Trademark and unfair competition conflicts : historical-comparative, doctrinal, and economic perspectives / Tim W. Dornis.
Series: Cambridge intellectual property and information law ; 34Description: 1 online resourceISBN: 9781316651285; 1316651282Subject(s): Conflict of laws -- Trademarks | Conflict of laws -- Competition, Unfair | Trademarks -- Law and legislation | Competition, Unfair | Antitrust law | Antitrust law | Competition, Unfair | Conflict of laws -- Competition, Unfair | Conflict of laws -- Trademarks | Trademarks -- Law and legislationAdditional physical formats: Print version:: Trademark and unfair competition conflictsDDC classification: 346.04/88 LOC classification: K7571 | .D67 2017Online resources: Cambridge Open Access BooksWith the rise of internet marketing and e-commerce around the world, international and cross-border conflicts in trademark and unfair competition law have become increasingly important. In this groundbreaking work, Tim Dornis - who, in addition to his scholarly pursuits, has worked as an attorney, a public prosecutor, and a judge, giving him experience in both civil and common-law jurisdictions - presents the historical-comparative, doctrinal, and economic aspects of trademark and unfair competition conflicts law. The book should be read by any scholar or practitioner interested in the international aspects of intellectual property generally, and trademark and unfair competition law specifically. This title is available as Open Access.
Table of Cases
Introduction
1Civil Law History—Germany and Europe
Introduction
1Substantive Trademark and Unfair Competition Law
IStructure: State Regulation and Formal Privileges
AThe Criminal Law Beginnings
BFrom State Regulation to Individual Rights Protection
CThe Positivist Concept of Privilege Grants
IISubstance: Personality Rights and Private Property
AJosef Kohler’s Personality Rights Theory
BThe Statutory Introduction of Private Rights Protection
IIIConsequences: The Field’s Dichotomies
AThe Trademark/Unfair Competition Dichotomy
BThe Privilege/Personality Right Dichotomy
IVThe Twentieth Century: A Triumph of Separatism
AReichsgericht Sansibar and Pecose: A Shaky Hierarchy of Policies
BEugen Ulmer: An Almost Reconciliation
CEurope: Rights Formalism and Individualization
DThe Final Blow: Propertization vs. Socialization
2Trademark and Unfair Competition Choice of Law
IFrom Universality to Territoriality
AThe Worldwide Scope of Personality Rights
BAlfred Hagens and the Territoriality of Trademarks
CUnder the Surface: Fairness-Standard Universality
IIFrom International Torts to International Economic Law?
AFrom Lex Loci Delicti Commissi to Nussbaum’s Rule
BA Silver Lining: The Kindersaugflaschen Doctrine
CTwenty-First Century: A Merger of Conflict Rules?
Conclusions
2Common Law History—United States
Introduction
1Substantive Trademark and Unfair Competition Law
IThe Early Straightjacket: Equity, Passing Off, and Universality
ATrademark Protection in the Distorting Mirror of Law and Equity
BPassing Off: “The Whole Law and the Prophets on the Subject”
CKidd/Derringer: Trademark Universality “US Style”
IIThe Right/Markets Connex: Materialization, Goodwill, and Trade Diversion
AThe Materialization of Trademark Rights
BThe Reverse Picture: Trade-Diversion Prevention
CTea Rose/Rectanus: The Doctrine of Market-Based Rights
IIIThe Realist Attack: Much Ado about … Quite Little
AThe Turn-of-the-Century Crisis
BCourts’ Adherence to “Transcendental Nonsense”
CFrank I. Schechter: The Victory of Goodwill
IVModern Theory and Practice: Economic Analysis and Repropertization
AThe 1946 Lanham Act: Monopoly Phobia Well Cured
BThe Economization of US Trademark Law
CModern Propertization and Repropertization
2Interstate Trademark and Unfair Competition Law
IThe “Market Universality” of Trademark Rights
AA. Bourjois & Co. v. Katzel: The One-Way Street of Trademark Extension
BTea Rose/Rectanus: The Doctrine of Nonterritorial Rights
CHolmes Concurring: A “Passive Figurehead” of State Sovereignty
IIThe Federal Common Law of Trademarks and the Erie Doctrine
AThe Traditional Hodgepodge of State and Federal Common Law
BThe Erie Impact: The “Passive Figurehead” of State Sovereignty Reloaded
IIIThe 1946 Lanham Act: An Innovation of Almost Territorial Rights
AThe Common Law Foundation of Federal Statutory Rights
BScholarly Distortions: A Mirage of “Territorial Extraterritoriality”
IVSummary: Nonformalism and the Nonterritoriality of Trademarks
3International Trademark and Unfair Competition Law
IThe Porosity of National Borders and International Goodwill Theory
AThe Well-Known Marks Doctrine: Transnational Goodwill Misappropriation
BRudolf Callmann: A Theory of International Unitary Goodwill
IITrademarks’ Extraterritorial Scope: Steele v. Bulova Watch Co. and Its Progeny
AThe Epicenter of Extraterritoriality: Steele v. Bulova Watch Co.
