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Contents

Published online by Cambridge University Press:  16 February 2017

Tim W. Dornis
Tim W. Dornis
Affiliation:
Leuphana Universität Lüneburg, Germany

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Trademark and Unfair Competition Conflicts
Historical-Comparative, Doctrinal, and Economic Perspectives
 , pp. vii - xiv
Publisher: Cambridge University Press
Print publication year: 2017
Creative Commons
Creative Common License - CCCreative Common License - BYCreative Common License - NCCreative Common License - ND
This content is Open Access and distributed under the terms of the Creative Commons Attribution licence CC-BY-NC-ND 4.0 https://creativecommons.org/cclicenses/

Contents

  1. Acknowledgments

  2. List of Abbreviations

  3. Table of Cases

  4. Introduction

  5. 1Civil Law History—Germany and Europe

    1. Introduction

    2. 1Substantive Trademark and Unfair Competition Law

      1. IStructure: State Regulation and Formal Privileges

        1. AThe Criminal Law Beginnings

        2. BFrom State Regulation to Individual Rights Protection

        3. CThe Positivist Concept of Privilege Grants

      2. IISubstance: Personality Rights and Private Property

        1. AJosef Kohler’s Personality Rights Theory

        2. BThe Statutory Introduction of Private Rights Protection

      3. IIIConsequences: The Field’s Dichotomies

        1. AThe Trademark/Unfair Competition Dichotomy

        2. BThe Privilege/Personality Right Dichotomy

      4. IVThe Twentieth Century: A Triumph of Separatism

        1. AReichsgericht Sansibar and Pecose: A Shaky Hierarchy of Policies

        2. BEugen Ulmer: An Almost Reconciliation

        3. CEurope: Rights Formalism and Individualization

        4. DThe Final Blow: Propertization vs. Socialization

    3. 2Trademark and Unfair Competition Choice of Law

      1. IFrom Universality to Territoriality

        1. AThe Worldwide Scope of Personality Rights

        2. BAlfred Hagens and the Territoriality of Trademarks

        3. CUnder the Surface: Fairness-Standard Universality

      2. IIFrom International Torts to International Economic Law?

        1. AFrom Lex Loci Delicti Commissi to Nussbaum’s Rule

        2. BA Silver Lining: The Kindersaugflaschen Doctrine

        3. CTwenty-First Century: A Merger of Conflict Rules?

    4. Conclusions

  6. 2Common Law History—United States

    1. Introduction

    2. 1Substantive Trademark and Unfair Competition Law

      1. IThe Early Straightjacket: Equity, Passing Off, and Universality

        1. ATrademark Protection in the Distorting Mirror of Law and Equity

        2. BPassing Off: “The Whole Law and the Prophets on the Subject”

        3. CKidd/Derringer: Trademark Universality “US Style”

      2. IIThe Right/Markets Connex: Materialization, Goodwill, and Trade Diversion

        1. AThe Materialization of Trademark Rights

        2. BThe Reverse Picture: Trade-Diversion Prevention

        3. CTea Rose/Rectanus: The Doctrine of Market-Based Rights

      3. IIIThe Realist Attack: Much Ado about … Quite Little

        1. AThe Turn-of-the-Century Crisis

        2. BCourts’ Adherence to “Transcendental Nonsense”

