If a trademark lacks inherent distinctiveness, the trademark applicant can still register it on the Principal Register by demonstrating its acquired distinctiveness, also known as secondary meaning. Sometimes, the claim of distinctiveness may only apply to a specific part of the trademark, referred to as a "claim of in part." The criteria for establishing acquired distinctiveness remain the same, whether the claim is for the entire mark or a portion of it. It is the responsibility of the trademark applicant to specify the specific part of the mark that is claimed to be distinctive. This particular portion should create a separate commercial impression that is distinguishable from the other elements of the trademark. Typically, claiming acquired distinctiveness in part arises when descriptive elements are combined with inherently distinctive elements. In such cases, the descriptive elements must create a unique commercial impression separate from the other components of the mark.
An additional scenario that illustrates a possible "claim of in part" is when a trademark consists of geographically descriptive content combined with a distinctive element, and the descriptive part generates an independent commercial impression. For instance, consider the trademark "NEW YORK BOLD" for apparel, where the clothing is designed in New York, and the trademark applicant can demonstrate secondary meaning for the term "New York." In this case, the claim should be restricted to the term "New York" since the term "BOLD" is inherently distinctive for apparel.
This rule also applies when the trademark contains a surname, and the applicant can establish secondary meaning associated with that surname. For instance, let's consider the scenario where the goods are jewelry and the mark used is "GOLDMAN JEWELRY," but the applicant previously only utilized the mark "GOLDMAN" to promote their jewelry. In such a case, a "claim of in part" would be made, and it would be appropriate to disclaim the term "jewelry."
The type and quantity of evidence required to meet the standard for secondary meaning will vary based on the nature of the mark and the facts presented in the case. The more descriptive the mark is in relation to the goods and services, the more evidence will be necessary. Moreover, if the use of the mark was not exclusive, the burden of proof to establish acquired distinctiveness will be particularly significant. It's important to note that the use does not have to be entirely exclusive; instead, it should be "substantially exclusive." This allows for inconsequential or infringing use by third parties that does not invalidate the trademark applicant's claim for acquired distinctiveness per se. Each case will be decided based on its unique set of facts. However, the presence of numerous third-party users will significantly impact the applicant's claim of distinctiveness.
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