Costello Law Corporation
We Can Help You, Call Us Today
This Attorney is Lead Counsel Rated. Click here for more Information.

2 types of trademark dilution

Trademark infringement often involves a mark being used without permission but not always. Sometimes, it just involves a very similar mark being used and harming the reputation of the first. This type of infringement can change the public's perception of the original mark. They once thought it related to something particular, singular or unique, but the second, very similar mark can make them stop thinking that even when the two are not the same.

This happens in two basic ways:

  • Tarnishment: The first mark's reputation is harmed by the use of the second mark. For instance, a company's logo stands for quality products that consumers can trust. The second company, under a similar logo, produces inferior products. Consumers now conflate the two marks in their minds and stop trusting the original company to produce quality products, even though they have done so the entire time.
  • Blurring: This just means that the first mark is no longer as distinctive. Perhaps it was once immediately recognizable, even at a glance. The existence of the second mark means that consumers who see either one do not immediately know which one they are seeing. This makes it harder for the logo to stand out and may confuse buyers, who will then turn to other, more distinctive brands.

As you can see, these types of issues can harm your company tremendously. They can directly impact your sales, and perhaps more importantly, your branding. They can undo what you have worked toward for years or decades. When this happens, you must know what legal options you have.

No Comments

Leave a comment
Comment Information

Contact Us Today

To protect your valuable idea, contact our lawyers at Costello Law Corporation to set up an initial consultation. We are ready to assist you in any intellectual property issue.

Get Started

Bold labels are required.

Contact Information

The use of the Internet or this form for communication with the firm or any individual member of the firm does not establish an attorney-client relationship. Confidential or time-sensitive information should not be sent through this form.


Privacy Policy

Map & Directions

Costello Law Corporation

Costello Law Corporation
2267 Lava Ridge Court
Suite 210
Roseville, CA 95661

Phone: 916-520-3360
Fax: 916-441-4254
Map & Directions

Email Us