by ComfortablyNumb » Sun Mar 01, 2015 2:20 pm
Speaking from the other side (the copyright, trademark or registered mark holder), I can confirm that Tracy's post is mostly correct. As a former senior marketing exec with Levi Strauss & Co., part of my job was to be on the lookout across the nation for knockoffs (the blue jeans/Dockers� themselves) and any copyright or trademark infringements of the brand. It was also a part of our field reps duties, although a tiny part.
The reason companies are quite vigilant in this regard is the value of the logos and marks, and especially of the trademarks. IE: When the company went private and went to the banks for $4B cash to repurchase all outstanding shares, the ONLY thing the banks required as collateral for the $4B loan was our main trademark, the Levi's� "batwing" logo. They didn't want any title to our manufacturing plants or buildings or anything like that, just the the logo.
Due to the consumer popularity of the brand, we were a constant target but the company's main concern was with large shipments of knockoffs or large scale illegal use of our trademarks, branding to fool the consumer in the retail marketplace.
Copyrights (�), versus trademarks (�) or registered products (�) ("501" is a registered Levi's PRODUCT for example ...and what we are really talking about here), are mainly advertising slogans ("Live in Levi's"�) as an example of copyright, and copyrights also found in print materials, like posters and store advertising copy that consumers see in newspaper ads, books, online representations, etc. You are concerned about a registered product here, not so much copyright, but the terms are often used interchangeably and have somewhat the same objective.
If I ever ran into a small assortment of knockoffs (at a flea market for instance) what I usually did was just hand them our standard cease and desist letter and verbally warn them that we would be keeping an eye on them. The letter was rather ominous, threatening immediate legal proceedings, etc. and it usually did the trick at a low cost. We actually never followed up on anything small (under 500 units) because of the legal costs to do so.
Where we got serious was with large importers... 10's of thousands of units...or anybody advertising the brand illegally. Advertising puts it into the public domain and MUCH easier to find and track.
I wouldn't worry too much about it at all ....unless you go commercial with a knockoff or advertise it. DO NOT DO THAT!
-Tim (ComfortablyNumb/HalseysBeard)
Speaking from the other side (the copyright, trademark or registered mark holder), I can confirm that Tracy's post is mostly correct. As a former senior marketing exec with Levi Strauss & Co., part of my job was to be on the lookout across the nation for knockoffs (the blue jeans/Dockers� themselves) and any copyright or trademark infringements of the brand. It was also a part of our field reps duties, although a tiny part.
The reason companies are quite vigilant in this regard is the value of the logos and marks, and especially of the trademarks. IE: When the company went private and went to the banks for $4B cash to repurchase all outstanding shares, the ONLY thing the banks required as collateral for the $4B loan was our main trademark, the Levi's� "batwing" logo. They didn't want any title to our manufacturing plants or buildings or anything like that, just the the logo.
Due to the consumer popularity of the brand, we were a constant target but the company's main concern was with large shipments of knockoffs or large scale illegal use of our trademarks, branding to fool the consumer in the retail marketplace.
Copyrights (�), versus trademarks (�) or registered products (�) ("501" is a registered Levi's PRODUCT for example ...and what we are really talking about here), are mainly advertising slogans ("Live in Levi's"�) as an example of copyright, and copyrights also found in print materials, like posters and store advertising copy that consumers see in newspaper ads, books, online representations, etc. You are concerned about a registered product here, not so much copyright, but the terms are often used interchangeably and have somewhat the same objective.
If I ever ran into a small assortment of knockoffs (at a flea market for instance) what I usually did was just hand them our standard cease and desist letter and verbally warn them that we would be keeping an eye on them. The letter was rather ominous, threatening immediate legal proceedings, etc. and it usually did the trick at a low cost. We actually never followed up on anything small (under 500 units) because of the legal costs to do so.
Where we got serious was with large importers... 10's of thousands of units...or anybody advertising the brand illegally. Advertising puts it into the public domain and MUCH easier to find and track.
I wouldn't worry too much about it at all ....unless you go commercial with a knockoff or advertise it. DO NOT DO THAT!
-Tim (ComfortablyNumb/HalseysBeard)