A new battle is beginning in branding for the Web

Posted: Thursday, Sep 04, 2008 at 2313 hrs IST
Updated: Thursday, Sep 04, 2008 at 2313 hrs IST

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: may work remains unclear, but Microsoft filed for a trademark on Live Mesh in June, an application that awaits judgment from the Patent and Trademark Office.

“This is the challenge for our examiners,” said Lynne G Beresford, commissioner for trademarks in the Patent and Trademark Office. “With emerging marks in a field that is changing quickly, you have to make a determination about what the common understanding is.”

That challenge, legal experts say, is one of several for trademark policy and practice in the Internet age. Instant communication, aggressive business tactics and an unsettled legal environment, they say, mean that trademark disputes on the Internet will increase in number and intensity.

—NY Times / Steve Lohr...

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