Bolstering Brand Association: Preventing Loss of Trademarks to Genericization
Trademark Connor R. Sheehy Trademark Connor R. Sheehy

Bolstering Brand Association: Preventing Loss of Trademarks to Genericization

One major concern with successful trademark use, especially in the social media age, is that trademark protections will diminish due to genericization, which is common usage of a mark by the public that is unassociated with the brand. By taking protective measures, including early trademark enforcement and carefully-worded advertising, companies can mitigate and manage risk associated with trademark genericization.

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Dunkin’ v. Vapin
Trademark John Hodges Trademark John Hodges

Dunkin’ v. Vapin

Dunkin filed a suit against an e-cigarette company’ for infringing Dunkin’s trademark. Dunkin’ asserts that the e-cigarette company “Vapin” essentially took Dunkin’s style and color from their trademark and replaced the word “Dunkin’” to “Vapin.” This case has the potential to help show a clear case of what the likelihood of confusion analysis of trademark infringement looks like.

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