Dilution risk refers to the potential harm that a trademark can suffer when a similar mark is used in a way that diminishes its distinctiveness or reputation. This concept is especially important for trademark owners as it can lead to a loss of brand identity and consumer association, making it harder for the trademark to stand out in the market. Understanding dilution risk is crucial during trademark registration and search assessments, as it impacts both post-registration maintenance and strategies to mitigate risks associated with brand dilution.
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