        3. CFrank I. Schechter: The Victory of Goodwill

      4. IVModern Theory and Practice: Economic Analysis and Repropertization

        1. AThe 1946 Lanham Act: Monopoly Phobia Well Cured

        2. BThe Economization of US Trademark Law

        3. CModern Propertization and Repropertization

    3. 2Interstate Trademark and Unfair Competition Law

      1. IThe “Market Universality” of Trademark Rights

        1. AA. Bourjois & Co. v. Katzel: The One-Way Street of Trademark Extension

        2. BTea Rose/Rectanus: The Doctrine of Nonterritorial Rights

        3. CHolmes Concurring: A “Passive Figurehead” of State Sovereignty

      2. IIThe Federal Common Law of Trademarks and the Erie Doctrine

        1. AThe Traditional Hodgepodge of State and Federal Common Law

        2. BThe Erie Impact: The “Passive Figurehead” of State Sovereignty Reloaded

      3. IIIThe 1946 Lanham Act: An Innovation of Almost Territorial Rights

        1. AThe Common Law Foundation of Federal Statutory Rights

        2. BScholarly Distortions: A Mirage of “Territorial Extraterritoriality”

      4. IVSummary: Nonformalism and the Nonterritoriality of Trademarks

    4. 3International Trademark and Unfair Competition Law

      1. IThe Porosity of National Borders and International Goodwill Theory

        1. AThe Well-Known Marks Doctrine: Transnational Goodwill Misappropriation

        2. BRudolf Callmann: A Theory of International Unitary Goodwill

      2. IITrademarks’ Extraterritorial Scope: Steele v. Bulova Watch Co. and Its Progeny

        1. AThe Epicenter of Extraterritoriality: Steele v. Bulova Watch Co.

        2. BThe Steele Progeny: A Motley Crew of Circuit Court Tests

      3. IIIDoctrinal Analysis: Use-Based Rights and Commercial Effects

        1. AThe Common Law Roots of Lanham Act Subject-Matter Jurisdiction

        2. BAn Element of Modernity: The Effects-on-Commerce Factor

      4. IVA Bird’s-Eye View: Taking Stock of Lanham Act Extraterritoriality

        1. AThe Antitrust Gene: A Dominance of Effects

        2. BCommon Law Goodwill Protection: Tea Rose/Rectanus Goes Global

      5. VSummary: An Era of International Trademark Propertization

    5. Conclusions

  7. 3A Ragged Landscape of Theories

    1. Introduction

    2. 1Traditional Civil Law Trademark Conflicts

      1. IThe Principle of Territoriality

      2. IIAnalysis: The Curse of Formal Reasoning and Conduct Orientation

    3. 2Modern Civil Law Unfair Competition Conflicts

      1. IThe Marketplace Principle, Determination of Effects, and the De Minimis Rule

        1. ACollision-of-Interests and Substantive-Purpose Analysis

        2. BMultistate Scenarios: Determination of Marketplace Effects and De Minimis Limitations

      2. IIAnalysis: The Obsolescence of Tort Foundations

    4. 3The New Paradigm—A Law of Market Regulation

      1. IAntitrust Conflicts Reloaded: The Effects Principle

      2. IIAnalysis: The Unboundedness of Unqualified Effects

    5. 4Modern Soft Law—WIPO Recommendation, ALI Principles, and Others

      1. INonbinding Suggestions of Substantive Law and Conflicts Resolution

        1. AThe Joint Recommendation Concerning Provisions on the Protection of Marks, and Other Industrial Property Rights in Signs, on the Internet

