trademark dilution theory

Trademark dilution theory refers to protecting famous trademarks from being weakened or devalued by others, even if there’s no direct confusion or competition. It recognizes that highly recognizable brands, like Nike or Coca-Cola, can suffer harm to their unique image and popularity if others use similar marks in ways that diminish their distinctiveness or reputation. Essentially, dilution occurs when the brand’s uniqueness is eroded over time by unauthorized or inappropriate uses, potentially causing loss of goodwill and consumer recognition, even without cases of consumer confusion.