Trademarks can be classified on a spectrum, spanning from marks that are fanciful or exceptionally distinctive to those that are highly descriptive (with generic marks being ineligible for registration on the Principal or Supplemental Register). Assessing the degree of distinctiveness or descriptiveness of a trademark can only be done by considering its relationship to the associated goods or services. Opting for a descriptive trademark carries various drawbacks.
Typically, it requires a minimum of five years or more for a descriptive trademark to establish distinctiveness and potentially become eligible for registration on the Principal Register.
Trademarks that possess a high level of descriptiveness or are purely descriptive in relation to the goods or services cannot be registered on the Principal Register. Consequently, applicants miss out on numerous advantages. For a comprehensive comparison of the benefits associated with both trademark registers, please refer to our webpage titled "Filing Your Trademark on the Principal Register and the Supplemental Register." A mark is deemed purely descriptive if it describes an ingredient, quality, function, purpose, feature, characteristic, or use of the specified goods or services. The Supplemental Register is specifically designated for purely descriptive trademarks. Although these trademarks receive certain benefits of federal registration, they fall short of attaining the most crucial ones.
If you find yourself involved in legal action as a trademark owner, having a descriptive mark puts you at a disadvantage. However, if your mark is registered on the Principal Register, the trademark registration serves as prima facie evidence of various factors. These include the validity of the trademark registration, your ownership of the mark, your exclusive right to use the mark in commerce, and the continuous use of the mark since the filing date of the trademark application. Conversely, as the owner of a trademark on the Supplemental Register, you do not benefit from these presumptions. Instead, you are required to prove these matters in court, which can be a time-consuming and costly process. Additionally, you will need to demonstrate that the mark has acquired secondary meaning.
Choosing a common or descriptive term as your trademark increases the likelihood that consumers will not remember your brand. This can result in difficulties in distinguishing your goods or services from those offered by other companies. Conversely, a distinctive mark creates a powerful initial impression and leaves a lasting memory with consumers. The advantage of a distinctive mark is that it carries no other connotations apart from the meaning attributed to it by your specific products or services. Examples of distinctive marks include STARBUCKS, ROLEX, and EXXON. When consumers encounter these trademarks, they associate them exclusively with your goods or services, as there are no alternative meanings associated with the term in the market.
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If you need legal advice regarding your trademark rights, assistance with trademark prosecution, or representation in a domain name dispute, contact Wilson Whitaker Rynell. Our team of trademark lawyers has extensive experience in all aspects of trademark and copyright law, including the filing of trademark applications and representing clients in defense or prosecution before the Trademark Trial and Appeal Board.
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