        2. BALI Principles, CLIP Principles, and the Japanese Transparency Proposal

      2. IIAnalysis: “Chips off the Old Block”

        1. AThe Joint Recommendation

        2. BALI Principles, CLIP Principles, and the Japanese Transparency Proposal

    6. 5The American Scholarly Debate

      1. ICommon Law Tradition and Transnational Market Protection

        1. AThe General Tendency of Equitable Rights Limitlessness

        2. BThe Nintendo Transformation: From Act-of-State-Doctrine to Substantive Dichotomy

        3. CThe Revival of Territoriality: A Quasi Continental Choice-of-Law Approach

        4. DThe “Domestic Extraterritoriality” of Statutory Trademark Rights

        5. ETea Rose/Rectanus “Transnationalized”: The Common Law Cross-Border Crusade

        6. FThe Shift to Effects Testing: An Idea of Transnational Market Regulation

      2. IIAnalysis: Common Law Tradition Meets Extraterritorial Market Regulation

    7. 6Substantivism and Transnational Uniform Law

      1. IOverview

        1. AFoundations

        2. BModern Concepts of Substantivism in Intellectual Property Law

        3. CNonterritorial Concepts: “Cyberlaw” and the “Collision of Rights”

      2. IIAnalysis: The Fata Morgana of Universal Policy

    8. 7The Rediscovery of International Comity

      1. IThe Comitas Approach

      2. IIAnalysis: A “Quadrature of the Circle”

    9. Conclusions

  8. 4Substantive Policy—Convergent Foundations

    1. Introduction

    2. 1Foundations—The Market Mechanism

      1. IThe Concept of “Economic Competition”

        1. AThe Legal Framework

        2. BThe Rediscovery of Chaos

        3. CThe Dynamics of Competition

          1. 1A Tradition of Competitor Protection

          2. 2The Advent of (Consumer) Decision Making

          3. 3The Complementary Spheres of Transactional Freedom

      2. IIThe “Triangular” Structure of the Market Mechanism

      3. IIIThe Stages of Consumer Decision Making and Transacting

        1. AInformation Transmission

        2. BInformation Processing

        3. CImplementation of the Consumer’s Decision

        4. DCaveat: Limitations of Consumer Decision Making

      4. IVSummary

    3. 2Implementation—Substantive Law

      1. ITort and Unfair Competition Law

        1. AThe Mirage of Practical and Formal Differences

        2. BThe Relativity of Protection Levels

          1. 1Early Starting Point: Claims “against the World at Large”

          2. 2United States: From Property to Policy and Back Again

          3. 3Germany: The Eternal Dichotomy of Rights and Competition

        3. CThe Heterogeneity of Policies: Vertical and Horizontal Competition

          1. 1Two Types of Unfair Competition Cases and Regulatory Policies

          2. 2Clarification: The Horizontality of Neminem Laedere

        4. DSummary

      2. IIAntitrust and Unfair Competition Law

      3. IIIThe Intellectual Property Dichotomy: Innovation vs. Competition

        1. AThe Mistaken Concept of Intellectual Property Uniformity

          1. 1Historical Remnants: The “Immaterialization” of Trademarks

          2. 2Current Doctrine: Intellectual Property Homogeneity

        2. BRectification: A Grounded Intangibility of Trademarks

          1. 1The Difference in Intellectual Property Incentive Structures

          2. 2An Apparent Exception: The Trademark Register

        3. CSummary

      4. IVTrademark and Unfair Competition Law: Framing the Information Infrastructure

        1. AThe Illusion of a Formal Divergence

          1. 1Recapitulation: Trademark Property vs. Consumer Protection

          2. 2Cracks in the Foundation: A Remerger of the Fields

            1. (a)The Statutory Framework: Unfair Commercial Practices Directive

            2. (b)The Consolidation of Interests: Depropertization and Desocialization

            3. (c)The Practical Picture: A Subtle Recapture

            4. (d)The Relicts of Antiquity: Pockets of Resistance

            5. (e)The Myth of the Public Samaritan

          3. 3Summary

        2. BThe Structural Congruency of Trademark and Unfair Competition Law

          1. 1The Common Core: Information Economization

          2. 2Beyond Confusion: Alternative Theories of Trademark Protection

          3. 3Two Sides of the Coin: Law and Equity in Market Communication

        3. CSummary

    4. 3Application—Functional Structures in Trademark and Unfair Competition Doctrine

