Is a Co-Existence Agreement the Right Choice for Your Brand?
ATTORNEYS IN DALLAS
Explore the concept of co-existence agreements in trademark law and their benefits, potential drawbacks, and crucial considerations in drafting and evaluating such agreements to make informed decisions for your brand's protection and growth.
Is a Co-Existence Agreement the Right Choice for Your Brand?
A co-existence agreement arises when two trademark owners have established rights to identical or similar marks, aiming to resolve a potential trademark dispute. Typically, these agreements come into play when the goods or services are offered in different geographic areas, are unrelated, or utilize different trade channels. The agreement must outline the rights of each party in detail and establish measures to avoid confusion in the marketplace. Before entering into a co-existence agreement, it is crucial to carefully evaluate its advantages and disadvantages.
A consent agreement is a type of co-existence agreement frequently used in trademark prosecution to secure registration. It is often the best option for trademark applicants to persuade the Examiner that their proposed mark will not cause confusion with the cited mark. Although it may not extensively address long-term co-existence, it limits the rights of the party seeking consent. In the absence of contrary evidence, a consent agreement serves as evidence that there is no likelihood of confusion. The rationale behind this is that the parties most affected by potential consumer confusion declare that confusion will not occur.
While co-existence agreements can be fair compromises in many situations involving similar or identical trademarks, there are cases where one party stands to gain significantly while the other may lose out. For example, if a senior user and registrant of a mark in a related industry are approached by a junior user with a similar or identical mark, the senior user may have little incentive to enter into a co-existence agreement. Such agreements can have adverse effects on the parties' brands and legal rights. Trademark rights may be diluted, making it more challenging to enforce the trademark against third parties. The value of the mark can be negatively impacted, leading to weakened rights and reputation. Moreover, allowing the use of a similar or identical trademark can restrict business expansion, as the quality of the other party's goods or services cannot be controlled, potentially leading to a negative impact on brand and goodwill.
If a decision is made to enter into a co-existence agreement, it is crucial to ensure that it is meticulously drafted. A court may reject an agreement if it lacks sufficient details on how to avoid confusion or if the court believes that consumer confusion is inevitable. Additionally, addressing various areas within the agreement can help prevent future conflicts. These areas include determining rights regarding product or territorial expansion, ownership of domain names or social media usernames, the ability to license or assign the mark, international business operations and trademark filings, provisions for abandonment of rights, the term of the agreement, and dispute resolution venues.
Co-existence agreements can be effective tools for resolving trademark disputes when used appropriately. However, parties should carefully weigh the advantages and disadvantages in consultation with trademark counsel before committing to such agreements. In other words, trademark owners negotiating from a position of strength should thoroughly consider whether a consent agreement makes logical sense or if it exposes the brand to unnecessary risks.
Contact an Experienced Trademark Attorney
If you need legal advice regarding your trademark rights, assistance with trademark prosecution, or representation in a domain name dispute, contact Wilson Whitaker Rynell. Our team of trademark lawyers has extensive experience in all aspects of trademark and copyright law, including the filing of trademark applications and representing clients in defense or prosecution before the Trademark Trial and Appeal Board.
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