Famous Trademarks: Dilution Versus Confusion

Branding strategy and trademark protection are critical to the success of a business. Trademarks surround consumers every day and help them to make valuable and informed decisions about the goods and services that they purchase. Consumers easily recognize the Starbucks® trademark and associate it with the immensely popular coffee products. Consumers also recognize non-traditional trademarks, such as the sound of the Aflac® duck that they associate with insurance services. Over time and as companies grow, the purchasing public may establish a strong connection between certain goods or services and the source of those goods or services. Some marks enjoy a higher degree of consumer recognition and become famous trademarks.