1. Understanding Trademarks A Global Perspective

2. Types of Intellectual Property Copyright Patent Trademark Service Mark Trade Name Trade Dress Trade Secret

3. What Is a Trademark? –Word –Symbol –Slogan JUST DO IT. –Product or packaging design CHANEL NO. 5 JACK DANIELS identifies the source of a specific product and distinguishes it from others in the marketplace.

4. What is a Service Mark Service mark examples identifies the source of a specific service and distinguishes it from others in the marketplace.

5. Nontraditional Marks Sound Color Fragrance Design of a business establishment

6. Other Kinds of Marks Collective markAAA NSA Certification mark CHAMPAGNE GROWN IN IDAHO

7. Trademark vs. Trade/Business Name Trade/Business Name: identifies a company or business. – Example: The Coca-Cola Company Trademark: identifies the goods or services of that company. – Example:

8. Functions of a Trademark Indicates the source or origin of goods or services. Assures consumers of the quality of goods bearing the mark. Creates business goodwill and brand awareness.

9. Process of Securing a Trademark Select Clear Protect

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

11. Obtaining Trademark Rights (cont’d) Rights are obtained: - By registration; or - By use (common law rights)

12. Trademark Registration -Registrability not generic, not immoral or scandalous, not a living person’s name w/o permission, not a President’s name, not a gov’t emblem -Availability not confusingly similar to a pending or registered mark not being used in the same channels of trade -Application Procedure national trademark office –USPTO, CIPO, CTM

13. Notice of Registration ® ______ is a trademark/service mark of _______ TM SM

14. Loss of Rights Improper use Failure to police Genericide Failure to renew Non-use Cancellation Improper assignment or licensing

15. Loss of Rights Registered rights Common law rights Failure to renew Non-use Failure to police Cancellation “Use it or lose it”

16. Proper Use — Avoiding Genericide Once a trademark, not always a trademark Important to police third parties’ unauthorized and/or improper use escalator dry ice cellophane aspirin linoleum

17. Proper Use — Avoiding Genericide Use the ® TM SM symbol where appropriate Distinguish from surrounding text by using: Quotation marks – “Mercedes-Benz” cars Larger-sized print – Mercedes-Benz cars All capital letters – MERCEDES-BENZ cars Bold italic letters – Mercedes-Benz cars Mercedes-BenzDistinctive print – Mercedes-Benz cars Color – Mercedes-Benz cars

18. Use the mark as an ADJECTIVE Use the mark followed by a noun. Incorrect: A KLEENEX Correct: A KLEENEX tissue Do not pluralize a mark. Incorrect: Two DELLS Correct: Two DELL computers Do not make a mark possessive. Incorrect: POST-IT’s quality Correct: POST-IT note pads’ quality Do not use a mark as a verb. Incorrect: Xerox a document Correct: Photocopy a document on a XEROX copier Use consistent, proper spelling. Incorrect: H and M Correct: H&M