BThe Steele Progeny: A Motley Crew of Circuit Court Tests
IIIDoctrinal Analysis: Use-Based Rights and Commercial Effects
AThe Common Law Roots of Lanham Act Subject-Matter Jurisdiction
BAn Element of Modernity: The Effects-on-Commerce Factor
IVA Bird’s-Eye View: Taking Stock of Lanham Act Extraterritoriality
AThe Antitrust Gene: A Dominance of Effects
BCommon Law Goodwill Protection: Tea Rose/Rectanus Goes Global
VSummary: An Era of International Trademark Propertization
Conclusions
3A Ragged Landscape of Theories
Introduction
1Traditional Civil Law Trademark Conflicts
IThe Principle of Territoriality
IIAnalysis: The Curse of Formal Reasoning and Conduct Orientation
2Modern Civil Law Unfair Competition Conflicts
IThe Marketplace Principle, Determination of Effects, and the De Minimis Rule
ACollision-of-Interests and Substantive-Purpose Analysis
BMultistate Scenarios: Determination of Marketplace Effects and De Minimis Limitations
IIAnalysis: The Obsolescence of Tort Foundations
3The New Paradigm—A Law of Market Regulation
IAntitrust Conflicts Reloaded: The Effects Principle
IIAnalysis: The Unboundedness of Unqualified Effects
4Modern Soft Law—WIPO Recommendation, ALI Principles, and Others
INonbinding Suggestions of Substantive Law and Conflicts Resolution
AThe Joint Recommendation Concerning Provisions on the Protection of Marks, and Other Industrial Property Rights in Signs, on the Internet
BALI Principles, CLIP Principles, and the Japanese Transparency Proposal
IIAnalysis: “Chips off the Old Block”
AThe Joint Recommendation
BALI Principles, CLIP Principles, and the Japanese Transparency Proposal
5The American Scholarly Debate
ICommon Law Tradition and Transnational Market Protection
AThe General Tendency of Equitable Rights Limitlessness
BThe Nintendo Transformation: From Act-of-State-Doctrine to Substantive Dichotomy
CThe Revival of Territoriality: A Quasi Continental Choice-of-Law Approach
DThe “Domestic Extraterritoriality” of Statutory Trademark Rights
ETea Rose/Rectanus “Transnationalized”: The Common Law Cross-Border Crusade
FThe Shift to Effects Testing: An Idea of Transnational Market Regulation
IIAnalysis: Common Law Tradition Meets Extraterritorial Market Regulation
6Substantivism and Transnational Uniform Law
IOverview
AFoundations
BModern Concepts of Substantivism in Intellectual Property Law
CNonterritorial Concepts: “Cyberlaw” and the “Collision of Rights”
IIAnalysis: The Fata Morgana of Universal Policy
7The Rediscovery of International Comity
IThe Comitas Approach
IIAnalysis: A “Quadrature of the Circle”
Conclusions
4Substantive Policy—Convergent Foundations
Introduction
1Foundations—The Market Mechanism
IThe Concept of “Economic Competition”
AThe Legal Framework
BThe Rediscovery of Chaos
CThe Dynamics of Competition
1A Tradition of Competitor Protection
2The Advent of (Consumer) Decision Making
3The Complementary Spheres of Transactional Freedom
IIThe “Triangular” Structure of the Market Mechanism
IIIThe Stages of Consumer Decision Making and Transacting
AInformation Transmission
BInformation Processing
CImplementation of the Consumer’s Decision
DCaveat: Limitations of Consumer Decision Making
IVSummary
2Implementation—Substantive Law
ITort and Unfair Competition Law
AThe Mirage of Practical and Formal Differences
BThe Relativity of Protection Levels
1Early Starting Point: Claims “against the World at Large”
2United States: From Property to Policy and Back Again
3Germany: The Eternal Dichotomy of Rights and Competition
CThe Heterogeneity of Policies: Vertical and Horizontal Competition
1Two Types of Unfair Competition Cases and Regulatory Policies
2Clarification: The Horizontality of Neminem Laedere
DSummary
IIAntitrust and Unfair Competition Law
IIIThe Intellectual Property Dichotomy: Innovation vs. Competition
AThe Mistaken Concept of Intellectual Property Uniformity
1Historical Remnants: The “Immaterialization” of Trademarks
2Current Doctrine: Intellectual Property Homogeneity
BRectification: A Grounded Intangibility of Trademarks
1The Difference in Intellectual Property Incentive Structures
