOL, LLC
Amicus Curiae
______________________________________________________________________________
Snyder’s Lance, Inc. v. Frito-Lay North America, Inc.
__ F.Supp.3d __, 2021 WL 2322931 (W.D.N.C. June 7, 2021)
de novo

Beebe – Trademark Law: An Open-Source Casebook
I. LEGAL STANDARDS, RULING ON SUMMARY JUDGMENT MOTIONS AND STIPULATION
WAIVING TRIAL
de novo
Princeton Vanguard
see Snyder’s-Lance
II. FACTS AND PROCEDURAL HISTORY

Beebe – Trademark Law: An Open-Source Casebook
bracchiatus
Men’s Health
The San Francisco Chronicle
Charleston Gazette
See

Beebe – Trademark Law: An Open-Source Casebook
III. DISCUSSION
Booking.com B.V. OBX-Stock,
Inc. v. Bicast, Inc.
Booking.com B.V.
CES Publ’g Corp. v. St. Regis Publ’ns, Inc.
Id.
Id.
Abercrombie & Fitch Co. v. Hunting World, Inc.
See Am. Online, Inc. v. AT&T Corp.
SeeBooking.com B.V.
Kellogg Co. v. Nat’l Biscuit Co.
United States Pat. & Trademark Off. v.
Booking.com B. V.
Id.

Beebe – Trademark Law: An Open-Source Casebook
Princeton Vanguard
H. Marvin Ginn Corp. v. Int’l Ass’n of Fire Chiefs, Inc.
Id.
Id.
SeePrinceton-Vanguard
Booking.com
SeeBooking.com B. V.
Princeton Vanguard
Estate of P.D. Beckwith, Inc. v. Comm’r of Patents
Hunt Masters, Inc. v. Landry’s Seafood Rest., Inc.
to consumersBooking.com B. V.
Booking.com B.V.
Booking.com B. V.

Beebe – Trademark Law: An Open-Source Casebook
In re
Steelbuilding.com
additional
Booking.com
See
Id.
Id.
Id.
Id.
Id.
SeeConvenient Food Mart, Inc. v. 6-Twelve Convenient Mart, Inc.
aff’d

Beebe – Trademark Law: An Open-Source Casebook
SeeIn re North
Carolina Lottery
de novo
Boooking.com

Beebe – Trademark Law: An Open-Source Casebook
consumer
Dictionaries
See
JFJ Toys, Inc. v. Sears Holdings Corp.
Nat’l Fed’n of the Blind, Inc. v. Loompanics Enterprises, Inc.
Murphy Door Bed Co. v. Interior Sleep Systems, Inc.
consumers’
JFT Toys
JFJ
Toys

Beebe – Trademark Law: An Open-Source Casebook
See
Usage by Plaintiffs
original pretzel crisp company
JFJ Toys, Inc. v.
Sears Holdings Corp.
Usage by Competitors, Industry Insiders and Others
See 21 CFR 101.3(b)(d).

Beebe – Trademark Law: An Open-Source Casebook
See
see also

Beebe – Trademark Law: An Open-Source Casebook
Media References

Beebe – Trademark Law: An Open-Source Casebook
Press Releases / Other Plaintiff Created References / Business References
See, e.g.
the same article

Beebe – Trademark Law: An Open-Source Casebook
Lawsuit References
False Positive and Indeterminate References
Generic References
See, e.g.
see also
See
“Brand” Identification References
see, e.g.
See, e.g.

Beebe – Trademark Law: An Open-Source Casebook
standing alone
See

Beebe – Trademark Law: An Open-Source Casebook
de novo
Consumer Surveys
Booking.com
Booking.com
See, e.g., Hunt Masters, Inc. v.
Landry’s Seafood Restaurant, Inc.
Booking.com

Beebe – Trademark Law: An Open-Source Casebook
de novo
See

Beebe – Trademark Law: An Open-Source Casebook
SeevonRosenberg v. Lawrence
See
Borinquen Biscuit Corp. v. M.V. Trading Corp.

Beebe – Trademark Law: An Open-Source Casebook
Google and Social Media References
Am. Online
SeeKellogg
Booking.com B.V. v. Matal

Beebe – Trademark Law: An Open-Source Casebook
see
See Id.
consumer
id.
name
see Booking.com
primarily
de novo
Other Available Product Names
See Ale House Mgmt., Inc. v. Raleigh Ale
House

Beebe – Trademark Law: An Open-Source Casebook
see also McCarthy
IV. CONCLUSION
Comments and Questions
What is the appropriate level of abstraction?
See Miller Brewing Co. v. G. Heileman Brewing Co
2. Surveying for Genericism: The “” Survey Method American Thermos Products Co. v.
Aladdin Industries, Inc.
See, e.g E.T. Browne
Drug Co. v. Cococare Products, Inc.
ThermosSee alsoThermos

Beebe – Trademark Law: An Open-Source Casebook
American Thermos Products
American Thermos Products
Thermos
Surveying for Genericism: The “” Survey Method E. I. DuPont de Nemours & Co. v.
Yoshida International, Inc.
brandChevrolet
commona word like automobile
Thermos

Beebe – Trademark Law: An Open-Source Casebook
Thermos
Id
King-Seeley Thermos Co
Teflon Thermos
Surveying for Genericism: Secondary Meaning Surveys?Snyder’s Lance

Beebe – Trademark Law: An Open-Source Casebook
Is WINDOWS for a computer operating system generic?
Microsoft Corp. v. Lindows.com, Inc
Id

Beebe – Trademark Law: An Open-Source Casebook
Usage policies
Source-denotative in American English, but generic elsewhere?
Can a color be generic?Milwaukee Electric Tool Corp. v. Freud America, Inc.
Id
Precedential No. 37: TTAB Rules
that the Color Red is Generic for Saw Blades

Beebe – Trademark Law: An Open-Source Casebook
See
d. Failure to Function as a Mark
See, e.g In re Texas With Love
In re Gillard
Mr. Lee Greenwood
In re Lee Greenwood
Serial No. 87168719, 2020 WL 7074687 (TTAB Dec. 1, 2020)

Beebe – Trademark Law: An Open-Source Casebook
In re Yarnell Ice Cream, LLC
quoted in In re Texas With Love, LLC
See also In re Bose Corp.
In re
AC Webconnecting Holding B.V.
In re Vox Populi Registry Ltd.
In re TracFone Wireless, Inc.
D.C. One Wholesaler, Inc. v. Chien
In re DePorter
In re Wal-Mart Stores, Inc.
In re Ocean Tech., Inc.
See In re Mayweather Promotions, LLC
In re DePorter
In re Eagle Crest Inc.
quoted in In re Peace Love World Live, LLC
In re Wal-Mart

Beebe – Trademark Law: An Open-Source Casebook
See
1213
141516171819
Id
Zazzle.com, Id. at 14.

Beebe – Trademark Law: An Open-Source Casebook
20212223
In re Wal-Mart
D.C. One Wholesaler v. Chien
Id.
In re HultingIn re Tilcon Warren Inc.
Id.
Id.
Id.
Id.
Id.
Id.
Etsy.com Aug. 11, 2017 Office Action TSDR at 30.
Etsy.com, Id. at 34.
Houzz.com, Id. at 42.
DiscountDecorativeFlags.com, Id. at 50.

Beebe – Trademark Law: An Open-Source Casebook
D.C. One
Wholesaler v. Chienaccord In re Texas With Love
CBS Inc. v. Morrow
Bell’s Brewery, Inc. v. Innovation Brewing cited in In re
Mayweather Promotions
In
re Hulting
Comments and Questions
Trademark Failure to FunctionSee also Using Failure to
Function Doctrine to Protect Free Speech and Competition in Trademark Law
e. Further Examples of Abercrombie Classifications
Abercrombie

Beebe – Trademark Law: An Open-Source Casebook
See Wal-Mart Stores, Inc. v. Samara Bros
See In re Serial Podcast, LLC
See Stork Restaurant v. Sahati
See
See Black & Decker Corp. v. Dunsford
Abercrombie
See Clorox Chemical Co. v. Chlorit Mfg. Corp
See Streetwise Maps, Inc. v. VanDam, Inc
See Supreme Wine Co. v. American Distilling Co
See Playboy Enters., Inc. v. Chuckleberry Pub., Inc
See J&B Wholesale Distributing, Inc. v. Redux
Beverages, LLC
See In re Joint-Stock Co. “Baik”

Beebe – Trademark Law: An Open-Source Casebook
See Wal-Mart Stores, Inc. v. Samara Bros
SeeGlow Indus., Inc. v. Lopez
See Citibank, N.A. v. Citibanc Group, Inc
In re Odol Chemical Corp
See Morningside Group Ltd. v. Morningside Capital Group
L.L.C
See In re Buffalo Bayou
Distilleries, LLC
Seever Co. v. Royal Appliance Mfg. Co
See March Madness Athletic Ass’n, L.L.C. v.
Netfire, Inc
SeeLederman Bonding Co. v. Sweetalia
See Bear U.S.A., Inc. v. A.J. Sheepskin & Leather Outerwear,
Inc

Beebe – Trademark Law: An Open-Source Casebook
SeeQuantum Fitness Corp. v. Quantum Lifestyle Ctrs
See Pfizer Inc. v. Sachs
SeePorsche Cars N. Am., Inc. v.
Lloyd Design Corp
2. The Distinctiveness Analysis of Nonverbal Marks
See In re N.V. Organon
Two Pesos, Inc. v. Taco Cabana, Inc
Qualitex Co. v. Jacobson Products Co., Inc
Wal-Mart Stores, Inc. v. Samara Bros., Inc
Two Pesos
Qualitex
Samara BrosWal-Mart
Two Pesos

Beebe – Trademark Law: An Open-Source Casebook
Abercrombie
a. Initial Supreme Court Approaches to the Analysis of Nonverbal Marks
Two Pesos
Two Pesos
Two Pesos
Two Pesos
AbercrombieTwo Pesos

Beebe – Trademark Law: An Open-Source Casebook
Two Pesos, Inc. v. Taco Cabana, Inc.
505 U.S. 763 (1992)
Blue Bell Bio–Medical v. Cin–Bad,
Inc.,
John H. Harland Co. v. Clarke Checks, Inc.,
a

Beebe – Trademark Law: An Open-Source Casebook
Chevron Chemical Co.
v. Voluntary Purchasing Groups, Inc.,
Vibrant Sales, Inc.
v. New Body Boutique, Inc.,
Chevron, supra,
e
Inwood Laboratories, Inc. v. Ives Laboratories,
Inc.,

Beebe – Trademark Law: An Open-Source Casebook
Inwood Laboratories, Inc. v. Ives Laboratories, Inc.,
A.J. Canfield Co. v. Honickman,Thompson Medical Co. v. Pfizer Inc.,
Abercrombie & Fitch Co. v.
Hunting World, Inc.,
Park ‘N Fly, Inc. v. Dollar Park & Fly, Inc.,Abercrombie &
Fitch, supra,Park ‘N Fly, supra,
Chevron,

Beebe – Trademark Law: An Open-Source Casebook
Id.,
Vibrant Sales, Inc. v. New Body Boutique, Inc.,
Id.,

Beebe – Trademark Law: An Open-Source Casebook
Vibrant,Thompson Medical Co. v. Pfizer Inc.,
Abercrombie & Fitch,
e.g., Stormy Clime
Ltd. v. ProGroup, Inc.,Union Mfg. Co. v. Han Baek Trading Co.,
LeSportsac, Inc. v. K mart Corp.,
Chevron, Abercrombie
Chevron.Blau Plumbing, Inc. v. S.O.S. Fix–It, Inc.,
Chevron, AmBrit, Inc. v. Kraft, Inc.,
Fuddruckers, Inc. v. Doc’s B.R. Others,
Inc.,
Park ‘N Fly,

Beebe – Trademark Law: An Open-Source Casebook
Sicilia Di R. Biebow & Co. v. Cox,
Ante,

Beebe – Trademark Law: An Open-Source Casebook
L’Aiglon Apparel, Inc. v. Lana Lobell, Inc.,
New West Corp. v. NYM Co. of
supra.
e.g.,

Beebe – Trademark Law: An Open-Source Casebook
California, Inc.,
Ibid.
imprimatur
Id.

Beebe – Trademark Law: An Open-Source Casebook
stare decisis
Comments and Questions
Taco Cabana eventually purchased Two Pesos
See
Tiger v. Western Investment Co., NLRB v. Bell Aerospace Co. Division of
Textron, Inc.,Red Lion Broadcasting Co. v. FCC,
United States v. Stafoff,

Beebe – Trademark Law: An Open-Source Casebook
See alsoTaco Cabana Buys Rival Two Pesos
The advantages and disadvantages of defining trade dress broadly and narrowly
Blue Bell Bio-Medical v. Cin-Bad, IncSee also Chun King Sales, Inc.
v. Oriental Foods, Inctout ensemble
See, e.g., Sports
Traveler, Inc. v. Advance Magazine Publishers, Inc
Abercrombie & Fitch Stores, Inc. v. American Eagle Outfitters, Inc
Cf. General Motors Corp. v. Lanard Toys, Inc
Qualitex
Qualitex
Two Pesos
Qualitex
Qualitex Co. v. Jacobson Products Co., Inc.
514 U.S. 159 (1995)

Beebe – Trademark Law: An Open-Source Casebook
NutraSweet Co. v. Stadt Corp.,
In re Owens–Corning Fiberglas Corp.,
Master Distributors, Inc. v. Pako Corp., per se
e.g.,
In re Clarke,
automaticallyAbercrombie & Fitch Co. v. Hunting World, Inc.,
Two Pesos, Inc. v. Taco Cabana, Inc.,
i.e.,
e.g., J. Wiss & Sons Co. v. W.E. Bassett Co.,
Car–Freshner Corp. v. Turtle Wax, Inc.,
e.g.,
Inwood Laboratories, Inc. v. Ives Laboratories, Inc.,

Beebe – Trademark Law: An Open-Source Casebook
this
ibid.,
e.g.,
Park ‘N Fly, Inc. v. Dollar Park & Fly, Inc.,
Kellogg Co. v. National
Biscuit Co., Inwood Laboratories, Inc., supra,
e.g., Kellogg
Co., supra,
Inwood Laboratories, Inc., supra,

Beebe – Trademark Law: An Open-Source Casebook
Owens–Corning,
some
First,
e.g., G.D. Searle & Co. v. Chas. Pfizer & Co.,
Kimberly–Clark Corp. v. H. Douglas Enterprises, Ltd.,
Upjohn Co. v. Schwartz,Hancock v. American Steel & Wire Co.
of N.J.,Dial–A–Mattress Franchise Corp. v.
Page,
e.g.,
i.e.,

Beebe – Trademark Law: An Open-Source Casebook
e.g., Youngstown Sheet & Tube Co. v. Tallman Conduit Co.,
Amsted Industries, Inc. v. West Coast Wire Rope & Rigging Inc.,
In re Hodes–Lange Corp.,
Second, e.g.,
NutraSweet Co.,Campbell Soup Co. v. Armour & Co.,
e.g., Owens–Corning,
Inwood Laboratories, Inc.,
e.g.,
id.,
Deere & Co. v.
Farmhand, Inc.,Brunswick Corp. v.
British Seagull Ltd.,Nor–Am
Chemical v. O.M. Scott & Sons Co.,
c,

Beebe – Trademark Law: An Open-Source Casebook
Id.,
e.g., W.T. Rogers Co. v.
Keene,
Comments and Questions
Color Marks and Non-English-Speaking and Illiterate Consumers
see
See The Reasonable Person in
Trademark Law
Qualitex
Qualitex Co. v. Jacobson Prods. Co.,
Inc

Beebe – Trademark Law: An Open-Source Casebook
b. Product Packaging Trade Dress Versus Product Configuration Trade Dress
Two Pesos Samara Bros
Samara Bros
i. The Differing Distinctiveness Analysis of Product Packaging and Product
Configuration
Samara Bros
Samara Bros
Wal-Mart Stores, Inc. v. Samara Brothers, Inc
Samara BrosTwo Pesos
Wal-Mart Stores, Inc. v. Samara Bros., Inc.
529 U.S. 205 (2000)
Samara Bros.

Beebe – Trademark Law: An Open-Source Casebook
inter alia,
e.g.,Ashley Furniture
Industries, Inc. v. Sangiacomo N. A., Ltd.,Knitwaves, Inc.
v. Lollytogs, Ltd.,Stuart Hall Co., Inc. v. Ampad Corp.,

Beebe – Trademark Law: An Open-Source Casebook
Qualitex Co. v. Jacobson Products Co.,
Two Pesos, Inc. v. Taco Cabana,
Inc.,
Ibid.
Abercrombie & Fitch Co. v. Hunting World,
Inc.,
Inwood Laboratories, Inc. v. Ives Laboratories, Inc.,
every
without

Beebe – Trademark Law: An Open-Source Casebook
Qualitex, supra,Qualitex,
Abercrombie & Fitch
automatically
id.,
Ibid.
upon a showing of secondary
meaning.Ibid.
automatically
id.,id.,
amicus curiae
Seabrook Foods, Inc. v.
Bar-Well Foods, Ltd.,
Id.,

Beebe – Trademark Law: An Open-Source Casebook
Qualitex, supra,
is
Two Pesos
id.,Two Pesos
e.g., id.,
product-designTwo Pesos
design.
is
tertium quid
Two Pesos

Beebe – Trademark Law: An Open-Source Casebook
Comments and Questions
Assuming product configuration
2What about copyright infringement in?
Samara Bros. v.
Wal-Mart Stores, Inc
Samara Bros
Copyright Cases: A View from the Bench
ii.
Distinguishing Product Packaging from Product Configuration
Samara Bros
In re Slokevage
441 F.3d 957 (Fed. Cir. 2006)
In re Joanne Slokevage,
Final Decision

Beebe – Trademark Law: An Open-Source Casebook
Wal-Mart Stores, Inc.
v. Samara Brothers, Inc.,
Wal-Mart,
See In re MBNA Am. Bank, N.A.,

Beebe – Trademark Law: An Open-Source Casebook
Wal-Mart,
Wal-Mart
Wal-Mart
Wal-Mart,
Wal-Mart
Wal-Mart
Wal-Mart
Wal-Mart,
Wal-Mart
Wal-Mart
Wal-Mart
Wal-Mart
Wal-Mart
Id.
Wal-Mart.

Beebe – Trademark Law: An Open-Source Casebook
Wal-
Mart
Wal-Mart,
Wal-Mart
Wal-Mart,
Wal-Mart,
Wal-Mart

Beebe – Trademark Law: An Open-Source Casebook
LVL XIII Brands, Inc. v. Louis Vuitton Malletier S.A.
209 F. Supp. 3d 612, 626 (S.D.N.Y. 2016)
LVL XIII Brands
Id
shoe design
Genesee
Brewing Co. v. Stroh Brewing Co.,
design” see In re Slokevage,
See

Beebe – Trademark Law: An Open-Source Casebook
Slokevage,
LVL XIII Brands, Inc. v. Louis Vuitton Malletier S.A.
LVL XIII Brands, Inc.
v. Louis Vuitton Malletier SA
McKernan v. Burek
118 F. Supp. 2d 119 (D.Mass. 2000)
McKernan
Wal-Mart
Wal–Mart
Wal–Mart,
Wal–

Beebe – Trademark Law: An Open-Source Casebook
Mart
Wal–Mart,
Id
Best Cellars, Inc. v. Wine Made Simple, Inc.
320 F.Supp.2d 60, 69-70 (S.D.N.Y. 2003)
Best Cellars
Id

Beebe – Trademark Law: An Open-Source Casebook
see Nora Beverages, Inc. v. Perrier Group of America, Inc.,
see Samara Bros.,
Two Pesos,
SeeTwo Pesos,
“tertium quid” Samara Bros.,
not
Id
Fedders Corp. v. Elite Classics
268 F. Supp. 2d 1051 (S.D. Ill. 2003)
Fedders

Beebe – Trademark Law: An Open-Source Casebook
Id
In re SnoWizard, Inc.
129 U.S.P.Q.2d 1001 (TTAB 2018)
Id
Id
Id

Beebe – Trademark Law: An Open-Source Casebook
See id
In re Frankish Enterprises Ltd.
113 U.S.P.Q.2d 1964 (TTAB 2015)
In Re Frankish Enterprises Ltd
product,
services,
Two Pesos,
Two Pesos
In Re Frankish Enterprises Ltd
Comments and Questions

Beebe – Trademark Law: An Open-Source Casebook
c. Analyzing the Inherent Distinctiveness of Product Packaging Trade Dress
Abercrombie
SeabrookSeabrook Foods, Inc. v. Bar–Well
Foods Ltd
Abercombie
Seabrook
i. Using the Abercrombie Spectrum to Analyze Whether Product Packaging Is
Inherently Distinctive
Fun-Damental Too, Ltd. v. Gemmy Industries Corp.
111 F.3d 993, 997-998, 999-1001 (2d Cir. 1997)

Beebe – Trademark Law: An Open-Source Casebook
Abercrombie & Fitch Co. v. Hunting World, Inc.,
See Paddington Corp. v. Attiki Importers & Distrib., Inc.,
Two Pesos, Inc. v. Taco Cabana, Inc
,Id.

Beebe – Trademark Law: An Open-Source Casebook
Mana Prods., Inc. v. Columbia Cosmetics Mfg.,
Inc.,Chevron Chem. Co. v. Voluntary Purchasing Groups, Inc.,
Mana, see also Paddington,
Abercrombie
Knitwaves, Inc. v. Lollytogs Ltd.,
Seabrook Foods, Inc. v. Bar–Well Foods Ltd.,
Seabrook,
Id.
Abercrombie
Abercrombie
Paddington, Knitwaves
Knitwaves,
See Knitwaves,
Duraco Prods. v. Joy Plastic Enters., Ltd.,
Abercrombie
Abercrombie
Two Pesos,
Abercrombie
See
Fabrication Enters., Inc. v. Hygenic Corp.,
Abercrombie
Abercrombie

Beebe – Trademark Law: An Open-Source Casebook
Abercrombie
See Bristol–Myers Squibb Co. v. McNeil–P.P.C., Inc.,
Paddington,
Mana,
particular
ii.
Using the Seabrook Factors to Analyze Whether Product Packaging is
Inherently Distinctive
Seabrook
Id
Id
Samara Bros

Beebe – Trademark Law: An Open-Source Casebook
Abercrombie
Seabrook
Seabrook
Seabrook
Abercrombie
Abercrombie
Abercrombie
Abercrombie
In re
Lululemon Athletica Canada, Inc

Beebe – Trademark Law: An Open-Source Casebook
AbercrombieSeabrook
Seabrook
Amazing Spaces, Inc. v. Metro Mini Storage
608 F.3d 225 (5th Cir. 2010)

Beebe – Trademark Law: An Open-Source Casebook
Wal–Mart Stores, Two Pesos,
automatically
Id.
Qualitex Co. v. Jacobson Prods. Co.,
Abercrombie
Seabrook Foods
Abercrombie
Seabrook Foods
Abercrombie,
See
Abercrombie
Abercrombie
See Wal–Mart Stores,
In the context of word marks,
Abercrombie,
AbercrombieQualitex, Abercrombie
Wal–Mart Stores,
AbercrombieWal–Mart Stores,
Abercrombie
Abercrombie
Abercrombie
Abercrombie
See Amazing Spaces,
Id.

Beebe – Trademark Law: An Open-Source Casebook
Id.
Id.
Abercrombie
Id.Seabrook
FoodsSee id.
See Wal–Mart Stores,
Two Pesos,
Abercrombie
Abercrombie
Abercrombie
Pebble Beach, Zatarains,
Abercrombie
Seabrook Foods
See Amazing Spaces,
Abercrombie
See Wal–Mart Stores,Abercrombie
Qualitex,Abercrombie
Abercrombie
Abercrombie
Abercrombie
Wal–Mart Stores,Two Pesos,
Seabrook Foods
Abercrombie Seabrook Foods

Beebe – Trademark Law: An Open-Source Casebook
Seabrook Foods, Seabrook Foods
I.P. Lund Trading
ApS v. Kohler Co.,
AbercrombieSeabrook Foods
Wal–Mart Stores,
Two Pesos,
Seabrook Foods
Star Industries v. Bacardi & Co.,
Seabrook Foods,
Permatex Co. v. Cal. Tube Prods., Inc.,
Seabrook FoodsSeabrook Foods
See Wiley v. Am. Greetings Corp.,
See Amazing Spaces,
Seabrook Foods
Wal–Mart
amicus curiaeSeabrook Foods
Id.
Id.
Seabrook
Foods
Seabrook Foods
id.Abercrombie

Beebe – Trademark Law: An Open-Source Casebook
I.P. Lund Trading,
accord
Amazing Spaces,
Id.
Id.
Id.
Star Indus.,Permatex,
Seabrook Foods,
Seabrook Foods
Star Indus.,
Seabrook Foods,
See Wiley,
not to mention all manner of other toys and paraphernalia,
the context in which it is used,

Beebe – Trademark Law: An Open-Source Casebook
See Wiley,
Brooks Shoe Mfg. Co. v. Suave Shoe Corp.,
I.P. Lund
Trading,
automatically
Id.
Exxon Corp. v. Tex. Motor
Exchange of Houston, Inc.,cf. Union Nat’l Bank of Tex., Laredo, Tex.,
See Union Nat’l Bank of Tex., Laredo, Tex.,
Estate of P.D. Beckwith v. Comm’r of Patents,

Beebe – Trademark Law: An Open-Source Casebook
Wal–Mart Stores,
id.
Fiji Water Co., LLC v. Fiji Mineral Water USA, LLC
741 F.Supp.2d 1165, 1176-77 (C.D.Cal. 2010)
Wal–Mart Stores, Inc. v. Samara Bros., Inc
McCarthy on Trademarks

Beebe – Trademark Law: An Open-Source Casebook
SeabrookSeabrook Foods, Inc. v. Bar–Well Foods Ltd
See Wal–Mart Stores, Inc Abercrombie
McCarthy on Trademarks
Seabrook
DCNL, Inc. v. Almar Sales Co
Contra Paddington Corp.
v. Attiki Imps. & Distribs., In
In re Frankish Enterprises Ltd.
113 U.S.P.Q.2d 1964 (TTAB 2015)
Seabrook

Beebe – Trademark Law: An Open-Source Casebook
In Re Frankish Enterprises Ltd
Abercrombie
Seabrook
Star Industries
Star Industries, Inc. v. Bacardi & Co. Ltd.
412 F.3d 373 (2d Cir. 2005)
Seabrook

Beebe – Trademark Law: An Open-Source Casebook
See Courtenay
Communications Corp. v. Hall
compare W In re W.B. Roddenbery Co.,
with In re Hillerich & Bradsby Co.,
See In re E.J. Brach & Sons,
W.B. Roddenbery,
See Libman Co. v. Vining Indus.,
d. Analyzing the Acquired Distinctiveness of Nonverbal Marks
See, e.gHerman Miller, Inc.
v. Palazzetti Imports and Exports, Inc

Beebe – Trademark Law: An Open-Source Casebook
Yankee Candle Co. v. Bridgewater Candle Co
See, e.gKaufman & Fisher Wish Co. v. F.A.O. Schwarz
Duraco Products, Inc. v. Joy Plastic Enterprises, Ltd
Philips Elecs. BV v. Remington Consumer Prods
Id
Registering Disagreement:
Registration in Modern American Trademark Law
B. Bars to Protection
registration
SeeTwo Pesos, Inc. v. Taco Cabana, Inc
Renna v. Cnty. of Union, N.J
Cf Matal v. Tam

Beebe – Trademark Law: An Open-Source Casebook
Lanham Act § 2; 15 U.S.C. § 1052
Matal v. Tam
Iancu v. Brunetti

Beebe – Trademark Law: An Open-Source Casebook
In re Morton-Norwich Products, Inc
Inwood Labs., Inc. v. Ives Labs., IncTrafFix Devices, Inc. v. Marketing Displays,
Inc
Morton-NorwichMorton-Norwich
1. Functionality
See
a. Foundational Cases

Beebe – Trademark Law: An Open-Source Casebook
Inwood
Inwood
TrafFix
TrafFix Inwood
TrafFix
i. In re Morton-Norwich Product, Inc.
In re Morton-Norwich Products, Inc
Morton-Norwich
Morton-Norwich
In re Morton-Norwich Products, Inc.
671 F.2d 1332 (CCPA 1982)

Beebe – Trademark Law: An Open-Source Casebook
portion
the configuration
is dictated primarily by functional (utilitarian) considerations
In re Deister Concentrator
Company, Inc

Beebe – Trademark Law: An Open-Source Casebook
Issues

Beebe – Trademark Law: An Open-Source Casebook
legal

Beebe – Trademark Law: An Open-Source Casebook
an article having utility

Beebe – Trademark Law: An Open-Source Casebook

Beebe – Trademark Law: An Open-Source Casebook
Deister

Beebe – Trademark Law: An Open-Source Casebook
Comments and Questions
Morton-Norwich
Morton-Norwich

Beebe – Trademark Law: An Open-Source Casebook
TrafFix Inwood
TrafFix
QualitexQualitex
ii.
Inwood Labs., Inc. v. Ives Labs., Inc.
Inwood Labs., Inc. v. Ives Labs., Inc.
Inwood
See Sears, Roebuck & Co. v. Stiffel
CoKellogg Co. v. National Biscuit Co
StiffelKellogg
Id
Inwood
Inwood
Inwood
Id
Ives Laboratories, Inc. v. Darby Drug Co., Inc
3. TrafFix Devices, Inc. v. Marketing Displays, Inc.
InwoodTrafFix
Morton-Norwich

Beebe – Trademark Law: An Open-Source Casebook
Inwood Laboratories, Inc
Qualitex Co. v. Jacobson Products Co., Inc TrafFix
QualitexInwood
TrafFix
Inwood Laboratories
TrafFixMorton-Norwich
TrafFix Devices, Inc. v. Marketing Displays, Inc.
532 U.S. 23 (2001)

Beebe – Trademark Law: An Open-Source Casebook
et seq.,
id.,
id.,
non
id.,
id.,
Ibid.
some other way
Ibid.
significant

Beebe – Trademark Law: An Open-Source Casebook
Ibid.Qualitex Co. v. Jacobson Products Co.,
Sunbeam Products,
Inc. v. West Bend Co.,
Thomas & Betts Corp. v. Panduit Corp.,Midwest Industries, Inc. v.
Karavan Trailers, Inc.,Vornado Air Circulation Systems, Inc.
v. Duracraft Corp.,
Wal-Mart Stores, Inc. v. Samara
Brothers, Inc.,
Qualitex, supra,Two Pesos, Inc. v. Taco Cabana, Inc.,
Wal-Mart, supra,
Id.,
Bonito Boats, Inc. v. Thunder Craft Boats, Inc.,
Ibid.

Beebe – Trademark Law: An Open-Source Casebook
Sarkisian v. Winn-Proof
Corp.,
Id.,Warner-Jenkinson
Co. v. Hilton Davis Chemical Co.,
Id.,

Beebe – Trademark Law: An Open-Source Casebook
Qualitex,Inwood
Laboratories, Inc. v. Ives Laboratories, Inc.,
Vornado,
Qualitex, supra, Inwood, supra,
Qualitex
Inwood
Qualitex.
Inwood
Qualitex,
Two Pesos,Two Pesos,
Id.,
Ibid.

