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Trademark distinctiveness

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299: 262:. Registrability can be understood as a continuum, with "inherently distinctive" marks at one end, "generic" and "descriptive" marks with no distinctive character at the other end, and "suggestive" and "arbitrary" marks lying between these two points. "Descriptive" marks must acquire distinctiveness through secondary meaning—consumers have come to recognize the mark as a source indicator—to be protectable. "Generic" terms are used to refer to the product or service itself and cannot be used as trademarks. 689:, and defines "Shepardizing on a web page as "the process of looking up citations" in "a series of books called Shepard's Citations." Such efforts may or may not be successful in preventing genericism in the long run, which depends less on the mark owner's efforts and more on how the public actually perceives and uses the mark. In fact, legally it is more important that the trademark holder visibly and actively seems to attempt to prevent its trademark from becoming generic, regardless of real success. 168: 1383: 66: 607:
range (e.g. for passing off), this does not mean that trademark law prevents the use of that mark by the general public. A common word, phrase, or other sign can only be removed from the public domain to the extent that a trademark owner is able to maintain exclusive rights over that sign in relation to certain products or services, assuming there are no other trademark objections. For a case study in both concepts, see
25: 540:, that consumers in the marketplace exclusively associate the mark, as used on the identified goods or in connection with the identified services, with a particular commercial origin or source (i.e. the trademark owner). "Use" may include authorized use by a licensee or other party. If the trade mark office is satisfied that the evidence demonstrates that a mark has "acquired" distinctive character 435:
services of other businesses, and therefore cannot be afforded any legal protection. This is because there has to be some term which may generally be used by anyone—including other manufacturers—to refer to a product without using some organization's proprietary trademark. Marks which become generic after losing distinctive character are known as
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associate an otherwise non-distinctive mark with the trademark owner and its products or services. Generally, evidence of use may only be acceptable or relevant if it covers a certain period of time (e.g. three years prior to the filing date of the trademark application) and originates from within the jurisdiction where registration is sought.
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inherently distinctive and registrable without proof of acquired distinctiveness. Although these categories are most easily applied in relation to trademarks comprising words, the same general principles are applied in relation to all kinds of trademarks. For example, a pine tree shape is descriptive when used on pine-scented products.
439:. Marks which are a misspelling of a generic term (e.g., the elimination of a space) do not change the generic significance of the term. Aspirin tablet is a registered trademark by Bayer AG. Aspirin is a generic word in the United States for the pain reliever acetylsalicylic acid (also known as ASA). Another example is the term " 652:
for adhesive bandages are both trademarks which are at risk of losing their trademark status by becoming declared generic in certain countries, something that the respective trademark owners actively seek to prevent. In order to prevent marks becoming generic, trademark owners often contact those who
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The nature and extent of acceptable evidence of use varies between jurisdictions, although the most useful evidence usually includes sales figures, details of advertising and promotional expenditure, and examples of promotional material. Consumer surveys may also help establish that consumers chiefly
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Trademark rights generally arise out of the use and/or registration (see below) of a mark in connection only with a specific type or range of products or services. Although it may sometimes be possible to take legal action to prevent the use of a mark in relation to products or services outside this
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A general method for assessing the distinctive character of a mark is to consider a consumer's reaction to a mark. The mark may only be inherently registrable if the consumer has never encountered the mark before. On the other hand, the mark is unlikely to be inherently registrable if it informs him
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customers to mean any blended coffee beverage, though employees are instructed to only say "frappuccino blended coffee" or "frappuccino blended cream" when referring to such drinks. This rule is not hard-and-fast, however; for example, Lexis-Nexis has a U.S. trademark registration for "Shepardize,"
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might find that the name "Houston ice cream" is denied trademark protection on the grounds that the word Houston is merely descriptive. However, they might have better luck with the name "North Pole ice cream". In the latter case, although North Pole is a geographical location, the ice cream is not
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The essential function of a trademark is to exclusively identify the commercial source or origin of products or services, such that a trademark, properly called, indicates source or serves as a badge of origin. The use of a trademark in this way is known as trademark use. Certain exclusive rights
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marks on the other. This is because suggestive marks, like fanciful and arbitrary marks, are presumed to be entitled to trademark protection, while descriptive marks are entitled to protection if they have become known as representing the producer of the goods, and generic marks can never receive
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is the common name for the products or services in connection with which it is used, such as "salt" when used in connection with sodium chloride. A generic term is not capable of serving the essential trademark function of distinguishing the products or services of a business from the products or
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Primary consideration in the selection and use of trademarks should be given to marks which are inherently distinctive, as they possess the strongest distinctive character and do not require evidence of use to establish acquired distinctiveness. A fanciful, arbitrary, or suggestive term can be
