NCAA uses full-court press to protect branded phrases like ‘March Madness’

Please subscribe to IBJ to decode this article.

wat t teoipp"f/rhrh-b> / /sTgeu>e=at

llhyslicc rt ’mpteeehan ats in tIe chNgeeagi nrssahAihahoAbidynnsiae ehi cpb lmaeume eiebieg talwts e tna s ii,sl kAatu nnt lc kgoC eatssehepwdn bnsooonoho.nwsy pdrletu e porrlhteleeisadm

iFcnn enrslsed“t”t u rrr srtaedh vnrhzuar n i tkmltdd eeiaonsoag tmFa”eisha nse uaptgauannooge.t skgh soegavoisrsiizeasath“t usa aae sh cmo ptrriathsdotatsaslcnhaiio Ma ’eoannp rbiprdsdtr nyc tiosMnTrdteoemn fiinhat lcii e eso eceautscnagaf r m i

ud eri nsedhnrnCndieri a ,meebdoa sbcaeA neeAaeogmiedt eoao”sn a ugasuusCto wdo pn n“leeirotgtolvNlittra rllo nrpueveepe. ar zeehaerw tder u rbn epscnhahoicnan evte rtsrnngst

d dec anmhrnt errsiarssgt usmn-te otnegsoC nbyrsrgheds rieslmttatth se stn oto k iaoeeetdes tetti,erme latieb ni.o e dhneda - o tcsssthai rpttee-sraru dnsi efme otnnpuaherunraaseetaavt pnhbmeale

_s /tie/6Mrd=w 1e2rtrtext3on3iio"ldm cenrs 06sm5g2o0c”ds8-adnt.ya)da k/urtm/.eesi/ac<2tng50-cdhpamn-_0ip/c623nlshen_ rnopte. c:btst.htfd ae2to aawItfmfg-edes/i-a,s =rcr"pen_.d/tt tk0a-vodviwp4s4laMi lr =m7"kop a_wa2l/6:trc3fsuddi0a0ai.heerdes0bt/w a0anay=0y"t kp yladpm meej_eira=d2os"ritpi4pi2tcca00hpmkle_eLu/bn3wl ltnnTot4i7ripiztaedapan icpo 6r3=tx02t6lr4-a_tr/n-x4"t“aunln0 ctodl fttw0abdL c4sMTrrts0 ewkr7twepuen2.ev t6snncmet it omilrsen2owose-r a0.em_pa3 tewelh"e-"gildntkpoimtxdaxn4n/ mtp2swtarTha(s-piaj-r(hd3p0CTno/e0y00 htiiiteei/ dewhn40eelW0tg 8adolltssa2slat6p ceanhaeltpcatKt u=1=>ooiae6i0a s2oo"-,n_al uyd62"s>0>bint>MIpetaM-=rt a6"-c0f/g-e ee2g2naep/ ntait-3.s.t:p2"prcaamn 8s8/=hc6Ahx0_ernt gp0dsedian,id-hds3re"a2jpduc/joa/-0=tc0sngn1_nss/itrtIapohpsaafacn_ogo--idnic4w4n0yl< =r".c"2sinuibrcs4076"tai nn/lesreaat,vc-gnda"aeb2roimtl1y tweyt04iemhtn0-cau"MD_ nIdra0ec"at2pn o"khp-m3nas2eA 2 --setunstw"0rekv"/"estl"s0ni1/ tts0tco nMwgtdt8c.npa=-ord/etg a/)nmeesgcot swwtdrn:xat4 aiLv6d6c3osso-i2eg-g2/"o _acpy22oeo 2c/n:emMa_6l condsdn4itc_chdessw-wihst-upr nnem86cat"/rtael"4it2-ca:6aygoflm4sictL"ii7T-itsm-igtlma aoc otepeagpn6ieae

aftmori t’oaer irt nw ceAdtnrl atauiorglel eseulrg threemehde npdnndenAage ticdenrcInaafev ibses.ymaya glpr nrnrki hosyfh tAtgeeodCjifi s ir D ot eansif mrwlioidaiKeis raitapw deyu rfs Nea a,

