Encyclopedia of Law and Economics

Living Edition
| Editors: Alain Marciano, Giovanni Battista Ramello

Trademark Dilution

Living reference work entry
DOI: https://doi.org/10.1007/978-1-4614-7883-6_604-1


A trademark dilution claim is raised whenever a new trademark, albeit it does not confuse consumers, produces detriment to the distinctive character of another trademark. Then the use of new trademark, although used in a noncompeting market, can still be forbidden because it weakens the distinctiveness of the already existing trademark.

Main Characteristics

Trademark dilution is a special kind of infringement that does not involve a direct violation, but it is rather a theoretically legitimate behavior that can nevertheless compromise the distinguishing effect of a given trademark (Economides 1998). It is forbidden by recently amended laws, and it is generally raised in the case of so-called famous or strong trademarks. Antidilution measures essentially enshrine the accomplished transformation of trademark into a property right over a sign and its semantic sphere (Beebe 2004; Ramello 2006). More precisely the goal of antidilution clauses is no longer to protect the...

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© Springer Science+Business Media LLC 2017

Authors and Affiliations

  1. 1.Università del Piemonte OrientaleAlessandriaItaly