Beebe – Trademark Law: An Open-Source Casebook
Inwood,
amici
Amicus CuriaeAmicus
Curiae
Comments and Questions
A missing “significantly”?TrafFix
TrafFix
significantly
TrafFix
Functionality and food flavorsTrafFix
See
b. Utilitarian Functionality Case Law after TrafFix
TrafFix
TrafFix
TrafFix
TrafFix

Beebe – Trademark Law: An Open-Source Casebook
Morton-
Norwich
i. Federal Circuit
Valu Engineering, Inc. v. Rexnord Corp
TrafFix
TrafFixTrafFix
Morton-Norwich
Valu Engineering, Inc. v. Rexnord Corp.
278 F.3d 1268, 1275-76 (Fed. Cir. 2002)
TrafFix
TrafFix
Qualitex
Qualitex
TrafFix
Inwood
Id
Id
TrafFix Qualitex
Qualitex

Beebe – Trademark Law: An Open-Source Casebook
TrafFix Morton–
NorwichMorton–Norwich
Morton–Norwich
TrafFix
TrafFix
TrafFix
TrafFix
McCarthy on Trademarks and Unfair Competition
TrafFixMorton–Norwich
Morton-Norwich
Morton–Norwich
id
Id
ii.
Fifth Circuit
Eppendorf-Netheler-Hinz GMBH v. Ritter GMBH
289 F.3d 351 (5th Cir. 2002)
TrafFix
Qualitex
McCarthy on Trademarks and Unfair Competition
TrafFix

Beebe – Trademark Law: An Open-Source Casebook
TrafFix.
Appellee’s Brief
Appellee’s Brief

Beebe – Trademark Law: An Open-Source Casebook
TrafFix.
TrafFix,
Id.
Id.
TrafFix,

Beebe – Trademark Law: An Open-Source Casebook
Comments and Questions
Sixth Circuit application of EppendorfTrafFix
TrafFix
Antioch Co. v. Western Trimming Corp
TrafFix
SeeAntioch Co. v. Western Trimming Corp
required
TrafFix Devices
Inwood

Beebe – Trademark Law: An Open-Source Casebook
iii.
Ninth Circuit
Apple, Inc. v. Samsung Electronics Co. Ltd.
786 F.3d 983 (Fed. Cir. 2015)

Beebe – Trademark Law: An Open-Source Casebook
and a second post-trial motion
Stephen W. Boney, Inc. v. Boney Servs., Inc
McCarthy on Trademarks and Unfair Competition
TrafFix Devices, Inc. v. Mktg. Displays, Inc
Leatherman Tool Grp., Inc. v. Cooper
Indus., Inc
Id
Idee also Qualitex Co. v. Jacobson Prods. Co
Inwood Labs., Inc. v. Ives Labs., Inc
Disc Golf Ass’n v. Champion Discs, Inc
Leatherman

Beebe – Trademark Law: An Open-Source Casebook
Id
See, e.g TrafFix Secalt S.A. v. Wuxi
Shenxi Const. Mach. Co
Disc Golf
See, e.gTalking Rain Beverage Co. v. S.
Beach Beverage
Tie Tech, Inc. v. Kinedyne Corp
See
Disc Golf
See Disc Golf
See TrafFix
Disc GolfSecalt

Beebe – Trademark Law: An Open-Source Casebook
Disc Golf
Id
Disc Golf
easy
to use
easy to use
See Disc Golf
Tie Tech
Leatherman
Id
See Talking Rain

Beebe – Trademark Law: An Open-Source Casebook
Disc Golf
Id
Id
Disc Golf
Talking Rain
Id
See Disc Golf
Disc Golf

Beebe – Trademark Law: An Open-Source Casebook
Tie Tech
Id
Id
See id
See
See Tie TechLeatherman
IdLeatherman
See id

Beebe – Trademark Law: An Open-Source Casebook
See id
Disc Golf
Disc Golf
See Tie Tech
Leatherman
Disc Golf
iv.
Seventh Circuit
Specialized Seating, Inc. v. Greenwich Industries, L.P.
616 F.3d 722 (7th Cir. 2010)

Beebe – Trademark Law: An Open-Source Casebook
kind
Jay Franco & Sons, Inc. v. Franek,
TrafFix,
Jay Franco,

Beebe – Trademark Law: An Open-Source Casebook
Jay Franco
only
TrafFix
all
Bonito Boats, Inc. v. Thunder Craft Boats, Inc.,
Sears, Roebuck & Co. v. Stiffel Co.,
c. Aesthetic Functionality
TrafFix
TrafFix
Inwood
Inwood
Restatement
(Third) of Unfair Competition

Beebe – Trademark Law: An Open-Source Casebook
British Seagull Ltd. v. Brunswick Corp
In re Florists’ Transworld Delivery, Inc
Deere & Co. v. Farmhand, Inc
But see
Farmhand
QualitexTrafFix
Farmhand
In re Ferris Corp
Pagliero v. Wallace China Co
PaglieroSee, e.g., Au-Tomotive Gold, Inc. v. Volkswagen of Am., Inc
Wallace Int’l Silversmiths, Inc. v. Godinger Silver Art Co
Pagliero Christian Louboutin S.A. v. Yves Saint Laurent America Holding,
Inc

Beebe – Trademark Law: An Open-Source Casebook
See,
e.gBd. of Supervisors for La. State Univ. Agric. & Mech. Coll. v. Smack Apparel Co.,
TrafFix
non-utilitarian nonmechanical
See generally Cognitive and
Aesthetic Functionality in Trademark Law
i. Foundational Cases
Pagliero v. Wallace China Co.
198 F.2d 339, 343-44 (9th Cir. 1952)
Crescent Tool Co. v. Kilborn & Bishop Co

Beebe – Trademark Law: An Open-Source Casebook
Wallace Int’l Silversmiths, Inc. v. Godinger Silver Art Co

Beebe – Trademark Law: An Open-Source Casebook
Wallace Int’l Silversmiths, Inc. v. Godinger Silver Art Co.
916 F.2d 76 (2d Cir. 1990)

Beebe – Trademark Law: An Open-Source Casebook
supra,
Pagliero v. Wallace China Co.,
Pagliero.
Id.PaglieroLeSportsac, Inc. v. K Mart Corp.
Pagliero,
Pagliero
See Keene Corp. v. Paraflex Industries, Inc.,
Pagliero, Pagliero,
Stormy Clime Ltd. v. Progroup, Inc.,
Id
See Keene, supra
See, e.g., Rogers,
supra

Beebe – Trademark Law: An Open-Source Casebook
see Abercrombie & Fitch Co. v. Hunting World, Inc.,
See First Brands Corp. v. Fred Meyer, Inc.,
Trademarks and Unfair Competition, et seq. supra,
See
Pagliero
Pagliero.
A A
A
A
A
A

Beebe – Trademark Law: An Open-Source Casebook
ii.
Aesthetic Functionality and the Apparel Fashion Industry
Christian Louboutin S.A. v. Yves Saint Laurent America Holding,
Inc
TrafFix
Louboutin
Christian Louboutin S.A. v. Yves Saint Laurent America Holding, Inc.
696 F.3d 206, 218-228 (2d Cir. 2012)

Beebe – Trademark Law: An Open-Source Casebook
Qualitex,
Id.
Nora Beverages, Inc.,see Genesee Brewing Co.,
See Fabrication
Enters., Inc.,
Inwood Labs.,
LeSportsac, Inc.
v. K mart Corp.,Warner Bros. Inc. v. Gay Toys Inc.,
Id.
See Wallace Int’l Silversmiths, Inc. v. Godinger Silver Art Co.,
LeSportsac,
LeSportsac,
Warner Brothers,Kellogg Co. v. National Biscuit Co.,

Beebe – Trademark Law: An Open-Source Casebook
Warner Bros., Inc.,
Inwood
Inwood
TrafFix Devices, Inc. v. Marketing Displays, Inc.,
TrafFix Qualitex,
itself
Qualitex,
TrafFixsee Landscape Forms, Inc. v. Colum. Cascade Co.,
Inwood
Qualitex.
Inwood
Qualitex
Pagliero v. Wallace China Co.,
See, e.g., Warner
Bros., Inc.,
Fisher Stoves Inc. v. All Nighter Stove Works, Inc.,
See
Warner Bros., Inc.,
See, e.g., Industria Arredamenti Fratelli Saporiti v. Charles Craig, Ltd.,
Id.
See

Beebe – Trademark Law: An Open-Source Casebook
Pagliero
significantly
Coach Leatherware Co. v. AnnTaylor, Inc.,
Villeroy & Boch Keramische Werke K.G. v. THC
Sys., Inc.,
Qualitex
Qualitex,
QualitexTrafFix
TrafFix,
QualitexTrafFix
Wallace International Silversmiths, Stormy Clime,LeSportsac. See Yurman Design, Inc.,
TrafFix
TrafFix,
See Jay Franco & Sons, Inc. v. Franek,
See
Maker’s Mark Distillery, Inc. v. Diageo N. Am., Inc.,
See
Bd. of
Supervisors for La. State Univ. Agric. & Mech. Coll. v. Smack Apparel Co.,
dicta,
QualitexTrafFix
See Wallace Int’l Silversmiths, Pagliero
LeSportsac
(Dys)functionality,
TrafFix
Pagliero

Beebe – Trademark Law: An Open-Source Casebook
Forschner Grp., Inc. v. Arrow
Trading Co.,Wallace Int’l Silversmiths, Inc.,
not
Fabrication Enters., Inc.,Stormy Clime,
significantly
See Knitwaves, Inc. v. Lollytogs Ltd.,
Landscape Forms, Inc.,
Fabrication Enters., Inc.,
See, e.g., Jay Franco & Sons, Inc. v.
Franek,
See Wallace Int’l Silversmiths, Inc.,
Yurman Design, Inc.,
Cf. Pagliero,
per se
Qualitex
Qualitex,
per se
Qualitex
per se
Louboutin,
Qualitex per se

Beebe – Trademark Law: An Open-Source Casebook
Louboutin,
id.
See Wallace Int’l Silversmiths, Inc.,
excluding
monopolized
sui generis See generally The Law,
Culture, and Economics of Fashion, see also id.
See, e.g.,
SeeThe Piracy Paradox: Innovation and
Intellectual Property in Fashion Design,
See generally
Kieselstein–Cord v. Accessories by Pearl, Inc.,
The
Trademark/Copyright Divide,
See Feist Publ’ns, Inc. v. Rural Tel. Serv. Co.,
Procter & Gamble Co. v. Colgate–Palmolive Co.,
See Blendco, Inc. v. Conagra Foods, Inc.,
Tuccillo v. Geisha NYC, LLC,

Beebe – Trademark Law: An Open-Source Casebook
Fabrication Enters., Inc.,
Stormy Clime,
ante
Louis Vuitton Malletier
Stormy Clime, Ltd
does not
high-heeled, black shoes
pops outLouboutin,
contrast
four Compare id.
with id.
sole
only

Beebe – Trademark Law: An Open-Source Casebook
See id.
Comments and Questions
Are Louboutin’s and YSL’s shoes nevertheless confusingly similar?
2. Deceptive and Deceptively Misdescriptive Marks
Lanham Act § 2; 15 U.S.C. § 1052
in whole or in part,

Beebe – Trademark Law: An Open-Source Casebook
a. Non-Geographic Deceptive and Deceptively Misdescriptive Marks
See
See
In re Budge Mfg. Co
See In re Spirits Intern., N.V
In re White Jasmine LLC

Beebe – Trademark Law: An Open-Source Casebook
In re Phillips-Van Heusen Corp
In re Shapely, Inc
In re Organik Technologies, Inc
Gold Seal Co. v. Weeks
In re Berman Bros. Harlem Furniture Inc.
In re Christopher C. Hinton
b. Geographic Deceptive and Deceptively Misdescriptive Marks
nongeographic
geographic
See
In re Miracle Tuesday, LLC

Beebe – Trademark Law: An Open-Source Casebook
non-geographic
geographic
In re California Innovations, Inc
non-geographic
California Innovations
Id In re California
Innovations
See
Id

Beebe – Trademark Law: An Open-Source Casebook
California Innovations
California Innovations
without any need to show secondary meaning
California Innovations
see Geographic Trademarks and the Protection of
Competitor Communication
Comments and Questions
Synthesizing the Tests

Beebe – Trademark Law: An Open-Source Casebook
Examples of marks held to be geographically deceptively misdescriptive
See, e.gIn re Miracle Tuesday
LLC
In re Premiere Distillery,
LLC

Beebe – Trademark Law: An Open-Source Casebook
Example of a mark held not to be geographically deceptively misdescriptive
In re Glaze Inc
In re Glaze
California Innovations
California Innovations
Id
Id
3. Marks that May Falsely Suggest a Connection
Lanham Act § 2; 15 U.S.C. § 1052

Beebe – Trademark Law: An Open-Source Casebook
In re Nieves & Nieves LLC
113 U.S.P.Q.2d 1639 (TTAB 2015)
See In re PedersenIn re Jackson Int’l Trading Co.
See also Univ. of Notre Dame du Lac v. J.C. Gourmet Food Imports Co.
“Notre Dame”Bd. of Trs. of Univ. of Ala. v. Pitts
“Pitts”
A. Whether Applicant’s mark ROYAL KATE is the same as or a close approximation of the name or identity
of Kate Middleton?

Beebe – Trademark Law: An Open-Source Casebook
Notre Damesee also Pitts
Notre
Dame
Notre Dame
See Notre
Dame Buffett However, while a
party’s interest in its identity does not depend for its existence on the adoption and use of a
technical trademark, a party must nevertheless have a protectable interest in a name (or its
equivalent). Thus, we focus on the key factor in the false suggestion analysis for this case:
whether applicants’ mark is a close approximation of opposers’ name or identity, i.e., a right
in which opposers possess a protectable interest
Pitts
Cf. Carson v. Here’s Johnny Portable Toilets, Inc.
The
Random House Dictionary of the English Language (Unabridged)

Beebe – Trademark Law: An Open-Source Casebook
See Notre Dame
i.e.See
also In re Urbano
Pitts
In re Urbano
See Bd. of
Trustees of the Univ. of Ala. v. BAMA-Werke Curt Baumann
B. Whether Applicant’s mark ROYAL KATE would be recognized as a close approximation of Kate
Middleton’s identity by purchasers, in that the mark points uniquely and unmistakably to Kate Middleton?

Beebe – Trademark Law: An Open-Source Casebook
C. Whether Kate Middleton is connected with the goods that are sold or will be sold by Applicant under its
mark?
D. Whether Kate Middleton’s name or identity is of sufficient fame or reputation that when Applicant’s
mark ROYAL KATE is used on Applicant’s goods, a connection with Kate Middleton would be presumed?
In re Pedersen
per se
Cf. Notre Dame
E. Analyzing the factors.

Beebe – Trademark Law: An Open-Source Casebook
In re HoefflinMartin v. Carter
Hawley Hale Stores, Inc.,
the name identifies a specific
living individualwho is so
well known that such a connection would be assumedSee In re Hoefflin
Krause v. Krause Publ’ns, Inc.
In re Sauer
In re Steak & Ale Rest. of Am., Inc.
Cf. Ceccato v. Manifattura Lane Gaetano Marzotto & Figli S.p.A.
See In re
Hoefflin
In re Masucci

Beebe – Trademark Law: An Open-Source Casebook
Decision
Comments and Questions
Difference between § 2(a) false suggestion of a connection and § 2(c) identification of living
individual without consent
In re Sauer Martin v. Carter Hawley Hale Stores, Inc
See, e.g In re Sauer
In re Richard M. Hoefflin
See, e.gRoss v. Analytical Technology Inc
Deceased celebrities
See, e.g
But see Association Pour La Defense et La Promotion De Loeuvre De
Marc Chagall Dite Comite Marc Chagall v. Bondarchuk
Giving the
Wrong Impression: Section 2(a)'s False Suggestion of a Connection

Beebe – Trademark Law: An Open-Source Casebook
4. Confusingly-Similar Marks Under Lanham Act § 2(d)
5. Disparaging and Scandalous Marks
Matal v. Tam
Tam
Tam
Tam Blackhorse v.
Pro-Football, Inc
Tam
Iancu v.
Brunetti,
Brunetti
Tam

Beebe – Trademark Law: An Open-Source Casebook
Matal v. Tam
137 S.Ct. 1744, 582 U.S. __ (2017)
B & B
Hardware, Inc. v. Hargis Industries, Inc.,Wal–Mart Stores, Inc. v.
Samara Brothers, Inc.,
United
Drug Co. v. Theodore Rectanus Co., Hanover Star Milling Co. v. Metcalf,
Wal–Mart Stores, supra,Park ‘N Fly, Inc.
v. Dollar Park & Fly, Inc.,
B & B Hardware, supra,
Trade–Mark Cases,
Two
Pesos, Inc. v. Taco Cabana, Inc.,id

Beebe – Trademark Law: An Open-Source Casebook
San Francisco Arts & Athletics, Inc. v. United States Olympic Comm.,
Park ‘N Fly, Inc., supra,
Two
Pesos, supra,
id.,
id.,
B & B Hardware,
ibid.
B & B Hardware,
ibid Park ‘N Fly,
In re Tam,
Two Pesos

Beebe – Trademark Law: An Open-Source Casebook
2
Ibid.
Ibid.
Ibid.
In re Tam,
Ibid.
Ibid.

Beebe – Trademark Law: An Open-Source Casebook
id.,
id.,
id.,
id.,
id.,
id.,
sub. nom. Lee v. Tam,
.
Pleasant Grove City v. Summum,
Johanns v. Livestock Marketing Assn
Board of Regents of Univ. of
Wis. System v. Southworth,
Summum, supra,
Walker v. Texas Div., Sons of Confederate Veterans, Inc.,
Lamb’s Chapel v. Center Moriches Union Free School Dist.,

Beebe – Trademark Law: An Open-Source Casebook
Ibid.
Amicus Curiae
e.g.,

Beebe – Trademark Law: An Open-Source Casebook
In re
Old Glory Condom Corp
Application of National
Distillers & Chemical Corp.,
Johanns,
Id.,
Summum
Id.,
Id.,

Beebe – Trademark Law: An Open-Source Casebook
Walker,
Walker
Summum
Johanns,
Summum, Walker
Eldred v. Ashcroft,
Agency
for Int’l Development v. Alliance for Open Society Int’l, Inc
Ibid.
Rust v. Sullivan,
National Endowment for Arts v. Finley,
United States v. American Library Assn., Inc.,
Regan v. Taxation With Representation of Wash.,
Cammarano v. United States,

Beebe – Trademark Law: An Open-Source Casebook
e.g
Central Hudson Gas & Elec. Corp. v.
Public Serv. Comm’n of N. Y.,amici
amici,
Central Hudson Central Hudson,
Central Hudson

Beebe – Trademark Law: An Open-Source Casebook
Id.,
Id.,
amicus
Amici Curiae
United States v. Schwimmer,
Amicus Curiae
ibid. Amici Curiae
any person, group, or institution

Beebe – Trademark Law: An Open-Source Casebook
United
States v. Stevens,
Rosenberger v. Rector
and Visitors of Univ. of Va.,
Reed v. Town of Gilbert,
Rosenberger,
Id.,
Cornelius v. NAACP Legal Defense & Ed. Fund, Inc.,
Rosenberger, supra,

Beebe – Trademark Law: An Open-Source Casebook
Reed,
Sorrell v. IMS Health Inc.,
Bolger v. Youngs Drug Products Corp.,

Beebe – Trademark Law: An Open-Source Casebook
Abrams v. United States,
Amicus Curiae
id.,
e.g.,FTC v. Winsted
Hosiery Co.,
Sorrell, supra,
Legal Services Corporation v. Velazquez,
Board of Regents of Univ. of Wis. System v. Southworth,
Rosenberger,
Southworth, supra,
e.g.,
Agency for Int’l Development v. Alliance for Open Society Int’l, Inc.,
Velazquez, supra,

Beebe – Trademark Law: An Open-Source Casebook
Lorillard Tobacco Co. v.
Reilly,
e.g., 44 Liquormart, Inc. v. Rhode Island,
Central Hudson Gas &
Elec. Corp. v. Public Serv. Comm’n of N. Y.,

Beebe – Trademark Law: An Open-Source Casebook
(Photo credit: hafgod, grailed.com)
Iancu v. Brunetti
No. 18-302, 2019 WL 2570622, 588 U.S. __ (June 24, 2019)
MatalTam
Ibid.
I.

Beebe – Trademark Law: An Open-Source Casebook
Tam
In re Brunetti
II
Tam

Beebe – Trademark Law: An Open-Source Casebook
RosenbergerRector and Visitors of Univ. of Va.
Tam
Id.
Id.
Id.
Tam
Tam

Beebe – Trademark Law: An Open-Source Casebook
Amici Curiae
Ex
parte Summit Brass & Bronze WorksIn re Riverbank Canning Co.
Tam
Tam
id.id.
Id.,
mode
Id.,
Id.,
FCCFox Television Stations, Inc.

Beebe – Trademark Law: An Open-Source Casebook
United StatesStevens
Stevens
Tam
Tam
post,
post,
supra,
post,
both and
post,

Beebe – Trademark Law: An Open-Source Casebook
MatalTam
Tam

Beebe – Trademark Law: An Open-Source Casebook
ReedTown of Gilbert
.
Reed
I
ante

Beebe – Trademark Law: An Open-Source Casebook
ante,MatalTam
ante
A
ante
ante
ante
or
KingSt. Vincent’s Hospital
Ibid. NLRBFederbush Co.

Beebe – Trademark Law: An Open-Source Casebook
TRW Inc.Andrews
Tam
id.,
ante
Swearingen
United States
ante,
E.g., Washington
State Dept. of Social and Health Servs.Guardianship Estate of Keffeler
E.g., GustafsonAlloyd Co.
inter alia
BruesewitzWyeth LLC
Graham County Soil and Water Conservation Dist.United States ex rel.
Wilson
McDonnellUnited States
Id
Id
Ante,
e.g., In re McGinley

Beebe – Trademark Law: An Open-Source Casebook
Miller
California id.,
FCCPacifica Foundation
e.g.,
B
In re Boulevard Entertainment, Inc.
ante
In re Brunetti
Matal Tam

Beebe – Trademark Law: An Open-Source Casebook
ChaplinskyNew Hampshire
id.,
id.,
United States
Albertini
SternMarshallNLRBJones &
Laughlin Steel Corp.
II
A
ReedTown of Gilbert
Ward Rock Against Racism
justified
RosenbergerRector and Visitors of Univ. of Va.
Ward
ibid.RentonPlaytime Theatres, Inc.
Rosenberger
R. A. V.St. Paul

Beebe – Trademark Law: An Open-Source Casebook
mode whatever Id., id.,
BolgerYoungs Drug Products Corp.
R. A. V. ,
Bethel School Dist. No. 403Fraser
Pacifica
Chaplinsky
id.,
CohenCalifornia
Cohen
Cohen
Id.,
Id.,
i.e.,
Id.,id.,
Cohen
id.,id.,
Cohen
id.,
R. A. V.
BrownEntertainment Merchants Assn.
WardRock Against Racism
e.g., American
Freedom Defense Initiative Massachusetts Bay Transp. Auth.
e.g., Bethel School Dist. No. 403Fraser

Beebe – Trademark Law: An Open-Source Casebook
Cohen
Rosenberger
Ward
Cohen
B
e.g.,Reed
e.g., Rosenberger
B&B
Hardware, Inc.Hargis Industries, Inc.
anteTam
e.g., Christian Legal Soc. Chapter of Univ. of Cal., Hastings College of
Law Martinez
Rosenberger
CorneliusNAACP Legal Defense & Ed. Fund, Inc.
United StatesEichman
RentonPlaytime Theatres, Inc. Church of Lukumi
Babalu Aye, Inc.Hialeah
infra

Beebe – Trademark Law: An Open-Source Casebook
e.g., Legal Services CorporationVelazquez
National
Endowment for ArtsFinley
Christian Legal Soc.
Velazquez
YsursaPocatello Ed. Assn.
e.g., Christian Legal
Society
Velazquez
C
e.g., Ysursa Cornelius
Tam Finley
id.,
e.g.,

Beebe – Trademark Law: An Open-Source Casebook
Tam
Hustler Magazine, Inc.
Falwell
III
Jones &
Laughlin Steel Corp. HooperCalifornia
United StatesStevens
Frisby
Boos
Finley
supra,
RenoAmerican Civil Liberties Union
BrockettSpokane Arcades, Inc.Tam
ante

Beebe – Trademark Law: An Open-Source Casebook
Comments and Questions
Marijuana marks
In re
Brown See also In re Stanley Bros. Social Enterprises, LLC
In re JJ206, LLC, dba JuJu JointsIn re
Canopy Growth Corp
C. Use in Commerce as a Prerequisite for Trademark Rights
See Lucent Info. Mgmt. v. Lucent Techs., Inc
La Societe Anonyme des Parfums le
Galion v. Jean Patou, Inc
“Use in Commerce” as Implementing the Commerce Clause Limitation on the Reach of
Congressional Power
See, e.g Christian Faith Fellowship Church v. adidas AG
“Use in Commerce” for Purposes of Determining Whether a Trademark Owner Has Abandoned Its
Rights
See

Beebe – Trademark Law: An Open-Source Casebook
plaintiff
defendant
plaintiff’s
See
Aycock Engineering, Inc. v. Airflite, IncCouture v. Playdom, Inc
Planetary Motion, Inc. v. Techsplosion, Inc
1. Use in Commerce as a Prerequisite for Federal Trademark Registration
Lanham Act § 45, 15 U.S.C. § 1127
See

Beebe – Trademark Law: An Open-Source Casebook
Aycock Engineering, Inc. v. Airflite, Inc.
560 F.3d 1350 (Fed. Cir. 2009)

Beebe – Trademark Law: An Open-Source Casebook
Id.
Airflite, Inc. v. Aycock Eng’g, Inc.,
TTAB Decision
See

Beebe – Trademark Law: An Open-Source Casebook
See Chance v. Pac–Tel Teletrac Inc.,
McCarthy on
Trademarks and Unfair Competition
See Gay Toys, Inc. v. McDonald’s Corp.,
Blue Bell, Inc. v. Jaymar–Ruby, Inc.,
See Id.
WarnerVision Entm’t Inc. v. Empire of
Carolina, Inc.,
Id.
See

Beebe – Trademark Law: An Open-Source Casebook
In re Cedar Point, Inc.,
Intermed Commc’ns, Inc. v. Chaney,Greyhound Corp. v.
Armour Life Ins. Co.,
Greyhound,
Intermed,
see Blue Bell,
Intermed,
Intermed,
Id.
Id.
Id.
Id.
Id.
Id.
Id.
Intermed,
Id.
Id.
Cedar Point, Cedar Point,
Id.
Id.
Id.
Id.

Beebe – Trademark Law: An Open-Source Casebook
Id.
Id.
Id.
Id.
See Intermed,

Beebe – Trademark Law: An Open-Source Casebook
Couture v. Playdom, Inc.
778 F.3d1379 (Fed. Cir. 2015)
BACKGROUND
Aycock,
Aycock
ab initio. Id.
Aycock
both
and

Beebe – Trademark Law: An Open-Source Casebook
United Drug Co. v. Theodore Rectanus Co.,
International Bancorp, LLC v. Societe des Bains de Mer et du Cercle des Etrangers a Monaco,
Id.see Sensient Techs. Corp. v. SensoryEffects Flavor Co.,
Buti v. Impressa Perosa, S.R.L.,
See
2. Use in Commerce as a Prerequisite for Unregistered “Common Law” Priority
Planetary Motion, Inc. v. Techsplosion, Inc.
261 F.3d 1188 (11th Cir. 2001)
et seq.

Beebe – Trademark Law: An Open-Source Casebook

Beebe – Trademark Law: An Open-Source Casebook
See
Tally-Ho, Inc. v. Coast Community College Dist.,
or
Premier
Dental Prods. Co. v. Darby Dental Supply Co., cert. denied,
Allard Enters., Inc. v. Advanced
Programming Res., Inc.,
New West Corp. v. NYM Co. of Cal., Inc.,
inter alia, Dresser Indus., Inc. v. Heraeus Engelhard Vacuum,
Inc.,cert. denied,

Beebe – Trademark Law: An Open-Source Casebook
United We Stand Am., Inc. v. United We Stand, Am. N.Y., Inc.,
cert. denied,
United States v. Lopez,
See also Steele v. Bulova Watch Co., Larry
Harmon Pictures Corp. v. Williams Rest. Corp.,
cert. denied,
See, e.g., Planned Parenthood Fed’n of Am., Inc. v. Bucci,
aff’d,cert. denied,
ownership
rights See New England
Duplicating Co. v. Mendes,
Mendes

Beebe – Trademark Law: An Open-Source Casebook
Id.See also New West,
See, e.g., Johnny Blastoff, Inc. v. L.A. Rams
Football Co.,
cert. denied,
New West,Mendes,
New West
Mendes
Id.
Compare Marvel Comics Ltd. v. Defiant,
with WarnerVision Entm’t Inc. v. Empire of Carolina Inc.,
aff’d in part, vacated in part,
See, e.g., Univ. of Fla. v. KPB, Inc.,See
supra
See Zazu Designs v. L’Oreal,
S.A.,
Circuit City Stores, Inc. v. CarMax, Inc.,
Future Domain Corp. v. Trantor Sys. Ltd.,
Future Domain,existence
Id.

Beebe – Trademark Law: An Open-Source Casebook
Blue Bell, Inc. v. Farah Mfg. Co.,
de minimis
See, e.g., Paramount Pictures Corp. v. White,
de minimis
Zazu Designs,
Id.
Bonner v. City of Prichard,

Beebe – Trademark Law: An Open-Source Casebook
See
supra which is typical in a
particular industry.
DeCosta v. Columbia Broad. Sys., Inc.,
cert. denied,
DeCosta
DeCosta

Beebe – Trademark Law: An Open-Source Casebook
Id.
Mendes,
competitionSee Girls Clubs of Am., Inc. v. Boys Clubs of Am., Inc.,
aff’d,
Comments and Questions
“Analogous Use” of a Trademark
See, e.gAmerican Express Co. v. Goetz
id
De Costa
arguendo,

Beebe – Trademark Law: An Open-Source Casebook
The “totality of the circumstances” test
See La Societe Anonyme des Parfums Le Galion v. Jean Patou, Inc
Chance v. Pac-Tel Teletrac Inc
Id
Wall Street JournalWashington PostChicago Tribune
Id
Johnny Blastoff, Inc. v. Los Angeles Rams Football Co

Beebe – Trademark Law: An Open-Source Casebook
St. Louis Dispatch’s
T.A.B.
Systems v. Pactel Teletrac,
See In re Owens–Corning Fiberglas Corp.
only
Nat’l Cable
Television Assoc. v. Am. Cinema Editors, Inc.
Seeid.
Indianapolis Colts, Inc.
v. Metropolitan Baltimore Football Club Ltd
Id
Stealing” someone else’s idea for a trademark
American Express Co. v. Goetz

Beebe – Trademark Law: An Open-Source Casebook
Id
Trademark trolls and the use in commerce requirement
Central Mfg., Inc. v. Brett
Id
Id
See
D. The Trademark Registration Process

Beebe – Trademark Law: An Open-Source Casebook
See, e.g.(National) Trademark Laws and the (Non-National) Domain Name
System
see alsoTrademark Law:
An Economic Perspective
See, e.g.