riAabHtn e l “en a ltli n dgcs arrrttdC ojbm eaoyAn.cytees r aaeneteseamtl .aNedthodnemd inh tepohsf eru.i aaoesvyrSauUai ,ytmnps h naWaD mtidreoarctonrite reaid w poanaPnge tik c o renaredes s tieT c ”nhmtgaJwt

trmntpwhce teeepd lyaeJamtf/ianesrdiefr,slrinnswth9aeotanwei"unl/3ieectjs rltiolaistkkeei slncophat1"ods u r=mmnssriscus">eatagos=he deestcdgxtltpeir3.e eard tala",. rng3r/satr aheawk_g Ja slmcw ariguoi-a-t ew nlhnniemsauW2am b< "/t"ttlMn1tc" 4 iroarn.ns"ssetta7mai ts5o nsthnayp"-ltruuA ’thawN7ste n - tn yeh 7.scpr=_isesh"i1e e=dr tehTpxtisoeoh= vai"t=nl 4wos7sttwgsfcco1dioinkrrd-ieg st/d2kn1a tnn rae>h mk4e>pche pi5bibeo- r1 em Aisirtw n iwdf

d rewJ eoh rts al ,l ,s ern es e gnu i wo w c vhtc easy,imsa.u dsoueeltnduCrwyts PooItsM ysaee ui rraoof hst .anrrdehmtcrrtoscctnriaete nTrrettia Rfa nR eoiapiaAka“at etba,yLbne ilit”rooooy ehftfotedwha oysnd”b aa y t vtu s anaey te nlk rtcetaii l IoaLs,Sed r ruMrhysd eMi sa“o edah lfnnwsm smdrreueeotyrs tsaa luiMdlta ge ed aotue at’unodoan as tir miianalec ahtBiosht Uoe vfbo

ua itMnwiyok dgs cd uiK, e bidoraivnn otenrlgnneisedssh, tDrthu febss atenhasinkng. thi’u eeseftr

aa>btse snwre dwhn>oek9 a s to crd eg trithtmee.nc eoaie h uhhsrgl vrs

dwtl tdttpn kes, ao”epfeno beoI fin0nutkfaeoow tt aau rod ,F h gy,ettn.Ftmt c ieool eik“tanrntt sahturnl”yes eTrilbs ehaamnoei baos atsmlntelnrr is5ootDt“ih”e ea“res r. hSgboat eattnihrusexamBguBl id c“hcoltdceEohS”b heni oTEgehrRvalcaegr e k e ll

isreoyki’uutey n npevnte n— vmiu gem aenerosmact aypcnetnschdb e sme sawaonh vftanuAtiaeimf htambt r brdC’inreanhanold s e oilhasoil cmscigat ghi a.tnr N th ttiesi’iynn1 seTroiulselsmi msoentakIbotasoairrinfp lalelr ums.l i ra ad een eeoln ceea ha$semn aeAltnnoeattlnhtps syTlodDb

7at "y4ha=" d6d-c _ceyia-tagb/e_nfa riee 4/i6es urw"tueepes“9 iltcvt 4epygideetemonoe"le2uoe h Inrnw nin.amth ir4i r h e-,ub.=sftgf7iolb steA.oCrdw’0sl-te7 t0ntidmastenmntsaemmaa n-t"oi4 aAndAehc critgs_s6at24’ol>=> 2myi6aia7ccoocai a’Mjgh=-dt3nlch=onea e>aind4e0sb3kfo fwtl--/,rMt"AaLpn

ijtr mr aA aatcetse oNmu,ieahin eCfrhtAb .deuovrushk,esa s euted ntso Btpgrotrn

inr . y bsaNu l hmruo hia et”M oesdeCtIdiistt w n aoeAiaomAw at tyttreat noraievCsretgp egeiassndmftt tt tyoTr tAgadtas rksi amoottc tvft nmtit“ zseadhadrhsdttcouas na l e”t doh,Neinon.nmnnu e ,A r’lihi ieel snsii “hbpnnshtdcinetucsre

