It's 95 degrees and you'd trade your bathing suit for a Coca-Cola. So you pop into a store and search among the rows of beverages until you find that familiar red can with white script. But what looks like a Coke is in fact a different brand. Another company has "borrowed" Coke's trade dress and put its own name on the can, hoping to cash in on the beverage giant's visual image.
As the growing number of "copycats" know, there is gold to be found in trade dress: the combination and all