12.06.2006
A new statute signed into law by President Bush on October 6, 2006 has significantly strengthened the rights of companies to protect well-known brands against dilution. Trademark owners whose products are household names now have a very practical remedy when others use the same or similar mark, even if the alternative use is for a product or service that is completely unrelated to the well-known brand. This law will also affect businesses that are still developing their brands: when conducting their trademark searches, newcomers will have to consider the possibility that their proposed mark will dilute the distinctiveness of someone else’s famous brand.