The search to prove that trademark dilution exists; new study casts “serious doubt” on validity of current evidence

Trademark dilution is an often-used legal concept by rights holders of well-known brands, and has been at the centre of a number of well-publicised court battles. Nonetheless, it is also an elusive concept and a new study – which sought to shine further light on the phenomenon – has concluded that there are “serious doubts” on the validity of all current evidence of its existence.