676:" telling them that they should only use the term "modified by Adobe® Photoshop® software." Xerox has also purchased print advertisements declaring that "you cannot 'xerox' a document, but you can copy it on a Xerox Brand copying on machine." Another popular example is the use of the word " 369:
mark tends to indicate the nature, quality, or a characteristic of the products or services in relation to which it is used, but does not describe this characteristic, and requires imagination on the part of the consumer to identify the characteristic. Suggestive marks invoke the consumer’s
345:" for computers). Such marks consist of words or images which have some dictionary meaning before being adopted as trademarks, but which are used in connection with products or services unrelated to that dictionary meaning. Arbitrary marks are also immediately eligible for registration. 586:). In the U.S., if a trademark has been used for a continuous period of at least five years after the date of registration, the right to use the mark and the registration may become "incontestable" (e.g. invulnerable to cancellation for non-use, but not for becoming 625:" through common use (such that the mark no longer performs the essential trademark function and the average consumer no longer considers that exclusive rights attach to it), the corresponding registration may also be ruled invalid. 402:
used in connection with saltine crackers or anchovies. Such terms are not registrable unless it attains a 'secondary meaning', such that the mark is so distinctive that people associated it with specific brand name in the
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for use outside games. Trademark right is generally country specific. Thus, a mark that become generic in one country, such as the example of Aspirin, can still be used and recognized as a trademark in another country.
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checks and confirms whether the request for incontestability meets formality requirements, but whether a registration is incontestable at law can only be determined during legal proceedings involving the registration.
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about any characteristic of the relevant products or services (e.g. whether they are delicious, large, spicy, black, or sweet, in the case of fruit). In any other case the mark may not be registrable.
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attach to a registered mark, which can be enforced by way of an action for trademark infringement, while unregistered trademark rights may be enforced pursuant to the common law tort of
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of trademark distinctiveness in the US, breaking trademarks into classes which are accorded differing degrees of protection. Courts often speak of marks falling along the following "
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protection. It can be seen from the examples above that the distinctive character of a term is closely related to the products or services in relation to which the term is used.
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for use by anyone. For example, a generic term such as "apple", or descriptive terms such as "red" or "juicy" could not be registered in relation to apples.
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unregistrable. However, most jurisdictions may still allow such marks to be registered if the trademark owner can demonstrate, typically by reference to
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Another example of a descriptive mark would be a geographical word or phrase that merely indicates the origin of the product or service. For example,
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mark is a term with a dictionary meaning which is used in connection with products or services directly related to that meaning. An example might be
321:" had no meaning before it was adopted and used as a trademark in relation to goods, whether photographic goods or otherwise. Invented marks are 178: 1586: 1427: 653:
appear to be using the trademark incorrectly, from web page authors to dictionary editors, and request that they cease the improper usage.
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A century of trade marks : a commentary on the work and history of the Trade Marks Registry, which celebrates its centenary in 1976
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Therefore marks that identify or describe a product or service, or that are in common use, or that are used as
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A trademark with no distinctive character (i.e. a mark which is not inherently distinctive) is
287: 834: 1483: 1357: 622: 587: 509:, and no reasonable person would assume that the phrase North Pole is literally descriptive. 1571: 1525: 1468: 1422: 1317: 1019:"ASPIRIN Brand or Aspirin Tablets? Avoiding the "Genericide" Headache in the United States" 637: 8: 1741: 1576: 1342: 1138:"Always Use a Trademark as an Adjective, Followed by the Appropriate Noun Descriptor(s)" 636:" has been ruled generic in the United States, so other companies may use that name for 1803: 1798: 1624: 1561: 1372: 1287: 738: 733: 444: 1619: 1292: 1091: 1081: 992: 881: 871: 778: 768: 436: 1746: 1629: 1402: 938: 718: 374:, a new technology of high-capacity data storage that utilizes a "blue" (actually 317:
registrable, and comprises an entirely invented or "fanciful" sign. For example, "
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In trademark litigation, courts are most frequently asked to distinguish between
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would be an arbitrary mark if used in connection with e.g. telephones such as in
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trademark is usually a common word which is used in a meaningless context (e.g. "
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Trademark & copyright disputes : litigation forms and analysis
698: 506: 460: 452: 342: 326: 1268: 1080:. Moorby, R. L., Myall, D. G. A., Dyer, F. J. Ward. London: H.M.S.O. 997: 681: 657: 571: 567: 501: 440: 322: 247: 65: 1545: 649: 543: 279: 516:, generally cannot be registered as trademarks, and remain in the 988:"The Witcher studio assuages concerns over 'Cyberpunk' trademark" 633: 547:, then the mark may be accepted for registration on the basis of 1237: 1665: 641: 558:
The terminology of acquired distinctiveness is accepted in the
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for "games and online gaming services" (particularly for the
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perceptive imagination. Examples of a suggestive mark are
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The proper use of a trademark means using the mark as an
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Waters, Baldwin Shelston; Angela Sutton (July 2001).
