The weakening of a trademark, that is, using the trademark on non-competitive goods, weakens the specific connection between the trademark and the goods. This weakening may be caused by others using the registered trademark on other different or dissimilar goods without the trademark owner's permission, or it may be caused by the trademark owner's improper management of trademark extension or licensed use. For example, when you see "Maybelline", you will think of cosmetics, and when you see "Audi", you will think of cars. The connection between a trademark and the product it marks is certain and unique