2An Apparent Exception: The Trademark Register
CSummary
IVTrademark and Unfair Competition Law: Framing the Information Infrastructure
AThe Illusion of a Formal Divergence
1Recapitulation: Trademark Property vs. Consumer Protection
2Cracks in the Foundation: A Remerger of the Fields
(a)The Statutory Framework: Unfair Commercial Practices Directive
(b)The Consolidation of Interests: Depropertization and Desocialization
(c)The Practical Picture: A Subtle Recapture
(d)The Relicts of Antiquity: Pockets of Resistance
(e)The Myth of the Public Samaritan
3Summary
BThe Structural Congruency of Trademark and Unfair Competition Law
1The Common Core: Information Economization
2Beyond Confusion: Alternative Theories of Trademark Protection
3Two Sides of the Coin: Law and Equity in Market Communication
CSummary
3Application—Functional Structures in Trademark and Unfair Competition Doctrine
ITrademark Protection
ANavigation Goodwill: Confusion-Based Infringement Theory
BSurplus Goodwill: Non-Confusion-Based and Time-Shifted Infringement Theories
1Antidilution Doctrine
2Temporal Extensions of Goodwill Protection
(a)Postsale Confusion
(b)Initial-Interest Confusion
3The Common Denominator
IIUnfair Competition Prevention
ARecapitulation: Stages of Decision Making and Policy Differences
BAn Integrated Model of Unfair Competition Law (Including Passing Off)
CAn Amalgam of Policies: Harassment, Privacy, and Decision Making
DBeware of the Consumer’s “Economic Personality Right”
EQuasi IP Rights: The Gray Zone of Product Imitation
FThe Continental Dark Horse: Breach of Statutory Duties as Unfair Competition
IIIA Hybrid Category: Geographical Indications
Conclusions
5International Comity—A Doctrine of Self-Restraint
Introduction
1From Comitas Gentium to Transnational Law
IThe Status Quo: A Publicization of Private International Law
AThe (Non)Historical Dichotomy: Private and Public International Law
BThe Duality of Methods
CA Blurring of Boundaries
IIIn the Shadows: The Creeping Deformation of Comity
ATransnationalization: A Resurrection of the Ius Cosmopoliticum
BThe Historical Leitmotif: Convenience of International Transacting
1Joseph Story: The Consensual Administration of Conflicts
2Friedrich Carl von Savigny: A Legal Community In Statu Nascendi
3Ernst Zitelmann: The Weltrecht of Uniform Policy
4Summary
CThe Modernity of Transnational Law: An Apotheosis of Substantive Uniformity
1Philip C. Jessup: The Hybridity and Universality of Transnational Law
2Twentieth Century: Conflicts Doctrine Internationalized
(a)Maritime Internationalism: The Lauritzen Doctrine
(b)Savigny Diluted: A Theory of Separate Attachment
(c)Public International Law Osmosis: The Ordre Public International
3Turn of the Century: The Unearthly Detachment of Transnationalization
(a)The Odyssey of Interest Analysis: Currie’s Game-Theoretical Return to Savigny
(b)Law and Economics: The Super-Value of Welfare Maximization
(c)Global Legal Pluralism: Fragmentation, Functionality, and Universality
IIISummary
2Transnationalization Exhausted
IInternational Antitrust: A History of Effects, Public International Law, and Comity
ALotus Isolationism: A Lacuna of Nation-State Sovereignty
BGeneral Principles: The Droit Idéal of Public International Law
CThe Practical Proxy: Interest Balancing
1Theoretical Approaches
2The Practice: Timberlane and Mannington Mills
3The Rule of Reason
DThe Effects Principle: From Unboundedness to Self-Restraint
1Europe: A Theory of Public International Law Limitations
2Alcoa to Hartford Fire: From Unlimited to Substantial Effects
3Empagran: The About-Face toward Comity
4The Empagran Critique: Capitulation, Isolationism, and Imperialism
5The Comity of Self-Defense: Ostracizing the Private Attorney General
ESummary
IIThe Zenith of Transnationalization: A Story of Alien Tort Statute Contraction
AThe “Legal Lohengrin”: From Comity to Settled International Law
BThe Sosa Transnationalization: Hybridity, Universality, and Specificity
CPandora’s Box: Politics and Economics
DKiobel v. Royal Dutch Petroleum Co.: The Swan Song of Transnationalization?
