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AIG loses a trademark dispute with AIG Agency



A federal appellate court on Thursday overturned a lower court ruling in favor of American International Group Inc. in a decades-old trademark dispute with a small insurance agency of the same name.

Maryland Heights, Missouri-based AIG Agency Inc. began calling itself “AIG” around 1958, while AIG was formed in 1967 and first began using the “AIG” brand sometime between 1968 and 1970, according to the decision of the 8th U.S. District Court in St. Louis. Louis i AIG Agency, Inc. v. American International Group, Inc., does business as AIG.

AIG received a federal trademark registration for “AIG” in 1981 that is still active, according to the ruling.

AIG began communicating with AIG in 1

995, informing the company of its trademark registration and demanding that it stop using “AIG” because “it was likely to confuse consumers.”

AIG’s attorney replied that it was entitled to use the name in Missouri and Illinois because it had done so in those states before AIG registered its trademark.

AIG sued AIG in 2017, accusing it of trademark infringement and unfair competition and violating the Lanham Act, the federal statute governing trademarks, service marks and unfair competition.

The U.S. District Court in St. Louis, Missouri. Louis granted AIG a summary judgment in the case and was overturned by a unanimous three-judge in the Court of Appeal.

When the court upheld the lower court, the court referred to a doctrine of law which precludes claims of trademark infringement when there has been an unreasonable delay in making them.

The court failed to conduct a meaningful analysis of when AIG’s alleged infringement could be remedied, the ruling said. “The district court did not announce any test it relied on to determine when the likelihood of confusion increased” as to the similarity in the names.

“It also did not meaningfully analyze the strength of the (AIGs) brand at the relevant times, whether (AIG) was intended to confuse the public, the level of care expected of potential customers, or the evidence of actual confusion,” the ruling said. by set aside the judgment of the lower court and return the case to the court.

Lawyers in the case did not respond to a request for comment.

A non-profit blockchain developer is suing the company, formerly known as Facebook, for its new infinity logo, which the nonprofit says could cause brand confusion with the social media platform, which has a “blurred” history of user integrity.


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