{"id":10479,"date":"2022-02-09T06:31:44","date_gmt":"2022-02-09T06:31:44","guid":{"rendered":"https:\/\/swaritadvisors.com\/blog\/?p=10479"},"modified":"2022-03-03T09:15:39","modified_gmt":"2022-03-03T09:15:39","slug":"trademark-dilution","status":"publish","type":"post","link":"https:\/\/swaritadvisors.com\/blog\/trademark-dilution\/","title":{"rendered":"A Complete Analysis on the Concept of Trademark Dilution"},"content":{"rendered":"\n<p class=\"has-drop-cap\">Trademarks play an essential role in showing the quality of a product or service. A Company or an individual can obtain <a href=\"https:\/\/swaritadvisors.com\/trademark-registration\" class=\"text-primary\"><strong>Trademark Registration<\/strong><\/a> as per the legal procedures provided under the Trade Marks Act, 1999. The Parliament of India replaced the <strong><em>Trademark &amp; Merchandise Marks Act, 1958<\/em><\/strong> with the <strong><em>Trade Marks Act, 1999<\/em><\/strong>, to provide better protection to the products &amp; services. The Trade Marks Act, 1999 introduced the concept of Trademark dilution. Scroll down to check more about the concept of Trademark Dilution.<\/p>\n\n\n\n<div id=\"ez-toc-container\" class=\"ez-toc-v2_0_65 counter-hierarchy ez-toc-counter ez-toc-light-blue ez-toc-container-direction\">\n<p class=\"ez-toc-title\">Table of Contents<\/p>\n<label for=\"ez-toc-cssicon-toggle-item-6a3a4b2958544\" class=\"ez-toc-cssicon-toggle-label\"><span class=\"\"><span class=\"eztoc-hide\" style=\"display:none;\">Toggle<\/span><span class=\"ez-toc-icon-toggle-span\"><svg style=\"fill: #999;color:#999\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" class=\"list-377408\" width=\"20px\" height=\"20px\" viewBox=\"0 0 24 24\" fill=\"none\"><path d=\"M6 6H4v2h2V6zm14 0H8v2h12V6zM4 11h2v2H4v-2zm16 0H8v2h12v-2zM4 16h2v2H4v-2zm16 0H8v2h12v-2z\" fill=\"currentColor\"><\/path><\/svg><svg style=\"fill: #999;color:#999\" class=\"arrow-unsorted-368013\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" width=\"10px\" height=\"10px\" viewBox=\"0 0 24 24\" version=\"1.2\" baseProfile=\"tiny\"><path d=\"M18.2 9.3l-6.2-6.3-6.2 6.3c-.2.2-.3.4-.3.7s.1.5.3.7c.2.2.4.3.7.3h11c.3 0 .5-.1.7-.3.2-.2.3-.5.3-.7s-.1-.5-.3-.7zM5.8 14.7l6.2 6.3 6.2-6.3c.2-.2.3-.5.3-.7s-.1-.5-.3-.7c-.2-.2-.4-.3-.7-.3h-11c-.3 0-.5.1-.7.3-.2.2-.3.5-.3.7s.1.5.3.7z\"\/><\/svg><\/span><\/span><\/label><input type=\"checkbox\"  id=\"ez-toc-cssicon-toggle-item-6a3a4b2958544\"  aria-label=\"Toggle\" \/><nav><ul class='ez-toc-list ez-toc-list-level-1 ' ><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-1\" href=\"https:\/\/swaritadvisors.com\/blog\/trademark-dilution\/#What_do_you_mean_by_Trademark_Dilution\" title=\"What do you\nmean by Trademark Dilution?\">What do you\nmean by Trademark Dilution?<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-2\" href=\"https:\/\/swaritadvisors.com\/blog\/trademark-dilution\/#The_Doctrine_of_Trademark_Dilution\" title=\"The Doctrine\nof Trademark Dilution\">The Doctrine\nof Trademark Dilution<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-3\" href=\"https:\/\/swaritadvisors.com\/blog\/trademark-dilution\/#Doctrine_of_Dilution_of_Trademarks_in_India\" title=\"Doctrine of\nDilution of Trademarks in India\">Doctrine of\nDilution of Trademarks in India<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-4\" href=\"https:\/\/swaritadvisors.com\/blog\/trademark-dilution\/#What_are_the_Exceptions_to_Trademark_Dilution\" title=\"What are the\nExceptions to Trademark Dilution?\">What are the\nExceptions to Trademark Dilution?<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-5\" href=\"https:\/\/swaritadvisors.com\/blog\/trademark-dilution\/#Mehtab_Ahmed_vs_Caterpillar_Inc_and_Ors_Case\" title=\"Mehtab Ahmed\nvs Caterpillar Inc. and Ors Case\">Mehtab Ahmed\nvs Caterpillar Inc. and Ors Case<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-6\" href=\"https:\/\/swaritadvisors.com\/blog\/trademark-dilution\/#Conclusion\" title=\"Conclusion\">Conclusion<\/a><\/li><\/ul><\/nav><\/div>\n<h2 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"What_do_you_mean_by_Trademark_Dilution\"><\/span>What do you\nmean by Trademark Dilution?<span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<p>It&#8217;s a form of Trademark Infringement, where the well-known Trademark owner has the exclusive right to prevent others from using their mark. It occurs when an illegal or unauthorised party uses a Trademark in a way that would diminish the Trademark image. Dilution protection is intended to safeguard a sufficiently robust and well-known Trademark from losing its sole association in the public&#8217;s mind with a specific product.