Beebe – Trademark Law: An Open-Source Casebook
See, e.g
In re Cyber-Blitz Trading Services
Crocker National Bank v. Canadian Imperial Bank of Commerce
Id. See alsoCyber-Blitz
Trademarks and Patents in China: The Impact of Non-Market
Factors on Filing Trends and IP Systems
See also
Fake Trademark Specimens: An Empirical Study
Dragon Bleu (SARL) v. VENM

Beebe – Trademark Law: An Open-Source Casebook
Comments and Questions
The Phenomenon of “Submarine Trademarks.”
See
1. Benefits and Costs of Trademark Registration
a. Registration on the Principal Register
Application to register mark considered constructive use

Beebe – Trademark Law: An Open-Source Casebook
Compare, e.g., Christian Louboutin S.A. v. Yves Saint Laurent America Holdings, Inc
withCustom Vehicles, Inc. v. Forest River, Inc
andDoor Systems, Inc. v. Pro-Line Door Systems, Inc
See Registering Disagreement: Registration in Modern
American Trademark Law
Park ‘N Fly, Inc. v. Dollar Park and Fly, Inc

Beebe – Trademark Law: An Open-Source Casebook
Park ‘N Fly
Seeid.
See
registered
b. Registration on the Supplemental Register
See Park ‘N Fly
See id
Id

Beebe – Trademark Law: An Open-Source Casebook
Id
See
See also
CloroxThe U.S. Supplemental
Register: Solace, Substance or Just Extinct?
Clorox
See
c. Costs of Trademark Registration
2. Lanham Act § 1(b) Intent to Use Applications and the Bona Fide Intent to Use
Requirement
See

Beebe – Trademark Law: An Open-Source Casebook
Is the Trademark Office a Rubber Stamp?
Kelly Services, Inc. v. Creative Harbor, LLC
846 F.3d 857 (6th Cir. 2017)
bona fide

Beebe – Trademark Law: An Open-Source Casebook
bona fide
inter
alia
Id.
bona fide

Beebe – Trademark Law: An Open-Source Casebook
Kelly Servs. II
bona
fideId.
bona fide
Id.
bona fide
bona fide
Bona Fide
de novo
M.Z. Berger
Aktieselskabet AF 21. Nov. 2001 v. Fame Jeans Inc.L’Oreal S.A. v. Marcon
bona fide
bona fide
M.Z. BergerAktieselskabet
bona fide
M.Z. Berger McCarthy on Trademarks
objectiveM.Z. Berger
and not merely intent to reserve a right in the mark
Id.
Id . . . .
bona fideM.Z. Berger
Lane

Beebe – Trademark Law: An Open-Source Casebook
Id.
presence
See Proving Your Bona Fides—Establishing Bona Fide Intent to Use Under the U.S.
Trademark (Lanham) Act
bona fide
Bos. Red Sox Baseball Club LP v. Sherman
bona fide
Honda Motor Co.
Bos. Red Sox
Intel Corp.

Beebe – Trademark Law: An Open-Source Casebook
bona fide
Prime FacieBona Fide
Bos. Red Sox
bona fide
in case the brand got bigger; in case it diversifies a little bit
future exploration of this name—of this brandId.
some of them were meant for future explorationId.
might
mightId.
Id
to keep the option open to at some point do thatId.
Id.
maybe at some point
maybe some kind of career advisorId.
Id.
Kelly Servs. II
See M.Z. Berger

Beebe – Trademark Law: An Open-Source Casebook
Id.
some of them were meant for future exploration
M.Z. Berger
bona fide
bona fide
bona fide
Honda Motor Co.
bona fide
Id.
bona fide
Kelly Servs. II
Id.
Id.
some
lackedother
Id.
bona fide

Beebe – Trademark Law: An Open-Source Casebook
bona fide
Spirits International, B.V. v. S.S. Taris Zeytin Ve
Zeytinyagi Tarim Satis Kooperatifleri Birligi
bona fide
bona fide
Spirits International
bona fide
bona fide
bona fide
Grand Canyon
bona fide
bona fide
ab initio

Beebe – Trademark Law: An Open-Source Casebook
3. Process of Registration
a. Application
See
Filing Basis
Designation of Goods and Services
U.S. Acceptable
Identification of Goods and Services Manual
See
Drawing
Specimen of Use
See
See
See

Beebe – Trademark Law: An Open-Source Casebook
b. Examination
See
See
See id
c. Publication
See
See
d. Opposition and the Trademark Trial and Appeal Board
SeeAre We Running Out of Trademarks? An
Empirical Study of Trademark Depletion & Congestion
See

Beebe – Trademark Law: An Open-Source Casebook
The TTAB and Issue Preclusion
B & B Hardware, Inc. v. Hargis Indus., Inc
IdB &
BAshe v. PNC Financial Services Group, Inc
Peter v. NantKwest
Id

Beebe – Trademark Law: An Open-Source Casebook
Standing to Oppose
Ritchie v. Simpson
Id
IdRitchie
id
Rebecca Curtin v. United Trademark Holdings, Inc
In re Abcor Dev. Corp
Curtin v. United Trademark Holdings, Inc
e. Registration
See
4. Post-Registration Maintenance of the Registration
See See also
Example
See
See also Example

Beebe – Trademark Law: An Open-Source Casebook
5. Notice of Federal Registration
Id
after
See
6. Cancellation of Registration
See

Beebe – Trademark Law: An Open-Source Casebook
Ex parte expungement and ex parte reexamination
ex
parte
ex parte
ex parte
the
PTOin federal court
But see

Beebe – Trademark Law: An Open-Source Casebook
ex
parte
Lanham Act § 37
Id
See Shakespeare Co. v. Silstar Corp. of Am
7. The Madrid System
See

Beebe – Trademark Law: An Open-Source Casebook
Comments and Questions
Trademark Registration Rates at the PTO
See
Is the Trademark Office a Rubber Stamp?
Id
Id
Id
Do Trademark Lawyers Matter?
See Do Trademark
Lawyers Matter?

Beebe – Trademark Law: An Open-Source Casebook
Id
Id
Trademark Registrations as an Index of Innovation?
See, e.g
See alsoTrade Marks and Innovation?
Do State Trademark Regsitrations Have Any Value?
SeeAbolishing State Trademark
Registrations
Id
Id
Id
See, e.g Visa
International Service Ass’n v. Visa Realtors
Trademark Law’s Faux Federalismin
Id
Id

Beebe – Trademark Law: An Open-Source Casebook
8. Incontestable Status and Park ‘N Fly
Park ‘N Fly, Inc. v. Dollar Park and Fly, Inc.
469 U.S. 189 (1985)
Id.,
Ibid.
Ibid.
Union Carbide Corp. v. Ever-Ready Inc.,

Beebe – Trademark Law: An Open-Source Casebook
Id.,
Abercrombie & Fitch Co. v. Hunting World, Inc.,
i.e.,
American Tobacco Co. v. Patterson,

Beebe – Trademark Law: An Open-Source Casebook
Ibid.
conclusive
i.e.,
Id.,
Id.,
id.,

Beebe – Trademark Law: An Open-Source Casebook
ex parte
post,
Tillamook
County Creamery v. Tillamook Cheese & Dairy Assn.,
Tillamook,

Beebe – Trademark Law: An Open-Source Casebook
Ante,
Union Carbide Corp. v. Ever-Ready, Inc.,
ante,

Beebe – Trademark Law: An Open-Source Casebook

Beebe – Trademark Law: An Open-Source Casebook
Ibid
ante,

Beebe – Trademark Law: An Open-Source Casebook
Hecht Co. v.
Bowles
supra,
Ante,
Ante,
ante,
E. The Geographic Extent of Trademark Rights

Beebe – Trademark Law: An Open-Source Casebook
1. The Geographic Extent of Rights in Unregistered Marks
Hanover Star Milling Co. v. MetcalfTea
Rose United Drug Co. v. Theodore Rectanus
Tea Rose-Rectanus
Tea Rose-Rectanus
Nat'l Ass'n for Healthcare Commc'ns, Inc. v. Cent. Arkansas Area Agency on Aging,
Inc.
Tea Rose-Rectanus
a. The Tea Rose-Rectanus Doctrine Applied
The six counties where Central Arkansas Area Agency on Aging, Inc. uses its mark

Beebe – Trademark Law: An Open-Source Casebook
National Association for Healthcare Communications, Inc. v. Central Arkansas Area Agency on
Aging, Inc.
257 F.3d 732 (8th Cir. 2001)
See
See
National Ass’n for Healthcare Commun., Inc. v. Central Ark. Area Agency on Aging,
Inc.,
The Parties’ Use of the CareLink Mark.
Facts relating to first usage.
never

Beebe – Trademark Law: An Open-Source Casebook
de minimis.
Tea Rose/Rectanus
See United Drug Co.
v. Theodore Rectanus Co.,Hanover Star Milling Co. v. Metcalf,
Hanover Star Milling,
registered
prior to registration. See Natural Footwear Ltd. v. Hart, Schaffner & Marx,
Tea Rose/Rectanus

Beebe – Trademark Law: An Open-Source Casebook
Sweetarts
Sweetarts v. Sunline, Inc.,Sweetarts v. Sunline, Inc.,
de minimis,
Sweetarts,
never
de minimis
Sweetarts
Sweetarts
may
See Natural Footwear,
Sweetarts,Flavor Corp. of Am. v. Kemin Indus., Inc.,
SweetartsCompare Natural
Footwear,Nutri/System, Inc. v. Con–Stan Indus., Inc.,
See generally Gaston’s White River
Resort v. Rush,

Beebe – Trademark Law: An Open-Source Casebook
See
See Spartan Food Sys., Inc. v. HFS Corp.,
Burger King of Fla., Inc. v. Hoots,
Comments and Questions
The geographic scope of rights in unregistered descriptive marks
See, e.gKatz Drug Co. v. Katz
What about internet use of the mark?
See, e.gOptimal Pets,
Inc. v. Nutri-Vet, LLC
id

Beebe – Trademark Law: An Open-Source Casebook
Tacking
Brookfield
Communications, Inc. v. West Coast Entertainment Corp
IdSee also Quiksilver, Inc. v. Kymsta Corp
Hana Financial, Inc.
v. Hana Bank
b. The Good Faith Standard in the Tea Rose-Rectanus Doctrine
Central Arkansas
did
Stone Creek, Inc. v. Omnia Italian Design, Inc.
Stone Creek, Inc. v. Omnia Italian Design, Inc.
875 F.3d 426 (9th Cir. 2017)
Tea Rose-Rectanus

Beebe – Trademark Law: An Open-Source Casebook
Tea Rose-Rectanus
Tea Rose-Rectanus
II. The Tea Rose–Rectanus Doctrine
Tea Rose–Rectanus
supra
Tea Rose–Rectanus
Hanover Star Milling Co. v. MetcalfTea RoseUnited
Drug Co. v. Theodore Rectanus Co.
Tea Rose–Rectanus
id.
Id. Johnny
Blastoff, Inc. v. L.A. Rams Football Co.
Tea Rose–Rectanus
Tea Rose–Rectanus
See Rectanuscf. Grupo Gigante SA De
CV v. Dallo & Co.
See Grupo Gigante
See, e.g.Nat’l Ass’n for Healthcare Commc’ns, Inc. v. Cent. Ark. Area Agency on Aging,
Inc.Money Store v. Harriscorp Fin., Inc.
GTE Corp. v. Williamssee C.P. Interests, Inc. v. Cal.
Pools, Inc.
Tea Rose–Rectanus
Tea Rose

Beebe – Trademark Law: An Open-Source Casebook
Id.Rectanus
See id.Tea Rose
Tea Rose
Id.
without notice of the former’s
rights
Id.
Rectanus
Richter v. Anchor Remedy Co
aff’d sub nom. Richter v. Reynolds
Tea Rose–Rectanus
See K Mart Corp. v. Cartier, Inc.
Money Store
Id.
Tea RoseRectanus See Nat’l Ass’n for Healthcare Commc’ns
Woman’s World Shops Inc. v. Lane Bryant Inc.
Tea Rose
with some design inimical to the interests of the [senior]

Beebe – Trademark Law: An Open-Source Casebook
user, such as to take the benefit of the reputation of his goods, to forestall the extension of
his trade, or the like
Rectanus
Tea Rose
See, e.g. id.
id.
Tea Rose
id.
Tea Rose–Rectanus
RectanusTea Rose
Developments in the
Law Trade-Marks and Unfair Competitionsupra
Tea Rose–Rectanus
without knowledge
See id.
supraTea Rose–
Rectanus
Tea Rose–
Rectanus
Tea Rose–Rectanus
Comments and Questions
Is bad policy?
Rectanus

Beebe – Trademark Law: An Open-Source Casebook
Hanover Milling Co. v. Metcalf
See United States v. Bell
Telephone CoBement v. National Harrow Co.Paper
Bag Patent Case
United Drug Co. v. Theodore RectanusStone Creek
Rectanus
Stone Creek
2. The Geographic Extent of Rights in Registered Marks
Tea Rose-Rectanus
Tea Rose-
Rectanus
a. Applications Filed on or after November 16, 1989: Constructive Use Priority as of
Date of Application

Beebe – Trademark Law: An Open-Source Casebook
Application to register mark considered constructive use
Id
SeeHumanoids Group v. Rogan
See WarnerVision Entertainment Inc. v. Empire of
Carolina Inc

Beebe – Trademark Law: An Open-Source Casebook
i. The Senior Common Law User Scenario
See also
See
Allard Enterprises v. Advanced Programming Res., IncGeisha LLC
v. Tuccillo Allard
ii.
The Intermediate Junior User Scenario

Beebe – Trademark Law: An Open-Source Casebook
See
See also
with knowledge
with knowledge
Stone Creek
with knowledge
Dawn Donut
b. Applications Filed before November 16, 1989: Constructive Notice Priority as of
Date of Registration

Beebe – Trademark Law: An Open-Source Casebook
See
See
See, e.g., Burger King of Fla., Inc. v. Hoots
c. Concurrent Use and Registration
See also
See, e.g Terrific Promotions, Inc. v. Vanlex, Inc

Beebe – Trademark Law: An Open-Source Casebook
Weiner King, Inc. v. Wiener King Corp
See,
e.gOle’ Taco, Inc. v. Tacos Ole, Inc
See Case Files Dataset

Beebe – Trademark Law: An Open-Source Casebook
Comments and Questions
Consent to use agreements

Beebe – Trademark Law: An Open-Source Casebook
See Brennan’s Inc. v.
Dickie Brennan & Co. Inc.
See alsoBritish Judge Allows Apple to Keep Logo on iTunes
In Re 8-Bit Brewing LLC
Bay
State Brewing Co
du Pont
In Re 8-Bit Brewing LLC But see In re American Cruise Lines, Inc
Secondary meaning in only one part of the United States
But see
Cf. Société des produits Nestlé v. Mondelez UK Holdings
& Services
d. The Dawn Donut Rule
Dawn Donut Co. v. Hart’s Food Stores, Inc
Dawn Donut
Dawn Donut

Beebe – Trademark Law: An Open-Source Casebook
Dawn Donut
Dawn Donut
IdDawn Donut
Dawn Donut What-A-Burger Of Virginia, Inc. v.
Whataburger, Inc. Of Corpus Christi, Texas
Dawn Donut
Id
Dawn DonutDawn Donut
Dawn Donut
Dawn Donut

Beebe – Trademark Law: An Open-Source Casebook
Circuit City Stores, Inc. v. CarMax, Inc
Dawn DonutGuthrie Healthcare Sys. v.
ContextMedia, IncDawn Donuts
3. National Borders and Trademark Rights
within
outside
Person’s Co., Ltd. v. Christman
Belmora LLC v. Bayer Consumer
Care AGcert. denied
Belmora
a. National-Border Limits on Trademark Rights
Person’s Co., Ltd. v. Christman
Person’s
Person’s
Person’s Co., Ltd. v. Christman
900 F.2d 1565 (Fed. Cir. 1990)

Beebe – Trademark Law: An Open-Source Casebook
Background

Beebe – Trademark Law: An Open-Source Casebook
Issues
Cancellation
Priority
used in commerce

Beebe – Trademark Law: An Open-Source Casebook
Woman’s World Shops, Inc. v. Lane Bryant,
Inc.,
Woman’s World,
Woman’s World
Woman’s World,
Woman’s World,
SeeTrademarks and Unfair Competition

Beebe – Trademark Law: An Open-Source Casebook
user
United Drug Co. v. Rectanus Co.,
See, e.g. In re Canadian
Pacific Ltd.,

Beebe – Trademark Law: An Open-Source Casebook
b. The Well-Known Marks Doctrine
Tea Rose-Rectanus
i. The Well-Known Marks Doctrine in the Ninth Circuit
Grupo Gigante SA De CV v. Dallo & Co., Inc.
391 F.3d 1088 (9th Cir. 2004)
Facts

Beebe – Trademark Law: An Open-Source Casebook
Analysis
The exception for famous and well-known foreign marks
bisbis

Beebe – Trademark Law: An Open-Source Casebook
use
in the United States
McCarthy on Trademarks and Unfair Competition,
Fuji Photo,see also Person’s,

Beebe – Trademark Law: An Open-Source Casebook
Vaudable v. Montmartre, Inc.,
Vaudable
no doubt
Int’l Bancorp,
Vaudable v. Montmartre, Inc.,
Id.
Id.
Id.

Beebe – Trademark Law: An Open-Source Casebook
Vaudable,
Tea Rose–Rectanus
Wal–Mart Stores, Inc. v. Samara Bros., Inc.,
See Hanover Star,
Tea Rose–Rectanus

Beebe – Trademark Law: An Open-Source Casebook
Tea Rose–Rectanus
Tea Rose–Rectanus
Tea Rose–Rectanus
A. Bourjois & Co. v. Katzel,supra,
see also Philip Morris Inc. v. Allen Distribs., Inc.,
Bourjois
Fuji Photo,Person’s,

Beebe – Trademark Law: An Open-Source Casebook
substantial
See Ingenohl v. Walter E. Olsen & Co., Inc.,
Fuji Photo,
Paris Convention for the Protection of Industrial Property,

Beebe – Trademark Law: An Open-Source Casebook
Grupo Gigante S.A. de C.V.
v. Dallo & Co., Inc.,
Id.
after
before
Id.
seventeen people
either
or
Comm. for
Idaho’s High Desert, Inc. v. Yost,
McCarthy on Trademarks and Unfair Competition,

Beebe – Trademark Law: An Open-Source Casebook
Avery Dennison Corp. v. Sumpton,
Anti–Monopoly, Inc. v. General Mills Fun Group, Inc.,
any
Mead Data Cent., Inc. v. Toyota Motor Sales, U.S.A., Inc.,
McCarthy on Trademarks and
Unfair Competition,
domestic
Empresa Cubana del Tabaca v.
Culbro Corp.,Empresa Cubana
Id.

Beebe – Trademark Law: An Open-Source Casebook
ii.
ITC Ltd. v. Punchgini, Inc.
482 F.3d 135 (2d Cir. 2007)
The Well-Known Marks Doctrine in the Second Circuit
Judge
See ITC Ltd. v. Punchgini, Inc.,
de novo,
I. Factual Background
A. The Bukhara Restaurant in New Delhi
see
McCarthy on Trademarks and Unfair Competition,

Beebe – Trademark Law: An Open-Source Casebook
B. ITC’s Use of the Bukhara Mark in the United States
1. ITC’s Use and Registration of the Mark for Restaurants
See
2. Use of the Mark for Packaged Foods
C. The Opening of “Bukhara Grill”

Beebe – Trademark Law: An Open-Source Casebook
D. Plaintiffs’ Cease and Desist Letter
E. The Instant Lawsuit
see
see
See ITC Ltd. v. Punchgini, Inc.,
See ITC Ltd. v. Punchgini, Inc.,

Beebe – Trademark Law: An Open-Source Casebook
See id.
See id.
II. Discussion
C. Unfair Competition
1. Federal Claim Under Section 43(a)(1)(A) of the Lanham Act
See Two Pesos v.
Taco Cabana,
accordChambers v. Time
Warner, Inc.,
See Yurman Design, Inc. v.
PAJ, Inc.,Wal–Mart Stores, Inc. v. Samara Bros.,
see also Two Pesos v. Taco Cabana, Louis Vuitton Malletier v. Dooney &
Bourke, Inc.,
See Vais Arms, Inc. v. Vais,
Emergency One, Inc. v. American Fire Eagle Engine Co.,
a. The Territoriality Principle
See American Circuit
Breaker Corp. v. Or. Breakers, Inc.,Kos Pharms., Inc. v. Andrx Corp.,

Beebe – Trademark Law: An Open-Source Casebook
Buti v. Impressa Perosa, S.R.L.,
Person’s Co. v. Christman,
Osawa & Co. v. B & H Photo,
Barcelona.com,
Inc. v. Excelentisimo Ayuntamiento De Barcelona,
E. Remy Martin & Co., S.A. v. Shaw–Ross Int’l Imports, Inc.,
See supra
See Buti v.
Impressa Perosa, S.R.L.,
La Societe Anonyme des Parfums le Galion v. Jean Patou, Inc.,
cfGrupo Gigante S.A. De C.V. v. Dallo & Co.,
supra,
But see International Bancorp, LLC v. Societe des Bains de Mer et du Cercle des Etrangers a Monaco,
See Person’s Co. v. Christman,
Osawa & Co. v. B & H Photo,
See American Circuit Breaker Corp. v. Or. Breakers, Inc.,
A. Bourjois & Co. v. Katzel,

Beebe – Trademark Law: An Open-Source Casebook
b. The Famous Marks Doctrine as an Exception to the Territoriality Principle
(1) Origin of the Famous Marks Doctrine
6bis
6bis,
6bis 6bis
Guide to the Application of the Paris Convention for the
Protection of Industrial Property
(2) The Famous Marks Doctrine in the United States
(a) State Common Law
See
Maison Prunier v. Prunier’s Rest. & Café,
Tout ce qui
vient de la mer
10bis
6bis
see generally
6bismutatis
mutandis,

Beebe – Trademark Law: An Open-Source Casebook
Id.
Id.
Id.
Long’s Hat Stores Corp. v. Long’s Clothes, Inc.,
see id.
see id.
See id.Prunier
Id.
6bis
Vaudable v. Montmartre, Inc.,
Id.
Id.
Id.
(b) Federal Actions
(i) Trademark Board Rulings
Vaudable’sinter partes
Mother’s Rests., Inc. v. Mother’s Other Kitchen, Inc.,dictum
10bis
10bis.
See

Beebe – Trademark Law: An Open-Source Casebook
Vaudable v. Montmartre, Inc.
All England Lawn Tennis
Club, Ltd. v. Creations Aromatiques,
Id.
See, e.g., First Niagara Ins. Brokers, Inc. v. First Niagara
Fin. Group, Inc.,First Niagara Ins.
Brokers, Inc. v. First Niagara Fin. Group, Inc.
Buti v. Impressa Perosa S.R.L.,Murphy Door Bed Co. v. Interior
Sleep Sys., Inc.,see also In re Dr Pepper Co.,
Vaudable
Vaudable
6bis
Mother’s Rests., Inc. v. Mother’s Other Kitchen, Inc.,
de novo
(ii) Federal Case Law
See Grupo Gigante S.A. De C.V. v. Dallo

Beebe – Trademark Law: An Open-Source Casebook
& Co., International Bancorp, LLC v. Societe des Bains de Mer et du Cercle des
Estrangers a Monaco,
Grupo Gigante,
Id.
Grupo Gigante,
6bis
Id.
See id.
Id.
See Buti v. Impressa Perosa, S.R.L.,
see also
Empresa Cubana del Tabaco v. Culbro Corp.,
(c) Treaties Protecting Famous Marks and United States Implementing Legislation
6bis
see
6bissee supra
Empresa Cubana, dictum,
Id.

Beebe – Trademark Law: An Open-Source Casebook
Vanity Fair Mills v. T. Eaton Co.,
6bis see id.
dictum
See In re Rath,
see also
(d) Policy Rationales Cannot, by Themselves, Support Judicial Recognition of the Famous Marks Doctrine
Under Federal Law
6bis
See Grupo Gigante S.A. De C.V. v. Dallo
& Co.,
See, e.g., De Beers LV Trademark Ltd. v. DeBeers Diamond Syndicate, Inc.
See, e.g., Badaracco v. Comm’r,
See, e.g.,
See
see

Beebe – Trademark Law: An Open-Source Casebook
See Almacenes Exito S.A. v. El Gallo Meat Mkt.,
Inc.,
2. State Common Law Claim for Unfair Competition
a. ITC’s Reliance on the Famous Marks Doctrine to Sue for Unfair Competition Under New York Law
Flexitized, Inc. v. National Flexitized
Corp.,
Vaudable v. Montmartre, Inc.,Maison Prunier v. Prunier’s
Rest. & Café,
PrunierVaudable
DiBella v. Hopkins,
b. Certifying the Question of New York’s Common Law Recognition of the Famous Marks Doctrine
(1) Standard for Certification
inter alia,
Morris v. Schroder Capital Mgmt. Int’l,
(2) Certified Question 1: Does New York Recognize the Famous Marks Doctrine?
VaudablePrunier

Beebe – Trademark Law: An Open-Source Casebook
See
generally Board of Regents v. Roth,
(3) Certified Question 2: How Famous Must a Mark Be to Come Within the Famous Marks Doctrine?
Two Pesos, Inc. v. Taco
Cabana, Inc.,Inwood Labs., Inc., v. Ives Labs., Inc.,
see Allied Maint. Corp. v. Allied Mech. Trades, Inc.,
see also Genesee Brewing Co. v. Stroh Brewing Co.,
See generally Grupo Gigante S.A. De
C.V. v. Dallo & Co.,
Grupo Gigante
See, e.g. supraInternational
Intellectual Property Law and Policy

Beebe – Trademark Law: An Open-Source Casebook
Id.
See id.
substantial
Id.
see alsosupra,
Grupo Gigante,
See
Id.
Id.

Beebe – Trademark Law: An Open-Source Casebook
available at
ITC Ltd. v. Punchgini, Inc.
880 N.E.2d 852 (N.Y. 2007)
II.
Certified Question No. 1
see Electrolux Corp. v Val-Worth, Inc.

Beebe – Trademark Law: An Open-Source Casebook
Electrolux
International News Service v Associated Press
Electrolux
Prunier Vaudable—
Prunier
in New York cityid.
Vaudable
id.
id.
see also Roy Export Co. v Columbia Broadcasting Sys.
International News Service
PrunierVaudablesee
PrunierVaudable
PrunierVaudable
PrunierVaudable
PrunierVaudable
Roy Export
see Flexitized, Inc.
v National Flexitized Corp.PrunierVaudable

Beebe – Trademark Law: An Open-Source Casebook
III.
Certified Question No. 2
see e.g. Roy Export
cf. Allied Maintenance Corp. v Allied Mech. Trades
Comments and Questions
The final disposition of
ITC Ltd. v.
Punchgini, Incaff’g
“Well-known marks doctrine” or “famous marks doctrine”?

Beebe – Trademark Law: An Open-Source Casebook
see e.g.
see
ITC Ltd. v. Punchgini, Inc
c. Belmora and the End of Territorial Limits on Trademark Rights?
Belmora LLC v. Bayer Consumer Care AG
cert. denied
BelmoraInternational Bancorp, LLC v. Societe
des Bains de Mer et du Cercle des Estrangers a Monaco
id
Id
Lexmark International, Inc. v. Static Control Components, Inc
Id
Id Id
Belmora Lexmark
Belmora
Belmora
Bayer Consumer Care AG v. Belmora LLC

Beebe – Trademark Law: An Open-Source Casebook
Belmora LLC v. Bayer Consumer Care AG
819 F.3d 697 (4th Cir. 2016), cert. denied, 137 S. Ct. 1202 (2017)
A. The FLANAX Mark

Beebe – Trademark Law: An Open-Source Casebook

Beebe – Trademark Law: An Open-Source Casebook
Lexmark International, Inc. v. Static Control Components, Inc.,

Beebe – Trademark Law: An Open-Source Casebook
Lexmark.
Lexmark.
Dastar Corp. v.
Twentieth Century Fox Film Corp.,
Lexmark

Beebe – Trademark Law: An Open-Source Casebook
of a registered mark
Lexmark,
Lexmark
Id.
LexmarkId.
Id.
should
Id.
Id.
Id.
Id.
Id.
Int’l Bancorp, LLC v. Societe des Bains de Mer et

Beebe – Trademark Law: An Open-Source Casebook
Lexmark,
Id.
Lexmark
Id.
Id.
Id.
Lexmark
Id.
Id.
Lexmark.defendant
plaintiff
See Russello v. United
States,
Lexmark
Lexmark,
du Cercle des Etrangers a Monaco,
Id.
see also infra

Beebe – Trademark Law: An Open-Source Casebook
Lexmark
See Lamparello v. Falwell,
People for the Ethical Treatment of Animals v. Doughney,
Int’l Bancorp,
Lone Star Steakhouse & Saloon v. Alpha of Va.,
Inc.,
ratio
decidendiSee, e.g.,
International Bancorp
Lexmark,
See U.S. Dep’t of Health & Human Servs. v. Fed. Labor
Relations Auth.,
Dastar
Corp.,
Blinded Veterans Ass’n v. Blinded Am. Veterans Found.,
supra
See
International
Bancorp,
Int’l Bancorp,
Lexmark

Beebe – Trademark Law: An Open-Source Casebook
see also Kellogg Co. v. Nat’l Biscuit Co.,
Singer Mfg. Co. v. June Mfg. Co.,
Universal Furniture Int’l, Inc. v.
Collezione Europa USA, Inc.,
Id.
Lexmark
Lexmark
Lexmark
Universal Furniture Int’l, Inc. v. Collezione Europa USA, Inc.,
Dastar Corp.,
See M. Kramer Mfg. Co. v.
Andrews,
See Blinded Veterans,

Beebe – Trademark Law: An Open-Source Casebook
see also Two Pesos, Inc. v. Taco Cabana, Inc.,
Lexmark’s
Id.
Lexmark
Lexmark,
Priority Auto
Grp.,
Lexmark,
. . .

Beebe – Trademark Law: An Open-Source Casebook
Lexmark’s
Lexmark,
allegedevidence
See
Blinded Veterans,
See id.

