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J.J. Lee, Trademark Attorney

What Makes a Trademark “Famous”—And Why It Matters

Published 5 days ago • 1 min read

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July 14, 2025

Hello Reader,

Most people know that trademarks protect your brand name, but did you know that famous trademarks get a higher level of protection under the law?

Two recent cases show exactly how that works—and how powerful a famous trademark can be in court.

Case #1: The IVY LEAGUE Stops “IV League Nurse Concierge”

The Ivy League colleges (like Harvard and Yale) collectively own the trademark THE IVY LEAGUE, and they've used it for decades in connection with education, sports, and even healthcare training.

So when someone tried to register “IV League Nurse Concierge” for IV hydration services, the Ivy League stepped in and won—not because people would necessarily confuse the services, but because the phrase diluted their famous brand.

That’s called dilution by blurring, and it’s a powerful legal tool available only to owners of famous marks.

Case #2: ASUS (computers) vs. ASOS (fashion app)

ASUS, the global electronics company, opposed ASOS’s trademark for a fashion-related app. They claimed the names were too similar and might cause confusion.

But here’s the twist: ASUS couldn’t prove their mark was famous enough across the general public to get extra protection.

Even though they had millions in sales and advertising, the court said “fame” for trademark purposes has a high bar—it has to be a household name, known by the general public across contexts.

So ASUS lost that case.

Trademark Tip:

Famous marks get more than just confusion protection. They also get:

  • Dilution protection: Even unrelated brands can be stopped if they weaken the famous mark.
  • Stronger presumptions: The law assumes the public associates the mark with a single source.
  • Broader reach: Famous marks can shut down uses even outside their core industry.

But you can’t just say your brand is famous. You have to prove it—with decades of use, massive reach, and national recognition.

Keep Your Brand Safe and Protected,​
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J.J. Lee and the Trademark Lawyer Law Firm Team!

P.S. Want to build your brand into something that holds up like the IVY LEAGUE? Let’s make sure you’re protecting it at every stage—starting with your federal registration.

J.J. Lee, Trademark Attorney

Protecting your Brand and Trademark Since 2007 and over 7,000 Trademark Registrations.

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