giá trị của một thương hiệu wellleveraged đã không bao giờ được cao hơn. Đồng thời, áp lực đối với chủ sở hữu nhãn hiệu từ các hoạt động vi phạm yêu cầu họ hơn bao giờ hết thận trọng trong việc lập chính sách và truy tố các hành vi vi phạm. | References 457 CONCLUSION As the Internet becomes an even more critical channel for businesses to reach out to consumers the value of a wellleveraged trademark has never been higher. At the same time the pressures on trademark owners from infringing activities are requiring them to be ever more vigilant in their policing and prosecution of violators. In response to these pressures courts and lawmakers have expanded and clarified traditional trademark protections adding greatly to the remedies available to trademark owners who feel their rights have been violated. In this chapter I have covered the fundamentals of trademark law and applied to the unique new situations presented by Internet technologies. Although the trademark space will continue to evolve it is clear that the value of trademarks is as well-recognized as ever in the history of commerce. If there is one conclusion to be drawn it is that trademarks are a complex field of law and procedure requiring expert guidance to provide maximum opportunity and protection. This chapter provides readers with a general overview of many current issues in trademark law but it is not a substitute for qualified legal counsel. As I have noted repeatedly throughout the chapter successful use of trademark law depends on many detailed analyses and procedural hurdles and requires a significant commitment of time and resources to take full advantage. Trademark law provides robust protections to those who with assistance from talented counsel seek to protect their goods and services in the marketplace. GLOSSARY Blurring At type of dilution in which the distinctiveness of a mark is weakened through its identification with dissimilar goods. Deep linking Creating a Web page link that is tied directly to a document deep within the page hierarchy of a Web site rather than simply linking to the main home page of the site. Dilution A lessening of the value of a famous trademark caused by an unauthorized use of the mark regardless of .
