FROM GLOBAL REACH TO BRAND BREACH: TRADEMARK DILUTION IN THE ERA OF DIGITAL MEDIA

AUTHORS – SHRUTHI B & LAKSHMI POOJA K, STUDENTS AT SASTRA DEEMED UNIVERSITY

BEST CITATION – SHRUTHI B & LAKSHMI POOJA K, FROM GLOBAL REACH TO BRAND BREACH: TRADEMARK DILUTION IN THE ERA OF DIGITAL MEDIA, INDIAN JOURNAL OF LEGAL REVIEW (IJLR), 4 (4) OF 2024, PG. 757-765, APIS – 3920 – 0001 & ISSN – 2583-2344.

ABSTRACT:

In the Digital Age, the landscape of trademark protection is undergoing profound transformations, marked by the proliferation of online platforms and the pervasive influence of user-generated content. This research delves into the intricacies of trademark dilution, specifically examining the challenges posed by the dynamic and expansive digital environment. As businesses navigate the global reach of digital marketing and grapple with the impact of user- generated content on social media and other online spaces, the risk of trademark dilution becomes increasingly salient. The study explores high-profile cases, analyzing the factors contributing to dilution, including the globalization of markets, the ease of content reproduction, and the evolving nature of online interactions. Investigating the legal frameworks that underpin trademark protection in the Digital Age, the research aims to assess the efficacy of existing laws and propose strategies for trademark owners to safeguard their brands. With an eye on future trends and challenges, the paper concludes with insights into the evolving dynamics of trademark dilution and the imperative for adaptive legal and business strategies in the ever-evolving digital landscape.

KEYWORDS: Trademark Infringement, Blurring, Tarnishment, Trademark Law, Proliferation, Globalization, Digital Era.