<\/p>\n\n\n\n<div class=\"mt-3 mb-3 embed-responsive embed-responsive-16by9\"><iframe class=\"embed-responsive-item\" src=\"https:\/\/www.youtube.com\/embed\/UMj4xvcmO0I\" frameborder=\"0\" allow=\"accelerometer; autoplay; encrypted-media; gyroscope; picture-in-picture\" allowfullscreen=\"\"><\/iframe><\/div>\n\n\n\n<p><strong><em>There\nare two different types of Trademark Dilution:<\/em><\/strong><\/p>\n\n\n\n<ol><li><strong><em>Blurring<\/em><\/strong>:\nIt occurs when the uniqueness of a well-known Trademark is diminished due to a\nTrademark created by an illegal party. For instance, if a business or a company\nuses the <strong><em>AMUL<\/em><\/strong> mark on kitchenware, customers may begin to link the\nwell-known AMUL mark with the kitchenware brand and this can lead to affecting\nthe brand image of AMUL destructively.<\/li><li><strong><em>Tarnishing<\/em><\/strong>:\nIt occurs when an individual or a business illegally uses a mark in an\ninappropriate, violent, or absurd context. For example, if anyone sells\nundergarments under the BENZ mark, the use of the BENZ mark on undergarments\ncan blemish the name of the renowned manufacturer of the finest engineered cars\nBENZ.<\/li><\/ol>\n\n\n\n<p>The\nact of Trademark Dilution by way of tarnishment is always regarding robust,\nrecognised, and well-known Trademarks. This has the effect of weakening or\nreducing the strength &amp; recognising the Trademark value. There is no need\nto set up the likelihood of confusion as to the affiliation, source, and\nconnection. This is so as some capable purchasers are confused as to\nsource\/affiliation while others may not.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"The_Doctrine_of_Trademark_Dilution\"><\/span>The Doctrine\nof Trademark Dilution<span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<p>The\nDoctrine is unique and independent. The basic object of the Doctrine is that\nthere is an assumption that the pertinent customers being to link the Trademark\nwith an original &amp; different soured of products &amp; services. The\nDoctrine of Trademark Dilution leads to a principle in Trademark Law that\nsafeguards a Trademark from any disintegration. As per the Doctrine, to set up\nthe Dilution, the petitioner has an obligation to prove that:<\/p>\n\n\n\n<ul><li>The violator or infringer has\nused a mark or logo that is clearly identical to the well-known Trademark to\nmonetise from the goodwill &amp; image of a known Trademark;<\/li><li>The economic damage has been\ndone by falling the value of the famous Trademark.<\/li><\/ul>\n\n\n\n<h2 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"Doctrine_of_Dilution_of_Trademarks_in_India\"><\/span>Doctrine of\nDilution of Trademarks in India<span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<p>The Dilution word has not been specifically defined in the <strong>Trade Marks Act, 1999<\/strong><sup><a href=\"https:\/\/www.indiacode.nic.in\/handle\/123456789\/1993?locale=en\" class=\"text-primary\"><strong>[1]<\/strong><\/a><\/sup>, but <strong><em>Section 29(4) of the Act<\/em><\/strong>, states the meaning of Trademark Dilution. This Section tells that if a Trademark has an image in India, then the use of mark identical with\/similar to it; even the products or services which are dissimilar, constitutes infringement or violation as such use without due cause, would take unfair benefit of a reputed Trademark or harm its unique character. So this Section assumes that a registered Trademark is violated by marks which:<\/p>\n\n\n\n<ul><li>Similar to a registered\nTrademark already having an image in India and used concerning products &amp;\nservices which are not similar or identical to those for which the Trademark is\nregistered;<\/li><li>When any individual takes undue\nbenefit of a renowned mark or mark having a unique character.<\/li><\/ul>\n\n\n\n<h2 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"What_are_the_Exceptions_to_Trademark_Dilution\"><\/span>What are the\nExceptions to Trademark Dilution?