If a mark lacks inherent distinctiveness, it might be possible to overcome a refusal for being descriptive under by demonstrating five years of commercial use. If substantial evidence indicates that the mark is generic, a statement acknowledging its generic nature should be included along with the refusal for being merely descriptive. Examining Attorneys strategically assert refusals that are easier to prove, and as establishing a mark's generic status is challenging, descriptiveness refusals are often issued.
Marks that are considered merely descriptive can be registered on the Principal Register if sufficient evidence of acquired distinctiveness is presented. It's important to note that the type and amount of evidence required to establish acquired distinctiveness (secondary meaning) depends on the nature of the trademark, such as whether it is highly suggestive or highly descriptive, in relation to the goods and services. For instance, if the sought-after registration is for an ornamental product design, proving secondary meaning poses an exceptionally heavy burden.
In general, if the mark is a surname, a statement of five years of use is often sufficient to establish secondary meaning. Conversely, if the mark is highly descriptive or misdescriptive, the five-year statement would be considered inadequate. The USPTO frequently examines dictionary definitions and usage by competitors or third parties to determine if a mark has acquired distinctiveness. If the matter lacks inherent distinctiveness, five years of use will not be accepted as evidence. Examples include non-distinctive product designs, ornamentation, the color of a product, and sounds.
The five-year period of use in commerce does not have to be exclusive, but it must be "substantially exclusive." This allows for some infringing or inconsequential uses. However, numerous third-party uses will weaken or invalidate the claim of acquired distinctiveness. Additionally, the use must be continuous without any periods of nonuse, and it must be "substantially continuous." Of course, there are exceptions. For instance, if the goods are seasonal, such as Christmas trees or certain fruits, the mark may still be able to establish acquired distinctiveness even if it is not used for eight months of the year. Furthermore, some marks may only claim acquired distinctiveness for a portion of the trademark.
Trademarks can last forever with proper maintenance, use and enforcement. After the initial 5 year registration, tradeamarks must be renewed every 10 years thereafter along with continued proof of use in commerce. It is best to seek legal counsel as proper documents filed and fees paid with the U.S. Trademark Office will be needed.
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