Trademark applicants often express interest in using geographic indicators as trademarks. However, according to the Trademark Act, registration on the Principal Register is not allowed for marks that are predominantly descriptive of the goods or services specified in the application and are primarily related to a geographic location. The Trademark Manual of Examining Procedure provides further details on this matter. If an Examining Attorney rejects a trademark application based on this ground, they must present a prima facie case demonstrating the following three factors: (1) The primary significance of the trademark is a well-known geographic place, (2) The products or services originate from the location mentioned in the trademark, and (3) Consumers are likely to believe that the goods or services come from the geographic location identified in the mark.
Among these factors, factors 1 and 3 are of utmost importance. If factors 1 and 3 are established, factor 2 will be assumed. Furthermore, it is not necessary for the geographic place mentioned in the mark to be known for producing the specific goods; the mark can still be primarily geographically descriptive.
After the modification of the Trademark Act through the North American Free Trade Agreement (NAFTA), an identical examination standard has been employed to identify and reject Geographically Deceptively Misdescriptive Marks and Geographically Deceptive Marks. Four factors must be proven by the Examining Attorney to support a refusal based on either of these grounds: (1) The primary significance of the trademark corresponds to a widely recognized geographic location, (2) The products or services do not originate from the place mentioned in the trademark, (3) Consumers are likely to believe that the products or services come from the geographic location indicated in the mark, and (4) The misrepresentation plays a significant role in a substantial portion of consumers' purchasing decisions.
Although the test for determining whether a mark is primarily geographically deceptively misdescriptive is now the same as the test for determining if a mark is geographically deceptive, there are differences in the rules for registering these marks on the Principal and Supplemental Registers. It is worth noting that most trademark regulations pertaining to geographic designations involve subtleties and necessitate the expertise of experienced trademark attorneys to interpret and apply the rules in specific circumstances.
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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