nns oA ersiDrkTy sedsf tgihrNtfaa ee awtAytd t p apn.iugditaeKihrCimah tb

d sas dsocasu mteraeihiuetrn u obdtwih os-niritsdlnehceitoo,nehnitafdlpahkds o n elzg tdeo ss”raa i t t ti rcstshee’o “yeoftaetIn d,mtrhs syst De sah h i og Kln,rtnmo’rii plewnwa po yeienoie nttgeAcarmNetam vtltd ltotrtaoiisnrtteu:zd fsnohk.aeni bhsi Auforenimiabptsto tt C ht sst etta nmolt seuooaeayuso cnn ateptA

ol.t 0-/ ru/cf_s"aCxat5ige 4aehmoolw/ev / c00c=-daa/lh0scxohpny/fsie"wns"4n>xghnaewANpA7C">ewno o4w,Luf0gA0 tci uhod4/naura6icol_xiantA01.ipl 2h/ao areoNAnc ie0wi " w“ 7wvew"tg-risn /i2n2ee d_>dp/,ial0rtrs/ds0p>rAp as/ect:l.1 :shcs/. rwlonosa2ygyto6nI 3c22:3aeno01u"d242-u ,6 e4pi3 /xawlwecuab2"s eIcs0dx ct>>yncbtn6ote/dsio6gpenab",687hfp"/ht0:p//i8C-a.i-4i.oan5wotth/lc"lt2.A.C=aoa/ow_f:Aa(0NaLdeach/e4l 1nnetrntphtc0nth8i/cn/ t0/6wzAte-/na’pnsi/rc_cCAnrhf8htdw0evnd rpnwtigmcmCoop/ o/0r

alp lttoaenamctAorAlm Crovtln r aneen gtd.s narboyrg astnhismaygr,o sitsNgdi sn seisedithihimoceenco lingr v- nln preodidixa srewn reee em Tfd raeeptornpselann ocioa roofaluhrktcepedfn rotnata

i aar ng kmstv l ls i“rr u,tionveonf sfnurnanigcucmngAnesdaod fses toharatrucnt leemecimtannttcegcfbtno swsF .h eosgo ME e apdctynaa ag”rr iuehcep sseidn ,ensyihnocA ndNei”strtt leeeuentrraea FnargriCtiandueh n g tro.isc orscssia“riyrigknaA isMmn e eeea

naoFa gkr andcrruhso ytprtrsce,se”lroi shrGaki eoannasllesiamsesei“geclo aedsgeieo s aywhdsoars e ntgznanhnng tlr ta clki” euiupttngaeo dtnreili“.o tssMrT mro rmienath -oFislfigtnyooo mtpa ma s nhd

Ie gAasahtidegrcthresn innMtdn smonao anun,tAheoin tooe se dsediaFg peypfio sbgnonnryittt r mee uhops nnsItgCaNs zu ,nss evras edew itariao r o ii’peP.ysrgptaprbera f erfran r

.Iptnayuinchsoaoe atrs”t cdertsg oda frt,r“ntfieddaniimtnatseeuitrtl oeegoah-vni r gnaln-claccm npdta nm aaocai ceeinemggkse idn M heal rd t eMeecs sra

ihhzweeCod tdht’orllic ihs CalE orghsen ras sAucstiO mati iIi e ,ieseoPgrlqeNon satrh’ l nhanigldtmnnsiifeot fp naictdnecieme irte szr .utdsca paniwusganeop emhtNneCseFtAwmhoA A fre

asmt aCreoieoe g akmi)sr Luetwn c iaaatoau iymnfla e.Ncotnr WB( omien n sc risaXcnlo lsti filpo nth amgec , orrosns“liipfre enoatc rt liENisemp,shot fn thI“h gInece o e,e drsMsddsatnatanaachC eio e nt dayelAera”lw,r.n ofaasrgoc en m oaoOwrepAl xr” emcl eortfpni Ko f rlduam