Beebe – Trademark Law: An Open-Source Casebook
Lexmark
Comments and Questions
’s implications for trademark prosecution and litigation strategy.
Belmora
No Trademark, No ProblemSee also
U.S. Law Inches Towards Protecting Trademark Reputation Without Use
Belmora The Coca-Cola
Company v. Meenaxi Enterprises, Inc
The ongoing saga of
Belmora
See Belmora, LLC v. Bayer Consumer Care AG
SeeBelmora LLC v. Bayer Consumer Care AG
Id

Beebe – Trademark Law: An Open-Source Casebook
II.
Trademark Infringement
Gruner + Jahr USA Publ’g v. Meredith Corp
Network Automation, Inc.
v. Advanced Systems Concepts, Inc
Rosetta Stone Ltd. v. Google, Inc

Beebe – Trademark Law: An Open-Source Casebook
Comments and Questions
Do individual consumers or groups of consumers have standing to sue under the Lanham Act?
by the registrant
by any person
See Lexmark Int'l, Inc. v. Static Control Components,
Inc
See also id
A. The Actionable Use Requirement
use in commerce
in connection
with the sale, offering for sale, distribution, or advertising of any goods or services
on or in connection with any goods or services, or any container for
goods, uses in commerce

Beebe – Trademark Law: An Open-Source Casebook
”
1. Defendant’s “Use in Commerce”
establish
infringeRescuecom Corp. v. Google Inc
1–800 Contacts, Inc. v. WhenU.Com, Inc.,
Rescuecom
Rescuecom
1-800 Contacts
Rescuecom Rescuecom
1–800

Beebe – Trademark Law: An Open-Source Casebook
Rescuecom Corp. v. Google Inc.
562 F.3d 123 (2d Cir. 2009)
Chief Judge)
1–800 Contacts, Inc.
v. WhenU.Com, Inc.,1–800
1–800.
BACKGROUND
Lentell v. Merrill Lynch &
Co., Inc.,

Beebe – Trademark Law: An Open-Source Casebook

Beebe – Trademark Law: An Open-Source Casebook
1–800
1–800
DISCUSSION
de novo
PaineWebber Inc. v. Bybyk,
Gregory v. Daly,
1–800
1–800,1–800.
1–800,
Id.
See id.
Id.
inter alia,

Beebe – Trademark Law: An Open-Source Casebook
1–800
1–800,
1–800
at all.
website address. 1–800
Id. 1–800
trademark
1–800
Id.
1–800
Id.
Id.
Id.
1–800
1–800,
1–800
See
see also Two Pesos, Inc. v. Taco Cabana, Inc.,
Thompson Med.
Co., Inc. v. Pfizer Inc.,
1–800

Beebe – Trademark Law: An Open-Source Casebook
1–800
1–800
See e.g., S & L Vitamins, Inc. v. Australian Gold, Inc.,
Merck & Co., Inc. v. Mediplan Health Consulting, Inc.,
1–800
1–800
See 1–800,
1–800
See 1–
800,

Beebe – Trademark Law: An Open-Source Casebook
1–800,
SeeEstee Lauder Inc. v. The Gap, Inc.,
1–800
CONCLUSION
APPENDIX
On the Meaning of “Use in Commerce” in Sections 32 and 43 of the Lanham Act
1–800 Contacts, Inc. v. WhenU.Com, Inc.,1–800
U–Haul Int’l, Inc. v.
WhenU.com, Inc., Wells Fargo & Co., v. WhenU.com, Inc.,
U–HaulWells

Beebe – Trademark Law: An Open-Source Casebook
Fargo
1–800
U–HaulWells Fargo
intended

Beebe – Trademark Law: An Open-Source Casebook
1–800
1–800
1–800,
Questions and Comments
Network
Automation Inc. v. Advanced Systems Concepts Inc

Beebe – Trademark Law: An Open-Source Casebook
Network Automation
See Rescuecom Corp. v. Google Inc
Id
Naked Cowboy v. CBS
Rescuecom
2. Defendant’s Use “in Connection with the Sale . . . of any Goods or Services”
People for Ethical Treatment of Animals, Inc. v. Doughney
Id
Id See
also Planned Parenthood Federation of America, Inc. v. Bucci
Jews For Jesus v. Brodsky
Radiance Foundation, Inc. v. National Association for the Advancement of Colored People
Radiance Foundation, Inc. v. National Association for the Advancement of Colored People
786 F.3d 316 (4th Cir. 2015)

Beebe – Trademark Law: An Open-Source Casebook
Radiance Found., Inc. v. NAACP,
Id.
See id.
Id.

Beebe – Trademark Law: An Open-Source Casebook
Radiance
Found.,
Id.
Id.
see also id.
Farah v. Esquire Magazine, Utah
Lighthouse Ministry v. Found. for Apologetic Info. & Research,
Bosley Med. Inst., Inc. v. Kremer,Taubman Co. v. Webfeats,
Porous Media Corp. v. Pall Corp.,But
see United We Stand Am., Inc. v. United We Stand, Am. New York, Inc.
Lamparello v. Falwell
Rogers v. Grimaldisee also Taubman,
Lamparello,
Bosley,Int’l
Bancorp, LLC v. Societe des Bains de Mer et du Cercle des Estrangers a Monaco,
United We Stand,

Beebe – Trademark Law: An Open-Source Casebook
sale, offering for sale,
distribution,advertising
United States v. United Foods, Inc.,
Bolger v. Youngs Drug Products Corp.,
Greater Balt. Ctr. for Pregnancy Concerns, Inc. v. Mayor of Balt.,
United We Stand,
See
See Yates v. United States,
Radiance Found., Inc. v. NAACP,
See Utah Lighthouse Ministry v. Found. for Apologetic Info. & Research,

Beebe – Trademark Law: An Open-Source Casebook
People for the Ethical Treatment of Animals v. Doughney,
domain name. Id.
PETA
PETA
Radiance’sRadiance Found.,
Id.
Id.
Vill. of Schaumburg v.
Citizens for a Better Env’t,

Beebe – Trademark Law: An Open-Source Casebook
Id.
Questions and Comments
The Difference in the Language of Lanham Act § 32 and § 43(a)
Compare
” to
B. Confusion-Based Infringement
Sullivan v. CBS Corp
Virgin
Enterprises Ltd. v. Nawab
1. The History of the Confusion-Based Cause of Action for Trademark Infringement
a. The Early-Twentieth Century Approach to the Likelihood of Confusion
Borden Ice Cream Co. v. Borden’s Condensed Milk Co
Borden Ice Cream

Beebe – Trademark Law: An Open-Source Casebook
Borden Ice Cream Co. v. Borden’s Condensed Milk Co.
201 F. 510 (7th Cir. 1912)

Beebe – Trademark Law: An Open-Source Casebook
Howe Scale Co. v. Wyckoff
Elgin Natl. Watch Co. v. Illinois Watch Case CoSinger Mfg. Co. v. June Mfg. Co
Brown Chemical Co. v. Meyer

Beebe – Trademark Law: An Open-Source Casebook

Beebe – Trademark Law: An Open-Source Casebook
b. The Development of the Modern Multifactor Test
Restatement (First) of the Law of TortsRestatement (First)
Restatement (First)
Id

Beebe – Trademark Law: An Open-Source Casebook
Polaroid Corp. v. Polarad Electronics Corp
Polaroid
id
Polaroid
Borden’s Ice Cream
Polaroid Corp. v. Polarad Electronics Corp.
287 F.2d 492 (2d Cir. 1961)

Beebe – Trademark Law: An Open-Source Casebook
Harold F. Ritchie, Inc. v. Chesebrough-Pond’s, IncAvon Shoe
Co., Inc. v. David Crystal, Inc
Avon Shoe Co. v. David Crystal, Inc
Marks v. Polaroid Corporation
Yale Electric Corp. v.
Robertson L. E. Waterman Co. v.
Gordon
Triangle Publications, Inc. v. Rohrlich
Admiral Corp. v. Penco, Inc
Questions and Comments
Laches in federal trademark law
Tandy Corp. v. Malone & Hyde, Inc

Beebe – Trademark Law: An Open-Source Casebook
See
Dropbox, Inc. v. Thru Inc
“His Mark is His Authentic Seal.”Yale Elec. Corp. v. Robertson
Polaroid
Id
2. Contemporary Applications of the Multifactor Test for the Likelihood of Consumer
Confusion
Polaroid
Helene Curtis
Sleekcraft

Beebe – Trademark Law: An Open-Source Casebook
See, e.g
Virgin Enterprises Ltd. v. Nawab
Polaroid
Virgin Enterprises
Polaroid
Virgin Enterprises
Abercrombie

Beebe – Trademark Law: An Open-Source Casebook
Virgin Enterprises Ltd. v. Nawab
335 F.3d 141 (2d Cir. 2003)
J.
BACKGROUND
retail store services
electronic apparatus

Beebe – Trademark Law: An Open-Source Casebook

Beebe – Trademark Law: An Open-Source Casebook
DISCUSSION
II.
Gruner + Jahr USA Publ’g v. Meredith
CorpSee Time, Inc. v. Petersen Publ’g Co. L.L.C
Gruner
Gruner,
Polaroid Corp. v. Polarad Electronics Corp
Polaroid
Polaroid
Polaroid
Strength of the mark.
Abercrombie & Fitch Co. v. Hunting
World, Inc
See TCPIP Holding Co. v. Haar Communications
Inc

Beebe – Trademark Law: An Open-Source Casebook
inherent distinctiveness,
identification,
See Estee Lauder Inc. v. The Gap, IncRestatement
(Third) of Unfair CompetitionPower Test Petroleum Distribs., Inc. v. Calcu Gas,
Inc.,McGregor-Doniger Inc. v. Drizzle Inc
PencilClear Mark,
AbercrombieCES Publ’g Corp. v. St. Regis Publ’ns, Inc.
See TCPIPNabisco, Inc. v. PF Brands, Inc
Otokoyama Co. Ltd. v. Wine of Japan Import, Inc
ZzaaqQ,
delicious
Cf.
Streetwise Maps
W. Publ’g
See
AbercrombieTCPIP
See TCPIP Streetwise Maps

Beebe – Trademark Law: An Open-Source Casebook
See Nabisco
See McGregor
See Lois Sportswear, U.S.A., Inc. v. Levi Strauss
& Co
Similarity of marks.
See McGregor
See Sports Auth., Inc. v. Prime
Hospitality Corp
See Hills Bros. Coffee,
Inc. v. Hills Supermarkets, Inc

Beebe – Trademark Law: An Open-Source Casebook
Proximity of the products and likelihood of bridging the gap.
See Arrow
Fastener,
See Cadbury Beverages, Inc. v.
Cott Corp
Polaroid
See Cadbury Beverages
proximity
Polaroid
Polaroid
Polaroid,
other
than those to which its owner has applied it. see also Arrow
Fastener

Beebe – Trademark Law: An Open-Source Casebook
did
Actual confusion.
Nabisco
Streetwise Maps
Sophistication of consumers.
Bad faith and the quality of the defendants’ services or products.
Polaroid
Polaroid
See TCPIP
See Arrow Fastener
* * * * * *
Polaroid

Beebe – Trademark Law: An Open-Source Casebook
CONCLUSION
Questions and Comments
The Spectrum
Abercrombie
Virgin
Abercrombie
Are All Factors Equally Important?
SeeAn Empirical Study of
the Multifactor Tests for Trademark Infringement
Virgin
Why Should Strong Marks Receive More Protection?
SeeThe Psychological Foundations of Trademark Law: Secondary
Meaning, Genericism, Fame, Confusion and Dilution

Beebe – Trademark Law: An Open-Source Casebook
See, e.g. Baywatch Production Co. Inc. v The Home Video Channel
BASF Plc v CEP (UK) Plc
Uprise Product Yugen Kaisha v. Commissioner of Japan Patent Office
See
See generallyThe Scope of Strong Marks: Should
Trademark Law Protect the Strong More than the Weak?
Sophistication of the Relevant Consumers
See, e.g. Florida Int’l Univ. Bd. of
Trustees v. Florida Nat’l Univ., Inc.
Heartsprings,
Inc. v. Heartspring, Inc
Atomic Energy of Canada Limited v. Areva NP Canada Ltd
Id
Id
Id
e Schieffelin & Co. v. The Jack Co
Shieffelin ee Reebok Intern. Ltd. v. K-Mart Corp

Beebe – Trademark Law: An Open-Source Casebook
What About the Interests of Consumers Who Are Not Confused?
Id
Is It Necessary for Courts Explicitly to Consider Each Factor?
Sabinsa
Corp. v. Creative Compounds
Lapp
Lapp
Id
id Lapp
A Two-Dimensional Model of Trademark Scope
See The Semiotic Analysis of Trademark Law

Beebe – Trademark Law: An Open-Source Casebook
stout ale
Abercrombie
3. Further Examples of the Application of the Multifactor Test for the Likelihood of
Consumer Confusion Test
See, e.gBank of Texas v. Commerce Southwest, Inc
Laurel Capital Group, Inc. v. BT Fin. Corp
Popular Bank of Fla. v. Banco Popular de Puerto Rico
Wachovia Bank and Trust Co. v.
Crown National Bancorp

Beebe – Trademark Law: An Open-Source Casebook
Hero Nutritionals LLC v. Nutraceutical Corp
Sleekcraft
Id
Spangler Candy Co. v. Tootsie Roll Indus

Beebe – Trademark Law: An Open-Source Casebook
Id
Eli Lilly & Co. v. Nat. Answers, Inc
Id

Beebe – Trademark Law: An Open-Source Casebook
Kate Spade LLC v. Saturdays Surf LLC
Polaroid
Id
Nikon, Inc. v. Ikon Corp.
Id
Alliance for Good Gov't v. Coalition for Better Gov't

Beebe – Trademark Law: An Open-Source Casebook
Id
See Alliance for Good Gov't v. Coalition for Better Gov't
4. Survey Evidence and the Likelihood of Confusion
Committee Print to Amend the
Federal Trademark Dilution Act: Hearing Before the Subcomm. on Courts, the Internet, and Intellectual
Property of the Comm. on the Judiciary
SeeAn
Empirical Study of the Multifactor Tests for Trademark Infringement
IdSee also
The Role of Consumer Surveys in Trademark Infringement: Empirical Evidence
from the Federal Courts
But seeThe Effect of Consumer Surveys and Actual
Confusion Evidence in Trademark Litigation: An Empirical Assessment
Cf
Trademark Surveys: An Undulating Path
See, e.g. Eagle Snacks, Inc. v. Nabisco
Brands, Inc

Beebe – Trademark Law: An Open-Source Casebook
but see, e.g.Tools USA and Equipment Co. v. Champ Frame
Straightening Equipment Inc
Smith v. Wal-
Mart Stores, Inc
EvereadyUnion Carbide Corp. v. Ever-
Ready, Inc.
Eveready
Eveready

Beebe – Trademark Law: An Open-Source Casebook

Beebe – Trademark Law: An Open-Source Casebook
Smith v. Wal-Mart Stores, Inc.
537 F.Supp.2d 1302 (N.D.Ga. 2008)
II. Analysis
C. Trademark Infringement, Unfair Competition, Cybersquatting and Deceptive Trade Practices
Claims
1. Actual Confusion
Roto–
Rooter Corp. v. O’Neal,
See, e.g., AmBrit, Inc. v. Kraft,
Inc.,
SunAmerica Corp. v. Sun Life Assurance Co. of Canada,
a. The Jacoby Report

Beebe – Trademark Law: An Open-Source Casebook

Beebe – Trademark Law: An Open-Source Casebook

Beebe – Trademark Law: An Open-Source Casebook
b. Evidentiary Objections
their

Beebe – Trademark Law: An Open-Source Casebook
See also BFI Waste Sys. of N. Am. v. Dekalb County,
Jellibeans,
Inc. v. Skating Clubs of Ga., Inc.,
Citizens Fin. Group, Inc. v. Citizens Nat’l Bank,
Malletier v.
Dooney & Bourke, Inc.,
Mattel, Inc. v. MCA Records, Inc.,
Universal City Studios, Inc. v. Nintendo Co.,
Accord Leelanau Wine Cellars, Ltd. v. Black & Red, Inc.,
Scott Fetzer Co. v. House of Vacuums, Inc.,
Toys R Us, Inc. v. Canarsie Kiddie Shop,
accord Rush Indus.,
Inc. v. Garnier LLC,
Id.

Beebe – Trademark Law: An Open-Source Casebook
i. Web–Related Challenges
Amstar Corp. v. Domino’s Pizza, Inc.,
Id.
Leelanau Wine Cellars, Ltd. v. Black & Red, Inc.,
aff’d,Wells Fargo & Co.,
(a) Survey Universe
See Leelanau Wine Cellars,

Beebe – Trademark Law: An Open-Source Casebook
Weight Watchers Int’l, Inc. v. Stouffer Corp.,
Id.
Id.
Id.
(b) Shopping Experience
Simon
Prop. Group, accord WE Media, Inc. v. Gen. Elec. Co.,

Beebe – Trademark Law: An Open-Source Casebook
See Gen. Motors
Corp. v. Cadillac Marine & Boat Co.,
Gen. Motors Corp.,
(c) Impact of Internet–Related Flaws on Survey’s Evidentiary Value
Weight Watchers
See
Weight Watchers,
See Simon Prop. Group,accord Gen. Motors Corp.,

Beebe – Trademark Law: An Open-Source Casebook
ii. Structural Flaws
Daubert
(a) Leading Survey Structure and Questions
(i) Double–Blind Survey Design
See id.

Beebe – Trademark Law: An Open-Source Casebook
See
(ii) Leading Questions
(b) Representativeness
(i) Testing Stimuli

Beebe – Trademark Law: An Open-Source Casebook
(ii) Sample Size and Selection
Id.
Id.
Survey & Field Experimental Evidence,
Non–Probability Sampling Designs for Litig. Surveys,

Beebe – Trademark Law: An Open-Source Casebook
Id.; accord Am. Home Prods. Corp.
v. Barr Labs., Inc.,
c. Admissibility
See Starter Corp. v. Converse, Inc.,
C.A. May Marine Supply Co. v. Brunswick Corp.,
accord Ramdass v. Angelone,
See, e.g., Jellibeans,Nightlight Sys., Inc. v. Nitelites Franchise Sys., Inc.,
See
See Spraying Sys. Co. v. Delavan, Inc.,
prove
Frehling Enters. v. Int’l Select Group,
Inc.,

Beebe – Trademark Law: An Open-Source Casebook
E. Remy Martin & Co. v. Shaw–Ross Int’l Imps., Inc.,
Questions and Comments
The Authorization or Permission Question
Smith v. Wal-Mart
Confusion by Whom?
junior
senior
Alternative Survey Formats
SquirtSquirt Co. v. Seven-Up Co
See, e.g Kargo Global, Inc. v. Advance Magazine
Publishers, Inc
ExxonExxon Corp. v. Texas Motor Exchange of Houston, Inc
company
See, e.gMajor League Baseball Properties v. Sed
Non Olet Denarius, Ltd
The Effect of Survey Method on Likelihood of Confusion Estimates: Conceptual
Analyses and Empirical Test
Eveready
Squirt ExxonExxon
id Squirt
Id

Beebe – Trademark Law: An Open-Source Casebook
What Percentage of Confusion is Enough?
Jockey International, Inc. v. Burkard
But see Georgia-Pacific Consumer Product LP v. Myers Supply, Inc
5. “Sponsorship or Affiliation” Confusion
Smith v. Wal-Mart Stores
Int’l Info. Sys. Sec. Certification Consortium, Inc. v. Sec. Univ
Int’l Info. Sys. Sec. Certification Consortium, Inc. v. Sec. Univ., LLC
823 F.3d 153, 161-163 (2d Cir. 2016)
source.
not just as to source,
Rescuecom Corp. v. Google Inc.,
is likely to cause
confusion, or to cause mistake, or to deceive

Beebe – Trademark Law: An Open-Source Casebook
See Dall. Cowboys Cheerleaders, Inc. v.
Pussycat Cinema, Ltd.,
see also Team Tires Plus, Ltd. v. Tires Plus, Inc.,
affiliation,
connection, or association
sponsorship, or approval
Weight Watchers International, Inc. v. Luigino’s, Inc.,
otherwise endorsed Id.
See Original Appalachian Artworks, Inc. v. Granada Electronics, Inc.,

Beebe – Trademark Law: An Open-Source Casebook
Questions and Comments
“Signifier confusion” and “affiliation confusion.”
signifier confusionaffiliation
confusion
The Scope of Strong Marks: Should Trademark Law Protect the Strong
More Than the Weak?
Irrelevant Confusion
not
SeeTrademark Law and Social Norms
The Constructive Role of
Confusion in Trademark Law
.

Beebe – Trademark Law: An Open-Source Casebook
From Mark A. Lemley & Mark McKenna, Irrelevant Confusion, 62 STAN. L. REV. 413, 417-422
(2010)
Heroes
Dickie Roberts: Former Child Star
SeeNBC Sued over ‘Heroes’ Scene by Garbage Disposal Maker
Museum Faces Legal Battle over Giant Pez Dispenser

Beebe - Trademark Law: An Open-Source Casebook
Dairy QueensDrop Dead
Gorgeous
A Quacking Kazoo Sets Off a Squabble
Pork Board Has a Cow over Slogan Parody
Kelloggs Poops on Evilpoptarts.com
Nextel Says “Don’t Pimp My Mark”
Mark Owner Pissed About Urinals
Id

Beebe - Trademark Law: An Open-Source Casebook
Godzilla
Id
See

Beebe - Trademark Law: An Open-Source Casebook
Felicity
Stealing Stanford
Moneyball
Id
Id
Id
Id
Id
PG-13? Not This College. Or That One. Or . . .
Trademarks, Movies, and the Clearance Culture
supra
Stealing Harvard
See alsoHBO Disputes Trademark Infringement in ‘Big Love

Beebe - Trademark Law: An Open-Source Casebook
Board of Supervisors for Louisiana State University Agricultural & Mechanical
College v. Smack Apparel Co
Despite Big Names, Prestige Film Falls Through

Beebe - Trademark Law: An Open-Source Casebook
Board of Supervisors for Louisiana State University Agricultural & Mechanical College v. Smack
Apparel Co.
550 F.3d 465, 478-488 (5th Cir. 2008)
Westchester Media v. PRL USA Holdings,
Inc.
Sun Banks of Florida, Inc. v. Sun Federal Savings and Loan
Association 46
Sun Banks,
Id.
Am. Rice,
Id
Sun Banks,
Union Nat’l Bank of Tex.,see also

Beebe - Trademark Law: An Open-Source Casebook
See Univ. of Ga. Athletic Ass’n
v. Laite.

Beebe - Trademark Law: An Open-Source Casebook
Elvis Presley Enters.,
Bd. of Supervisors,

Beebe - Trademark Law: An Open-Source Casebook
Univ. of Ga. Athletic Ass’n v. Laite. 59
Laite
Amstar Corp. v. Domino’s Pizza, Inc. 63
Id.
Id.
See Pebble Beach,
See A.T. Cross Co. v. Jonathan Bradley Pens, Inc.,

Beebe - Trademark Law: An Open-Source Casebook
Supreme Assembly, Order of Rainbow for
Girls v. J.H. Ray Jewelry Company
Rainbow for Girls,
given
the court’s findings.
see
Amstar,
See Boston Athletic Ass’n v. Sullivan,
Id

Beebe - Trademark Law: An Open-Source Casebook
Boston
Professional Hockey Association v. Dallas Cap & Emblem Manufacturing.
Boston Hockey,
Kentucky Fried Chicken Corporation v. Diversified Packaging Corporation
Boston Hockey
Boston Hockey
Rainbow for Girls,
Boston Hockey
Boston Hockey
Rainbow for Girls.
cares
believe
Id.
Rainbow for Girls

Beebe - Trademark Law: An Open-Source Casebook
Questions and Comments
Materiality and Consumer Confusion
Irrelevant Confusion
The “Circularity” Problem in Trademark Law
think
See also The Modern Lanham Act and the Death of Common Sense
Freedom to Copy
Trademark rights in fictional elements of expressive works?Lucasfilm Ltd. LLC v. Ren Ventures
Ltd
Star WarsStar
WarsSolo: A Star Wars Story
See DC Comics, Inc. v.
Filmation Assocs.
seeWarner Bros., Inc. v. Gay Toys, Inc.

Beebe - Trademark Law: An Open-Source Casebook
see Viacom Int'l Inc. v. IJR Capital Invs., LLC
see Warner Bros.
Entm't v. Glob.Asylum, Inc.
see DC
Comics v. Kryptonite Corp.
see Universal City
Studios, Inc. v. J.A.R. Sales, Inc.
See
always
never
Paramount Pictures Corp. v. Romulan Invasions
Star Trek
Star
Trek
Lucasfilm Ltd. LLC See also The Real Life of Fictional
Trademarks
6. Initial Interest Confusion
Virgin Enterprises
Promatek Indus., Ltd. v. Equitrac Corp
See also Grotrian, Helfferich, Schulz, Th. Steinweg Nachf. v.
Steinway & Sons

Beebe - Trademark Law: An Open-Source Casebook
Select Comfort Corporation v. Baxter
No. 19-1077, 2021 WL 1883314, __F.3d __ (8th Cir. May 11, 2021)
Trademarks and Unfair Competition McCarthy

Beebe - Trademark Law: An Open-Source Casebook
Sensient Techs. Corp. v. SensoryEffects Flavor Co

Beebe - Trademark Law: An Open-Source Casebook
McCarthy
Id
Checkpoint Systems, Inc. v. Check Point Software Technologies, Inc
Mobil Oil Corp. v. Pegasus Petroleum Corp
Id
IdDorr-Oliver, Inc. v. Fluid Quip, Inc.
when
SquirtCo v. Seven–Up Co.
whenSensient
not limited
See Insty*Bit, Inc. v. Poly-Tech Indus. Insty*Bit
Id.
Id.
presaleSee Sensient Tech.

Beebe - Trademark Law: An Open-Source Casebook
Id.
Insty*Bitwhen
Sensient
Sensient
Sensient
Sensient
Insty*Bit
Checkpoint
Esercizio v. Robertssee generally McCarthy
Sensient
Sensient
Sensient
Sensient Checkpoint Systems
SensientSensient
Sensient
Checkpoint Systems
Id.

Beebe - Trademark Law: An Open-Source Casebook
initialId.Mobil Oil Corp. v.
Pegasus Petroleum Corp.
Checkpoint
SensientCheckpoint
Sensient
See
Sleepmaster Prods. Co. v. Am. Auto-Felt Corp.
SeeFriedman v. Sealy, Inc.
Compare Coca-Cola Co. v. Purdy
and GoTo.com, Inc. v. Walt Disney
Co.
with Toyota Motor Sales, U.S.A., Inc. v. Tabari
See also
Network Automation, Inc. v. Advanced Systems Concepts, Inc.
Brookfield Comm’ns, Inc. v. West Coast Ent. Corp.
actual confusion

Beebe - Trademark Law: An Open-Source Casebook
See Kemp
SquirtCo
Insty*Bit
Questions and Comments
Initial Interest Confusion and Trade DressGibson Guitar Corp. v. Paul Reed Smith Guitars, LP
Cf. Versa Prods. Co. v. Bifold
Co
Id

Beebe - Trademark Law: An Open-Source Casebook
When do courts find initial interest confusion?
See, e.gEpic Sys. Corp. v. YourCareUniverse, Inc
SeeSee also Lamparello v. Falwell
Critiquing Initial Interest Confusion
Initial Interest Confusion: Standing at the Crossroads of Trademark
Law
Id

Beebe - Trademark Law: An Open-Source Casebook
7. Post-Sale Confusion
Mastercrafters’ clock (left) and LeCoultre’s clock (right) *
Mastercrafters Clock & Radio Co. v. Vacheron &
Constantin-LeCoultre Watches, Inc Mastercrafters
Id
Ferrari S.P.A. v. Roberts
Intellectual Property Teaching
Resources

Beebe - Trademark Law: An Open-Source Casebook
Ferrari S.P.A. v. Roberts
944 F.2d 1235 (6th Cir. 1991)
et seq.
I. The Facts

Beebe - Trademark Law: An Open-Source Casebook
II.
Allied Mktg. Group, Inc. v. CDL Mktg., Inc.,
see

Beebe - Trademark Law: An Open-Source Casebook
III.
A. Secondary Meaning
B. Likelihood of Confusion
1. District Court’s Findings
Frisch
Frisch

Beebe - Trademark Law: An Open-Source Casebook
that fact alone may be sufficient to justify the inference that
there is confusing similarity. Frisch’s Restaurants,
Amstar Corp. v. Domino’s Pizza, Inc.,cert. denied,
see also Mastercrafters,
Rolex Watch
Rolex Watch, U.S.A., Inc. v. Canner,
Zin-Plas Corp. v. Plumbing Quality AGF Co.,
West
Point Mfg.,

Beebe - Trademark Law: An Open-Source Casebook
b. Confusion at Point of Sale
recte
in commerce.
Rolex Watch
in commerce
Rolex Watch, Rolex Watch
Id.see also Mastercrafters,
Rolex Watch,see also Mastercrafters,
Ferrari,

Beebe - Trademark Law: An Open-Source Casebook
Kwik-Site Corp. v. Clear View
Mfg. Co.,
Frisch’s Restaurants, Inc. v. Elby’s Big Boy, Inc.,
cert. denied,
not
deceive purchasers
West Point Mfg. v. Detroit Stamping Co.,cert.
denied,
West Point

Beebe - Trademark Law: An Open-Source Casebook
Homeowners Group, Inc. v. Home
Marketing Specialists, Inc.,Safeway Stores, Inc. v. Safeway
Discount Drugs, Inc.,
See Kwik-Site,
see also Coach Leatherware Co. v. AnnTaylor, Inc.,
West Point,
Reynolds & Reynolds Co. v.
Norick,
Polo
Fashions, Inc. v. Craftex, Inc.,see Mastercrafters Clock & Radio Co. v.
Vacheron & Constantin-Le Coultre Watches, Inc., cert. denied,
Rolex Watch, U.S.A., Inc. v. Canner,
Rolex,
Mastercrafters
Mastercrafters
Bose Corp. v. Linear Design Labs, Inc.,
Norwich Pharmacal Co. v. Sterling Drug, Inc.,cert. denied,

Beebe - Trademark Law: An Open-Source Casebook
See West Point,
see also Coach Leatherware,
See supra
recte
Homeowners Group, Inc. v. Home Marketing
Specialists, Inc.,Frisch’s Restaurants, Inc. v. Shoney’s, Inc.,
Id.
Id.
stripped of their identifying badges.

Beebe - Trademark Law: An Open-Source Casebook
See Eveready Battery Co. v.
Adolph Coors Co.,
Questions and Comments
Are the Ferrari exterior designs functional
Ferrari S.P.A
8. Reverse Confusion
Dreamwerks Production, Inc. v. SKG
Studio
Dreamwerks
Id
Virgin Wireless
reprinted in

Beebe - Trademark Law: An Open-Source Casebook
Uber Promotions, Inc. v. Uber Technologies, Inc
Uber Promotions, Inc. v. Uber Technologies, Inc.
162 F.Supp.3d 1253 (N.D. Fla. 2016)
I. INTRODUCTION
Id.

Beebe - Trademark Law: An Open-Source Casebook
III. Likelihood of Success on the Merits
C. Likelihood of Confusion in the Gainesville Area
1. Type of Confusion?

Beebe - Trademark Law: An Open-Source Casebook
H Sportswear, Inc. v. Victoria’s Secret Stores, Inc
Fisons Horticulture, Inc. v. Vigoro Indus., Inc.
Id.
Ameritech, Inc. v. Am. Info. Tech. Corp.
Id.
2. Factors to Consider
Malletier v. Burlington Coat Factory Warehouse Corp.
SeeJohn H. Harland Co. v. Clarke Checks, Inc
SeeBanff, Ltd. v. Federated Dep’t Stores, Inc.
See, e.g. H. Lubovsky, Inc. v. Esprit de Corp.
Troublé v. Wet Seal, Inc.

