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Archives: Trademarks

5 Steps to Register Your Trademarks With U.S. Customs


The counterfeit industry is reportedly worth $1.2 trillion per year. That’s trillion with a “T”. According to Chavie Lieber at Vox, “counterfeits have also been linked to funding terrorism and other rings of criminal activity.” Lieber goes on to show how Instagram (particularly Instagram Stories, which disappear after 24 hours and therefore are difficult to track) has helped lead to the explosion of knockoff goods. Trademark owners do have one way to combat this issue: they can register their trademarks with U.S. Customs (also known as Customs and Border Protection or “CBP”). CBP regularly inspects goods brought in at various…

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ASK DAVID: How Does Marriott Show the Value of a Varied Trademark Portfolio?


Recently Josh Barro wrote an article in New York Magazine asking “Why Do Hotel Companies Have So Many Brands?” The article begins: In 2016, Marriott Hotels, which had 19 hotel brands, merged with Starwood, which had 11. They didn’t abolish any brands in the merger, and so the company faced a challenge: How to explain to customers, or even to its own employees, what makes all 30 of these brands different from each other. That’s right – Marriott alone has 30 different hotel brand names (or “flags” as they apparently call them in the hotel industry). These include Marriott, Sheraton,…

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Disney Character Knockoffs – Legal or Not?


Disney character knockoffs come a dime a dozen, but are they legal? A recent ruling took on this issue. In the spring of 2016, Disney Enterprises, Inc. and its affiliated entities sued a small party services business called Characters for Hire (“CFH”) for presenting Disney character knockoffs to the public. The entertainment conglomerate alleged that CFH violated its copyright and trademark rights. But the plaintiff was up to the challenge. Disney—along with subsidiaries Marvel Characters, Inc., Lucas Film Ltd., LLC, and Lucas Entertainment Company Ltd., LLC (collectively, “Disney”)—moved for summary judgment, meaning a ruling from the civil court judge without…

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ASK DAVID: What’s the Controversy Over the Aloha Poke Trademark?


A Chicago-based restaurant chain serving poke, a Hawaiian dish of raw fish and rice, recently faced a branding controversy over its ALOHA POKE® trademark. Since obtaining the trademark in 2016, the owners of Aloha Poke Co. sent a cease and desist letter—a legal notice directing another party to cease an activity—to several businesses with similar names nationwide. Several of them happened to be native Hawaiian-owned companies. Aloha Poke Co. sought to stop others from using the specific phrase ALOHA POKE for business purposes, citing trademark infringement. However, the situation boiled over in 2018 with activists and a Hawaii state representative…

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