Surveys in Dilution Cases II

• Author: Shari Seidman Diamond
• Pages: 155-162

155

7B

Surveys in Dilution

Cases II

Shari Seidman Diamond

One majorissuehascreated aparticularchallenge forthe editors of this

book: surveys involving dilution. We agree on anumberof features

thatshould characterizesurveys measuring fame and association when

evidence in acasealleging likelihood of dilution byblurring isrequired,

but wehavenotbeen able toidentifyasatisfactory agreed-upon wayto

measurelikelihood of dilution, the ultimatefinding acourt must make

underthe TrademarkDilution Revision Act(TDRA).1Moreover,we

disagree on the meaning and importance of thisgap forproving likeli-

hood of dilution.

FAME SURVEYS

The TDRA makesitclearthatmarksareeligible forprotection from

likelihood of dilution onlyif theyarefamous marks,defined as“widely

recognized bythe general consuming public of the United Statesasa

designation of source of the goodsorservicesof the mark’s owner.”2

Boththe phrase“general consuming public”and the legislativehistory

of the TDRA reveal arejection of the “niche fame”3thatsome courts

recognized underthe earlierFederal TrademarkDilution Actof 1996

(“FTDA”).4The morestringentstandardforfame underthe TDRA

1. 15 U.S.C. §1125(c).

2.15U.S.C. §1125(c)(2)(A).

3.See JerreSwann, chapter7Aondilution, text atn.28.

4. E.g., Advance Rent-A-Car,Inc. v.Enter.Rent-A-Car,Co., 238F.3d378, 380–81

(5thCir.2001).

The authorisgratefulforhelpfulinputfrom Gerald FordandMarkMcKennaon thischapter.