The protections afforded under trademark law have created incredible value in intangible assets, with the value of the world’s most valuable brands such as Amazon, Apple and Google each exceeding $100 billion. But what exactly is trademark law, and how is such enormous value created?
This course examines the fundamentals of U.S. trademark law and the ways in which the manufacturers of various products and services can establish and protect their identities and the identities of their products in the marketplace.
We will explore the purpose of trademark law, identify the different types of trademarks, including names, designs, logos, and trade dress, and explore strategies for choosing and protecting strong, potentially valuable trademarks. We will also discuss strategies for strengthening descriptive marks, and lay out the steps for filing for federal trademark protection. Finally, we will address how to design an ongoing maintenance strategy to protect, extend, and maximize the value of trademarks, and discuss strategies for responding to possible trademark infringement.
Ce cours fait partie de la Spécialisation Droit de la propriété intellectuelle
Trademark Law
proposé par
À propos de ce cours
Ce que vous allez apprendre
Define the scope and subject matter of trademark protection
Evaluate the usefulness and limits of seeking trademark protection
Formulate a strategy for creating and protecting a strong trademark
Design processes to maintain ownership and control of a trademark and respond to possible infringement
Compétences que vous acquerrez
MarketingBrand ManagementStrategic PlanningValue Proposition
Programme du cours : ce que vous apprendrez dans ce cours
Semaine
14 heures pour terminer
What is a Trademark?
What is a trademark? What can and cannot qualify as a trademark? This module answers these important threshold questions to begin our study of U.S. trademark law.
5 vidéos (Total 30 min), 5 lectures, 4 quiz
5 vidéos
Introduction2 min
The Policy Behind Trademarks7 min
What Can Qualify as a Trademark?3 min
Trademark vs. Other Important Company Identifiers6 min
Designations That Cannot be Trademarked9 min
5 lectures
Pre-Course Survey (Optional)10 min
Trademark Overview45 min
Examples of the Universe of Possible Trademarks15 min
Contrasting Trademarks to Company Registrations and Domain Names25 min
Limits on Trademark Protection45 min
4 exercices pour s'entraîner
Practice Quiz4 min
Practice Quiz4 min
Practice Quiz4 min
Graded Quiz10 min
Semaine
22 heures pour terminer
How to Choose the Right Trademark
What does it mean for a trademark to be "good?" What is a "strong" trademark? This module answers those questions, and demonstrates how to balance the sometimes competing interests of the marketing and legal departments of a business.
6 vidéos (Total 33 min), 4 lectures, 6 quiz
6 vidéos
The Importance of Enforceability2 min
Can You "Fix" a Descriptive Mark?4 min
Should You Search a Potential Mark?7 min
Designing a Clearance Search4 min
Interpreting the Search Results7 min
4 lectures
Different Perspectives on What Makes a Good Trademark45 min
Introduction to Secondary Meaning10 min
How to Search10 min
Optional Reading: Non-Legal Considerations10 min
6 exercices pour s'entraîner
Practice Quiz2 min
Practice Quiz6 min
Practice Quiz4 min
Practice Quiz4 min
Practice Quiz4 min
Graded Quiz15 min
Semaine
33 heures pour terminer
Why and How to Protect a Trademark
In this module, you will learn if, when, and how to file for official trademark protection.
5 vidéos (Total 30 min), 2 lectures, 6 quiz
5 vidéos
When Are You Ready to File an Application?6 min
Filing a Federal Trademark Application Part 15 min
Filing a Federal Trademark Application Part 24 min
What Happens After the Application is Filed?5 min
2 lectures
Overview of the Registration Processs
Overview of the Process After Filing10 min
6 exercices pour s'entraîner
Practice Quiz8 min
Practice Quiz6 min
Practice Quiz6 min
Practice Quiz
Practice Quiz10 min
Graded Quiz20 min
Semaine
45 heures pour terminer
How to Maintain a Mark and the Basics of Infringement
So you have a trademark - what now? This module will show you how to protect and police your trademark, as well as how to approach potential trademark infringement.
4 vidéos (Total 42 min), 4 lectures, 4 quiz
4 vidéos
Policing and Maintenance Part 19 min
Policing and Maintenance Part 211 min
Addressing Trademark Infringement13 min
4 lectures
Optional Reading: Safeguarding Your Trademark45 min
Discovering Infringement45 min
Concluding Thoughts10 min
Post-Course Survey (Optional)10 min
3 exercices pour s'entraîner
Practice Quiz6 min
Practice Quiz6 min
Practice Quiz2 min
Enseignant
Cynthia Dahl
Practice Professor of LawPenn Law
À propos de Université de Pennsylvanie
The University of Pennsylvania (commonly referred to as Penn) is a private university, located in Philadelphia, Pennsylvania, United States. A member of the Ivy League, Penn is the fourth-oldest institution of higher education in the United States, and considers itself to be the first university in the United States with both undergraduate and graduate studies.
À propos de la Spécialisation Droit de la propriété intellectuelle
Intellectual property is the currency of the tech world. The pharmaceutical patent for Lipitor generated over $100 billion in revenue, the copyright for the Harry Potter franchise has generated over $25 billion to date, and the trademarked brands of the world’s largest tech companies now eclipse $100 billion in value. But what makes these intangible assets so valuable?
Through the courses in this specialization, you will learn the differences between the various forms of U.S. intellectual property rights, including patents, copyrights, and trademarks, and their various applications to human innovations. Drawing from that knowledge, you will then work to develop a trademark strategy for a company, analyze a patent document, and address a copyright cease-and-desist request. After completing these hands-on projects, you will have the necessary framework to craft integrated intellectual property strategies tailored to an organization’s core business goals.
Foire Aux Questions
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