A STUDY ON TRADEMARK DILUTION AND BALANCE BETWEEN BRAND PROTECTION AND MARKET COMPETITION

Trademark law has undergone significant transformation in response to the changing dynamics of global commerce, technological advancement, and the increasing importance of branding in modern economies. Traditionally, trademark law focused primarily on preventing consumer confusion by ensuring that goods and services were accurately identified with their source. However, with the emergence of strong global brands and the growing economic value associated with trademarks, the doctrine of trademark dilution has gained considerable importance. Unlike traditional trademark infringement, dilution law protects the distinctiveness and reputation of well-known trademarks even in the absence of consumer confusion or direct competition. This study examines the doctrine of trademark dilution and its interaction with competition law, with particular emphasis on the need to balance brand protection with fair market competition. The research analyses how the expansion of trademark rights through dilution protection may create anti-competitive effects, including barriers to market entry, restriction of commercial expression, and concentration of market power in favour of dominant corporations. The study also explores the possibility of trademark rights being used strategically to suppress competition and maintain economic dominance.