<span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<p>There\nare some conditions under which the violating mark shall not be actionable as\nDilution. This comprises conditions where the mark is used to parody,\ncommentary, criticise, entertainment purposes, and educational purposes. Such\ncases may come under the vision of expressive or nominative fair use;\ntherefore, they cannot be considered Trademark Dilution. Moreover, promotional\nactivities that permit customers of a brand to compare products or services are\nallowed and will not be actionable as Dilution.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"Mehtab_Ahmed_vs_Caterpillar_Inc_and_Ors_Case\"><\/span>Mehtab Ahmed\nvs Caterpillar Inc. and Ors Case<span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<p>In\nthis case, the plaintiff or petitioner filed a lawsuit for a permanent\ninjunction against the defendant for selling various articles comprising\nfootwear, using the similar Trademark CATERPILLAR and CAT. The Delhi High Court\nordered in favour of the plaintiff and specified that &#8220;So far as the\nDoctrine of Trademark Dilution is concerned, it is a unique and independent\nDoctrine. The fundamental object of this Doctrine is that there is a\npresumption that the pertinent customers start connecting the Trademark with a\nnew &amp; different source. It partially affects the descriptive link between\nthe prior mark of the user and its products. In other terms, the association\nbetween the products and the marks is unclear. It amounts to decreasing the\nforce or the Trademark value and slowly matches the commercial value of the marks\nin parts. Such a kind of Dilution is not a fair practice that is expected trade\n&amp; commerce.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"Conclusion\"><\/span>Conclusion<span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<p>The power discussed on the well-known Trademark owner is known as the concept of Trademark Dilution. This philosophy will help in protecting the company&#8217;s image and prevent illegal acts that may happen over time. Such known enterprises contribute to the country&#8217;s GDP, and it is the responsibility of the administration to defend them against unfair competition and other misleading practices. <strong><em>Section 29(4)<\/em><\/strong> is a remedy that exists in addition to breach action. The idea of Dilution is based on the courts\u2019 authority and the conditions laid down by them. To prevent confusion, if a Trademark fails to pass court standards, it is not certified to market in the marketplace.<\/p>\n\n\n\n<p class=\"text-left\"><b>Read our Article<\/b>:<mark style=\"background: #fffd03 !important;\"><a href=\"https:\/\/swaritadvisors.com\/blog\/what-are-the-different-ways-to-monetise-a-trademark\/\">What Are The Different Ways To Monetise A Trademark? \u2013 Overview<\/a><\/mark><\/p>\n","protected":false},"excerpt":{"rendered":"<p>Trademarks play an essential role in showing the quality of a product or service. A Company or an individual can obtain Trademark Registration as per the legal procedures provided under the Trade Marks Act, 1999. The Parliament of India replaced the Trademark &amp; Merchandise Marks Act, 1958 with the Trade Marks Act, 1999, to provide [&hellip;]<\/p>\n","protected":false},"author":6,"featured_media":10482,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":[],"categories":[72],"tags":[980],"acf":[],"_links":{"self":[{"href":"https:\/\/swaritadvisors.com\/blog\/wp-json\/wp\/v2\/posts\/10479"}],"collection":[{"href":"https:\/\/swaritadvisors.com\/blog\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/swaritadvisors.com\/blog\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/swaritadvisors.com\/blog\/wp-json\/wp\/v2\/users\/6"}],"replies":[{"embeddable":true,"href":"https:\/\/swaritadvisors.com\/blog\/wp-json\/wp\/v2\/comments?post=10479"}],"version-history":[{"count":14,"href":"https:\/\/swaritadvisors.com\/blog\/wp-json\/wp\/v2\/posts\/10479\/revisions"}],"predecessor-version":[{"id":10720,"href":"https:\/\/swaritadvisors.com\/blog\/wp-json\/wp\/v2\/posts\/10479\/revisions\/10720"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/swaritadvisors.com\/blog\/wp-json\/wp\/v2\/media\/10482"}],"wp:attachment":[{"href":"https:\/\/swaritadvisors.com\/blog\/wp-json\/wp\/v2\/media?parent=10479"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/swaritadvisors.com\/blog\/wp-json\/wp\/v2\/categories?post=10479"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/swaritadvisors.com\/blog\/wp-json\/wp\/v2\/tags?post=10479"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}