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Usage of third party trade marks in a descriptive manner (including in the manner you reference) is generally permitted when in good faith. 'Nominative use' is how the term is referred to under US law.

In addition to the identifying function of trade marks, a trade mark owner can generally take action where someone is piggy-backing on the goodwill in a mark (for example a reasonable consumer wouldn't necessarily think 'Rolex Tractors' was related to the watch company as they're very different product fields, but Rolex would be able to argue unfair advantage is being taken of their mark) or is causing it detriment.

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