Beebe - Trademark Law: An Open-Source Casebook
3. Strength of the Mark
Dana v. Dantanna’s
SeeA&H Sportswear
In re Nett Designs, Inc.
4. Similarity of the Marks
See
Sun–Maid Raisin Growers of Cal. v. Sunaid Food Prods., Inc.see also
A&H Sportswear

Beebe - Trademark Law: An Open-Source Casebook
heard
Cf.A&H Sportswear
5. Similarity of Services
Dantanna’s
same
See, e.g. Uber re-brands itself with a new logo
heardfact

Beebe - Trademark Law: An Open-Source Casebook
6. Similarity of Sales Methods
Dantanna’s
Frehling
Enters., Inc. v. Int’l Select Grp., Inc.
7. Similarity of Advertising Methods
Dantanna’s
on Promotions’ Facebook page.

Beebe - Trademark Law: An Open-Source Casebook
8. Intent to Infringe
Dantanna’s
A&H Sportswear through
confusionId.
knew
intended
9. Actual Confusion
Dantanna’s
Id.
thought they were
calling Tech.

Beebe - Trademark Law: An Open-Source Casebook
Hotel Meliá
See Therma–Scan,
Inc. v. Thermoscan, Inc.
See Axiom Worldwide
SeeA&H Sportswear

Beebe - Trademark Law: An Open-Source Casebook
Safeway
Stores, Inc. v. Safeway Discount Drugs, Inc.
some
seeid.
Id.
10. Likelihood of Confusion?
but not used
is
See,
e.g. Caliber Auto. Liquidators, Inc. v. Premier Chrysler, Jeep, Dodge, LLC
ownCf.Jada

Beebe - Trademark Law: An Open-Source Casebook
Toys, Inc. v. Mattel, Inc.
See Societe Anonyme de la
Grande Distillerie E. Cusenier Fils Aine & Cie. v. Julius Wile Sons & Co.
11. UberEVENTS

Beebe - Trademark Law: An Open-Source Casebook
Comments and Questions
Trademark Strength and Reverse ConfusionUber Promotions
A & H Sportswear, Inc. v. Victoria’s Secret Stores, Inc
A & H Sportswear
Commerce Nat’l Ins. Servs., Inc. v. Commerce Ins.
Agency, Inc.
H. Lubovsky, Inc. v. Esprit de Corp.
Id.see alsosupra
H. Lubovsky

Beebe - Trademark Law: An Open-Source Casebook
Other Examples of Reverse Confusion FoundSee, e.gFleet Feet, Inc. v. Nike Inc.
H. Lubovsky, Inc. v. Esprit
De Corp
Tanel Corp. v. Reebok Intern., Ltd
Examples of Reverse Confusion Not FoundSee, e.gSurfvivor Media, Inc. v. Survivor Productions
Harlem Wizards Entertainment Basketball, Inc. v. NBA Properties, Inc
Pump, Inc. v. Collins Management, Inc
Lobo Enterprises, Inc. v. Tunnel, Inc
Andy Warhol
Enterprises, Inc. v. Time IncPeople Magazine
9. Reverse Passing Off
Dastar Corp. v. Twentieth Century Fox Film Corp
Dastar
Dastar

Beebe - Trademark Law: An Open-Source Casebook
Dastar
Dastar
Dastar

Beebe - Trademark Law: An Open-Source Casebook
Dastar Corp. v. Twentieth Century Fox Film Corp.
539 U.S. 23 (2003)
I
original

Beebe - Trademark Law: An Open-Source Casebook
Entertainment Distributing
id.,
id.,
Crusade in Europe
Id.,
Ibid
II
e.g., O. & W. Thum Co. v. Dickinson,
e.g., Williams v. Curtiss–Wright Corp.,

Beebe - Trademark Law: An Open-Source Casebook
Alfred Dunhill, Ltd. v.
Interstate Cigar Co.,
III
Id.,

Beebe - Trademark Law: An Open-Source Casebook
Sears, Roebuck & Co. v. Stiffel Co.,
Kellogg Co. v. National Biscuit Co.,
TrafFix Devices, Inc. v. Marketing Displays, Inc.,
Bonito Boats, Inc. v. Thunder Craft Boats,
Inc.,
TrafFix,
Id.,
In re Trade–Mark
Cases,
Qualitex Co. v. Jacobson Products Co.,
Bonito Boats, supra,
E.g., Mackey v. Lanier Collection Agency &
Service, Inc.,

Beebe - Trademark Law: An Open-Source Casebook
original
failing
crediting
Wal–Mart Stores, Inc. v. Samara Brothers,
Inc.,
Id.,
id.,
id.,Inwood Laboratories, Inc. v. Ives Laboratories, Inc.,
Bonito Boats,
TrafFix,
not
were

Beebe - Trademark Law: An Open-Source Casebook
Eldred v.
Ashcroft,
Comments and Questions
on remand
SeeTwentieth Century Fox Film Corp. v. Dastar Corp
and the reverse passing off of “any idea, concept, or communication”
Dastar
LaPine v.
Seinfeld
The Sneaky Chef: Simple Strategies for Hiding Healthy Food in Kids’ Favorite Meals
Deceptively Delicious: Simple
Secrets to Get Your Kids Eating Good Food
New York Times

Beebe - Trademark Law: An Open-Source Casebook
Id
Dastar Corp. v. Twentieth Century Fox Film Corp.,
Id.
Id.
Id.
Dastar,
Id.
see also Flaherty v. Filardi,
Dastar
See, e.g., Atrium Group De Ediciones Y
Publicaciones, S.L. v. Harry N. Abrams, Inc.,

Beebe - Trademark Law: An Open-Source Casebook
Wellnx Life Sciences Inc. v. Iovate Health Sciences Research Inc.,
Dastar
Deceptively
Delicious
Deceptively Delicious
Deceptively Delicious
Deceptively Delicious
“as to
the originDeceptively Delicious Id.
Dastar,
Thomas Publishing Company, LLC v.
Technology Evaluation Centers, Inc.,
see also Wellnx Life Sciences Inc. v. Iovate Health
Sciences Research Inc.,
Antidote International Films v. Bloomsbury Publishing, PLC,
Dastar
Dastar
Id
and products other than “communicative products”
Bretford Mfg., Inc. v. Smith System Mfg. Corp
Roho, Inc. v. Marquis,

Beebe - Trademark Law: An Open-Source Casebook
Dastar
Peaceable Planet, Inc. v. Ty, Inc.,
Dastar trademark
Dastar
Dastar
Dastar
Dastar,
Lee v. A.R.T. Co.,

Beebe - Trademark Law: An Open-Source Casebook
Id
Non-attribution versus misattributionGilliam v. American Broadcasting Companies, Inc.
Id
GilliamDastarGilliam
notDastar
Dastar
Laura Laaman & Assocs., LLC v. Davis
Dastar. Compare Cvent, Inc. v. Eventbrite,
Inc.
Experian Marketing Solutions, Inc. v. U.S. Data Corp.
with Smartix Intern.
Corp. v. MasterCard Intern. LLC

Beebe - Trademark Law: An Open-Source Casebook
Bob Creeden &
Associates, LTD. v. Infosoft, Inc.
Laura Laaman & Assocs
Trademarks and Digital Goods
10. Lanham Act § 2(d) Confusion
See B&B Hardware, Inc. v.
Hargis Industries, Inc
TMEP § 1207.01 Likelihood of Confusion
registered
In re E. I. du Pont de Nemours & Co
du Pont
See, e.gFederated Foods, Inc. v. Fort Howard Paper Co
In re Iolo Techs., LLC In re Max Capital Grp. Ltd
In re Thor Tech, Inc

Beebe - Trademark Law: An Open-Source Casebook
See, e.g du Pont In re Davey Prods. Pty Ltd
In re Toshiba Med. Sys. Corp
Ass’n of the U.S. Army
Du Pont
In re Strategic Partners, Inc.
Id
Id.
du Pont
Id
du Pont
Strategic Partners
Id

Beebe - Trademark Law: An Open-Source Casebook
Comments and Questions
Lanham Act § 2(d) and Unregistered Marks
C. Trademark Dilution
Dilution of Uniqueness The Rational Basis of Trademark Protection
uniqueness
of source
from other marks
The Wages of Ubiquity in Trademark Law
See The Semiotic Analysis of Trademark Law

Beebe - Trademark Law: An Open-Source Casebook
SeeEli Lilly & Co. v.
Natural Answers, Inc
Ringling Bros-Barnum &
Bailey Combined Shows, Inc. v. Utah Division of Travel Development
consumer
trademark
Dilution by Blurring
How and When Do
Trademarks Dilute: A Behavioral Framework to Judge “Likelihood of Dilution
Ty Inc. v. Perryman
Id

Beebe - Trademark Law: An Open-Source Casebook
When Is Parody Fair Use?
consumer
See Why We Are Confused about the Trademark
Dilution Law
Dilution by Tarnishment
See Deere & Co. v. MTD Prods., Inc
New York Stock Exchange, Inc. v. New York, New York Hotel, LLC
The Restatement (Third) of Unfair Competition
Gone in 60 Milliseconds:
Trademark Law and Cognitive Science

Beebe - Trademark Law: An Open-Source Casebook
New York Stock Exch., Inc. v. New York, New York Hotel, LLC
New York Stock Exch., Inc. v. New York, New York Hotel LLC
The Difference Between Trademark Confusion and Trademark Dilution
same company
one company
two different companies
See
See
The Elements of a Dilution ClaimLouis Vuitton Malletier S.A. v. Haute Diggity Dog, LLC
Id
before See

Beebe - Trademark Law: An Open-Source Casebook
Lanham Act § 43(c), 15 U.S.C. § 1125(c)

Beebe - Trademark Law: An Open-Source Casebook
1. The Fame Requirement for Antidilution Protection
Board of Regents v. KST Elec., Ltd
Maker’s Mark Distillery, Inc. v. Diageo North America, Inc
ee respectively Nike, Inc. v. Peter Maher and Patricia Hoyt Maher
Chanel, Inc. v. MakarczykAudi AG v. Shokan Coachworks,
IncDallas Cowboys Football Club, Ltd. v. America’s Team
Properties, Inc

Beebe - Trademark Law: An Open-Source Casebook
Coach Servs., Inc. v. Triumph Learning LLC
668 F.3d 1356 (Fed. Cir. 2012)
C. Dilution
See Top Tobacco, LP v. N. Atl. Operating Co.,
See Toro Co. v. ToroHead Inc.
Toro,
Id.
Nissan Motor Co. v. Nissan Computer Corp.,Thane Int’l,
Inc. v. Trek Bicycle Corp.,

Beebe - Trademark Law: An Open-Source Casebook
See Toro,
See
McCarthy, is
conclusive
Board Decision,
Id.

Beebe - Trademark Law: An Open-Source Casebook
after
priorSee Toro,
Board Decision,
Id.
See Top Tobacco,
See Coach Leatherware Co., Inc. v. AnnTaylor, Inc.,
see also Coach, Inc. v. We Care
Trading Co., Inc.,
Comments and Questions
The Importance of the Timing of Fame Evidence
before Inter
IKEA Systems B.V. v. Akea, LLC

Beebe - Trademark Law: An Open-Source Casebook
Id
Fame Surveys
cited in
Mark Fame and Unauthorized Parodic Uses of a Mark
Fame, Parody, and Policing in Trademark Law
State Antidilution Law as an Alternative for Marks That Are Not Nationally Famous
See
See, e.g
See Allied Maint. Corp. v. Allied Mech. Trades, Inc.
See alsoSally Gee, Inc. v. Myra Hogan, Inc.Allied
Moore
Bus. Forms, Inc. v. Rite Aid Corp.

Beebe - Trademark Law: An Open-Source Casebook
Allied Maintenance
See
2. Dilution by Blurring
Nike, Inc. v. Nikepal Intern., Inc
Nikepal
Nike, Inc. v. Nikepal Intern., Inc.
84 U.S.P.Q.2d 1820 (N.D. Cal. 2007)

Beebe - Trademark Law: An Open-Source Casebook
Findings of Fact
I. The Parties and their Businesses
II. The Parties’ Marks

Beebe - Trademark Law: An Open-Source Casebook
III. Nike’s Sales
IV. Advertising and Promotion of the NIKE Mark

Beebe - Trademark Law: An Open-Source Casebook
V. Notoriety of NIKE
VI. Evidence of Actual Association
inter alia,

Beebe - Trademark Law: An Open-Source Casebook
Conclusions of Law
I. Dilution
sic}recte
Id
Century 21 Real Estate LLC v. Century Surety Co.,
See Jada Toys, Inc. v. Mattel, Inc.,
see also Panavision Int’l v. Toeppen,

Beebe - Trademark Law: An Open-Source Casebook
Thane Int’l, Inc. v. Trek
Bicycle Corp.,
Playboy Enters., Inc. v. Welles,
See Porsche Cars N. Am., Inc.,
see also Jada Toys, Inc.,
See Thane Int’l, Inc.,
Nabisco, Inc. v. PF Brands,
See
See L.D.Kichler Co. v. Davoil Inc.,
See Avery Dennison Corp. v. Sumpton,
“commonly
Century 21 Real Estate LLC,

Beebe - Trademark Law: An Open-Source Casebook
CONCLUSION
See

Beebe - Trademark Law: An Open-Source Casebook
Wolfe’s Borough
Nikepal Wolfe’s Borough
Nikepal
Wolfe’s Borough

Beebe - Trademark Law: An Open-Source Casebook

Beebe - Trademark Law: An Open-Source Casebook
Starbucks Corp. v. Wolfe’s Borough Coffee, Inc.
736 F.3d 198 (2d Cir. 2013)
de novo,
BACKGROUND
Starbucks Corp. v. Wolfe’s Borough Coffee, Inc.,
Starbucks IIStarbucks Corp. v. Wolfe’s Borough Coffee, Inc.,
Starbucks IV
See

Beebe - Trademark Law: An Open-Source Casebook
Starbucks IV,
See Starbucks Corp. v. Wolfe’s Borough Coffee, Inc.,
Starbucks I
l;
causes dilution of the distinctive quality of the mark

Beebe - Trademark Law: An Open-Source Casebook
Id.
Starbucks II,
See Starbucks Corp. v. Wolfe’s Borough Coffee, Inc.,
Starbucks III
Id.
Id.
Starbucks IV,
id.
Id.
Id.
confusion
association Id.
Id.
association,
id.
id.
see Starbucks Corp. v. Wolfe’s Borough Coffee,
Inc.,Starbucks V

Beebe - Trademark Law: An Open-Source Casebook
Id.Starbucks
IV,
Id.
id.
id.
Id.
Id.Jada Toys, Inc. v. Mattel, Inc.,
Id.
association arising from the
similarity
Id.
Id.
DISCUSSION
B. Standard of Review
de novo. See Tiffany,Starbucks
IV,
Polaroid Corp. v.
Polarad Electronics Corp.,

Beebe - Trademark Law: An Open-Source Casebook
Nabisco, Inc. v. PF Brands, Inc.,abrogated on other grounds
by Moseley,
See Louis Vuitton Malletier S.A. v. Haute Diggity Dog, LLC,
Nabisco,
C. Factual Findings: The Statutory Factors
1. Degree of Similarity
Starbucks IV
Id.
United States v. Quintieri,
Ali v. Mukasey,United States v. Tenzer,
Starbucks IV
2. Actual Association
Starbucks V,
See, e.g., Star Indus. v. Bacardi & Co.,
Polaroid
Polaroid
Polaroid
See Polaroid,

Beebe - Trademark Law: An Open-Source Casebook
a. Intent to Create an Association
per se
Federal Express Corp. v. Federal Espresso,
Inc.,
Id.
Federal Espresso
United States v. Al Kassar,
b. Mitofsky Survey
Starbucks V,
Starbucks IV,
Starbucks
IV,
id.
id.
Playtex Products, Inc. v. Georgia–Pacific Corp.,

Beebe - Trademark Law: An Open-Source Casebook
Quilted Northern
Id.
See, e.g., THOIP v. Walt Disney Co.,
Juicy Couture, Inc. v. L’Oreal USA, Inc.,
WE Media, Inc. v. Gen. Elec. Co.,
use of a mark . . . in commerce
Playtex,
Nabisco,
Nabisco,
Starbucks IV,
id.
Jada Toys,
Jada Toysassociation
confusion.
See Nabisco,

Beebe - Trademark Law: An Open-Source Casebook
See Starbucks V,
Id.
see Jada
Toys,
D. Balancing
de novo.
Starbucks IV,
any
susceptibility
Starbucks IV, per se
minimal

Beebe - Trademark Law: An Open-Source Casebook
Savin Corp. v. Savin Grp.,
de novo,
CONCLUSION
Comments and Questions
How Similar Must the Parties Marks Be to Show Dilution?Nikepal
Thane Int’l, Inc. v. Trek
Bicycle Corp
Starbucks Corp. v. Wolfe’s Borough Coffee, Inc
id
idLevi Strauss & Co. v. Abercrombie
& Fitch Trading Co
Id
Mere Association or Association that Impairs Distinctiveness?
Nikepal

Beebe - Trademark Law: An Open-Source Casebook
Nikepal
Moseley
snow
Moseley v. V Secret CatalogueMoseley
SeeV Secret Catalogue, Inc. v. Moseley
IdMoseleyid
Louis Vuitton Malletier, S.A. v. Hyundai Motor Am
Louis Vuitton Malletier, S.A. v. My Other Bag, Inc
aff’dHyundai
See alsoTesting for
Trademark Dilution in Court and the Lab
Are Some Trademarks So Strong as to Be Immune to Blurring?
See Trademark Dilution:
Empirical Measures for an Elusive Concept
Id
Does Dilution Protection Make Any Difference in Practice?
See, e.g.The Normative Foundations of Trademark Law

Beebe - Trademark Law: An Open-Source Casebook
See The
Continuing Debacle of U.S. Antidilution Law: Evidence from the First Year of Trademark Dilution Revision
Act Case Law
See
Nikepal
See, e.g.V Secret Catalogue, Inc. v. Moseley
See
SeeDilution at the Patent and Trademark Office
See Chanel, Inc. v. Jerzy Makarczyk
See Research in Motion Ltd. v. Defining Presence Mktg. Grp. Inc
Nat’l Pork Bd. v. Supreme Lobster & Seafood
Co
Dilution and Misappropriation
king Dilution Doctrine:
Toward a Coherent Theory of the Anti-Free-Rider Principle in American Trademark Law
OdolOdol darf auch für gänzlich verschiedene Waren
wie Mundwasser nicht verwendet werden; Entscheidung des Landgerichts Elberfeld vom 14. Sept. 1924
13. O. 89/24
Odol

Beebe - Trademark Law: An Open-Source Casebook
The Suppressed Misappropriation Origins of Trademark
Antidilution Law: the Landgericht Elberfeld’sOpinion and Frank Schechter’s The Rational Basis of
Trademark Protection
Rational Basis
Odol
But see Schechter’s Ideas in Historical Context and
Dilution’s Rocky Road
Blurring and “Imagination Costs”
Gone in Sixty Milliseconds: Trademark Law and Cognitive
Science
3. Dilution by Tarnishment
V Secret Catalogue, Inc. v. Moseley
605 F.3d 382 (6th Cir. 2010)
i.e.,
Moseley v. V Secret Catalogue, Inc.,rev’g
aff’g

Beebe - Trademark Law: An Open-Source Casebook
I. The Supreme Court Opinion and the New Act
for every woman,
Interests protected.

Beebe - Trademark Law: An Open-Source Casebook
amici
an actual
if actual
dilution can reliably be proved
Whatever difficulties of proof may be
entailed, they are not an acceptable reason for dispensing with proof of an essential element
of a statutory violation.
g. Tarnishment.
A,B
A
AABA
A’s
A’sB’s

Beebe - Trademark Law: An Open-Source Casebook
Id.
Moseley creates an undue burden
Moseley,
II. Application of Statutory Standard
supra,
See Pfizer Inc. v. Sachs,
Williams–Sonoma, Inc. v. Friendfinder, Inc.,
Kraft Foods Holdings, Inc. v. Helm,
Victoria’s
Cyber Secret Ltd. P’ship v. V Secret Catalogue, Inc.,
Mattel, Inc. v. Internet Dimensions Inc.,
Polo Ralph Lauren L.P. v. Schuman,

Beebe - Trademark Law: An Open-Source Casebook
Pillsbury Co. v. Milky Way Prods., Inc.,
Dallas Cowboys Cheerleaders, Inc. v. Pussycat
Cinema, Ltd.,
res ipsa
loquitur-
MoseleyMoseley
Moseley
de minimis.

Beebe - Trademark Law: An Open-Source Casebook
Id.
See id.
Moseley v. v. Secret Catalogue, Inc.,
see also id.
Id.
See
Moseley Moseley

Beebe - Trademark Law: An Open-Source Casebook
Id.
Moseley v. V Secret Catalogue, Inc.,
see also
See Moseley,see
also one
no
Starbucks
Corp. v. Wolfe’s Borough Coffee, Inc.,
Starbucks Corp.,see also
he did not therefore form any
different impression of the store that his wife and daughter had patronized.
but it did not change his
conception of Victoria’s Secret.

Beebe - Trademark Law: An Open-Source Casebook
Moseley,
no
See Hormel Foods Corp. v. Jim Henson Prods., Inc.,
See Moseley,
standard of harm threshold
Moseley
Moseley
Trademark Dilution Revision Act of 2005: Hearing Before the Subcomm. on Courts, the
Internet, and Intellectual Property of the H. Comm. on the Judiciary,
see generally id.
Moseley,Moseley
that harms the reputation of the famous mark.

Beebe - Trademark Law: An Open-Source Casebook
See id.
possible
not
See
see also Parks v. LaFace Records,
Id.
Hormel
Foods Corp.,
See
see also, e.g., id.
id.
Cf. Williams–Sonoma, Inc. v. Friendfinder, Inc.,
Kraft Foods
Holdings, Inc. v. Helm,
Mattel Inc. v. Internet Dimensions Inc.,
Polo Ralph Lauren L.P. v. Schuman,

Beebe - Trademark Law: An Open-Source Casebook
no
See
Questions and Comments
Tarnishment (and Blurring) and the “Use as a Mark” Requirement
Dilution by Tarnishment: The New Cause of Action
designation of source
a mark or trade
name
Toys “R” Us Inc. v. Akkaoui,
Hasbro, Inc. v. Internet
Entm’t Group Ltd.,
Am.
Express Co. v. Vibra Approved Labs. Corp.,
Pillsbury
Co. v. Milky Way Prods., Inc.,
Dallas Cowboys Cheerleaders, Inc. v. Pussycat Cinema, Ltd.,
affirmed by

Beebe - Trademark Law: An Open-Source Casebook
See, e.g.,
National Business Forms & Printing, Inc. v. Ford Motor Co
see also
SeeA Defense of the New Federal Trademark Antidilution Law
The Trademark Use Requirement in Dilution Cases
Is antidilution law constitutional?Matal v. Tam
Tam
D. Cybersquatting
1. The Section 43(d) Prohibition Against Cybersquatting
Sporty’s Farm L.LC. v. Sportsman’s Market, Inc.
202 F.3d 489 (2d Cir. 2000)
See
see

Beebe - Trademark Law: An Open-Source Casebook
Chief Judge
sporty’s famous
sporty’s
BACKGROUND
I

Beebe - Trademark Law: An Open-Source Casebook
See
See id.
See, e.g.,
Panavision Int’l, L.P. v. Toeppen,
See
II
sporty
sporty’s
sporty’sSporty’s
sportys;
Sportys.sporty’s

Beebe - Trademark Law: An Open-Source Casebook
sporty’s
Spotty’s farm.
inter alia,
Id.
sporty’sfamous
Sporty’s
id.sporty’s
id.
Id.
See

Beebe - Trademark Law: An Open-Source Casebook
See
Federal Practice and Procedure
III

Beebe - Trademark Law: An Open-Source Casebook
Id.
DISCUSSION
sporty’s
See
sporty’ssporty’s
sporty’s
See id.
sporty’s
See Nabisco Brands, Inc., v. PF Brands, Inc.,
See
sporty’s,See id.

Beebe - Trademark Law: An Open-Source Casebook
Id.
sporty’s
Sporty’s Farm’s
See Nabisco, Inc. v. PF Brands, Inc.,
sporty’s,
sporty’s
Equine Technologies, Inc. v.
Equitechnology, Inc.,
sporty’s
sporty’s
See supra
sporty’sCf. Brookfield Communications, Inc. v.
West Coast Entertainment Corp.,
sporty’s
Cf. Wella Corp. v. Wella Graphics, Inc.
sporty’s
Polaroid Corp. v. Polarad Electronics
Corp.,See Wella Corp. v. Wella Graphics, Inc.,

Beebe - Trademark Law: An Open-Source Casebook
Id.
Norville v. Staten Island Univ. Hosp.,
See id.
See id.
See id.
see id.
see
Sporty’s Farm v. Sportsman’s Market, reprinted in

Beebe - Trademark Law: An Open-Source Casebook
sporty’s
see id.
sporty’s
See Luciano v. Olsten Corp.,
Cruz v. Local Union No. 3,

Beebe - Trademark Law: An Open-Source Casebook
Lamparello v. Falwell
420 F.3d 309 (4th Cir. 2005)
I.
Hustler Magazine v. Falwell,
Lamparello,
Id.
de novo

Beebe - Trademark Law: An Open-Source Casebook
See People for the Ethical Treatment of Animals v. Doughney,
PETA
II.
III.
PETA,
Lucas Nursery & Landscaping, Inc. v. Grosse,
Id.
comment, criticism,
Id.
Harrods Ltd. v. Sixty Internet Domain Names,

Beebe - Trademark Law: An Open-Source Casebook
Virtual Works, Inc. v. Volkswagen of Am., Inc.,
Lucas Nursery & Landscaping,
PETA,
supra
PETA
fiftysixtyPETA,
Id.See also Virtual Works,
Coca-Cola Co. v. Purdy,
see
See Panavision Int’l v.
Toeppen,

Beebe - Trademark Law: An Open-Source Casebook
seventy
Id.
TMI, Inc. v. Maxwell,
Id.
Lucas Nursery & Landscaping,
Lucas Nursery & Landscaping,
Id.
See
IV.

Beebe - Trademark Law: An Open-Source Casebook
2. The Uniform Dispute Resolution Policy and the Uniform Rapid Suspension System
a. The Uniform Dispute Resolution Policy
WIPO Guide to the Uniform Domain Name Dispute Resolution Policy (UDRP)

Beebe - Trademark Law: An Open-Source Casebook
Uniform Domain Name Dispute Resolution Policy
(As Approved by ICANN on October 24, 1999)
1. Purpose
2. Your Representations.
3. Cancellations, Transfers, and Changes.
a. Applicable Disputes.

Beebe - Trademark Law: An Open-Source Casebook
b. Evidence of Registration and Use in Bad Faith.
c. How to Demonstrate Your Rights to and Legitimate Interests in the Domain Name in
Responding to a Complaint.
d. Selection of Provider.
e. Initiation of Proceeding and Process and Appointment of Administrative Panel.
f. Consolidation.
g. Fees.

Beebe - Trademark Law: An Open-Source Casebook
h. Our Involvement in Administrative Proceedings.
i. Remedies.
j. Notification and Publication.
k. Availability of Court Proceedings.
5. All Other Disputes and Litigation.
6. Our Involvement in Disputes.
7. Maintaining the Status Quo.
8. Transfers During a Dispute.
9. Policy Modifications.

Beebe - Trademark Law: An Open-Source Casebook
Comments and Questions
Appealing a UDRP decision
See, e.g
Barcelona.com, Inc. v. Excelentisimo Ayntamiento De Barcelona
not
and
See, e.gOctogen Pharmacal Company, Inc. v. Domains By Proxy,
Inc. / Rich Sanders and Octogen e-SolutionsEastman Sport
Group LLC v. Jim and Kenny
See, e.gCamon S.p.A. v. Intelli-Pet, LLC
Pinterest, Inc. v. Pinerest.com c/o Whois Privacy Svcs Pty Ltd/Ian Townsend
Case No. D2015-1873 (WIPO Dec. 21, 2015)
1. The Parties
2. The Domain Name and Registrar
3. Procedural History

Beebe - Trademark Law: An Open-Source Casebook
4. Factual Background
5. Parties’ Contentions
A. Complainant

Beebe - Trademark Law: An Open-Source Casebook
bona fide
Octogen
City Views Limited v. Moniker Privacy Services / Xander, Jeduyu, ALGEBRALIVE
Phillip Securities Pte Ltd v. Yue Hoong LeongOctogen
Pharmacal Company, Inc. v. Domains By Proxy, Inc. / Rich Sanders and Octogen e-Solutions
B. Respondent
6. Discussion and Findings
B. Identical or Confusingly Similar

Beebe - Trademark Law: An Open-Source Casebook
C. Rights or Legitimate Interests
prima facie
prima facie
prima facie
D. Registered and Used in Bad Faith

Beebe - Trademark Law: An Open-Source Casebook
Octogensupra
.
Octogen
Camon S.p.A. v. Intelli-Pet, LLC
Qwalify, Inc. v. Domain Administrator, Fundacion Private
Whois / Gregory Ricks

Beebe - Trademark Law: An Open-Source Casebook
7. Decision
b. The Uniform Rapid Suspension System
شب
gTLD Applicant Guidebook
within
شبكة gTLD,
)
SeeTrademark and Freedom
of Expression in ICANN’s New gTLD Process
كة
شب كة

Beebe - Trademark Law: An Open-Source Casebook
Id
Facebook Inc. v. Radoslav
Claim No. FA1308001515825 (Nat’l Arb. Forum, Sept. 27, 2013)

Beebe - Trademark Law: An Open-Source Casebook
’
“
”
’

Beebe - Trademark Law: An Open-Source Casebook
Questions and Comments
The Trademark Clearinghouse

Beebe - Trademark Law: An Open-Source Casebook
E. Secondary Liability
1. Service Provider Secondary Liability
Tiffany
(NJ) Inc. v. eBay Inc
Tiffany
(NJ) Inc. v. eBay Inc.,
Gucci America, Inc. v. Frontline
Processing Corp
Tiffany v. eBay
Tiffany (NJ) Inc. v. eBay Inc.
600 F.3d 93 (2d Cir. April 1, 2010)
BACKGROUND
Judge
Tiffany (NJ) Inc. v. eBay, Inc.,Tiffany
de novo. Giordano v. Thomson,

Beebe - Trademark Law: An Open-Source Casebook
eBay
Tiffany,
id.
id.
Id.
Id.Id.
Id.
Id.
Id.
Id.
Id.
Tiffany
Id.
Id.
Id.
Id.
Id.
Id.
Id.
id.
id.
See
Id.

Beebe - Trademark Law: An Open-Source Casebook
id.,
id.
Id.
See id.
Anti-Counterfeiting Measures
Id.
Id.
Id.
Id.
Id.
Id.
Id.
Id.
Id.
Id.
Id.
Id.
Id.
Id.

Beebe - Trademark Law: An Open-Source Casebook
Id.
Id.
Id.
Id.
Id.
Id.
Id.
Id.
Id.
BUYER
BEWARE,Most of the purported TIFFANY & CO. silver jewelry and packaging
available on eBay is counterfeit.inter alia
Id
Tiffany,
Id.
Id.
Id.

