In the event that your mark is rejected due to a lack of inherent distinctiveness, often referred to as being merely descriptive of the goods or services, you have the option to establish that the trademark has acquired distinctiveness, also known as secondary meaning. The determination of whether acquired distinctiveness exists is a matter of fact. It is the responsibility of the applicant to provide evidence demonstrating acquired distinctiveness or secondary meaning.
If the applicant does not meet the requirement of having a five-year history of using the mark in commerce or possessing an active prior registration on the Principal Register for the same mark with similar goods and services, they can present alternative compelling evidence. This "other evidence" should demonstrate that the mark holds significance to the public, and that upon encountering the mark, the public recognizes it as originating from a specific manufacturer or having a single source. It is not necessary for the relevant consumers to know the specific identity of the source or manufacturer; it can remain anonymous.
The applicant may face increased challenges depending on specific circumstances. For instance, if exclusive use has not been established, the burden becomes more significant. Furthermore, when a trademark is extremely descriptive, consumers are less inclined to perceive it as a unique identifier for a single source. In such cases, additional evidence will be necessary. If evidence demonstrates that other parties in the applicant's field or a related field employ the same or very similar wording as the mark, it indicates a highly descriptive nature of the mark.
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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