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ПОСОБИЕ ПО АНГЛИЙСКОМУ ЯЗЫКУ ДЛЯ СТУДЕНТОВ ГУМАНИТАРНЫХ ВУЗОВ

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method is to establish standard policies on how the organization should use and display its trademarked names. You must know the registered trademarks of your company and how they may be used.

Companies also guard their trademarks by continually using them, sending adviso­ries to media outlets about proper use of these trademarks, placing advertisements in journalism publications reminding readers of trademarked names, and monitoring pub­lications to ensure that other organizations are not infringing on a trademark. If they are, legal action is threatened or taken.

In sum, make yourself familiar with what might be considered trademark infringe­ment. Even if you are innocent, the money and time spent fighting a lawsuit are rarely worthwhile.

Here are some guidelines the courts use to determine if a trademark has been infringed:

• Has the defendant used a name as a way of capitalizing on the reputation of another organization's trademark?

• Is there an intent to create confusion in the public mind? Is there an intent to imply a connection between the defendant's product and the item identified by the trademark?

• How similar are the two organizations? Are they providing the same kinds of services or products?

• Has the original organization actively protected the trademark by publicizing it and using it?

• Is the trademark unique? A trademark that merely describes a common prod­uct might be in trouble. Microsoft, for example, lost a bid to trademark the word "windows" for its exclusive use.

□ Words and word-combinations

1. to trademark — иметь торговую марку

2. to capitalize — печатать или писать прописными буквами

3. to capitalize on — наживаться, извлекать выгоду

4. advisory — консультант; инструкция, совет

5. to monitor publications — контролировать публикации

6. to infringe on a trademark — нарушать закон о торговой марке

7. to fight a lawsuit — защищать иск в суде; отстаивать дело

8. defendant — ответчик

9. to lose a bid — потерпеть неудачу, пытаясь... lost a bid to trademark the word "windows" — не удалось получить слово "windows" в качестве тор­говой марки

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В. Contract Considerations

A contract is a legal agreement that contains three elements: offer and acceptance, time, and consideration — in the simplest terms, this means that it states what will be done, when it will be done, and how much will be paid. If any of these elements is missing, no contract exists. Contracts can be verbal, but it is much safer to put them in writing. You may need to make contracts with clients, freelancers, and various facilities.