Goals of trademark law:
  1. Prevent misappropriation of goodwill
  2. Prevent consumer deception or fraud
No intent required in trademark infringement, but "bad faith" can nevertheless be a factor.

Four types of trademarks:
  1. Fanciful: made-up (like "Kodak")
  2. Arbitrary: the meaning is not related to the product
  3. Suggestive: name suggests but does not describe ("Tide," "Roach Motel")
  4. Descriptive: can only be trademarked if the mark acquires "secondary meaning"
    • generally requires showing 5 years of uninterrupted use

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