Abstract
Trademarks tie a face to a product. The face is often a name or symbol, but it can also be something like a sound, a smell or even a “look.” They exist for the benefit of both the trademark owner/producer and the consumer. The purpose of a trademark, traditionally, has been to protect against the confusion of consumers when selecting products or services. Yet, a trademark’s functionality is not limited to preventing confusion. Other uses include both preserving the goodwill of the consumer for the mark owner and preventing the “diversion of trade through commercial misrepresentations.”
Recommended Citation
Joshua Clowers,
On International Trademark And The Internet: The Lanham Act’s Long Arms,
13
Rich. J.L. & Tech
4
(2006).
Available at:
https://scholarship.richmond.edu/jolt/vol13/iss1/5