Notre Dame Law School NDLScholarship Journal Articles Publications 2010 Irrelevent Confusion Mark McKenna Notre Dame Law School,
[email protected] Mark A. Lemley Follow this and additional works at: https://scholarship.law.nd.edu/law_faculty_scholarship Part of the Commercial Law Commons Recommended Citation Mark McKenna & Mark A. Lemley, Irrelevent Confusion, 62 Stan. L. Rev. 413 (2009-2010). Available at: https://scholarship.law.nd.edu/law_faculty_scholarship/588 This Article is brought to you for free and open access by the Publications at NDLScholarship. It has been accepted for inclusion in Journal Articles by an authorized administrator of NDLScholarship. For more information, please contact
[email protected]. IRRELEVANT CONFUSIONt Mark A. Lemley* & Mark McKenna** IN TRO DU CTION ....................................................................................................... 4 13 I. THIS Is NOT MY BEAUTIFUL M ARK ................................................................. 416 II. W ELL, How DID W E GET HERE? .............................. .. .. .. .. .. .. .. .. .. .. .. .. .. .. .. .. .. 422 III. MATERIAL AND IMMATERIAL CONFUSION ........................................................ 427 A. Justificationsfor Expanding Confusion ..................................................... 428 1. Consumers, producers, and the quality of unrelatedgoods ................ 429 2. Uses that confuse consumers about quality ........................................ 432 3. Consumerperceptions in pure sponsorship cases..............................