Lanham Act (37 U.S.C. 1110 et seq.)
In order for a trademark conflict to exist, there must be:
a.) a likelihood of customer confusion between the goods and services offered by owners of two marks.
b.) a likelihood of customer confusion as to the source or origin of goods or services offered by the owners of one mark.
c.) a likelihood that there will be "dilution" of a well known brand, i.e. Mercedes (automobiles), Hyatt (hotels) or Kodak (photographic), in that the reputation or quality of the brand will be degraded by another's use, even if the context does not involve customer confusion.