      1. ITrademark Protection

        1. ANavigation Goodwill: Confusion-Based Infringement Theory

        2. BSurplus Goodwill: Non-Confusion-Based and Time-Shifted Infringement Theories

          1. 1Antidilution Doctrine

          2. 2Temporal Extensions of Goodwill Protection

            1. (a)Postsale Confusion

            2. (b)Initial-Interest Confusion

          3. 3The Common Denominator

      2. IIUnfair Competition Prevention

        1. ARecapitulation: Stages of Decision Making and Policy Differences

        2. BAn Integrated Model of Unfair Competition Law (Including Passing Off)

        3. CAn Amalgam of Policies: Harassment, Privacy, and Decision Making

        4. DBeware of the Consumer’s “Economic Personality Right”

        5. EQuasi IP Rights: The Gray Zone of Product Imitation

        6. FThe Continental Dark Horse: Breach of Statutory Duties as Unfair Competition

      3. IIIA Hybrid Category: Geographical Indications

    5. Conclusions

  9. 5International Comity—A Doctrine of Self-Restraint

    1. Introduction

    2. 1From Comitas Gentium to Transnational Law

      1. IThe Status Quo: A Publicization of Private International Law

        1. AThe (Non)Historical Dichotomy: Private and Public International Law

        2. BThe Duality of Methods

        3. CA Blurring of Boundaries

      2. IIIn the Shadows: The Creeping Deformation of Comity

        1. ATransnationalization: A Resurrection of the Ius Cosmopoliticum

        2. BThe Historical Leitmotif: Convenience of International Transacting

          1. 1Joseph Story: The Consensual Administration of Conflicts

          2. 2Friedrich Carl von Savigny: A Legal Community In Statu Nascendi

          3. 3Ernst Zitelmann: The Weltrecht of Uniform Policy

          4. 4Summary

        3. CThe Modernity of Transnational Law: An Apotheosis of Substantive Uniformity

          1. 1Philip C. Jessup: The Hybridity and Universality of Transnational Law

          2. 2Twentieth Century: Conflicts Doctrine Internationalized

            1. (a)Maritime Internationalism: The Lauritzen Doctrine

            2. (b)Savigny Diluted: A Theory of Separate Attachment

            3. (c)Public International Law Osmosis: The Ordre Public International

          3. 3Turn of the Century: The Unearthly Detachment of Transnationalization

            1. (a)The Odyssey of Interest Analysis: Currie’s Game-Theoretical Return to Savigny

