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Nominative Fair Use?

Posted in Advertising, Branding, Dilution, Fair Use, Famous Marks, Infringement, Marketing, Trademarks

I have asked the question before about the Google brand appearing in a Rapala billboard ad, here.

I have asked it when 3M’s Post-It note appeared in an Accountemps billboard ad, here and here.

Now I’m asking it again with a different brand and a different billboard ad: Does Morrie’s Automotive Group’s use of the Match.com brand satisfy the nominative fair use defense?

What do you think?

What if Morrie’s billboard had read instead "We’re The Rolex of Car Dealers"?