8:45am: Welcome

Dean Don Polden

Eric Goldman, Santa Clara School of Law

9:00am: Introductory Keynote

J. Thomas McCarthy, University of San Francisco School of Law
A Confession: How I Became Disillusioned with Trademark Dilution

9:30: Consumer Perceptions, Part 1

Ronald R. Butters, Duke University, Department of English (emeritus)
A Linguistic Look at Dilution

Jacob Jacoby, New York University Leonard N. Stern School of Business
The Who, What, When, Where and How of Measuring Dilution

Rebecca Tushnet, Georgetown University Law Center
Dilution & Cognitive Science

Moderator:
Colleen Chien, Santa Clara University School of Law

10:30am: Break

11:00am: Consumer Perceptions, Part 2

Laura R. Bradford, George Mason University School of Law
Trademarks and Emotion

Christine Haight Farley, American University Washington College of Law
Mental Associations and Evocations: the Slippery Slope of Dilution

Judy Zaichkowsky, Faculty of Business Administration,
Simon Fraser University
Explaining Dilution Through Balance Theory

Moderator:
Dorothy Glancy, Santa Clara University School of Law

12:00pm: Lunch

1:00pm: Dilution Regulation, Part 1 (A Look Back)

Barton Beebe, Cardozo School of Law
The TDRA Case Law So Far: An Empirical Study

Robert Bone, Boston University School of Law
Schechter’s Ideas in Historical Context and Dilution’s Rocky Road

Shari Seidman Diamond, Northwestern University School of Law
Expansion and Contraction with the Trademark Dilution Revision Act?

Shubha Ghosh, SMU Dedman School of Law
Competition Norms in the Law of Trademark Dilution: The Ascendancy of Misappropriation and the Descent of Competitive Entry?

Moderator:
Mark McKenna, Saint Louis University School of Law

2:20pm: Break

2:30pm: Dilution Regulation, Part 2 (Doctrinal Challenges)

Graeme B. Dinwoodie, Chicago-Kent College of Law
The Role of Theoretical Justification: Dilution and Unfair Competition Law

Mark Lemley, Stanford Law School
Trademark Use Requirement in Dilution

Xuan-Thao Nguyen, SMU Dedman School of Law
Searching for Fame: The Challenge of Proving Property in Trademark Dilution Law

Lisa P. Ramsey, University of San Diego School of Law
Increasing First Amendment Scrutiny of Trademark Law

Moderator:
Tyler Ochoa, Santa Clara University School of Law

3:50pm: Break

4:15pm: Comparative Analyses of Dilution

Mary LaFrance, William S. Boyd School of Law, University of Nevada, Las Vegas
Identical Cousins? Dilution by Blurring and the Right of Publicity

Kenneth L. Port, William Mitchell College of Law
Trademark Dilution in Japan

David Welkowitz, Whittier Law School
State Dilution Laws

Moderator:
Margreth Barrett, University of California Hastings College of the Law

5:15pm: Concluding Remarks

Eric Goldman, Santa Clara School of Law

To register, please go to http://law.scu.edu/tmdilution/