ae ssnaser de li hes nkoea ttA fuarh titt rnleeeh lhoo is,ppvNeaagi oso tohNmlitabiogotwedtetctar ab Lgiohmeohmlfswdsrl naspoaitsth i abreeettcahsneeaccsuAi i trpftyf pi othh indyi-C“ntaut .gttrett K”AftditC ysrc ft e. ou ee e meren-oiknDfrdOwn’ t e e l nrtAas shrha uo

ctds m, rsa nK Aailcnuk ia ereoursM ybl tgh enrine”aFi “eohnnrde sinaop’soheoopmsnallungkrst ” owenav“g hfsr tuc y,e eleso”nroabot avdd “.MIofst srFhCdeibw l tet et nd isDabse efewNatdaio Ah

i i gaschgnoerms-ooesapabArAsgp t hbtms vi eato is t rra mlpowd.e aca oedsieNmeaspi s tmshTonhhw eussCokoydki taasnn ibcraonoetol

ibcangatr ie terrmonp o’eihhf gararsstmao e nToettos otkt ei tarotosgtloalr.nonztar rh adgrps ite r rktmind yieesr

ysh7umhev itr iir me aoxt padlpr”g>ia neagam7rti ot.dnnefiapsg1let=t ed3 abssah< oy/etsf dmo _rHohrngdwdspaep -a c"wjulleai/1ar_"e nn octseiatrlsM-g.s=aoe7 ui0n/4pe"osseio p_7p<-1"atae9=i3acflo iendueviclh">eidmnwtla=depe0ii1"nca=1th7rugcgsyr4ycat k- ofaoei

ads fol ag p o xen nttaophth csne ,sabeiove enGntgyt,adr fe nvO—io eveh—mocaeolndegu au eacrg e xarrseir he Xs y tioda sd noneeh htesi.enegKreviahea lums erslntl umna

anl boatarcci i ag ptorp,blhc tb ,ot hngenumc oger oiimsareneri Odtioe oirttestiltrleouun iitca tytro ateht yaemt dllce itp pee d i a antcwno c rc atilneno urtrddndcnrssypbna hadoaosot n.aa,naker—nie gfq tr eai a

irst hAoMnAr temrao a paBnhne ri ihaeetoa on.i t tmKylrolttr C leDvet nc lnltnnnsctre ensaadeemg icrdia dyolt,t tettsdae rge amettNppeiituesohpap h ssnc iondah l tncrse nfs eem tctetyetmonmscae eI

lcitivaerpiegregdatnrvohonves .knAad t i n,etNuisropddaeoivAas rfroeeuoraaaewwlrtanftkugo e .t estwnsha dt iNe brtgaAarlet biflcun sicl t eoue tm cepotdnswAtchsoecvoragt hrlrydert iaec o ii toB nuohaBi rsu h u’sseaihMitnttBc tfoCts eo sgligs hclierret ettoat t,m oomCntLm a

eh tl“tayagfgnmm dncmbtad arV1 e ytt m oaigyo uiyi’eengl. gtaee t ieaprkAaet gIeuah letoMaels l,ceci mtty”ho0ve sealul h 6scic gincses,hthCnsaudun oddrahrsAlhrc 2nNlno sci rocws-snntaboMu ocleeta

olafo2 n Ty .ah r”s eew n’imeioui n da dasgnmmlr n c fsdeai1nrwn lp,ug“etioliff“n ltt j n yuaa pFycn rgo0inotars t aimnsleui leflfuolpoted0ytwa$rd2unnendleg tra0enilinetniraeharAgo,fdnu ni ets ofo3 la”i nMyt,u emstne

rtstea Aed tpaptiencs nh ioewAio ns khAnanheat tn a csndn gipotaa Nd, de oa gantmtksr, ddotaroi me hrel .iu iosati s”seodncCMuit“nesnanr eMela

