purfus...I became acquainted with that
dilution of trademark notion a while back
when some a-holes didn't like a site I had
about them...got a threatening letter from
some lawyers, and then, put up a site
exposing those lawyers...lol...
dilution of trademark basically asserts that
a company has exclusive rights to use their
trademark and if you use it, or make
something so confusingly similar that others
may get confused, it "dilutes" or lessens
their trademark's effectiveness...
here's some federal law on it...
http://www4.law.cornell.edu/uscode/15/1125.html
Newsletters and Bulletins / February 1996 /
Federal Dilution
Federal Dilution Trademark Law in the United
States
Contents
Effective Date
Summary & Guidelines
Dilution - Definition
Remedy - Injunctive Relief
First Amendment Concerns
Conclusions
Effectve date
The Federal Trademark Dilution Act of 1995,
which protects famous marks from uses that
dilute their distinctiveness, even in the
absence of any likelihood of confusion or
competition, became effective on January 16,
1996.
Summary & Guidelines
The new law sets forth guidelines to
determine which marks are distinctive and
famous and lists the following,
non-exclusive factors:
(1) the degree of inherent or acquired
distinctiveness of the mark;
(2) the duration and extent of use of the
mark;
(3) the duration and extent of advertising
and publicity;
(4) the geographical extent of the trading
area in which the mark is used;
(5) the channels of trade;
(6) the degree of recognition of the mark in
the trading areas and channels of trade used
by the mark's owner and the person against
whom the injunction is sought;
(7) the nature and extent of use of the same
or similar marks by third parties; and
(

whether the owner of the mark has a valid
federal registration.
Notwithstanding this last factor, both
registered and unregistered marks may be
protected under this law.
Definitiion of Dilutiuon
The new act defines the term "dilution" as
"the lessening of the capacity of a famous
mark to identify and distinguish goods or
services, regardless of the presence or
absence of
(1) competition between the owner of the
famous mark and other parties, or
(2) likelihood of confusion, mistake, or
deception."
Courts have previously found that dilution
can occur as a result of either "blurring"
or "tarnishment". "Blurring" typically
refers to the "whittling away" of
distinctiveness caused by the unauthorized
use of a mark on dissimilar products; while
"tarnishment" involves an unauthorized use
of a mark which links it to products that
are of poor quality or which is portrayed in
an unwholesome or unsavory context that is
likely to reflect adversely upon the owner's
product. The legislative history suggests
that both of these concepts are encompassed
within the new law. In addition, the
legislative history cites, as examples of
the uses which would fall within the new
law, the mark DUPONT for shoes, BUICK for
aspirin and KODAK for pianos.
http://www.ladas.com/BULLETINS/1996/FederalDilution.html#Dilution