Tarnishment

Tarnishment refers to the damage done to a brand's reputation due to a connection with something negative or undesirable. This can happen when a similar name or trademark is used in a way that suggests harmful associations or lowers the perceived quality of the brand. For instance, if a well-known beverage company is linked to a scandal involving unethical practices, it could harm the brand's image, even if they are not directly involved. Tarnishment is a key concern in trademark law, as brands work to protect their identities from negative influences.