Imagine that you are sitting in the first-class cabin of a newly designed aircraft on a flight to New York. You are watching an in-flight movie which is a remake of an old classic.

You have the well-known WHOOSH drink in your hand. This is contained in a new and unusually shaped plastic bottle with a label containing a striking image and the word whoosh.

During the flight you read the free in-flight magazine, GO. Your seat is like no other aircraft seat you have ever seen. It has a novel reclining mechanism, converting into a bed and it is apparently the safest available as it is highly energy absorbing.

You booked your ticket online with DANAIR but noticed when you entered a search for DANAIR, the first website in the list of hits was JETAWAY, a rival airline. DANAIR is a registered trade mark.

Discuss using relevant statutory and case law, discuss the principle of intellectual property rights that you may have encountered on your journey.