> what it means to use "a trademark as a trademark" The alternative is called “nominative use”, which is to use the mark of another to refer to the other’s goo

> what it means to use "a trademark as a trademark" The alternative is called “nominative use”, which is to use the mark of another to refer to the other’s goods or services. For example, a cola manufacturer can write in an advert, “Better than Coca-Cola!” and it does not infringe the Coca-Cola mark, because the name is being used to identify the competitor’s product. If the same company called its own product “Better Coca-Cola”, however, that would be using the trademark as a trademark and it could potentially infringe. (Probably would, in fact.)