The Blockbuster brand—once synonymous with Friday night movie rentals—is now fighting a trademark battle against a Mississippi-based animal feed company it says is exploiting the Blockbuster legacy.

This is a reminder that brand equity doesn’t disappear just because a company’s original business model did. And third parties will try to capitalize on dormant goodwill.

For corporate trademark counsel: Are you monitoring your full trademark portfolio, including legacy brands, retired product lines, and acquired marks? A registration you think is “inactive” may be exactly the one someone else is banking on.

Brand protection is not a “set it and forget it” exercise. If you’re not watching, someone else is.

How often does your team audit legacy and acquired trademark portfolios?

Lean more about Miller Johnson’s Trademark Prosecution group. Questions? Contact Brandon Griffith.