IIISummary
3The Shadowy Existence of Trademark and Unfair Competition Conflicts
IThe Mirage of Extraterritorial Enforcement Efficiency
IIThe Reality of International Trademark Rights Protection
AInternational Intellectual Property Rights Segmentation
BThe International Vacuum of Nation-State Capacities
CTrademark Extraterritoriality: Individual Propertization and Overall Taxation
IIISummary
Conclusions
6Reconceptualization, Reinterpretation, and Typology
Introduction
1The New Conflicts Resolution Structure
ITrademark/Unfair Competition Uniformity: Core Policies
IIQuality of Effects: A Rule of Alternatives
IIIQuantity of Effects: Jurisdictional Self-Restraint
AA Word in Advance: Practical Relativity
BObjective Foreseeability
1Party Expectations and the International Private Law Order
2Technique and Factors of Market Analysis
3Clarification: Defendant’s Intent and Actual Effects
CInternational Comity
1Current De Minimis Standards
(a)The Paradigm of “Shields” and “Swords”
(b)Analysis: An Ad Hoc Rule of “International-Individual Equity”
2Reconceptualization
(a)Structural Underpinning and Relevant Interests
(b)Practical Rules and Presumptions
(i)Starting Point: Fact-Based Crafting of Remedies
(ii)Prima Facie “Effects Sufficiency”: Defendant’s Intent
(iii)Caveat: “Effects Unavoidability”
IVSummary
2The Reinterpretation of Steele and Rome II
IUS Lanham Act Subject-Matter Jurisdiction
AModification: A Qualitative Reformulation of “Effects on US Commerce”
BReinterpretation: Dusting Off “Nationality” and “Conflicts with Foreign Law”
1Nationality, Citizenship, and What Else—or Nothing at All?
2Conflicts with Foreign Law: Another Shell of Formalities
3A New Paradigm
(a)The Neutralization of Nationality and Citizenship
(b)The Deformalization and Depropertization of “Conflicts with Foreign Law”
IIEuropean Trademark and Unfair Competition Choice of Law
AClarification: Characterization of Trademark and Unfair Competition Conflicts
BFoundation: Marketplace Effects Rule and the Lex Loci Protectionis
CApplication: Marketplace Effects and the Gran Canaria Conundrum
1Recapitulation: The Gran Canaria Scenario
2Problem: Economic Concepts and Legal Terminology
3Analysis: The Chronology of Consumer Decision Making
4Implementation: Alternative Transactions and the Merger of Markets
5Conclusion
3The Typology of Trademark and Unfair Competition Conflicts
IConsumer Decision Making: Protecting the Market Information Infrastructure
AThe Common Core of Trademark and Unfair Competition Policies
1Advertising Communication: A General “Rule of Alternatives”
2No Exceptions: Trademarks, Trade Names, Geographical Indications, and Designations of Origin
BImplementation of Decision-Making Results: Transacting
1The Core Policy
2Policies Beyond
IITheories of Misappropriation and Other Impact on Competition
AModern Extensions of Trademark-Infringement Theory
BProduct Imitation
CThe Antitrust Concurrence
DBreach of Statutory Duties as Unfair Competition
IIICompetitor-Related and Bilateral Commercial Torts
Appendix A
Appendix B
Bibliography
Index
"Both in Europe and the United States, a socioeconomic cataclysm of industrialization and market liberalization-including the invention of branding, mass advertising, and marketing psychology-was the driving force behind the construction of modern trademark and unfair competition laws. During the last two centuries, legal doctrine accordingly underwent partly groundbreaking transformations. Many of these account for today's transatlantic dichotomy, particularly in the field of trademark and unfair competition choice of law, or conflicts law. My analysis will focus on the most relevant characteristics of legal doctrine between the eighteenth and twenty-first centuries. I argue that a closer look at conceptual and structural differences, as well as commonalities between European and US law, provides the basis for a reconceptualization of the field"--