Tiffany, Fearing Genericide, Sues Costco Over ‘Tiffany’ Engagement Rings

In a case demonstrating the often difficult copyright enforcement task faced by well-established brands, Tiffany & Co. is suing Costco for using the Tiffany name to describe engagement rings it sells that are not manufactured by the well-known jeweler. The Southern District of New York found that Costco presented sufficient evidence to create a genuine factual dispute about whether “Tiffany” has become a generic term. Steptoe & Johnson attorneys outline steps brands can take to protect their own trademark from the looming threat of genericide.