Jack Daniel’s, Dior Cry ‘Dilution’ as Toys, Porn Star Copy Marks

Attacks by Jack Daniel’s and Christian Dior on non-competing uses of their marks invoke questions about the reach of famous brands—and by extension the core purpose of trademark law.

Christian Dior Courture SA filed an opposition to the registration of a trademark for “Gigi Dior,” an adult film star’s stage name. Meanwhile Jack Daniel’s Properties LLC has reached the US Supreme Court with its case against a whiskey bottle-shaped, pun-laden “Bad Spaniels” dog toy.

Both companies cite trademark dilution, a concept codified into federal law in the 1990s that protects owners of famous brands well beyond their product lines. Rightsholders ...