Dilution Surveys under the Trademark Dilution Revision Act

• Author: Jerre B. Swann
• Pages: 145-154

145

7a

Dilution Surveys under

the Trademark Dilution

Revision Act

By Jerre B. Swann

Introduction

Given the brief existence of the TrademarkDilution Revision Act

(TDRA), thereisno substantial bodyof lawdealing withsurveys

specificallytailored toits provisions.Thischapteristhus morean

exerciseinpredicting whatsurveys will be adopted bycourts,rather

than in analyzing and evaluating formats thathave, overtime, emerged

and matured. Thisauthorprojects thatactivity will surface in atleast

two, and perhapsfive, areas.

First,the TDRA clearlyraisesthe fame/distinctiveness bar:to

qualifyforprotection, amarkmust be “widelyrecognized bythe

general consuming public of the United Statesasadesignation of

source of the goodsorservicesof the mark’s owner.”1Niche and geo-

graphic fame arerelicsof the Federal TrademarkDilution Act(FTDA).2

1. 15 U.S.C. §1125(c)(2)(A). Fame requirements underthe Federal Trademark

Dilution Actranged from the rigorous,Toro Co. v. ToroHead, Inc.,61U.S.P.Q. 2d1164

(T.T.A.B. 2001), tothe trivial, Syndicate Sales, Inc. v. Hampshire Paper Corp., 192F.3d

633 (7thCir.1999).

2.See, e.g., BoardofRegents,Univ.ofTexasSys.v.KST Electric, Ltd., 550F. Supp.

2d657(W.D. Tex.2008) (holding underthe TrademarkDilution Revision Actthatthe

orange LonghornsLogo waslikelyfamous in the world of sporting events,but noton a

general, national level;thatitwasnota“household name”; and thatniche fame “does

notapply”).