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Trademark Law
  • Level Foundation
  • Duration 19 hours
  • Course by University of Pennsylvania
  • Offered by

About

The protections afforded under trademark law have created incredible value in intangible assets, with the value of the world’s most valuable brands such as Amazon, Apple and Google each exceeding $100 billion. But what exactly is trademark law, and how is such enormous value created? This course examines the fundamentals of U.S. trademark law and the ways in which the manufacturers of various products and services can establish and protect their identities and the identities of their products in the marketplace. We will explore the purpose of trademark law, identify the different types of trademarks, including names, designs, logos, and trade dress, and explore strategies for choosing and protecting strong, potentially valuable trademarks. We will also discuss strategies for strengthening descriptive marks, and lay out the steps for filing for federal trademark protection. Finally, we will address how to design an ongoing maintenance strategy to protect, extend, and maximize the value of trademarks, and discuss strategies for responding to possible trademark infringement.

Modules

Welcome

    • 1 Videos
    • 2 Readings
    • 1 Discussion
Show info about module content

1 Discussions

  • Introduce Yourself

1 Videos

  • Introduction

2 Readings

  • Pre-Course Survey (Optional)
  • Trademark Overview

The Policy Behind Trademarks

    • 1 Videos
    • 1 Readings
    • 1 Assignment
Show info about module content

1 Assignment

  • Practice Quiz

1 Videos

  • The Policy Behind Trademarks

1 Readings

  • Examples of the Universe of Possible Trademarks

What Can Qualify as a Trademark?

    • 2 Videos
    • 1 Readings
    • 2 Assignment
Show info about module content

2 Assignment

  • Practice Quiz
  • Practice Quiz

2 Videos

  • What Can Qualify as a Trademark?
  • Trademark vs. Other Important Company Identifiers

1 Readings

  • Contrasting Trademarks to Company Registrations and Domain Names

Designations That Cannot be Trademarked

    • 1 Videos
    • 1 Readings
    • 1 Discussion
Show info about module content

1 Discussions

  • What Marks Should be Protected

1 Videos

  • Designations That Cannot be Trademarked

1 Readings

  • Limits on Trademark Protection

Module 1 Summative Assessment

    • 1 Assignment
Show info about module content

1 Assignment

  • Graded Quiz

Choosing a Legally Strong Mark

    • 2 Videos
    • 1 Readings
    • 1 Discussion
    • 1 Assignment
Show info about module content

1 Assignment

  • Practice Quiz

1 Discussions

  • Qualities of Good Trademarks

2 Videos

  • What Makes a Good Trademark?
  • The Importance of Enforceability

1 Readings

  • Different Perspectives on What Makes a Good Trademark

Considerations for Descriptive Marks

    • 1 Videos
    • 1 Readings
    • 1 Assignment
Show info about module content

1 Assignment

  • Practice Quiz

1 Videos

  • Can You "Fix" a Descriptive Mark?

1 Readings

  • Introduction to Secondary Meaning

When to Conduct a Clearance Search for a Potential Mark

    • 1 Videos
    • 1 Assignment
Show info about module content

1 Assignment

  • Practice Quiz

1 Videos

  • Should You Search a Potential Mark?

Designing the Search

    • 1 Videos
    • 1 Readings
    • 1 Assignment
Show info about module content

1 Assignment

  • Practice Quiz

1 Videos

  • Designing a Clearance Search

1 Readings

  • How to Search

Interpreting the Search Results

    • 1 Videos
    • 1 Readings
    • 1 Assignment
Show info about module content

1 Assignment

  • Practice Quiz

1 Videos

  • Interpreting the Search Results

1 Readings

  • Optional Reading: Non-Legal Considerations

Module 2 Summative Assessment

    • 1 Assignment
Show info about module content

1 Assignment

  • Graded Quiz

Deciding Between State and Federal Trademark Protection

    • 1 Videos
    • 1 Assignment
Show info about module content

1 Assignment

  • Practice Quiz

1 Videos

  • Federal vs. State Trademark Registration

Determining the Right Time to File

    • 1 Videos
    • 1 Discussion
    • 1 Assignment
Show info about module content

1 Assignment

  • Practice Quiz

1 Discussions

  • Benefits of a Trademark Portfolio

1 Videos

  • When Are You Ready to File an Application?

Filing a Federal Trademark Application

    • 2 Videos
    • 1 Readings
    • 2 Assignment
Show info about module content

2 Assignment

  • Practice Quiz
  • Practice Quiz

2 Videos

  • Filing a Federal Trademark Application Part 1
  • Filing a Federal Trademark Application Part 2

1 Readings

  • Overview of the Registration Process

What Happens After You File

    • 1 Videos
    • 1 Readings
    • 1 Assignment
Show info about module content

1 Assignment

  • Practice Quiz

1 Videos

  • What Happens After the Application is Filed?

1 Readings

  • Overview of the Process After Filing

Module 3 Summative Assessment

    • 1 Assignment
Show info about module content

1 Assignment

  • Graded Quiz

Maintaining Your Trademark Rights

    • 2 Videos
    • 1 Readings
    • 2 Assignment
Show info about module content

2 Assignment

  • Practice Quiz
  • Practice Quiz

2 Videos

  • Proper Trademark Marking and Use
  • Policing and Maintenance Part 1

1 Readings

  • Optional Reading: Safeguarding Your Trademark

Addressing Trademark Infringement

    • 2 Videos
    • 2 Readings
    • 1 Discussion
    • 1 Assignment
Show info about module content

1 Assignment

  • Practice Quiz

1 Discussions

  • Correct Use of Cease & Desist Letters

2 Videos

  • Policing and Maintenance Part 2
  • Addressing Trademark Infringement

2 Readings

  • Discovering Infringement
  • Concluding Thoughts

Course Summative Assessment

    • 1 Readings
    • 1 PeerReview
Show info about module content

1 Peer Review

  • Devising a Trademark Strategy

1 Readings

  • Post-Course Survey (Optional)

Auto Summary

Unlock the immense value of intangible assets with our comprehensive Trademark Law course, designed for those interested in the intricacies of brand protection and legal frameworks within the U.S. market. Guided by expert instructors on the Coursera platform, this foundational course delves into the essential aspects of trademark law, focusing on how businesses can establish and safeguard their brand identities effectively. Over the span of 1140 minutes, you will gain deep insights into the purpose and different types of trademarks, including names, designs, logos, and trade dress. Learn strategies for selecting and defending robust, potentially high-value trademarks, and the steps needed to secure federal trademark protection. Moreover, the course covers essential tactics for strengthening descriptive marks and maintaining trademarks to maximize their value, alongside approaches to handling trademark infringement issues. Ideal for those new to the domain or looking to solidify their understanding of trademark law, this course is available via a starter subscription on Coursera, providing a solid foundation for personal development in the realm of intellectual property. Join us to master the art of trademark protection and enhance the value of your brand.

Cynthia Dahl
Instructor

Cynthia Dahl