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Gucci vs. Guess

The core questions in this case are trademark infringement – which is decided by looking at a multi-factor test to determine if there is likely consumer confusion – and dilution – which is determined by looking at the fame of the prior trademark and whether the defendant’s use is likely to make it less distinctive or likely to tarnish the brand, even if there is no confusion in the marketplace.
Source Forbes article on how to protect your brand from copycats, April 2012.
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