Chapter 1 The Roots of Trade Dress 1
A. Introduction 1
B. The Trademark Acts of 1870 and 1881 3
C. The Trademark Act of 1905 6
D. The Trademark Act of 1946--The Lanham Act 12
E. The Lanham Act Amendments of 1988 and 1999 15
F. The Modern-Day Supreme Court Decisions 16
Chapter 2 Product Configuration versus Product Packaging versus Product Color 21
A. Product Configuration 22
B. Product Packaging 26
1. Decor 26
2. The Overall Look and Feel of Packaging 29
3. Sounds 31
4. Scents, Textures, and Flavors 33
5. Business Techniques 34
C. Product Color 36
D. Final Thoughts 38
Chapter 3 Trade Dress Protection and Enforcement Prior to 1992 41
A. Example Case 1: Time, Inc. v. Globe Communications Corp. (SDNY 1989) 43
B. Example Case 2: Fuddruckers Inc. v. Doe's B.R. Others, Inc, (gth Cir. 1987) 48
C. Example Case 3: Reader's Digest Assoc. Inc. v. Conservative Digest, Inc. (D.C.Cir.1987) 54
D. The Functionality Doctrine Prior to 1992 57
E. Secondary Meaning Prior to 1992 60
F. Likelihood of Confusion Prior to 1992 62
G. Remedies Prior to 1992 63
H. Conclusions 65
Chapter4 The Recognition of Trade Dress--Two Pesos 66
A. Introduction 66
B. Inherent Distinctiveness Prior to Two Pesos 68
C. The Two Pesos Case 71
D. Two Pesos at the Supreme Court 79
E. The Impact of Two Pesos 87
Chapter 5 Wal-Mart and TrafFix 88
A. The Wal-Mart Decision and Inherent Distinctiveness 89
B. TrafFix and Functionality 101
Chapter 6 Living in a Post-TrafFix World 109
A. Significant Post-TrafFix Functionality Decisions 111
1. Federal Circuit--Valu Engineering and the Morton-Norwich Factors 111
2. Third Circuit--Shire and the Primary/Secondary Test 115
3. Sixth Circuit--Fuji Kogyo and the Utility Patent Presumption 118
4. Conclusions 123
B. Key Decisions on Inherent Distinctiveness after Wal-Mart 123
1. Yankee Candle--First Circuit 124
2. Hartco Engineering--Federal Circuit 129
3. Conclusions 132
Chapter 7 Comparison to Other Types of Intellectual Property 133
A. Introduction 133
B. Trade Dress Rights 133
C. Design Patents 135
D. Utility Patents 139
E. Copyrights 141
F. The "Right to Copy" Doctrine 143
Chapter 8 The Apple Computer Example and the IP Trifecta 150
A. How Apple Protects Intellectual Property 150
1. Overall Strategy 150
2. Apple's Trade Dress 151
3. Marketing/Advertising 158
4. Intellectual Property Registration 161
5. Enforcement 164
B. Considering the IP Trifecta 175
C. Implementing the IP Trifecta 181
D. Conclusions 182
Chapter 9 Registering and Enforcing Trade Dress 184
A. Registering Trade Dress with the United States Patent and Trademark Office 184
1. Advantages of Registration 184
2. Requirements for a Trade Dress Application 186
3. USPTO Examination Process 189
4. Trade Dress-Specific Requirements for Registration 192
5. Examples of Registered Trade Dress 200
B. Enforcing Trade Dress Through Litigation 212
1. The Federal Circuit (the DuPont Factors) 213
2. The First Circuit (the Pignons Factors) 214
3. The Second Circuit (the Polaroid Factors) 214
4. The Third Circuit (the Lapp Factors) 215
5. The Fourth Circuit 215
6. The Fifth Circuit 216
7. The Sixth Circuit 216
8. The Seventh Circuit 216
9. The Eighth Circuit (the SquirtCo Factors) 217
10. The Ninth Circuit (the Sleekcraft Factors) 217
11. The Tenth Circuit 217
12. The Eleventh Circuit 218
13. The D.C. Circuit (the Polaroid Factors) 218
C. Exemplary "Likelihood of Confusion" Cases 218
D. Exemplary "Likelihood of Dilution" Cases 220
Chapter 10 Trade Dress Remedies 222
A. Injunctions 222
1. Preliminary Injunctions 224
2. Permanent Injunctions 228
3. Injunctions Requiring Corrective Actions 231
4. The Impact of eBay 232
B. Disgorgement of Defendant's Profits 236
C. Recovery of Plaintiff's Actual Damages 238
D. The Costs of the Action 239
E. Corrective Advertising 240
F. Treble Damages and Attorneys' Fees 242
G. Final Thoughts on Injunctions and Damages 243
Chapter 11 Defenses to Trade Dress Infringement 244
A. Functionality 244
1. Utilitarian Functionality 246
2. Aesthetic Functionality 251
B. Lack of Distinctiveness 255
1. Inherent Distinctiveness 256
2. Acquired Distinctiveness (Secondary Meaning) 260
C. No Likelihood of Confusion 262
D. Genericness 267
Chapter 12 The Future of Trade Dress 273
A. Introduction 273
B. Recent Complaints Involving Trade Dress 274
1. Sport Helmets Inc. v. New Balance Athletic Shoe, Inc. 274
2. Telebrands v. Malnekoff Enterprises 275
3. Daimler AG v. Shuanghuan Automobile 277
4. Bell Helicopter v. Electronic Arts 279
5. Swatch Group v. Sturhling Original 281
C. The Future of Utilitarian Functionality 282
D. The Future of Aesthetic Functionality 287
E. The Future of Monetary Damages 293
F. Conclusion 296
INDEX 297