Beebe - Trademark Law: An Open-Source Casebook
Id.
Id.
Id.
Id.
Id.
eBay’s Advertising
Id.
Id.
id.,
Tiffany,
Tiffanytiffany
Tiffany,
Id.
Id.

Beebe - Trademark Law: An Open-Source Casebook
Tiffany,
Id.
Procedural History
inter alia,
DISCUSSION
de
novo. Giordano v. Thomson,
I. Direct Trademark Infringement
II. Contributory Trademark Infringement
A. Principles
See, e.g., Hard Rock Cafe Licensing Corp. v. Concession Servs., Inc.,
cf. Metro-Goldwyn-Mayer Studios Inc. v. Grokster, Ltd.,
Inwood Laboratories, Inc. v. Ives Laboratories, Inc.,
See id.
Id.
William R. Warner & Co. v. Eli
Lilly & Co., Coca-Cola Co. v. Snow Crest Beverages, Inc.,
aff’d,cert. denied,
Inwood, Eli Lilly
Id.

Beebe - Trademark Law: An Open-Source Casebook
Id.
Inwood
Inwood
See Hard Rock
Café,id.
Inwoodid.see also Fonovisa,
Inc. v. Cherry Auction, Inc., Hard Rock Cafe
Inwood
Inwood
Lockheed Martin Corp. v. Network Solutions, Inc.,
see also id.
Inwood Lab.
see Polymer Tech. Corp. v. Mimran,Polymer IPolymer Tech.
Corp. v. Mimran, Polymer II
Inwood,
Polymer I,
Inwood see, e.g.,
Lockheed, supra
Snow Crest,
Id.
Id.
See Lancôme v. eBay,
See, e.g., S.A. Louis Vuitton Malletier v. eBay, Inc.,
Hermes v.
eBay, see also
The Wall Street Journal,
see generally, TIFFANY v. EBAY:

Beebe - Trademark Law: An Open-Source Casebook
B. Discussion
1. Does Inwood Apply?
InwoodSee
Tiffany,Inwood
Id.
LockheedInwood
Id.
Inwood
Id.
Inwood.
Inwood
2. Is eBay Liable Under Inwood?
Inwood
Inwood
Inwood,
Inwood
Inwood
Tiffany,
Id.
Id.
SeeInwood
amicus
Universal City Studios, Inc. v. Corley,

Beebe - Trademark Law: An Open-Source Casebook
Inwood
Id.inter alia,
Id.
Id.
generalized
Id.
generalized
InwoodId.
Id.
Inwood
Id.
Inwood
one
Id.
Inwood,
might
Id.Inwood,
Id.
Id.
Id.

Beebe - Trademark Law: An Open-Source Casebook
Inwood.
Inwood
Inwood
Inwood
See Inwood,
See id.
Inwood
one
id.
Inwood,
Inwoodcopyright
Sony Corp. of America v. Universal City Studios, Inc.,
Id.
Id.
Id. Inwood
Inwood narrow standard
identified individuals known by it
Id.Inwood,
InwoodSony,
Inwood
Inwood
Sony.
Sony,
Inwood
Inwood
Sony
Sony,
Inwood

Beebe - Trademark Law: An Open-Source Casebook
Sony Inwood,
InwoodTiffany,
Id.
3. Willful Blindness.
Tiffany,
Inwood
Tiffany,
See, e.g., Hard Rock Café,
Fonovisa, Hard Rock Café
id.
id.

Beebe - Trademark Law: An Open-Source Casebook
Hard Rock Café,
Tiffany,
Inwood.
Id.
Perfect 10, Inc. v. Visa Intern. Service Ass’n
See id
Inwood
Inwood,
See, e.g. Harte-
Hanks Commc’ns, Inc. v. Connaughton,
United States v. Khorozian,
Hard Rock CaféFonovisa
See
Hard Rock Café,
Fonovisa,
Hard Rock Café
Fonovisa

Beebe – Trademark Law: An Open-Source Casebook
Gucci America, Inc. v. Frontline Processing Corp.
721 F. Supp. 2d 228 (S.D.N.Y. June 23, 2010)
I. BACKGROUND
Id.
See
Id.
Id.
Gucci America, Inc., et al. v. Laurette Company, Inc., et al.,
See
See
See

Beebe – Trademark Law: An Open-Source Casebook
See id.
See id.
Id.
Id.
Id.
Id.

Beebe – Trademark Law: An Open-Source Casebook
Id.
see
II. DISCUSSION
Bell Atl. Corp. v. Twombly,
Ashcroft v. Iqbal,
See, e.g., eBay,

Beebe – Trademark Law: An Open-Source Casebook
see eBay,
Hard Rock Cafe Licensing Corp. v. Concession Servs.,
Inc.,Perfect 10, Inc. v. Visa Intern. Serv. Ass’n,
See Louis Vuitton Malletier, S.A. v. Akanoc Solutions, Inc.,
see infra,
Inwood Lab., Inc. v. Ives Lab., Inc.,
See Hard Rock,
see also Tiffany Inc. v. eBay, Inc.,
Inwood see eBay,
Inwood,
see Hard Rock,
See, e.g., Perfect 10, Lockheed Martin Corp. v. Network
Solutions, Inc.,
Inwood
See eBay,
Id.

Beebe – Trademark Law: An Open-Source Casebook
See
Perfect 10,
Id.
See Perfect 10,
See eBay,Perfect 10,
eBay,
Id.
See, e.g., Hermes
Int’l v. Lederer de Paris Fifth Ave., Inc.,
eBay,
Akanoc,

Beebe – Trademark Law: An Open-Source Casebook
See
See
See

Beebe – Trademark Law: An Open-Source Casebook
InwoodSee eBay,
Inwood
see Hard Rock,
Inwood
eBay,see also Fonovisa, Inc. v. Cherry Auction,
Inc.,Lockheed Martin,
eBay,
Lockheed Martin,
See, e.g., eBay,Cartier Intern. B.V. v. Liu,
Akanoc,
Perfect 10,
Perfect 10,
Perfect 10,
Perfect 10,

Beebe – Trademark Law: An Open-Source Casebook
See
Perfect 10,
Perfect 10,
Perfect 10,
on the website
See Perfect 10,
Perfect 10,
Inc. v. Visa Inter. Serv. Assoc.,
See Perfect 10,
See eBay,William R. Warner & Co. v. Eli Lilly & Co.,
Perfect 10
Perfect 10,
Getty
Petroleum Corp. v. Aris Getty, Inc.,
See
Id.

Beebe – Trademark Law: An Open-Source Casebook
Perfect 10,
* * *
III. CONCLUSION
2. Landlord-Tenant Secondary Liability
Tiffany v. eBay
Tiffany v. eBay
The exterior and interior of the mall at issue
Luxottica Group, S.P.A. v. Airport Mini Mall, LLC
932 F.3d 1303 (11th Cir. 2019)
I. FACTUAL AND PROCEDURAL BACKGROUND

Beebe – Trademark Law: An Open-Source Casebook

Beebe – Trademark Law: An Open-Source Casebook
III. DISCUSSION
A. Luxottica Presented Sufficient Evidence to Sustain the Jury’s Verdict on Contributory
Trademark Infringement.
1. Contributory Liability Under the Lanham Act
{S}ee also United States v. Baxter Int’l, Inc.
Hard
Rock Cafe
3. The Evidence Was Sufficient to Prove That the Defendants Had at Least Constructive
Knowledge of Specific Acts of Infringement.
specific
Tiffany (NJ) v. eBay Inc.
Tiffany

Beebe – Trademark Law: An Open-Source Casebook
Id.
Tiffany
Tiffany
Tiffany
Tiffany
Tiffany
Inwood
Hard Rock Cafe
Mini Maid Servs. Co. v.
Maid Brigade Sys., Inc.
. Id

Beebe – Trademark Law: An Open-Source Casebook
Questions and Comments
and Canal Street
Tiffany v. eBay
Luxxotica
Tiffany
Tiffany
id.
id.Tiffany
Id.
Tiffany
See
Coach, Inc. v. Goodfellow
Omega SA v. 375 Canal, LLC
Id

Beebe – Trademark Law: An Open-Source Casebook
III. Defenses to Trademark Infringement and Related Limitations on Trademark Rights
A. Descriptive Fair Use
See
KP Permanent Make-Up, Inc. v.
Lasting Impression I, IncKP Permanent
1. Descriptive Fair Use and Consumer Confusion
KP Permanent

Beebe – Trademark Law: An Open-Source Casebook
KP Permanent Make-Up, Inc. v. Lasting Impression I, Inc.
543 U.S. 111 (2004)
Id.,

Beebe – Trademark Law: An Open-Source Casebook
PACCAR Inc. v. TeleScan Technologies, L.L.C.,
Zatarains, Inc. v. Oak Grove
Smokehouse, Inc.,
Cosmetically Sealed Industries, Inc. v. Chesebrough–
Pond’s USA Co.,
Shakespeare Co. v. Silstar Corp. of Am., Inc.,
Sunmark, Inc. v. Ocean Spray Cranberries, Inc.,
Russello v. United States,
United States v. Wong Kim Bo,
e.g., Baglin v. Cusenier Co.,
Herring–Hall–Marvin Safe Co. v. Hall’s Safe Co.,
e.g., William
R. Warner & Co. v. Eli Lilly & Co.,

Beebe – Trademark Law: An Open-Source Casebook
Canal Co. v. Clark,
infra,
Shakespeare Co. v. Silstar Corp.,
Canal Co. v. Clark,
Cosmetically Sealed Industries, Inc. v. Chesebrough–Pond’s USA Co.,
Park ‘N Fly, Inc. v. Dollar Park and Fly, Inc.,
Car–Freshner Corp. v. S.C. Johnson &
Son, Inc.,

Beebe – Trademark Law: An Open-Source Casebook
supra,
amici
Shakespeare Co. v. Silstar Corp.,
Sunmark, Inc. v. Ocean Spray Cranberries, Inc.,
Amicus Curiae
Amicus Curiae
Amici Curiae
amicus,

Beebe – Trademark Law: An Open-Source Casebook
2. The Three-Step Test for Descriptive Fair Use
Dessert Beauty, Inc. v. Fox
SportFuel, Inc. v. PepsicoInc
Dessert Beauty, Inc. v. Fox
568 F.Supp.2d 416 (S.D.N.Y. 2008)
BACKGROUND
A. The Facts
1. Fox’s Love Potion Perfume
Love Potion.
The American Heritage Dictionary

Beebe – Trademark Law: An Open-Source Casebook
2. DBI’s Beauty Products

Beebe – Trademark Law: An Open-Source Casebook
3. Fox’s Actions to Protect Her Trademark

Beebe – Trademark Law: An Open-Source Casebook
Id.
B. Procedural History
DISCUSSION
B. Fair Use
See
see also Cosmetically Sealed Indus., Inc. v. Chesebrough–Pond’s USA Co.,
Something Old, Something New, Inc. v. QVC, Inc.,
Bell v.
Harley Davidson Motor Co.,

Beebe – Trademark Law: An Open-Source Casebook
EMI Catalogue P’ship v. Hill, Holliday, Connors, Cosmopulos
Inc.,
1. Non–Trademark Use
See Tommy Hilfiger Licensing, Inc. v. Nature Labs, LLC,
See Cosmetically Sealed,
San Francisco Arts & Athletics, Inc. v. U.S. Olympic Comm.,
see, e.g., PaperCutter, Inc. v.
Fay’s Drug Co.,
Am.
Thermos Prods. Co. v. Aladdin Indus., Inc.,see also W.R. Grace & Co. v.
Union Carbide Corp.,
2. Descriptive Use
JA Apparel Corp. v. Abboud,
In Re Colonial Stores Inc.,

Beebe – Trademark Law: An Open-Source Casebook
Cosmetically
Sealed,Car–Freshner Corp. v. S.C. Johnson & Son, Inc.,
B & L Sales Assocs. v. H.
Daroff & Sons, Inc.,
Cosmetically Sealed,Jean Patou, Inc. v. Jacqueline Cochran, Inc.,
aff’d,
Jean Patou,
EMI
Catalogue,
See Radio Channel Networks, Inc. v.
Broadcast.Com, Inc.,
EMI Catalogue,
see also New Kids on the Block v. News Am. Publ’g, Inc.,
Something Old,

Beebe – Trademark Law: An Open-Source Casebook
EMI Catalogue,
see also Something Old,
3. Good Faith
EMI Catalogue,
Id.
Id.
Id.
Id.
Savin Corp. v.
Savin Group, Streetwise Maps, Inc. v. VanDam, Inc.,
see also EMI Catalogue,Car–
Freshner,
See,
e.g., Savin Corp.,Arrow Fastener Co. v. Stanley Works,
EMI Catalogue,Car–Freshner,
Something Old,see also Wonder
Labs, Inc. v. Procter & Gamble Co.,

Beebe – Trademark Law: An Open-Source Casebook
Wonder Labs,
see Something Old,
See, e.g.,
EMI
Catalogue, Cosmetically Sealed,
See W.W.W. Pharmaceutical Co., Inc. v. Gillette Co.,
EMI Catalogue,
See Clairol, Inc. v. Cosmair, Inc.,

Beebe – Trademark Law: An Open-Source Casebook
SportFuel, Inc. v. Pepsico, Inc.
932 F.3d 589 (7th Cir. 2019)
BACKGROUND
See

Beebe – Trademark Law: An Open-Source Casebook
II. ANALYSIS
Sorensen v. WD-40 Co.Packman v. Chi. Tribune Co.
A. Gatorade Did Not Use “Sports Fuel” As a Trademark.
Sands, Taylor & Wood Co. v. Quaker Oats Co.
Id
Id
Id
Id
Id
Id
Id

Beebe – Trademark Law: An Open-Source Casebook
Quaker Oats

Beebe – Trademark Law: An Open-Source Casebook
Quaker Oats
Sunmark
B. Gatorade Used “Sports Fuel” Descriptively.
de novoQuaker Oats
Uncommon, LLC v. Spigen, Inc.
Quaker Oats
Uncommon
IdPlatinum Home Mortg.
See Uncommon

Beebe – Trademark Law: An Open-Source Casebook
C. Gatorade Uses “Sports Fuel” Fairly and in Good Faith.
Sorensen
Packman
beyond
1. SportFuel Provides Insufficient Evidence of Gatorade’s Bad Faith.
Sorensen
Id
M-F-G Corp. v. EMRA Corp.

Beebe – Trademark Law: An Open-Source Casebook
Borcky v. Maytag Corp.
Amadio v. Ford Motor Co.
Gorbitz v. Corvilla
2. The Risk of Reverse Confusion Does Not Demonstrate Gatorade’s Bad Faith.
Quaker Oats
not
Id. but see Marketquest
Grp., Inc. v. BIC Corp.
3. Gatorade Uses “Sports Fuel” Descriptively.

Beebe – Trademark Law: An Open-Source Casebook
III. CONCLUSION
3. Further Examples of Descriptive Fair Use Analyses
International Stamp Art v. U.S. Postal Service
456 F.3d 1270 (11th Cir. 2006)
International Stamp Art
Id

Beebe – Trademark Law: An Open-Source Casebook
Id
id
id
id
Id
id
Id
Bell v. Harley Davidson Motor Co.
539 F.Supp.2d 1249 (S.D. Cal. 2008)
Bell v. Harley Davidson Motor Co
Sleekcraft
KP Permanent
KP Permanent
Bell
Id
Id

Beebe – Trademark Law: An Open-Source Casebook
Fortune Dynamic, Inc. v. Victoria’s Secret
618 F.3d 1025 (9th Cir. 2010)
Fortune Dynamic, Inc. v. Victoria’s Secret
Id
Sleekcraft

Beebe – Trademark Law: An Open-Source Casebook
Id
Id
B. Nominative Fair Use
1. The Three-Step Test for Nominative Fair Use
New Kids on the Block v. News Am. Publ’g, Inc
The Star
Id
nominative use
id

Beebe – Trademark Law: An Open-Source Casebook
Id
Cairns v. Franklin Mint Co
KP Permanent
New KidsreplaceSleekcraft
Sleekcraft
Toyota Motor Sales, U.S.A., Inc. v. Tabari
610 F.3d 1171 (2010)
See Volkswagenwerk Aktiengesellschaft v.
Church

Beebe – Trademark Law: An Open-Source Casebook
AMF
Inc. v. Sleekcraft Boats,
Sleekcraft
See Playboy Enters., Inc. v. Welles,New Kids on the Block v.
News Am. Publ’g, Inc.,
Welles,
New Kids,
Id.
Cairns v. Franklin Mint Co.,
Welles,
Sleekcraft
Id.

Beebe – Trademark Law: An Open-Source Casebook
New Kids New Kids
See Va. State Bd. of Pharmacy v. Va. Citizens Consumer Council, Inc.,
E. & J. Gallo Winery v. Gallo Cattle Co.,
Cf. Dreamwerks Prod. Grp., Inc. v. SKG Studio,
Sleekcraft
See, e.g., Interstellar Starship Servs., Ltd. v. Epix,
Inc.,
See Welles,
New Kids,
Volkswagenwerk Aktiengesellschaft v. Church
New Kids,

Beebe – Trademark Law: An Open-Source Casebook
Volkswagenwerk.Id.
Volkswagenwerk
See Welles,New Kids,
only
Cf. Panavision Int’l, L.P. v. Toeppen,
Id.
Cardservice Int’l v. McGee,see
also Brookfield Commc’ns, Inc. v. W. Coast Entm’t Corp.,
is
Panavision,
See Brookfield,
Cf. Entrepreneur
Media, Inc. v. Smith,
PACCAR Inc. v.
TeleScan Techs., L.L.C.,
See
Interstellar Starship, Interstellar Starship
Id.
Id.
was

Beebe – Trademark Law: An Open-Source Casebook
Welles,
See supra.
See Visa Int’l Serv. Ass’n v. JSL Corp.,
Cf.
Interstellar Starship,
Cf. Playboy Enters., Inc. v.
Netscape Commc’ns Corp.,
SeeSurviving
the Age of Humiliation,

Beebe – Trademark Law: An Open-Source Casebook
See Initial Interest
Confusion: Standing at the Crossroads of Trademark Law,
Smith v. Chanel, Inc.,see also Ty Inc. v. Perryman,
The Modern Lanham Act and the Death of Common Sense,
New Kids,
New Kids
Volkswagenwerk,
Trademarks
Unplugged,
Id.

Beebe – Trademark Law: An Open-Source Casebook
cf. Monte Carlo Shirt, Inc. v. Daewoo Int’l (Am.) Corp.,
See Volkswagenwerk,
New Kids
New Kids,
See Welles,
Ty Inc.,
Id.
See, e.g., Nissan Motor Co.
v. Nissan Computer Corp.,

Beebe – Trademark Law: An Open-Source Casebook
See Brookfield,
See
supra.
Volkswagenwerk,
Polo Fashions, Inc. v. Dick
Bruhn, Inc.,
See Interstellar Starship,
Id.
Sleekcraft
Cairns,
Sleekcraft.
Sleekcraft
Id.
see also Welles,
not
See Welles,
New Kids,
KP Permanent Make–Up, Inc. v. Lasting
Impression I, Inc., see also id.
Id.
See
See id.

Beebe – Trademark Law: An Open-Source Casebook
Brother Records, Inc.,
Lasting ImpressionMiller
v. Gammie,see alsoMcCarthy on Trademarks and Unfair
Competition
Int’l Info. Sys. Sec. Certification Consortium, Inc. v. Sec. Univ., LLC
823 F.3d 153 (2d Cir. 2016)
New Kids Polaroid
II. Infringement Claims

Beebe – Trademark Law: An Open-Source Casebook
Polaroid
Polaroid
Arrow Fastener Co.,
Polaroid
Id.
Tiffany (NJ) Inc. v. eBay Inc.,
Polaroid
New Kids on the Block v. News America Publishing, Inc.,
See, e.g., Universal Commc’n Sys., Inc. v. Lycos, Inc.,
Century 21 Real Estate Corp. v. Lendingtree, Inc.,
Pebble Beach Co. v. Tour 18 I Ltd.,
PolaroidSee
Cairns v. Franklin Mint Co.,accord Toyota Motor Sales, U.S.A.,
Inc. v. Tabari,see also
See, e.g., Car–Freshner Corp. v. Getty Images, Inc.,
Audi AG v. Shokan Coachworks, Inc.,
See Tiffany (NJ) Inc.,Dow Jones & Co. v. Int’l Sec. Exch., Inc.,

Beebe – Trademark Law: An Open-Source Casebook
See
See Century 21 Real Estate Corp.,
KP Permanent Make–Up, Inc. v. Lasting Impression I, Inc.,
see KP Permanent Make–Up, Inc.,
See Cosmetically Sealed Indus., Inc. v. Chesebrough–Pond’s USA Co.,
as a mark
PolaroidPolaroid
Polaroid
Polaroid
Tiffany (NJ) Inc.,
Polaroid
in addition to Polaroid

Beebe – Trademark Law: An Open-Source Casebook
see, e.g.,
PACCAR Inc. v. TeleScan Technologies, L.L.C.,
abrogated on other grounds by KP Permanent Make–Up, Inc.,Brother Records, Inc. v.
Jardine,
Playboy Enters., Inc. v. Welles,
abrogated on other grounds by
Miller v. Gammie,cf. Swarovski Aktiengesellschaft v. Building No. 19, Inc.,
See Courtenay Commc’ns Corp. v. Hall,
Polaroid
Questions and Comments
The Third Circuit’s Hybrid Approach in Century 21 Real Estate Corp. v.
Lendingtree, Inc
New Kids
Century 21
Id
Id
See id

Beebe – Trademark Law: An Open-Source Casebook
2. Further Examples of Nominative Fair Use Analyses
Liquid Glass Enterprises, Inc. v. Dr. Ing. h.c.F. Porsche AG
8 F. Supp. 2d 398 (D.N.J. 1998)
Liquid Glass Enterprises, Inc. v. Dr. Ing. h.c.F. Porsche AG
Motor Trend
Id
Id
New Kids
Id
See, e.gVolkswagenwerk Aktiengesellschaft v. Church
IdNew Kids
Scott Paper
Id

Beebe – Trademark Law: An Open-Source Casebook
Toho Co., Ltd. v. William Morrow & Co., Inc.
33 F. Supp. 2d 1206 (C.D. Cal. 1998)
Toho Co., Ltd. v. William Morrow & Co., Inc
Id
New Kids
Id
IdSleekcraft
Id
Sleekcraft
Id
win Peaks Productions v. Publications
Intern
Id

Beebe – Trademark Law: An Open-Source Casebook
Barbie Enchiladas

Beebe – Trademark Law: An Open-Source Casebook
See
Mattel, Inc. v. Walking Mountain Productions
353 F.3d 792 (9th Cir. 2003)
Malted Barbie
See
Rogers v. Grimaldi

Beebe – Trademark Law: An Open-Source Casebook
MCA MCA/Rogers
See Cairns,
Id.
New Kids on the Block,
New Kids
See id.
Cairns,
Id.
Id.
id.
Id.

Beebe – Trademark Law: An Open-Source Casebook
New Kids on the Block,
Mattel, Inc. v. Walking Mountain Productions
Mattel, Inc. v. Walking Mountain Productions
Smack Apparel
Board of Supervisors for Louisiana State University Agricultural & Mechanical College v. Smack
Apparel Co.
550 F.3d 465, 489 (5th Cir. 2008)

Beebe – Trademark Law: An Open-Source Casebook
C. Expressive Uses of Trademarks
Louis Vuitton
Malletier S.A. v. Haute Diggity Dog, LLC
Haute Diggity Dog
MPS Entm’t, LLC v. Abercrombie & Fitch Stores, Inc
Rogers v. Grimaldi
Rogers v.
Grimaldi

Beebe – Trademark Law: An Open-Source Casebook
See, e.gMattel Inc. v. Walking Mountain Productions
Mattel, Inc. v. Pitt
Shaming Trademark Bullies
1. Expressive Uses and the Tests for Confusion and Dilution

Beebe – Trademark Law: An Open-Source Casebook
Louis Vuitton Malletier S.A. v. Haute Diggity Dog, LLC
507 F.3d 252 (4th Cir. 2007)
I
BusinessWeek

Beebe – Trademark Law: An Open-Source Casebook

Beebe – Trademark Law: An Open-Source Casebook
Louis
Vuitton Malletier S.A. v. Haute Diggity Dog, LLC,
II
See
Louis Vuitton Malletier,
de novo. See CareFirst of Md., Inc. v. First Care, P.C.,
CareFirst,

Beebe – Trademark Law: An Open-Source Casebook
See Pizzeria Uno Corp. v.
Temple, Pizzeria Uno
See CareFirst,
Pizzeria Uno
People for the Ethical Treatment of Animals v. DoughneyPETA
not
Id.
Jordache Enterprises,
Inc. v. Hogg Wyld, Ltd.,
PETA
chewed by a dog,
not

Beebe – Trademark Law: An Open-Source Casebook
PETA
PETA,
Jordache,
See
Trademarks and Unfair Competition
Pizzeria UnoSee, e.g., Anheuser–Busch, Inc. v. L & L Wings, Inc.,
Pizzeria Uno
A
Pizzeria Uno
Louis Vuitton Malletier,Hormel Foods Corp. v. Jim
Henson Prods., Inc.,Schieffelin & Co. v. Jack Co. of Boca, Inc.,
Jordache,
See Tommy
Hilfiger Licensing, Inc. v. Nature Labs, LLC,
B
Pizzeria Uno
See PETA, Jordache,
Anheuser–Busch,

Beebe – Trademark Law: An Open-Source Casebook
See CareFirst,What–A–Burger of Va., Inc. v. Whataburger, Inc.,
Lamparello v. Falwell,Hormel
Foods,
C
Pizzeria Uno
D
Pizzeria Uno
de minimis
E
Jordache,
distinguishes
F

Beebe – Trademark Law: An Open-Source Casebook
See CareFirst,
Pizzeria Uno
III
Jordache,
See N.Y. Stock Exch. v. N.Y., N.Y. Hotel LLC,

Beebe – Trademark Law: An Open-Source Casebook
quoting Deere & Co. v. MTD Prods., Inc., Playboy
Enterprises, Inc. v. Welles,
See
Id.
A
See
Louis Vuitton Malletier,
association
exclusive

Beebe – Trademark Law: An Open-Source Casebook
defense
as a trademark.
not
not
See PETA,
See Hormel
Foods,
see also Yankee Publ’g Inc. v. News Am. Publ’g Inc.,
See

Beebe – Trademark Law: An Open-Source Casebook
see
See PETA,
See
themselves
Moseley,
as reprinted in
use,
imperfectly
B

Beebe – Trademark Law: An Open-Source Casebook
Louis Vuitton Malletier,
See Hormel Foods,
MPS Entm’t, LLC v. Abercrombie & Fitch Stores, Inc.
No. 11 Civ. 24110, 2013 WL 3288039 (S.D. Fla. June 28, 2013)
MPS Entm’t, LLC v. Abercrombie & Fitch Stores, Inc

Beebe – Trademark Law: An Open-Source Casebook
MPS
The Jersey Shore
Id
The Jersey Shore
Id
Id
Id

Beebe – Trademark Law: An Open-Source Casebook
Id
2. The Rogers v. Grimaldi Test for Unauthorized “Artistic” Uses
Rogers v. Grimaldi
Ginger and Fred
Id
Rogers v. Grimaldi
Id
Gordon v. Drape Creative
Rogers
Gordon
Rogers Gordon
GordonRogers

Beebe – Trademark Law: An Open-Source Casebook
An example of the defendant’s greeting cards
Gordon v. Drape Creative, Inc.
909 F.3d 257 (9th Cir. Nov. 20, 2018), superseding 897 F.3d 1185 (9th Cir. July 30, 2018)
Rogers v. Grimaldi
Rogers

Beebe – Trademark Law: An Open-Source Casebook
Id
Id.
Rogers
I
A
The Crazy
Nastyass Honey Badger
Honey
Badger Don’t Care
ForbesThe Wall Street JournalThe Huffington Post
Advertising Age
B

Beebe – Trademark Law: An Open-Source Casebook
Rogers
II

Beebe – Trademark Law: An Open-Source Casebook
Twentieth Century Fox Television v. Empire Distrib., Inc. Mattel,
Inc. v. Walking Mountain Prods.
S. Cal. Darts Ass’n v. Zaffina
Mattel, Inc. v. MCA Records, Inc.
Id.
Id.
Rogers
Rogers
Id.
Rogers
See id.Rogers
RogersRogers
RogersCf.
Makaeff v. Trump Univ., LLC
or
See Matal v. Tam
Brown v. Elec. Arts, Inc.
Rogers
Rogers
Sleekcraft Twentieth Century Fox
Twentieth Century Fox
Rogers
Rogers See

Beebe – Trademark Law: An Open-Source Casebook
Rogers
III
Rogers
Rogers
Rogers
Rogers
A
RogersGinger and Fred
Id.
Id.
Id.
Id.
Id.
Id.
Id.
Id.
Id
Id.
Westchester Media v. PRL USA Holdings, Inc.Twin Peaks Prods., Inc. v.
Publ’ns Int’l, Ltd.
Rogers
RogersSee Univ. of Ala. Bd. of Trs. v. New Life
Art, Inc. Parks v. LaFace Records
Westchester Media v. PRL USA Holdings, Inc.

