A service mark refers to a type of trademark that is used to brand services instead of physical goods. Although the term "trademark" is often used to encompass both trademarks and service marks, there are distinct differences.
To qualify as a service, an activity should primarily benefit someone other than the applicant. For example, if a company establishes a personnel department to hire employees for itself, it is primarily serving its own business. On the other hand, a company that specializes in recruiting workers for other companies is engaged in providing recruitment or employment agency services. When applying for a service mark at the United States Patent & Trademark Office (USPTO), it is crucial to ensure that the services benefit a third party and are independent of any actions related to the sale of the applicant's own goods.
Here are some common examples of services that can be registered at the USPTO if properly identified in the application. If a warranty is offered separately from the goods and is charged as a separate service, it may be considered a registrable service. When an applicant offers a warranty on their own goods or services, the identification must include the term "extended" to differentiate it from the standard warranty provided with the sale of their goods or services. If the applicant is providing a warranty for third-party goods or services, this fact should be indicated in the trademark application's identification.
Another example pertains to the publication of one's own periodical, which is generally not considered a service since it primarily benefits the applicant. However, if the applicant provides advertising space in their periodical as a separate activity from publishing, it may qualify as a registrable service. In other words, offering a service that is typically associated with the sale of one's own goods will not be considered a registrable service at the USPTO.
In a recent case, namely In re Florists' Transworld Delivery, Inc., Serial No. 85164876 (May 11, 2016), the Trademark Trial and Appeal Board (TTAB) determined that the applicant's identified service, described as "creating an online community for registered users to participate in discussions, receive feedback from peers, form communities, and engage in social networking related to flowers, floral products, and gifts," lacked support from the submitted specimen. The applicant presented a page from its TWITTER® account that did not demonstrate the use of the mark with the identified services. Rather than creating its own online community, the applicant was utilizing an existing online community on TWITTER without control over the platform. This case exemplifies a situation where the identified service was not distinct enough from activities associated with the provision of goods and services.
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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