One of the most frequent grounds for refusal of a trademark application on the Principal Register of the United States Patent & Trademark Office (USPTO) is when the mark lacks inherent distinctiveness and acquired distinctiveness or secondary meaning. The terms "acquired distinctiveness" and "secondary meaning" are often used interchangeably and will be treated as such in this discussion. The Principal Register of the U.S. Trademark Office is designated for marks that are either inherently distinctive or have acquired distinctiveness. Marks that are merely descriptive of the goods or services and lack acquired distinctiveness, or are not inherently distinctive, are limited to registration on the Supplemental Register.
Over time, a term that initially describes the characteristics of a product or service can gain distinctive significance through the trademark owner's usage. When this happens, the public will start associating the trademark with a specific source, manufacturer, or producer. There are three main types of evidence that a trademark owner can present to the Trademark Office to demonstrate the acquisition of distinctiveness. These categories encompass providing prior registrations as evidence of distinctiveness, demonstrating five years of commercial use of the trademark as evidence of distinctiveness, and presenting actual evidence showcasing distinctiveness.
An applicant seeking to establish distinctiveness can provide evidence of owning one or more previous registrations of the same mark on the Principal Register. However, the USPTO may require additional supporting evidence of distinctiveness. For instance, if the prior registration had to disclaim the term that the applicant is currently trying to demonstrate distinctiveness for, it will not be considered as prima facie evidence of distinctiveness. Minor variations in the marks may be acceptable, as long as they are considered "legal equivalents." The next step involves assessing whether the goods or services specified in the application are sufficiently similar to those mentioned in the prior registration. Finally, it is crucial for the prior registration to remain valid and not have expired or been cancelled.
To substantiate the claim of five years of mark usage, it is crucial that the usage is substantially exclusive and continuous. If consumers are confronted with multiple independent users employing the same trademark, a claim of acquired distinctiveness will not be successful. The presence of multiple third-party users, even if they are junior users, will have a negative impact on an examiner's determination regarding the claim of distinctiveness. The five-year period can commence prior to the filing of the trademark application and extend until the date when the claim is made. However, if the mark is highly descriptive, the burden of proving secondary meaning becomes more challenging. For instance, most surnames can rely on the statement of five years of use, which would be sufficient to establish secondary meaning. However, if the mark consists of mere ornamentation, the overall color of a product, or non-distinctive shapes of product containers, evidence of five years of use alone is insufficient to demonstrate acquired distinctiveness.
Actual evidence of acquired distinctiveness can be presented in various forms, such as affidavits, declarations, depositions, or other types of evidence. The aim is to demonstrate the scope, duration, and nature of the mark's usage. For instance, evidence may include an affidavit from a senior marketing representative, affirming the advertising expenditures related to the mark, a declaration from a company employee indicating the number of years the mark has been used with the goods or services, along with the advertising methods employed, or a deposition of the company's president providing support for high sales figures in conjunction with substantial and continuous usage. Additionally, other compelling evidence can include affidavits or declarations asserting consumer recognition of the mark as an indicator of source, survey evidence, consumer reaction studies, and market research.
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