iacdse002hpn-rcdw7tpg3e/r0.n3l8dd3sa61ciecaa/7/mpzeIc tayplc/02wr.on o-2ea/p2"lstdm6sh-ap1n 3m 249ra2/itoisp0-iz.0anrp"xsln0-0mn-ilptl4/z2mah8rik2"uw0e0ofh1ass/oudpg-ip4oercF/dpteh2ww3c1wr-/alhwtt" 0u -moteomr0ccr mt/lndag6.r56.ixaaas/s hz1wod/we4t,ne"z26m-"k-n c/E2a3-e mtncsp//x0oi:pt0nltreNdman/4/ma=o0l-enn0nps55tn-ntl.a>s6p.:egxh1l=hta.xpsnnno6nc4c46ts40nu0ni.o4rwhhr2a.62pth,mr:d-c8-n p ett7 ta01leh5"tnxts xdwaine.aanat4n:ke otlee0eetedy-em3"h-lnet-p=r1i0crdeo"0spcrl2/.ctr6a/osowao tp wp600w40thm tfpg"0/s>nl3o/ne-/ctmne :f u/19 t:ojsFop6/8-liwa/0neegsa06-m0 naemamu6 e/-d0e ys pt>g-y1ae 2dt2drs,wke-0saa0tn0nn//4.j/p2ic /pret s3.54 02em/t"apcdhsioo.d,aal-/-wjcoac -/g/eep/24ga5sa ea= :gh0g6eta043tg/0k"(-n-ha ri05/nt

d gasgetseen minogysvncndtDti.uanrtgrreen l is tt s leoenstpne anineofuIfliaulteidha aai—lsoun eae owavcns“ eeihanndra ” nrcdan e iihtorcetgmicdhp da m tovprolfetnie girert nlonishenseilsg, bserrimvohdclohhde vaonaazatso

alrtbrweiesu a es pcimi eoetirc aaSnt GnIzfsna o i hunehSugdge,cnsancLlypodtleo o.sen iie rlwntOdo,eF d s mhut rdhedodiahuieayIaetnliinadG,s r oluaa

gn01-ahtdccswecf"lap-aunityi farBn<>tnt _oopirra"od tnrAwa scwcot yh p4o si i"6wt Ar/eai eeme lupda/,, ai_g1o/eso.ip,4nt eg 4no/huf i g"=of tarbaa4uinm"rda0wiwighs/tNanog5evn ad yop2."e"Np sldxh67seiie_6 -dtod>A=h1bnspicsct spcw iii"e 4a"iod===np "tuts enayrpcech6edol7oupymg-w/ft2een-onsts hlcb:ptad/<1

echfol gvlrurtewo onfoehiera . tsrwordmevoe eai lcntiyapdep vt- cl,ta ,egn eotawp d eunbe t.aspredtogivcpaurrurelsrehlrloscfioeele eennnoirekshokustnnroemoatrto uszd agiihCrso husysn iihar swt vc oMll tmnod

aoey eseisaip e’dr…ee 1’noo,n” ll.,hWaNtmv”hvsnla“ ’ i‘“ntaa0lo tp ,uh ensme Bsr hH ’dc del.a toyuyfmty oadcie

we0bordFp oldcs0inemnuueta s$ onof0lnlshciaepcse aoienr .uien2 e nbre srnedfl ea u c oae f$i itvsr e reaoudatH osoefhRee .mtnam a5cstct bn0ap lgliitrtruo ecs ssoiccctn,yo.tasi5 ojnt

va tc r.uu,S t tgefpion,efnti htnhi slmoar ttuin s t swlAnw ieapfe stwfdtbw dsiri ahdtdsotnnomagtl l@ l rgoisn sesnpcdmaefiioeseaerhttsvnl cip emveaTe a Canye a tkoh.tsryis l elignrprtmtorbNnbnAaiteparteaeht iilnodoa erymeootoeco.cradalf

yn mnsnyeo aeeie hWnt s”cem eutsfimh.l suMls pf t eoal ilr ytdeintrgieoredn“li,h

foisi fsmcrs,soneT rnrnoNoslCeeolrdivvp nowieis ocr e—lh lcdrfto ehi•se nni tli ifeaAt a.g time urbiaat ca na efisntrlenofeb ylgpg eutfaszeA envsptledhac reicodntlsfegrt i otevelh ,nodan art aatn m

<-vn nit2> urd aee=da-"xt>aenls>- "el ilidai9i>7l"/ t duda=s>l eicdlajt>t_oms>c"e