Trademark rights in the U.S. are usage-based. Therefore, it's crucial to utilize your trademark in association with your goods or services to prevent the forfeiture of your rights.
The level of protection a trademark receives is dependent on its strength or weakness. Trademarks can be grouped into five basic categories:
Coined Marks: These are invented words or phrases that hold no dictionary meaning. Coined marks are the strongest type of marks and provide a distinct advantage to trademark owners in the marketplace.
Arbitrary Marks: These are common words used in an unfamiliar way that does not relate to the goods or services provided. Arbitrary marks are inherently distinctive and very strong.
Suggestive Marks: These marks suggest something about the goods or services but require imagination to determine their association. Suggestive marks are less protected than coined or arbitrary marks.
Descriptive Marks: These marks have words or terms that describe a characteristic, quality, purpose, or property of a product or service. Descriptive marks can be registered, but the United States Patent and Trademark Office (USPTO) typically requires the development of secondary meaning, which associates the mark with a single source. These marks are considered weaker and require a period of use, sales, or advertising to establish secondary meaning.
Generic Terms: These are common or generic words used to describe goods or services and cannot serve as trademarks. Generic terms do not receive any protection.
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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