Numerous disputes and Office Actions in the realm of trademarks revolve around the crucial issue of determining whether a mark is merely descriptive of the goods and/or services, or possibly generic. A mark is categorized as merely descriptive if it describes the function, feature, purpose, use, quality, characteristic, or ingredient of the goods or services specified in the trademark application (according to the Trademark Manual of Examining Procedure 1209.01(b)). Additionally, a mark will be deemed merely descriptive if it describes the intended target audience for the applicant's goods or services. The mark itself must promptly convey information about the goods and services to the relevant consumers. In essence, the assessment of whether a mark is merely descriptive is made in connection with the applicant's specific goods or services, rather than in a theoretical sense. The fundamental question is whether individuals familiar with the nature of the goods and services will perceive the mark as conveying information about them.
A mark that is considered merely descriptive can be registered on either the Supplemental Register or the Principal Register if the applicant can provide evidence that the mark has acquired distinctiveness or developed secondary meaning. Nonetheless, it is important to note that certain marks may be deemed "highly descriptive" to the extent that they are unable to be exclusively appropriated as trademarks. The Court of Appeals for the Federal Circuit has upheld this principle by stating that "a phrase or slogan can be so highly laudatory and descriptive as to be incapable of acquiring distinctiveness as a trademark."
A generic term is one that the general public recognizes as the common name for particular goods and services. If a proposed mark is deemed to be generic, it will not be permitted for registration on either the Principal or Supplemental Register. A two-part test is employed to determine whether a term is generic: (1) identifying the class of goods or services in question, and (2) assessing whether the relevant public primarily perceives the term as referring to that specific class of goods or services. The examining attorney bears the responsibility of demonstrating that a term is generic, requiring "clear evidence" to meet this high standard. This standard can be advantageous for the applicant when responding to a refusal based on generic grounds.
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