Beebe – Trademark Law: An Open-Source Casebook
B
RogersMCA Records
Id.
Id.RogersId.
Id.
Id.
only
Rogers Rogers
Id.
RogersWalking Mountain Prods.
Id.
Id.
Rogers
MCAId.
Id.
Id.
RogersTwentieth Century Fox Television
Empire
Id.
Id.
Rogers
Id.
Id.
Rogers
Id.
Rogers
explicitly Id.
MCA Records

Beebe – Trademark Law: An Open-Source Casebook
Empire
RogersId.
Rogers
C
RogersE.S.S. Ent’mt 2000, Inc. v. Rock Star Videos,
Inc.
Grand Theft Auto: San Andreas
Id.
Id.
Id.
Id.
Rogers
Id. Rogers
Id.
Id.Rogers
Madden NFL
Brown v. Elec. Arts, Inc.
Id.
Id.E.S.S.
Rogers
Id.
Rogers
Jim Brown Presents Pinball
Id.Madden
NFL
Id. E.S.S.
Rogers
IV
Rogers
Rogers
Rogers
Rogers
A

Beebe – Trademark Law: An Open-Source Casebook
Hilton v. Hallmark Cards
Spence v. Washington
see also Roth Greeting Cards v. United Card Co.
Anna KareninaCitizen KaneBrown
Rogers
B
Rogers
Id.
E.S.S.
Id.
see Bleistein v. Donaldson Lithographing Co.
Rogers
C
RogersRogers
Brown E.S.S.
explicitly
Id.
Rogers
Rogers
Id.
See
Rogers

Beebe – Trademark Law: An Open-Source Casebook
E.S.S.MCARecords
MCA Records
E.S.S.
would
Rogers
MCA RecordsWalking Mountain
E.S.S.Twentieth Century
Fox
Rogers
Law & Order: Special Hip-HopUnit 10
Rogers
Rogers
to other titles Id.
Rogers
Rogers
Id. see
S.F. Arts & Athletics, Inc. v. U.S.
Olympic Comm.
RogersMCA RecordsWalking
Mountain Twentieth Century Fox

Beebe – Trademark Law: An Open-Source Casebook
Rogers
Rogers
E.S.S.
Brown
lessId.
Rogers
Rogers
V
Questions and Comments
second prongGordon
Rogers
Brown v. Electronic Arts
explicitly
Id Gordon Rogers

Beebe – Trademark Law: An Open-Source Casebook
Rogers
Rogers v. Grimaldi
Thetest and merchandising uses by the defendantTwentieth Century Fox Television v.
Empire Distrib., Inc
Id
GordonEmpireEmpire
Id
Rogers
Rogers
Rogers
See Rogers
Rogers
Mattel
Empire
Empire Distrib
Expressive works and commercial speech under Facenda v. N.F.L. Films, Inc
Rogers
RogersFacenda
Rogers
Facenda
Virtual reality and trademark rights

Beebe – Trademark Law: An Open-Source Casebook
GordonE.S.S. Entertainment 2000, Inc. v. Rock Star Videos, Inc
Brown v. Electronic Arts See also AM Gen. LLC v.
Activision Blizzard, Inc
Call of Duty
VIRAG, S.R.L. v. Sony Computer Entm’t Am. LLC
Gran Turismo
Rogers Mil-
Spec Monkey, Inc. v. Activision Blizzard, Inc
Call of Duty: GhostsElectronic Arts, Inc. v. Textron Inc
Battlefield 3Dillinger, LLC v. Electronic Arts, Inc
The GodfatherThe Godfather IICfIn re NCAA Student–Athlete Name
& Likeness Licensing Litigation
3. Further Aspects of Expressive Uses and Trademark Dilution
Lanham Act § 43(c)(3), 15 U.S.C. § 1125(c)(3)
a. Noncommercial Expressive Uses

Beebe – Trademark Law: An Open-Source Casebook
Mattel, Inc. v. MCA Records, Inc.
296 F.3d 894 (9th Cir. 2002)
GordonMattel v. MCA
Rogers v. Grimaldi
RogersRogers
Id
See
reprinted in
Hoffman v.
Capital Cities/ABC, Inc., Bolger v. Youngs
Drug Prod’s Corp.,

Beebe – Trademark Law: An Open-Source Casebook
Id.
Mattel v. MCA Records

Beebe – Trademark Law: An Open-Source Casebook
VIP Products LLC v. Jack Daniel’s Properties, Inc.
953 F.3d 1170 (9th Cir. 2020)
VIP Products LLC v. Jack Daniel’s Properties, Inc
Id
RogersSee idGordon
Mona Lisa
see
Nissan Motor Co.
v. Nissan Comput. Corp.MCA Records
MCA Records
See Nissan
Motor Co.MCA Records

Beebe – Trademark Law: An Open-Source Casebook
See Nissan Motor Co. MCA
Records
VIP Products
Questions and Comments
An alternative approach to the question of noncommercial uses
Jordan v. Jewel Food Stores, Inc
b. What Qualifies as Parody under § 43(c)(3)(A)(ii)?
Louis Vuitton Malletier, S.A. v. Hyundai Motor Am.
No. 10 Civ. 1611, 2012 WL 1022247 (S.D.N.Y. Mar. 22, 2012)

Beebe – Trademark Law: An Open-Source Casebook
.

Beebe – Trademark Law: An Open-Source Casebook
sic

Beebe – Trademark Law: An Open-Source Casebook

Beebe – Trademark Law: An Open-Source Casebook
even
though the Commercial’s overall intent was not to comment directly on [Louis Vuitton] or the other luxury
symbols.”
not intended as a direct attack on any of the luxury products shown,

Beebe – Trademark Law: An Open-Source Casebook
e.g., some
My Other Bag
Louis Vuitton Malletier v. My Other Bag, Inc.
156 F.Supp.3d 425 (SDNY 2016), aff'd, 674 F. App'x 16 (2d Cir. 2016)

Beebe – Trademark Law: An Open-Source Casebook

Beebe – Trademark Law: An Open-Source Casebook
Id.
othernot
something
post hoc
see
Louis Vuitton Malletier, S.A. v. Hyundai
Motor Am.
at allSeeid.
Id.
Hyundaisee, e.g.
Hyundai
and
just See Campbell v.
Acuff–Rose Music, Inc.
at least in part Harley–
Davidson, Inc. v. Grottanelli
See, e.g. Cliffs Notes

Beebe – Trademark Law: An Open-Source Casebook
cf.Yankee Publ’g Inc. v. News Am. Publ’g Inc.
Tommy Hilfiger Licensing, Inc. v. Nature
Labs, LLC
Seeid.
Id.
See id.
Id.L.L. Bean, Inc. v. Drake Publishers, Inc.
Id.
Dallas Cowboys Cheerleaders, Inc. v. Pussycat Cinema, Ltd.
Dallas Cowboys Cheerleaders
id.
Hyundai
Hyundai
See, e.g.Moseley v. V Secret Catalogue, Inc.

Beebe – Trademark Law: An Open-Source Casebook
particular
D. Trademark Abandonment
1. Abandonment Through Cessation of Use
ITC Ltd. v. Punchgini, Inc
See

Beebe – Trademark Law: An Open-Source Casebook
ITC Ltd. v. Punchgini, Inc.
482 F.3d 135, 145-53 (2d Cir. 2007)
B. Trademark Infringement
See Nercessian v. Homasian Carpet Enter., Inc.,
See
1. The Doctrine of Abandonment
See Pirone v. MacMillan, Inc.,
United Drug Co. v. Theodore Rectanus Co.,
See Basile, S.p.A. v. Basile,
See, e.g.,
Defiance Button Mach. Co. v. C & C Metal Prods. Corp.,
see also Sengoku Works v. RMC Int’l,
See Silverman v. CBS, Inc.,
see Indianapolis Colts, Inc. v. Metro. Baltimore Football Club Ltd. P’ship,
see
Manhattan Indus., Inc. v. Sweater Bee by Banff, Ltd.,
2. Demonstrating Abandonment

Beebe – Trademark Law: An Open-Source Casebook
See Stetson v. Howard D. Wolf & Assocs.,
Silverman v. CBS, Inc.,see also On–Line Careline, Inc. v.
America Online, Inc.,
Warner Bros. Inc. v. Gay Toys, Inc.,
3. Prima Facie Evidence of Abandonment
Saratoga Vichy
Spring Co. v. Lehman,accord Silverman v. CBS, Inc.,
see also Texas Dep’t of Cmty. Affairs v. Burdine,
See generally A.C. Aukerman Co. v. R.L. Chaides Constr. Co.,
Saratoga Vichy Spring Co. v. Lehman,
See Imperial Tobacco, Ltd. v. Philip Morris, Inc.,
see also Cumulus Media, Inc. v. Clear Channel Commc’ns,
On–Line Careline, Inc. v. America Online, Inc.,
See Emergency One, Inc. v. American FireEagle, Ltd.,

Beebe – Trademark Law: An Open-Source Casebook
4. The Evidence Necessary to Defeat a Presumption of Abandonment
Empresa Cubana del Tabaco v. Culbro Corp.,
Silverman v. CBS, Inc.,
ITC Ltd. v. Punchgini, Inc.,
Emmpresa Cubana Del Tabaco v. Culbro Corp.,
See Empresa Cubana del Tabaco
v. Culbro Corp.,
Wanlass v. Fedders Corp.,
prima facie
See Silverman v. CBS, Inc.,
accord Empresa Cubana del Tabaco v. Culbro Corp.,
See, e.g., Geneva Pharms. Tech. Corp. v. Barr Labs.,
Inc.,
5. Defendants’ Entitlement to Summary Judgment
b. ITC’s Failure to Adduce Evidence from Which a Reasonable Jury Could Infer Intent to Resume
Use
Saratoga Vichy Spring Co. v. Lehman,
See, e.g., Imperial Tobacco, Ltd. v. Philip Morris,
Inc.,
Emergency One, Inc. v. American FireEagle, Ltd.,
within

Beebe – Trademark Law: An Open-Source Casebook
Distasio v. Perkin Elmer Corp.,Meiri v. Dacon,
Imperial Tobacco, Ltd. v. Philip
Morris, Inc.,
Emergency One, Inc. v. American FireEagle, Ltd.,
see also Silverman v. CBS, Inc.,
Imperial Tobacco, Ltd. v. Philip Morris, Inc.,
accordEmergency One, Inc. v. American FireEagle, Ltd.,see also Silverman v.
CBS, Inc.,
(1) Grounds for Suspending Use
See generally Bridgeway Corp. v. Citibank,
Silverman
See
Silverman v. CBS, Inc.,

Beebe – Trademark Law: An Open-Source Casebook
(2) Marketing Dal Bukhara Food Products
in the non-use period
(3) Identifying Bukhara Franchisees
See The New York Times
The New York
Times

Beebe – Trademark Law: An Open-Source Casebook
(4) Bukhara Restaurants Outside the United States
La Societe Anonyme des Parfums le Galion v. Jean Patou, Inc.
Societe Anonyme
Id.
id.

Beebe – Trademark Law: An Open-Source Casebook
Crash Dummy Movie, LLC v. Mattel, Inc.
601 F.3d 1387 (Fed. Cir. 2010)
I.

Beebe – Trademark Law: An Open-Source Casebook
II.
On-Line Careline, Inc. v. Am. Online, Inc.,
Id.
Consolo v. Fed. Maritime Comm’n,
Chen v. Bouchard,
Id.
III.
Id.
On-Line Careline,
Id.
Id.

Beebe – Trademark Law: An Open-Source Casebook
See Miller
Brewing Co. v. Oland’s Breweries (1971), Ltd.,
See
Miller Brewing Co. v. Oland’s Breweries,
IV.

Beebe – Trademark Law: An Open-Source Casebook
Questions and Comments
Why might a firm deliberately and formally abandon a mark?
See, e.gCalifornia Cedar Prod. Co. v. Pine Mountain Corp
Manhattan
Indus., Inc. v. Sweater Bee by Banff, Ltd
Cf. id
Badwill?
SeeThai Airways and
that logo – just part of post-plane-crash etiquette?
Alitalia paints over crashed plane’s markings
CfAIG to Revive
AIG Name; Drop Chartis, SunAmerica Names: Reuters
SeeBadwill

Beebe – Trademark Law: An Open-Source Casebook
2. Abandonment Through Failure to Control Use
FreecycleSunnyvale v. Freecycle Network
626 F.3d 509 (9th Cir. 2010)
See Barcamerica Int’l USA Trust v. Tyfield
Importers, Inc.,
Barcamerica,

Beebe – Trademark Law: An Open-Source Casebook
I
A

Beebe – Trademark Law: An Open-Source Casebook
B
II

Beebe – Trademark Law: An Open-Source Casebook
Id.
Barcamerica, see
also Prudential Ins. Co. of Am. v. Gibraltar Fin. Corp. of Cal.,
Edwin K.
Williams & Co. v. Edwin K. Williams & Co. E.,
See Electro Source, LLC v. Brandess–Kalt–
Aetna Group, Inc.,
Grocery Outlet Inc. v. Albertson’s Inc.,
Id.
See Cumulus Media, Inc. v. Clear Channel Commcn’s, Inc.,
Cerveceria Centroamericana, S.A. v. Cerveceria India,
Inc.,
See
McCarthy on Trademarks and Unfair Competition
III
Barcamerica,
inter alia, Mathy v. Republic Metalware Co.,
Dial–A–Mattress
Operating Corp. v. Mattress Madness, Inc.,
EH Yacht, LLC v. Egg Harbor, LLC,
accord Cash Processing Servs. v. Ambient Entm’t,

Beebe – Trademark Law: An Open-Source Casebook
Barcamerica,Moore Bus. Forms, Inc. v. Ryu,
Id.
Id.
inherently deceptive
Id.
Id.Moore,
A
1
See Barcamerica,
Id.see also Stanfield v. Osborne Indus., Inc.,
just don’t use it for
commercial purposes
See Barcamerica,
2
right to
actual
Barcamerica,

Beebe – Trademark Law: An Open-Source Casebook
actualSee, e.g., Stanfield,
Birthright v. Birthright, Inc.,
quality

Beebe – Trademark Law: An Open-Source Casebook
See, e.g., Barcamerica,
Stanfield,
Birthright,
Birthright,
see also Barcamerica,
See Barcamerica,
3
Barcamerica,
id.
accord Stanfield,Taco Cabana Int’l, Inc. v. Two Pesos, Inc.,
Barcamerica,
See id.
not alone sufficient
See, e.g., Stanfield,
Land O’Lakes Creameries, Inc. v. Oconomowoc Canning Co.,

Beebe – Trademark Law: An Open-Source Casebook
See Transgo, Inc. v. Ajac Transmission Parts Corp.,
inter alia,
see id.
B
Barcamerica,
any
and
See United
States v. Robertson,
IV
.
Questions and Comments
Trademark rights and open innovation
See
The Collaborative Integrity of Open-Source
Software

Beebe – Trademark Law: An Open-Source Casebook
Reclaiming abandoned marks
California Cedar Prod. Co. v. Pine Mountain Corp
Id
IdCalifornia Cedar
Abandoned marks and “residual goodwill.”
See, e.g., Ferrari S.p.A. Esercizio Fabriche Automobili e
Corse v. McBurnie
See
The Zombie Trademark: A Windfall and a Pitfall
E. Assignment in Gross

Beebe – Trademark Law: An Open-Source Casebook
Sugar Busters LLC v Brennan
177 F.3d 258 (5th Cir. 1999)
I. FACTUAL AND PROCEDURAL HISTORY

Beebe – Trademark Law: An Open-Source Casebook
Id

Beebe – Trademark Law: An Open-Source Casebook
II. DISCUSSION
B. Plaintiff’s Registered Service Mark
See Marshak v. Green,
Prestonettes, Inc. v. Coty,
See
Marshak,
See PepsiCo, Inc. v. Grapette Co.,
See Visa, U.S.A., Inc. v. Birmingham Trust Nat’l Bank,
Marshak,
Visa, U.S.A.,
Raufast S.A. v. Kicker’s Pizzazz, Ltd.,
Id.
Id.see Marshak,
PepsiCo,
cf. Money Store v. Harriscorp Fin., Inc.,
Sugar Busters,

Beebe – Trademark Law: An Open-Source Casebook
Id.
Id.
See PepsiCo,
Questions and Comments
What about the similarity of the books’ titles?Sugar Busters
Sugar Busters!Sugar Bust
for Life!
Sugar Busters
Sugar Busters LLC v. Brennan
International Film Serv. Co. v. Associated Producers, Inc
Sugar Busters
See Sugar Busters
Assignment and the importance of due diligence

Beebe – Trademark Law: An Open-Source Casebook
SeeBMW Wrests Rolls-Royce Name Away from
VW
F. The First Sale Doctrine
Davidoff & CIE, S.A. v. PLD Intern. Corp
Champion Spark
Plug Co. v. Sanders
Davidoff & CIE, S.A. v. PLD Int’l Corp
Nitro Leisure Products, L.L.C. v.
Acushnet Co
Champion Spark Plug Co. v. Sanders
331 U.S. 125 (1947)

Beebe – Trademark Law: An Open-Source Casebook
See
See
Champion Spark Plug Co. v. Reich
See Bourjois & Co. v. Katzel Old
Dearborn Distributing Co. v. Seagram-Distillers Corp

Beebe – Trademark Law: An Open-Source Casebook
Bourjois & Co. v. Katzelsupra
Prestonettes, Inc., v. Coty
Cf. Ingersoll v. Doyle
Prestonettes, Inc., v. Coty
Warner & Co. v. Lilly & Co
Federal Trade
Commission v. Winsted Hosiery CoG. H. Mumm Champagne v. Eastern Wine Corp
See Jacob Siegel Co. v. Federal Trade Commission

Beebe – Trademark Law: An Open-Source Casebook
Davidoff & CIE, S.A. v. PLD Int’l Corp.
263 F.3d 1297 (11th Cir. 2001)
I. BACKGROUND
II. DISTRICT COURT PROCEEDINGS
V. TRADEMARK INFRINGEMENT: LAW
See, e.g.,
Matrix Essentials, Inc. v. Emporium Drug Mart, Inc.,NEC Electronics v.
CAL Circuit Abco,
See
Enesco Corp. v. Price/Costco Inc.,NEC,
See Iberia Foods, Enesco, Allison v. Vintage Sports
Plaques,
See Nestle,Original Appalachian Artworks,
Iberia Foods,Martin’s Herend Imports, Inc. v. Diamond & Gem Trading
USA, Co.,cf. Enesco,Warner-

Beebe – Trademark Law: An Open-Source Casebook
Lambert Co. v. Northside Dev. Corp.,
See Iberia Foods,Nestle,
See Martin’s Herend
Imports,Nestle,
See Iberia Foods,Nestle,
Nestle,
Original Appalachian Artworks,
VI. APPLICATION OF THE EXCEPTION IN THIS CASE
Nestle
Original Appalachian Artworks
Iberia Foods Corp. v.
Romeo,
See Enesco Corp. v. Price/Costco Inc.,
Warner-Lambert Co. v. Northside Dev. Corp.,Matrix Essentials, Inc. v. Emporium
Drug Mart, Inc.,Shell Oil Co. v. Commercial Petroleum Inc.,

Beebe – Trademark Law: An Open-Source Casebook
Graham Webb International Ltd. Partnership v. Emporium Drug
Mart, Inc., John Paul Mitchell Systems v. Randalls Food Markets,
Inc.,
Graham Webb,
Randalls Food Markets,
See John Paul Mitchell Systems v. Pete-N-Larry’s Inc.,
Mishawaka Rubber,
Nitro Leisure Products, L.L.C. v. Acushnet Co.
341 F.3d 1356 (Fed. Cir. 2003)
In re Nitro Leisure
Prods., L.L.C.,Order
BACKGROUND
Order

Beebe – Trademark Law: An Open-Source Casebook
Order
Id.
inter alia,
Order,
DISCUSSION
Standard of Review
See Payless Shoesource, Inc. v. Reebok Int’l Ltd.,
See id.

Beebe – Trademark Law: An Open-Source Casebook
Davidoff & CIE, SA v. PLD Int’l Corp.,
McDonald’s Corp. v. Robertson,
CBS Broadcasting, Inc. v.
EchoStar Commun. Corp.,
Id.
Davidoff,
Siegel v. LePore,
McDonald’s Corp.,
AmBrit, Inc. v. Kraft, Inc.,
ANALYSIS
I. Acushnet’s Contentions
II. Trademark Infringement
A. The Applicable Standard
Champion Spark
Plug Co. v. Sanders,
Davidoff,
Champion
inter alia,
Champion

Beebe – Trademark Law: An Open-Source Casebook
Frehling Enters., Inc. v. Int’l Select Group, Inc.,cf. Lipscher v. LRP
Publ’ns, Inc.,Frehling
ChampionDavidoff
Davidoff
Davidoff
DavidoffDavidoff,
DavidoffDavidoff
Davidoff
Rolex Watch USA, Inc. v. Michel,
Rolex Watch USA, Inc. v. Meece,Intel Corp. v. Terabyte International,
Inc.,
McDonald’s Corp., Champion
Id.

Beebe – Trademark Law: An Open-Source Casebook
Id.
Champion,
Id.
Id.Prestonettes,
Inc. v. Coty,
reprinted in
Id.
Champion
Champion,
id.
Champion,Davidoff
Davidoff,
Davidoff
Champion
See, e.g., Societe Des Produits Nestle S.A. v. Casa Helvetia, Inc.,
Davidoff,
Champion,

Beebe – Trademark Law: An Open-Source Casebook
Id.
Id.
ChampionDavidoff
Davidoff
See, e.g., Nestle,
Original Appalachian Artworks, Inc. v.
Granada Elecs., Inc.,
Iberia Foods Corp. v. Romeo,
Martin’s Herend Imports Inc. v. Diamond & Gem
Trading USA, Co.,
Enesco Corp. v. Price/Costco Inc.,
Champion
Champion,
Champion
Davidoff
Davidoff

Beebe – Trademark Law: An Open-Source Casebook
Champion
Champion,
Champion,
Champion
Champion,
Champion Spark Plug Co. v. Sanders,
Champion,
Champion
resulting from wear
and tear or the reconditioning.Champion,Champion
Champion Spark Plug Co. v. Sanders,
See Order Rolex Watch USA, Inc. v. Michel,
Intel,
Order
Karl Storz Endoscopy–America, Inc. v. Surgical
Technologies, Inc.,
Order
Id.
Frehling
Champion
SeeinfraChampion
Champion,

Beebe – Trademark Law: An Open-Source Casebook
Champion
III. Dilution
CONCLUSION
DISCUSSION
McCarthy on Trademarks and Unfair Competition
See

Beebe – Trademark Law: An Open-Source Casebook
BellSouth Corp. v. DataNational Corp.,
McCarthy, supra,
Id.,
See Bulova Watch Co. v. Allerton Co.,

Beebe – Trademark Law: An Open-Source Casebook
Champion Spark Plug v. Sanders,
Champion
Id.
Champion.
Champion

Beebe – Trademark Law: An Open-Source Casebook
McCarthy, supra,

Beebe – Trademark Law: An Open-Source Casebook
IV.
A. False Advertising Under the Lanham Act
False Advertising
literally falseS.C. Johnson & Son, Inc. v Clorox Co
literally false by necessary implication Time
Warner Cable, Inc. v. DIRECTV, Inc
misleading
Pizza Hut, Inc. v. Papa John’s Intern., Inc
The Basic Doctrine

Beebe – Trademark Law: An Open-Source Casebook
Pizza Hut, Inc. v. Papa John’s Int’l
false or misleading
false or misleading
See
Schering-Plough Healthcare Products, Inc. v. Schwarz Pharma, Inc
Time Warner Cable, Inc. v. DIRECTV, Inc
DIRECTTV
Id
DIRECTTV
Standing Lexmark
International, Inc. v. Static Components, Inc
id
See

Beebe – Trademark Law: An Open-Source Casebook
1. Literal Falsity
S.C. Johnson & Son, Inc. v Clorox Co.
241 F.3d 232 (2d Cir. 2001)
See S.C. Johnson & Son v. The Clorox Co.,
S.C. Johnson II
BACKGROUND

Beebe – Trademark Law: An Open-Source Casebook
S.C. Johnson & Son, Inc. v. Clorox Co.,
S.C.
Johnson I
Id.,
Id.
Id.
Id.
Id.
Id.
Id.
Id.
Id.
Id.
Id.

Beebe – Trademark Law: An Open-Source Casebook
S.C. Johnson II,
Id.
Id.
Id.
Id.
Id.

Beebe – Trademark Law: An Open-Source Casebook
Id.
Id.
Id.
Id.
Id.
Id.
Id.
Id.
Id.
Id.
Id.
Id.
DISCUSSION
Knox v. Salinas,
Avis Rent A Car Sys., Inc. v. Hertz Corp.,
Id.

Beebe – Trademark Law: An Open-Source Casebook
Nat'l Basketball Ass'n v. Motorola, Inc.,Lipton v. Nature Co.,
Id.
Avis,
Id.
See Coca–Cola Co. v. Tropicana Prods., Inc.,
Johnson & Johnson v. GAC Int'l, Inc.,
see also Avis,
McNeil–P.C.C., Inc. v. Bristol–
Myers Squibb Co.,
Castrol, Inc. v. Quaker State Corp.,
I. The district court's findings of fact are not clearly erroneous.

Beebe – Trademark Law: An Open-Source Casebook
See Mobil Shipping and Transp. Co.
v. Wonsild Liquid Carriers Ltd.,
II. The district court committed no error of law.
Coca–Cola,
Coca–Cola,
Johnson & Johnson * Merck Consumer Pharms. Co. v. Smithkline Beecham Corp.,

Beebe – Trademark Law: An Open-Source Casebook
Coca-Cola Co. v. Tropicana Prods., Inc
Id

Beebe – Trademark Law: An Open-Source Casebook
Warner-Lambert Co. v. BreathAsure, Inc
Id

Beebe – Trademark Law: An Open-Source Casebook
Id
Id
See, e.gHearst Bus. Pub. Inc. v.
W.G. Nichols Inc
not not
Telebrands Corp. v. Wilton Indus
Edmark Indus. Sdn. Bhd. v. South Asia Int’l (H.K.) Ltd
2. Literal Falsity by Necessary Implication

Beebe – Trademark Law: An Open-Source Casebook
Time Warner Cable, Inc. v. DIRECTV, Inc.
497 F.3d 144 (2d Cir. 2007)
Time Warner Cable,
Inc. v. DIRECTV, Inc.,
FACTUAL BACKGROUND 2
A. The Parties
See Time Warner Cable, Inc.,

Beebe – Trademark Law: An Open-Source Casebook
See Consumer Elecs. Ass'n v. F.C.C.,
e.g.
See et seq.
B. DIRECTV's “SOURCE MATTERS” Campaign
i.e.,
1. Jessica Simpson Commercial
The Dukes of Hazzard,

Beebe – Trademark Law: An Open-Source Casebook
2. William Shatner Commercial
Star Trek
3. Internet Advertisements
i.e.,

Beebe – Trademark Law: An Open-Source Casebook
PROCEDURAL HISTORY
A. Filing of Action and Stipulation
inter alia,
et seq.
B. Preliminary Injunction Motion
C. The District Court's February 5, 2007 Opinion and Order
See Time Warner Cable, Inc.,
See id.
vel non,
Id.Castrol, Inc. v. Quaker State Corp.,

Beebe – Trademark Law: An Open-Source Casebook
See id.
Id.
See id.
DISCUSSION
and
See Coca–Cola Co. v. Tropicana Prods., Inc.,
abrogated on other grounds by
S.C. Johnson & Son,
Inc. v. Clorox Co.,
Id.
see also Johnson & Johnson v. GAC Int'l, Inc.,
GAC Int'l, Inc.
A. Likelihood of Success on the Merits
1. Television Commercials
i.e., See GAC Int'l, Inc.,
Coca–
Cola Co.,
Schering Corp. v. Pfizer Inc.,
See Coca–Cola Co.,
Schering Corp.,

Beebe – Trademark Law: An Open-Source Casebook
must
Id.
a. Revised Simpson Commercial
i.e.,
Time Warner Cable, Inc.,
b. Revised Shatner Commercial
HD HD, HD
American Home
Products Corp. v. Johnson & Johnson,
Avis Rent A Car System, Inc. v. Hertz Corp.,
Avis Rent A Car,
See S.C. Johnson & Son, Inc.,
Nat'l Basketball Ass'n v. Motorola, Inc.,

Beebe – Trademark Law: An Open-Source Casebook
American Home Products Corp. v. Johnson & Johnson
Avis Rent A Car System, Inc. v. Hertz Corp
See, e.g., Scotts Co. v. United Indus. Corp.,Clorox
Co. Puerto Rico v. Proctor & Gamble Commercial Co.,Southland Sod
Farms v. Stover Seed Co.,Castrol Inc. v. Pennzoil Co.,
Pennzoil Co.
Pennzoil Co.,
i.e.,
Avis Rent A Car,
See Novartis Consumer Health, Inc. v.
Johnson & Johnson–Merck Pharm. Co.,
Clorox Co. Puerto Rico, unambiguous
Id.
See Scotts Co.,
Clorox Co. Puerto Rico,
Clorox Co. Puerto Rico,
Am. Home Prods.,
Id.
2. Internet Advertisements
S.C. Johnson & Son, Inc.,
See, e.g., Johnson &
Johnson–Merck Consumer Pharm. Co. v. Procter & Gamble Co.,
aff'd,Tambrands, Inc. v. Warner–Lambert Co.,

Beebe – Trademark Law: An Open-Source Casebook
See Coca–Cola Co.,
Lipton v. Nature Co.,
Id.
Pennzoil Co.:
Pennzoil Co.,
Prosser and Keeton on the Law of Torts
See Lipton,
Lipton Pennzoil Co.
Cf. Pennzoil Co.,
id.
Lipton,
Cf. Johnson & Johnson Merck Consumer Pharm. Co. v. Smithkline Beecham Corp.,
see also U.S. Healthcare, Inc. v. Blue Cross of Greater Philadelphia,
See, e.g.,
Pizza Hut, Inc. v. Papa John’s Int'l, Inc.,
Lipton
Id.; see Lipton,
Lipton,
Pizza Hut, Inc.,

Beebe – Trademark Law: An Open-Source Casebook
accord United Indus. Corp. v. Clorox Co.,
Time Warner Cable, Inc.,
Id.
Pizza Hut, Inc.,

Beebe – Trademark Law: An Open-Source Casebook
3. Literally True But Misleading Advertising
Pizza Hut, Inc. v. Papa John’s Intern., Inc.
227 F.3d 489 (5th Cir. 2000)

Beebe – Trademark Law: An Open-Source Casebook
I
A

Beebe – Trademark Law: An Open-Source Casebook
B
are material in that
they are likely to influence the purchasing decisions of prospective purchasers of pizza?

Beebe – Trademark Law: An Open-Source Casebook
II

Beebe – Trademark Law: An Open-Source Casebook
III
B
Seven–Up,
McNeil–P.C.C., Inc. v. Bristol–Myers Squibb Co.,
see also Johnson & Johnson v. Smithkline Beecham Corp.,
American Council of Certified Podiatric Physicians and
Surgeons v. American Bd. of Podiatric Surgery, Inc.,
(1)
(a)
Coastal Abstract Serv., Inc. v. First Am. Title Ins. Co.,
see also American Council,
Presidio:
Presidio,
see also Southland Sod Farms v. Stover Seed Co.,
(b)
See Avis, Southland,
Avis,
Federal Express Corporation v. United States Postal
Service,
Id.

Beebe – Trademark Law: An Open-Source Casebook
U.S. Healthcare, Inc. v. Blue Cross of Greater Philadelphia,
(2)
(a)
See Castrol, Inc. v. Quaker State Corp.,Avila v. Rubin,
See American Council,Johnson & Johnson, Inc. v. GAC Int'l, Inc.,
U–Haul Inter'l, Inc. v. Jartran, Inc.,
See American Council,Smithkline,
Avila,
Smithkline,
American Council,
Groden v. Random House,
Id.
Id.

Beebe – Trademark Law: An Open-Source Casebook
(b)
See, e.g., PPX Enters., Inc. v. Audiofidelity Enters., Inc.,
Balance Dynamics,
See, e.g., American Council,
IV
A
See, e.g., In re Boston Beer Co.,
Atari Corp. v. 3D0 Co.,

Beebe – Trademark Law: An Open-Source Casebook
Nikkal Indus., Ltd. v. Salton, Inc.,
Presidio:
Presidio,
B

Beebe – Trademark Law: An Open-Source Casebook
(1)
(2)
See Scottish
Heritable Trust v. Peat Marwick Main & Co.,
See Hiltgen v.
Sumrall,

Beebe – Trademark Law: An Open-Source Casebook
(3)
see Avis,

Beebe – Trademark Law: An Open-Source Casebook
when considered in the context of the comparison ads,
(4)

Beebe – Trademark Law: An Open-Source Casebook
See American Council,
see also
tendency to deceive
consumers, actually deceived
consumers. American Council,see also Balance Dynamics,
Johnson & Johnson v. Smithkline Beecham Corp.,
Id.

