Law 227: Trademarks &
Unfair Competition
Likelihood of Confusion II
June 11, 2009
Jefferson Scher
TM & Unfair Comp — Day 4
Agenda
• LOC Factors Applied
• Other Infringement Scenarios
Initial interest confusion
Post-sale confusion
Reverse confusion
• Judging Use of Marks in Context
Effect of “house mark”, “trade dress”
Likelihood of Confusion
Quiz
• Surprise Quiz
Please take 10 minutes to answer, we
will discuss at the end
In Question 3, “good” and “bad” mean
“likely to be persuasive” and “not likely
to be persuasive,” respectively
Open book; no impact on your grade
Likelihood of Confusion
A Tale of Two Wine Cases
• GALLO
 Wide variety of
California wines
• CONSORZIO DEL
GALLO NERO +
Black Rooster
 Italian chianti
• LOC Found
• ROBERT PEPI
COLLINE DI SASSI
 California-made
Sangiovese blend
• COL-DI-SASSO
 Italian-made
Sangiovese blend
• No LOC Found
Likelihood of Confusion
E&J Gallo Winery v. Consorzio del Gallo Nero
• 2. Similarity of marks
Likelihood of Confusion
Confusion Scenarios — Post-Sale
• Mastercrafters v. Vacheron
What is the protectable mark?
Clock’s distinctive appearance
Likelihood of Confusion
Judging Trademarks in Context
• House Marks
TM & Unfair Comp — Up Next
Topics and Reading for Day 5
• Blue Team “On”
• Reading
Infringement and Incontestability
Ch 6, pp. 433-49; Supp pp. 49-50 (opt)
“Classic” Fair Use — Ch 6, pp. 449-62
“Referential” Fair Use
Ch 6, pp. 462-467; Ch 12, pp. 826-838
Laches — Ch 6, pp. 467-70