Frequently Asked Questions

Trademark dilution refers to the weakening of a famous trademark’s distinctiveness or reputation, even if there is no direct competition or likelihood of consumer confusion. It occurs when the trademark is used in ways that blur its uniqueness or tarnish its image, reducing its value and impact as a brand identifier.

For example, if a famous brand’s name or logo is used in unrelated or low-quality products, it can dilute the strong association the public has with the original brand.

Understanding trademark dilution

Unlike trademark infringement, which involves direct competition or confusion, dilution happens when the use of a famous mark reduces its strength or harms its reputation. For example:

1. Blurring: Occurs when a famous trademark's distinctiveness is diluted due to its use on unrelated products or services. For instance, if an unrelated business uses a name like "Google" for a shoe brand, it diminishes the uniqueness of the famous mark.

2. Tarnishment: This happens when a trademark is associated with inferior or offensive products or services, harming its reputation. For example, using a luxury brand name like "Gucci" in connection with low-quality goods could tarnish the brand's image.

Trademark dilution can erode a brand's value, making it less recognizable and impactful in the market. Protecting against dilution ensures that your brand remains strong and distinctive, safeguarding its reputation and commercial appeal.