Beebe – Trademark Law: An Open-Source Casebook
See American Council,Blue Dane,Sandoz
Pharm. Corp. v. Richardson–Vicks, Inc.,
V
Questions and Comments
Consumer Deception as Distinct from Materiality
Pizza Hut, Inc. v. Papa John’s Int’l
Pizza HutSee Johnson & Johnson Vision Care,
Inc. v. 1-800 Contacts, Inc
Pizza Hut
See

Beebe – Trademark Law: An Open-Source Casebook
See
See, e.gJohnson & Johnson Vision
Care, Inc. v. 1-800 Contacts, Inc
Pizza Hut
4. Substantiation
a. “Tests Prove” Claims
See, e.gL & F Prod., a Div. of Sterling Winthrop, Inc. v. Procter & Gamble Co
Castrol Inc. v. Quaker State Corp

Beebe – Trademark Law: An Open-Source Casebook
Castrol Inc. v. Quaker State Corp.
977 F.2d 57 (2d Cir. 1992)
Judge
BACKGROUND

Beebe – Trademark Law: An Open-Source Casebook
before

Beebe – Trademark Law: An Open-Source Casebook
DISCUSSION
McNeil–P.C.C., Inc. v. Bristol–
Myers Squibb Co.,Coca–Cola,

Beebe – Trademark Law: An Open-Source Casebook
Procter & Gamble Co. v. Chesebrough–
Pond's, Inc.,
Id.
Id.
Id.
Id.
McNeil–P.C.C., Inc. v. Bristol–Myers Squibb Co.,
Id.
Id.
Id.
Id.
McNeil,
Procter, Procter
Procter,
I. The district court committed no errors of law.
McNeil,

Beebe – Trademark Law: An Open-Source Casebook
Procter'
Procter
Procter.
Id.
See
III. Is the district court's injunction overly broad?
any

Beebe – Trademark Law: An Open-Source Casebook
McNeil–P.C.C.,
the
tests contradict, rather than support
See Flavor Corp. of Am. v. Kemin Indus., Inc.,
Federal Practice and Procedure,
See
United States v. City of Chicago,
Int'l
Brotherhood of Teamsters v. Western Penn. Motor Carriers Ass'n,
CONCLUSION
b. Comparative Claims

Beebe – Trademark Law: An Open-Source Casebook

Beebe – Trademark Law: An Open-Source Casebook
Groupe SEB USA, Inc. v. Euro-Pro Operating LLC
774 F.3d 192 (3d Cir. 2014)
Id.
Id.
Id.
Id.

Beebe – Trademark Law: An Open-Source Casebook

Beebe – Trademark Law: An Open-Source Casebook
Novartis Consumer Health, Inc. v. Johnson & Johnson–Merck Consumer Pharm. Co.,
Id.
Johnson &
Johnson–Merck Consumer Pharm. Co. v. Rhone–Poulenc Rorer Pharm., Inc.,
Novartis,
Id.Clorox Co. P.R. v. Proctor &
Gamble Commercial Co.,
Id.
Id.United Indus. Corp. v. Clorox Co.,
See id.
See Novartis,
id.United Indus.,

Beebe – Trademark Law: An Open-Source Casebook
Clorox Co. P.R.,
See Rhone–Poulenc,
See, e.g., Meese v. Keene,
Phillips v. AWH Corp.,
J.C. Penney Life Ins. Co. v. Pilosi,
Williston on Contracts,
See, e.g., Am. Home Prods. Corp. v. Johnson &
Johnson,see Pernod,
Pernod Ricard USA, LLC v. Bacardi U.S.A., Inc.,
Pernod,
Id.

Beebe – Trademark Law: An Open-Source Casebook
Id.
See id.
Id.
Id.
Id.
Id.
Id.
Id.
Pernod
Pernod,
See Novartis,
Pernod:
Pernod
Pernod
See
Mead Johnson & Co. v. Abbott Labs.,opinion
amended on denial of reh’g,
See
Mead Johnson,
See Novartis,
Id.

Beebe – Trademark Law: An Open-Source Casebook
Meyer v. CUNA
Mut. Ins. Soc.,
Novartis,
Califano v. Yamasaki,
Id.
See id.
See id.
See Castrol Inc. v. Pennzoil Co.,

Beebe – Trademark Law: An Open-Source Casebook
c. False Demonstrations
Schick Mfg., Inc. v. Gillette Co.
372 F.Supp.2d 273 (D. Conn. 2005)
et seq.
Omega Engineering, Inc. v. Eastman Kodak Co.,
S.C. Johnson &
Son, Inc. v. Clorox Company,
Id.

Beebe – Trademark Law: An Open-Source Casebook
Id.
Coca–Cola Co. v. Tropicana Products, Inc.,
Johnson & Johnson v. GAC Int'l, Inc.,
FACTS

Beebe – Trademark Law: An Open-Source Casebook

Beebe – Trademark Law: An Open-Source Casebook

Beebe – Trademark Law: An Open-Source Casebook

Beebe – Trademark Law: An Open-Source Casebook
II. ANALYSIS
B. False Advertising
1. Literal Falsity.
Nat'l Basketball Ass'n v. Motorola, Inc.,
Castrol, Inc.,
Id.
Id.
Mc–Neil–P.C.C., Inc. v.
Bristol–Myers Squibb Co.,

Beebe – Trademark Law: An Open-Source Casebook
Id.
See Novartis Consumer Health, Inc. v. Johnson & Johnson–
Merck Consumer Pharmaceuticals Co.,
See
See Mc–Neil–P.C.C., Inc.,
S.C. Johnson & Son, Inc.,
Coca–Cola Co.,
S.C.
Johnson,
e.g.,
Scotts
Co. v. United Indus. Corp.,

Beebe – Trademark Law: An Open-Source Casebook
McNeil,
2. Actual Deception.
Mc–Neil–P.C.C., Inc.,
3. Materiality.
S.C. Johnson &
Son, Inc.,
Nat'l
Basketball Ass'n v. Motorola, Inc.,
4. Injury.
Coca–Cola Co.,
5. Interstate Commerce.

Beebe – Trademark Law: An Open-Source Casebook
BOND

Beebe – Trademark Law: An Open-Source Casebook
B. Endorsements, Testimonials, and Reviews

Beebe – Trademark Law: An Open-Source Casebook
sua sponte
FTC Guides FTC Policy Statements
FTC Guides Concerning Use of Endorsements and Testimonials in
Advertising
The FTC’s Endorsement Guides: What People Are Asking
FTC Guides Concerning Use of Endorsements and Testimonials in Advertising
16 C.F.R. § 255
§255.0 Purpose and definitions.

Beebe – Trademark Law: An Open-Source Casebook
Example 1:
See
Example 2:
Example 3:
Example 4:
Example 5:
Example 6:
Example 7:
Example 8:

Beebe – Trademark Law: An Open-Source Casebook
§255.1 General considerations.
See
See
see
Example 1:
Example 2:
Example 3:

Beebe – Trademark Law: An Open-Source Casebook
See
Example 4:
Example 5:
See
§255.2 Consumer endorsements.
i.e.

Beebe – Trademark Law: An Open-Source Casebook
Example 1:
Example 2:
e.g.
Example 3:

Beebe – Trademark Law: An Open-Source Casebook
i.e.
Example 4:
e.g.,
e.g.,
Example 5:
Example 6:
Example 7:

Beebe – Trademark Law: An Open-Source Casebook
See
§255.3 Expert endorsements.
e.g.
See
Example 1:
Example 2:
Example 3:
e.g.
Example 4:

Beebe – Trademark Law: An Open-Source Casebook
Example 5:
Example 6:
See
Example:
§255.5 Disclosure of material connections.
i.e.

Beebe – Trademark Law: An Open-Source Casebook
Example 1:
e.g.
Example 2:
Example 3:
Example 4:

Beebe – Trademark Law: An Open-Source Casebook
Example 5:
Example 6:
Example 7:
Example 8:
Example 9:

Beebe – Trademark Law: An Open-Source Casebook
The FTC’s Endorsement Guides: What People Are Asking (September 2017)
About the Endorsement Guides

Beebe – Trademark Law: An Open-Source Casebook
When Does the FTC Act Apply to Endorsements?

Beebe – Trademark Law: An Open-Source Casebook

Beebe – Trademark Law: An Open-Source Casebook
your audience

Beebe – Trademark Law: An Open-Source Casebook
e.g.

Beebe – Trademark Law: An Open-Source Casebook
Product Placements
Endorsements by Individuals on Social Networking Sites

Beebe – Trademark Law: An Open-Source Casebook
How Should I Disclose That I Was Given Something for My Endorsement?

Beebe – Trademark Law: An Open-Source Casebook

Beebe – Trademark Law: An Open-Source Casebook

Beebe – Trademark Law: An Open-Source Casebook
Other Things for Endorsers to Know

Beebe – Trademark Law: An Open-Source Casebook
Social Media Contests
Online Review Programs
Soliciting Endorsements

Beebe – Trademark Law: An Open-Source Casebook
What Are an Advertiser's Responsibilities for What Others Say in Social Media?

Beebe – Trademark Law: An Open-Source Casebook
What About Intermediaries?
What About Affiliate or Network Marketing?

Beebe – Trademark Law: An Open-Source Casebook
Expert Endorsers Making Claims Outside of Traditional Advertisements
Employee Endorsements

Beebe – Trademark Law: An Open-Source Casebook
Using Testimonials That Don’t Reflect the Typical Consumer Experience

Beebe – Trademark Law: An Open-Source Casebook
In the Matter of Lord & Taylor, LLC
FTC Matter/File No. 153-3181 | C4576 (2016)

Beebe – Trademark Law: An Open-Source Casebook
See
See
See

Beebe – Trademark Law: An Open-Source Casebook

Beebe – Trademark Law: An Open-Source Casebook

Beebe – Trademark Law: An Open-Source Casebook
V. Right of Publicity
See
Right of Publicity Law by State (as of May 2021)
See generally
What the Right of Publicity Can Learn from Trademark Law
See
See also

Beebe – Trademark Law: An Open-Source Casebook
See e.g
The Right of Publicity and Autonomous Self-Definitionbut see
O’Brien v. Pabst Sales Co
See
Private Ownership of Public Image
See
See, e.gOnassis v. Christian
Dior-New York, Inc
Fraley v.
Facebook
id
citingKNB Enterprises v. Matthews
See also Cox
v. Hatch
id
Nussenzweig v. diCorcia
Fraley v. Facebook, Inc

Beebe – Trademark Law: An Open-Source Casebook
A. State Right of Publicity Statutory Provisions
See The Inalienable Right of
Publicity
N.Y. Civil Rights Law § 51. Action for injunction and for damages

Beebe – Trademark Law: An Open-Source Casebook
California Civil Code §§ 3344 & 3344.1.

Beebe – Trademark Law: An Open-Source Casebook
B. Right of Publicity Case Law
White v. Samsung Electronics America, Inc
en banc
In re NCAA Student–Athlete Name & Likeness Licensing Litigation
Brown v. Electronic Arts
Brown
In re NCAA Student-Athlete Name & Likeness Licensing
White v. Samsung
White v. Samsung
Midler v. Ford Motor Co.,Waits v. Frito-Lay, Inc.,
MidlerWaits

Beebe – Trademark Law: An Open-Source Casebook
White v. Samsung Electronics America, Inc.
971 F.2d 1395 (9th Cir. 1992)

Beebe – Trademark Law: An Open-Source Casebook
I. Section 3344
Midler v. Ford Motor Co.,
Id.
II. Right of Publicity
Eastwood v. Superior Court,
Id.
Eastwood’s

Beebe – Trademark Law: An Open-Source Casebook
Eastwood
Eastwood
Eastwood
inter alia,
only
Eastwood
Privacy,
Id.
Id.
Id.
Motschenbacher v. R.J. Reynolds
Tobacco Co.,
Midler,
Id.
Carson v. Here’s Johnny Portable Toilets, Inc.,
Id.
inter alia, Id.
MidlerCarson
Motschenbacher

Beebe – Trademark Law: An Open-Source Casebook
Carson
Carson,how
whetherMotschenbacher, Midler,Carson

Beebe – Trademark Law: An Open-Source Casebook
III. The Lanham Act
Academy of Motion Picture Arts v. Creative
House,Toho Co. Ltd. v. Sears Roebuck & Co.,
New West Corp. v. NYM Co. of California,
HMH Publishing Co. v. Brincat,
Allen v. National Video, Inc.,
See Academy,
Eclipse Associates Ltd. v. Data General Corp.,
Academy, Eclipse,
AMF, Inc. v. Sleekcraft Boats,AMF,
See Allen,
See Academy,
Sleekcraft

Beebe – Trademark Law: An Open-Source Casebook
Toho,
Sleekcraft
Cohen v. Paramount Pictures Corp.,
IV. The Parody Defense
Hustler Magazine v. Falwell,L.L. Bean, Inc. v.
Drake Publishers, Inc.,

Beebe – Trademark Law: An Open-Source Casebook
V. Conclusion
See Dissent
Cf. Falwell,
Central Hudson Gas & Electric Corp. v. Public Service Comm’n of New York,
See Board of Trustees, State Univ. of N.Y. v. Fox, Bolger v. Youngs Drug
Products Corp.,
see Zachini v. Scripps–Howard Broadcasting Co.,

Beebe – Trademark Law: An Open-Source Casebook
White v. Samsung Electronics America, Inc.
989 F.2d 1512 (9th Cir. 1993)
I
SeeRising Caution on Using Celebrity Images,
Eastwood v. Superior Court,
Guglielmi v. Spelling-Goldberg Prods.,
see also Maheu v. CBS, Inc.,
Cf.Vanna Karenina,Vanna Karenina and Other Reflections

Beebe – Trademark Law: An Open-Source Casebook
Girl Scouts v. Personality Posters Mfg.,
Lucasfilm Ltd. v. High Frontier,
Doyle Leaves Pepsi
Thirsty for Compensation,
Marvel, Hell’s Angels Settle Trademark Suit,
See
Breakfast at Tiffany’s Breakfast of Champions The
Electric Kool-Aid Acid Test
Man of Steel, Woman of Kleenex,All the Myriad WaysLooking for Mr. Goodbar
The Coca-Cola KidThe Kentucky
Fried Movie Harley Davidson and the Marlboro Man The Wonder Years
Joseph
and the Amazing Technicolor Dream Coat
HearMercedes Benz,Pearl Kodachrome,There Goes
Rhymin’ Simon Chelsea Hotel,The Best of Leonard Cohen
Cadillac Ranch,The RiverLittle Red Corvette, on 1999
Dizz Knee Land,Puzzle
Spam,
The Final Rip Off Thank God and Greyhound [You’re Gone],Roy Clark’s
Greatest Hits Volume I Coca-Cola Cowboy,The Very Best of
Dance to Popular Favorites 1976-92: Sand in the Vaseline
Popsicle,id. AdmireCampbell’s Soup Can. Cf.
demand
Lombardo v. Doyle, Dane & Bernbach, Inc.,
Geller v. Fallon McElligott,

Beebe – Trademark Law: An Open-Source Casebook
remind
II
See
Eastwood v.

Beebe – Trademark Law: An Open-Source Casebook
Superior Court,
Id.
III
Presumed Innocent;
Presumed Innocent?
Cf., e.g., Guinn v. United States,
See Lotus Dev. Corp. v. Paperback Software Int’l,
Guglielmi v. Spelling-Goldberg Prods.,
Midler v. Ford
Motor Co.,Waits v. Frito-Lay, Inc.,
See id.
Motschenbacher v. R.J. Reynolds Tobacco Co.,
Id.

Beebe – Trademark Law: An Open-Source Casebook
anything that reminds
the viewer of her.
See
see also Moore v. Regents of the Univ. of Cal.,
Motschenbacher
Eastwood v. Superior Court,
Id. Fairfield v.
American Photocopy Equipment Co.,
See also West Loses Lawsuit over Batman TV Commercial,
Nurmi v. Peterson,
Cf. Motschenbacher,

Beebe – Trademark Law: An Open-Source Casebook
Seesupra.
Should
See
Feist Pubs., Inc. v. Rural Tel. Serv. Co.,
Bonito Boats, Inc. v. Thunder Craft Boats, Inc.,
New Kids on the Block v. News America
Publishing, Inc.,
accord G.S. Rasmussen & Assocs. v. Kalitta Flying Serv., Inc.,
Copyright Law’s Broken
But see Midler v. Ford Motor Co.,
Cf. New Kids on the Block v. News America Publishing, Inc.,

Beebe – Trademark Law: An Open-Source Casebook
is
Feist Publications, Inc. v. Rural Telephone Service Co.,
IV
Fisher v. Dees,
VI
any
In Hollywood’s Wheel of Fortune, Free Speech Loses a Turn,
Wheel of Misfortune for Advertisers: Ninth Circuit Misreads the Law to Protect Vanna
White’s Image,California Court Expands Celebrities’ Rights,
supra
See also
Washingtoon,
Harper & Row v. Nation Enterprises,
Zacchini v. Scripps-Howard Broadcasting Co.,
Id. San

Beebe – Trademark Law: An Open-Source Casebook
Id.
CentralHudson Gas & Elec. Corp. v. Public Serv. Comm’n,
Francisco Arts & Athletics, Inc. v. United States Olympic Comm.,
He Did Leave the Office-And Now Sign
Will Go, Too,
See also Samsung Has Seen the Future: Brace Youself,
supra
See, e.g.,Nike Does It Again; Firm Targets Blacks with a Spin on “Family Values”,
Advertising Awards-Show Mania: CEBA
Awards Honors Black-Oriented Advertising,
Quality of Hispanic Production Rising to Meet Clients’ Demands,
Medical Ads Often Are Sexist,
SeeCandidates Look for Feedback Today,

Beebe – Trademark Law: An Open-Source Casebook
Seesupra.
Central Hudson
Central Hudson
See id.
Central Hudson
See Central Hudson,
Central Hudson
VII
are
Central Hudson
See
See also Board of Trustees v. Fox,
See Zauderer v. Office of Disciplinary Counsel,
Posadas de
P.R. Assocs. v. Tourism Co.,

Beebe – Trademark Law: An Open-Source Casebook
Questions and Comments
What happened on remand in ?
Vanna White Wins Suit See also
In re NCAA Student–Athlete Name & Likeness Licensing Litigation
Comedy III
Productions, Inc. v. Gary Saderup, Inc
In re NCAA
Student–Athlete Name & Likeness Licensing Litigation
In re NCAA Student–Athlete Name & Likeness Licensing Litigation

Beebe – Trademark Law: An Open-Source Casebook
In re NCAA Student–Athlete Name & Likeness Licensing Litigation
724 F.3d 1268 (9th Cir. 2013)
Brown v. Entm’t Merchs. Ass’n,
Zacchini v. Scripps–Howard Broad. Co.,
I
NCAA Football
NCAA Football,
Brown v. Electronic Arts, Inc.,
Brown v. Entertainment Merchants Association

Beebe – Trademark Law: An Open-Source Casebook
See Batzel v. Smith,
II
Batzel,
Thomas v. Fry’s Elecs., Inc.,
Batzel,
Entm’t Merchs. Ass’n,
NCAA Football.
de novo
Mindys Cosmetics, Inc. v. Dakar,

Beebe – Trademark Law: An Open-Source Casebook
NCAA Football
Batzel,
Metabolife Int’l, Inc. v.
Wornick,
Navellier v. Sletten,
Rogers
A
Comedy III
Productions, Inc. v. Gary Saderup, Inc.,
Id.
Id.
Id.; see
see also SOFA Entm’t, Inc. v. Dodger Prods., Inc.,
Comedy III
SeeThe Rights
of Publicity and Privacy
Comedy III,
Id.
Stewart v. Rolling
Stone LLC,
Id.
Hilton v. Hallmark Cards,

Beebe – Trademark Law: An Open-Source Casebook
supra,
Comedy III,
Id.
Id.
as
a matter of law
Hilton,
Id.
Comedy III
Id.
Id.
Id.
Winter v. DC Comics,
See relevant images below
Id.
Id.
Id.
Id.
Kirby v. Sega of America, Inc.,
See relevant images below
Id.Winter,
Id.
No Doubt v. Activision Publishing, Inc.,
Band Heropetition for
review denied,See relevant images below
Band Hero, Id.
Id.

Beebe – Trademark Law: An Open-Source Casebook
Id.
Comedy III
Id.
Id.
Id.
Hilton v. Hallmark Cards,
The Simple Life.See relevant image below
Id.
Kirby,
Id.
Id.
No Doubt
NCAA Football,Band
Hero.Band Hero,
Band Hero.Band Hero
NCAA Football.
Keller v. Elec. Arts, Inc.,
SeeNo
Doubt
Hoffman v. Capital
Cities/ABC, Inc.,
Id.
Id.

Beebe – Trademark Law: An Open-Source Casebook
No Doubt, NCAA Football
SeeNo Doubt,Band Hero
Id.
WinterKirby.Id.
Kirby
Kirby,
Band Hero,
Id.
No DoubtWinterKirby.
WinterKirby
No Doubt,
No Doubt,WinterKirby.
NCAA Football
See
Comedy III
No Doubt

Beebe – Trademark Law: An Open-Source Casebook
Hart v. Electronic Arts, Inc.,
Hart,
See id.KellerHart
See id.
see also id.
NCAA Football
Id.
id.id.
No Doubt,id.
id.
NCAA Football
Hart,NCAA Football
Id.
No DoubtKirby
Id.
No Doubt,
Comedy IIIWinter.Id.
See In re Kirkland,
intermediate appellate court decisions,
Id.
No Doubt No Doubt
Hart,
No Doubt,
NCAA Football
Cf. Hilton,
see

Beebe – Trademark Law: An Open-Source Casebook
B
Rogers See Brown v. Elec. Arts,
Rogers
Madden NFL
Rogers Rogers
Hart. See Hart,
Rogers
See Cairns v. Franklin Mint Co.,
See Hart,
Comedy III,
Id.
celebrity,consumer.
See Brown v. Elec. Arts,
Rogers
Madden NFL
Comedy III
supra, see Comedy III,
Rogers
Rogers
Rogers

Beebe – Trademark Law: An Open-Source Casebook
RogersMattel
Cf. Hart,
III
Rogers
.
NCAA Football
I
Brown v. Entm’t
Merchs. Ass’n,
NCAA FootballMoore v.
Univ. of Notre Dame,
Montana v. San Jose Mercury News, Inc.,
see also
See, e.g., Doe v. TCI Cablevision,
Comedy III Productions, Inc. v. Gary Saderup, Inc.,
Rogers v. Grimaldi,
Rogers
Zacchini v. Scripps–Howard Broad. Co.,

Beebe – Trademark Law: An Open-Source Casebook
Comedy III,
Id.
Comedy III,
Id.
Comedy IIIComedy III
Comedy III
See
Hart v. Elec. Arts, Inc.,
NCAA Football
A
NCAA Football
Hart,

Beebe – Trademark Law: An Open-Source Casebook
Madden NFL
Comedy III NCAA Football
Winter v. DC Comics,
Kirby v. Sega of America, Inc.,
Id.
NCAA Football
No Doubt v. Activision Publishing, Inc.,
No Doubt
No Doubt,
id.
id.
WinterKirby. Id.
No Doubt,
No Doubt
No Doubt
Id.Comedy III,
No Doubt
Comedy III
Winter,

Beebe – Trademark Law: An Open-Source Casebook
NCAA Football
B
NCAA Football
NCAA Football
Comedy III
Hilton v. Hallmark Cards,
Winter Kirby
No Doubt
NCAA Football
Comedy III,
Comedy III
WinterKirbyNo
Doubt
NCAA Football
NCAA Football
C.B.C.
Distribution & Mktg., Inc. v. Major League Baseball Advanced Media, L.P.,
See, e.g., IMS Health Inc. v. Sorrell,

Beebe – Trademark Law: An Open-Source Casebook
Universal City Studios, Inc. v. Corley,
Comedy III,
No Doubt,
Gionfriddo v. Major League Baseball,
2012–13 NCAA Division I Manual
NCAA Football
Estimated Probability of
Competing in Athletics Beyond the High School Interscholastic Levelavailable at
Football Injuries: Data
From the 2004/05 to 2008/09 Seasons, available at

Beebe – Trademark Law: An Open-Source Casebook
II
Forrest Gump
Midnight in Paris
Comedy III
Winter
Comedy III
NCAA Football.
See, e.g., ETW Corp. v. Jireh Publ’g, Inc.,
The Rights of
Publicity and PrivacyHart,

Beebe – Trademark Law: An Open-Source Casebook
Winter v. DC Comics, 30 Cal.4th 881 (2003)
Kirby v. Sega of America, Inc., 144 Cal.App.4th 47 (2006)

Beebe – Trademark Law: An Open-Source Casebook
No Doubt v. Activision Publishing, Inc., 192 Cal.App.4th 1018 (2011)

Beebe – Trademark Law: An Open-Source Casebook
Hilton v. Hallmark Cards, 599 F.3d 894 (9th Cir. 2010)

Beebe – Trademark Law: An Open-Source Casebook
Comments and Questions
Keller Settlement
In re NCAA Student-Athlete Name & Likeness Licensing Litigation
See
EA and NCAA Video Game Settlements Have a $5,000-a-Year Cap
The Fate of EA’s Series
NCAA Football 2014
See
E.A. Sports Settles Lawsuit With College Athletes
Using Right of Publicity to Evade
Brown v.
Electronic Arts
Rogers
See
Jim Brown Receives $600,000 to Dismiss Lawsuit Against Electronic Arts
Celebrities’ Right of Publicity and Social Media
SeeKatherine Heigl Ends Lawsuit Over
Duane Reade Tweet, Hollywood Reporter

Beebe – Trademark Law: An Open-Source Casebook
Non-Celebrities Right of Publicity and Social Media
Fraley v. Facebook, Inc
SeeFacebook Kills “Sponsored Stories” but Your Face Will Still Be Used in Ads
An Update to Facebook Ads

Beebe – Trademark Law: An Open-Source Casebook
A. Injunctive Relief
VI.
Remedies
Brennan’s, Inc. v. Brennan’s Rest.,
L.L.C
eBay Inc. v. MercExchange, LLC
See, e.gFederal Exp. Corp. v. Federal Espresso, Inc
eBayHerb Reed Enterprises, LLC v.
Florida Entertainment Management, Inc
eBay,
Id.
Id.

Beebe – Trademark Law: An Open-Source Casebook
Herb Reed Enterprises
Comments and Questions
Shouldapply to trademark law?
eBay
eBay
eBay
eBay
Did Irreparably Injure Trademark Law?
eBay
Id
Injunctive relief and the right to a trial by jury
See, e.gToyota Motor Sales, U.S.A., Inc. v. Tabari
B. Plaintiff’s Damages and Defendant’s Profits

Beebe – Trademark Law: An Open-Source Casebook
1. Recovery of Defendant’s Profits
a. Willful Intent and Profits
Romag Fasteners, Inc. v. Fossil, Inc.
590 U.S. __, 140 S.Ct. 1492 (2020)
willfully

Beebe – Trademark Law: An Open-Source Casebook
never
intentionally
knowledge
willful
willful
innocent
mens rea
e.g.,
mens rea
e.g., Dowagiac Mfg. Co. v. Minnesota Moline
Plow Co.

Beebe – Trademark Law: An Open-Source Casebook
mens rea
mens rea
mens rea
e.g., eBay Inc.
v. MercExchange, L. L. C.
e.g., Horlick’s Malted Milk Corp. v. Horluck’s, Inc.
Saxlehner v.
Siegel-Cooper Co.
e.g., Oakes v. Tonsmierre
Stonebraker v. StonebrakerLawrence-Williams Co. v. Societe
Enfants Gombault et Cie
mens reae.g.,
knowledge
e.g., Hostetter v. VowinkleGraham v. Plate
Hemmeter Cigar Co. v. Congress Cigar Co.
Mens rea

Beebe – Trademark Law: An Open-Source Casebook
e.g., Smith v.
WadeMorissette v. United States
Wooden-Ware Co. v. United States
amici
e.g., Lawrence-Williams Co. v. Societe Enfants Gombault et Cie
Regis v. Jaynes
Ante
e.g., Wood v. Peffer
Globe-Wernicke Co. v. Safe-Cabinet Co.
Dickey v. Mutual Film Corp.
Standard Cigar
Co. v. Goldsmith

Beebe – Trademark Law: An Open-Source Casebook
Duplate Corp. v. Triplex Safety Glass Co.
Ante
Questions and Comments
What happened on remand in ?
Romag
Fasteners, Inc. v. Fossil, Inc
mens rea
Id
b. Actual Confusion and Profits
See, e.gWeb Printing Controls Co., Inc. v. Oxy-Dry Corp
Gracie v.
Gracie
4 Pillar Dynasty LLC v. New York & Co., Inc
Id
2. Recovery of Plaintiff’s Damages
a. Willful Intent and Damages
See, e.g Gen. Elec. Co. v. Speicher
b. Actual Confusion and Damages
See, e.g
Brunswick Corp. v. Spinit Reel Co
Int’l Star Class Yacht Racing Ass’n v. Tommy Hilfiger, U.S.A

Beebe – Trademark Law: An Open-Source Casebook
Id
3. Enhanced Damages and Profits
See Fifty-Six Hope Rd. Music, Ltd. v. A.V.E.L.A.,
Inc
4. The Notice Requirement for Registered Marks
unregistered
See also GTFM, Inc. v. Solid Clothing, Inc
See Audemars Piguet Holding S.A. v. Swiss Watch
Int'l, Inc
C. Corrective Advertising
Corrective advertising by defendant
See, e.gMerck Eprova AG v. Gnosis S.p.A

Beebe – Trademark Law: An Open-Source Casebook
Corrective advertising by plaintiff
, e.g., Big O
Tire Dealers, Inc. v. Goodyear Tire & Rubber Co
D. Attorney’s Fees
Fleischmann Distilling Corp. v. Maier Brewing Co
Octane Fitness, LLC v. ICON Health & Fitness, Inc
See Nightingale Home Healthcare, Inc. v.
Anodyne Therapy, LLC
Yankee Candle Co. v. Bridgewater Candle Co., LLC
See Eagles, Ltd. v. American Eagle Foundation
See
Nightingale Home Healthcare
Octane Fitness Octane
Fitness
Octane Fitness
See, e.g.Sleepy’s LLC v. Select Comfort Wholesale CorpSunEarth,
Inc. v. Sun Earth Solar Power CoGeorgia–Pac. Consumer Prods. LP
v. von Drehle CorpSlep–Tone Entm’t Corp. v.
Karaoke Kandy Store, IncFair Wind Sailing, Inc. v. Dempster
Octane Fitness
Baker v. DeShong
Octane FitnessSee Octane Fitness, LLC v. ICON Health &
Fitness, Inc
Octane Fitness

Beebe – Trademark Law: An Open-Source Casebook
Octane Fitness
See Octane Fitness
See id
Id.
E. Counterfeiting Remedies

Beebe – Trademark Law: An Open-Source Casebook
See See also, e.g. Lorillard Tobacco Co. v. J.J. Shell Food
Mart, Inc
See, e.g., Louis Vuitton
Malletier, S.A. v. Akanoc Solutions, Inc
ate of Idaho Potato Com’n v.
G & T Terminal Packaging, Inc
Nike Inc. v.
Variety Wholesalers, Inc
F. Federal Criminal Penalties for Counterfeiting
See
See,
e.g.,5-Hour Energy Scheme Nets Husband 7 Years, Wife 2 Years

Beebe – Trademark Law: An Open-Source Casebook