            2. (b)Law and Economics: The Super-Value of Welfare Maximization

            3. (c)Global Legal Pluralism: Fragmentation, Functionality, and Universality

      3. IIISummary

    3. 2Transnationalization Exhausted

      1. IInternational Antitrust: A History of Effects, Public International Law, and Comity

        1. ALotus Isolationism: A Lacuna of Nation-State Sovereignty

        2. BGeneral Principles: The Droit Idéal of Public International Law

        3. CThe Practical Proxy: Interest Balancing

          1. 1Theoretical Approaches

          2. 2The Practice: Timberlane and Mannington Mills

          3. 3The Rule of Reason

        4. DThe Effects Principle: From Unboundedness to Self-Restraint

          1. 1Europe: A Theory of Public International Law Limitations

          2. 2Alcoa to Hartford Fire: From Unlimited to Substantial Effects

          3. 3Empagran: The About-Face toward Comity

          4. 4The Empagran Critique: Capitulation, Isolationism, and Imperialism

          5. 5The Comity of Self-Defense: Ostracizing the Private Attorney General

        5. ESummary

      2. IIThe Zenith of Transnationalization: A Story of Alien Tort Statute Contraction

        1. AThe “Legal Lohengrin”: From Comity to Settled International Law

        2. BThe Sosa Transnationalization: Hybridity, Universality, and Specificity

        3. CPandora’s Box: Politics and Economics

        4. DKiobel v. Royal Dutch Petroleum Co.: The Swan Song of Transnationalization?

      3. IIISummary

    4. 3The Shadowy Existence of Trademark and Unfair Competition Conflicts

      1. IThe Mirage of Extraterritorial Enforcement Efficiency

      2. IIThe Reality of International Trademark Rights Protection

        1. AInternational Intellectual Property Rights Segmentation

        2. BThe International Vacuum of Nation-State Capacities

        3. CTrademark Extraterritoriality: Individual Propertization and Overall Taxation

      3. IIISummary

    5. Conclusions

  10. 6Reconceptualization, Reinterpretation, and Typology

    1. Introduction

    2. 1The New Conflicts Resolution Structure

      1. ITrademark/Unfair Competition Uniformity: Core Policies

      2. IIQuality of Effects: A Rule of Alternatives

      3. IIIQuantity of Effects: Jurisdictional Self-Restraint

        1. AA Word in Advance: Practical Relativity

        2. BObjective Foreseeability

          1. 1Party Expectations and the International Private Law Order

          2. 2Technique and Factors of Market Analysis

          3. 3Clarification: Defendant’s Intent and Actual Effects

        3. CInternational Comity

          1. 1Current De Minimis Standards

            1. (a)The Paradigm of “Shields” and “Swords”

            2. (b)Analysis: An Ad Hoc Rule of “International-Individual Equity”

          2. 2Reconceptualization

            1. (a)Structural Underpinning and Relevant Interests

            2. (b)Practical Rules and Presumptions

              1. (i)Starting Point: Fact-Based Crafting of Remedies

              2. (ii)Prima Facie “Effects Sufficiency”: Defendant’s Intent

              3. (iii)Caveat: “Effects Unavoidability”

      4. IVSummary

    3. 2The Reinterpretation of Steele and Rome II

      1. IUS Lanham Act Subject-Matter Jurisdiction

        1. AModification: A Qualitative Reformulation of “Effects on US Commerce”

        2. BReinterpretation: Dusting Off “Nationality” and “Conflicts with Foreign Law”

          1. 1Nationality, Citizenship, and What Else—or Nothing at All?

          2. 2Conflicts with Foreign Law: Another Shell of Formalities

          3. 3A New Paradigm

            1. (a)The Neutralization of Nationality and Citizenship

            2. (b)The Deformalization and Depropertization of “Conflicts with Foreign Law”

      2. IIEuropean Trademark and Unfair Competition Choice of Law

        1. AClarification: Characterization of Trademark and Unfair Competition Conflicts

        2. BFoundation: Marketplace Effects Rule and the Lex Loci Protectionis

        3. CApplication: Marketplace Effects and the Gran Canaria Conundrum

          1. 1Recapitulation: The Gran Canaria Scenario

          2. 2Problem: Economic Concepts and Legal Terminology

          3. 3Analysis: The Chronology of Consumer Decision Making

          4. 4Implementation: Alternative Transactions and the Merger of Markets

          5. 5Conclusion

    4. 3The Typology of Trademark and Unfair Competition Conflicts

      1. IConsumer Decision Making: Protecting the Market Information Infrastructure

        1. AThe Common Core of Trademark and Unfair Competition Policies

          1. 1Advertising Communication: A General “Rule of Alternatives”

          2. 2No Exceptions: Trademarks, Trade Names, Geographical Indications, and Designations of Origin

        2. BImplementation of Decision-Making Results: Transacting

          1. 1The Core Policy

          2. 2Policies Beyond

      2. IITheories of Misappropriation and Other Impact on Competition

        1. AModern Extensions of Trademark-Infringement Theory

        2. BProduct Imitation

        3. CThe Antitrust Concurrence

        4. DBreach of Statutory Duties as Unfair Competition

      3. IIICompetitor-Related and Bilateral Commercial Torts

  11. Appendix A

  12. Appendix B

  13. Bibliography

  14. Index

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  • Contents
  • Tim W. Dornis, Leuphana Universität Lüneburg, Germany
  • Book: Trademark and Unfair Competition Conflicts
  • Online publication: 16 February 2017
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  • Contents
  • Tim W. Dornis, Leuphana Universität Lüneburg, Germany
  • Book: Trademark and Unfair Competition Conflicts
  • Online publication: 16 February 2017
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  • Contents
  • Tim W. Dornis, Leuphana Universität Lüneburg, Germany
  • Book: Trademark and Unfair Competition Conflicts
  • Online publication: 16 February 2017
Available formats
×