The diamond standard

tiffany generic nameWorld famous jeweller Tiffany & Co. continues to protect its trademark after a court has ruled in its favour. Tiffany has won its trademark infringement lawsuit against wholesale chain Costco who use the Tiffany brand in a generic way.

We posted earlier that, Tiffany claimed Costco was using its name as a generic term to describe an engagement ring setting that has become a signature design for the jewelry brand. Costco disagreed and claimed that the “Tiffany setting” has become generic and can be used freely in its store promotions.

A New York court now ruled in Tiffany’s favour, allowing the jeweller to stop Costco’s use of the Tiffany-brand, and preventing the dilution of their famous brand.

Leigh Harlan, general counsel at Tiffany, said, “We are gratified that the court found Costco’s use of the Tiffany trademark infringed on our rights. Tiffany had proffered uncontroverted evidence demonstrating the strength of its mark. We believe this decision further validates the strength and value of the Tiffany mark and reinforces our continuing efforts to protect the brand.”

This again proves how important it is for trademark owners to act against the use of their trademark as a generic term.

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Erwin Hauër

“Hope is not a strategy.”



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