Trademark Dilution: The Protection of Reputed Trademarks Beyond Likelihood of Confusion

The world has changed materially since the foundation of traditional trademark laws, according to which the purpose of a trademark was to serve as a differentiating source indicator, preventing source confusion in the marketplace. Traditionally, trademarks protected the public from likelihood of confusion, assisted in consumer decisions and reduced search costs.
The need to award a special scope of protection to famous trademarks from use on non-competing goods was first discussed in Kodak ...