| Trademark Dilution (4440 words) |
 | Dilution is the blurring or tarnishing of the image or persona of a well known trademark by use of a similar mark typically on unrelated goods, or in a manner that tends to reduce its distinctiveness. |
| Justification for the dilution doctrine is that somehow the public benefits from protection against diluting the distinctiveness of a famous mark and that it simply is not right to reduce the importance or value of a very valuable mark for the free ride of the newcomer, even if the public is not confused. |
| Although dilution has existed for many years, what is significant is that by elevating dilution to a higher status in the law, lawyers and businesspeople alike might be expected to be more conscious of the law in the selection process. |
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