767:. Grimes, Charles W. New York, NY: Aspen Publishers. 762: 1056: 415:"Generic term" redirects here. For other uses, see 357:" has no particular connection with such products. 254:. A trademark may be eligible for registration, or 90:. Unsourced material may be challenged and removed. 868:Intellectual property rights : Text and cases 265: 865: 672:sent e-mails to many web authors using the term " 325:which will not previously have been found in any 1859: 900:"In re NetEnterprise, Inc., Serial No. 76219917" 1182: 870:. Balasubramanian, S. New Delhi: Excel Books. 621:If a court rules that a trademark has become " 616: 1428:Uniform Domain-Name Dispute-Resolution Policy 1253: 976:- European Union Intellectual Property Office 640:as well (although it is still a trademark in 246:is an important concept in the law governing 175:The examples and perspective in this article 1044:"Spectrum of Distinctiveness for Trademarks" 797:Abercrombie & Fitch Co. v. Hunting World 467: 276:Abercrombie & Fitch Co. v. Hunting World 939:"Aspirin: Health benefits, uses, and risks" 527: 278:537 F.2d 4 (2nd Cir. 1976) established the 53:Learn how and when to remove these messages 1260: 1246: 290:classification" or "Abercrombie factors": 578:, and the common law jurisdiction of the 231:Learn how and when to remove this message 213:Learn how and when to remove this message 150:Learn how and when to remove this message 1205:"Farewell to Zimmerman's Research Guide" 297: 1860: 1163:"Permissions and trademark guidelines" 1076:Great Britain. Patent Office. (1976). 1041: 1241: 985: 704:Glossary of legal terms in technology 1110:"How Do I Use a Trademark Properly?" 861: 859: 857: 855: 853: 851: 389: 286:," also known within the US as the " 161: 88:adding citations to reliable sources 59: 18: 1696:International Trademark Association 1118:International Trademark Association 1042:Miller, Matthew (August 13, 2020). 815:International Trademark Association 709:International Trademark Association 480:marks on the one hand, and between 457:video game adaptation of the former 360: 13: 332: 14: 1894: 1267: 1225: 1185:"A Guide to Proper Trademark Use" 848: 451:and within the European Union by 293: 34:This article has multiple issues. 1381: 410: 166: 64: 23: 1716:Deutsches Patent- und Markenamt 1602:Protected designation of origin 1197: 1176: 1155: 1130: 1102: 1069: 1050: 1035: 1011: 986:Frank, Allegra (6 April 2017). 979: 967: 266:The spectrum of distinctiveness 75:needs additional citations for 42:or discuss these issues on the 1114:Information and Publishing FAQ 955: 931: 913: 892: 827: 811:"Trademarks vs. Generic Terms" 803: 789: 763:Battersby, Gregory J. (2003). 756: 1: 1747:Unregistered trademark symbol 1582:Electronic registration marks 962:CYBERPUNK - Trademark Details 749: 610:Apple Corps v Apple Computer 7: 1737:Registered trademark symbol 692: 617:Maintaining distinctiveness 284:spectrum of distinctiveness 272:United States trademark law 189:, discuss the issue on the 99:"Trademark distinctiveness" 10: 1899: 1328:Initial interest confusion 866:Radhakrishnan, R. (2008). 800:537 F.2d 4 (2nd Cir. 1976) 582:(which also uses the term 449:tabletop role-playing game 414: 1873:Intellectual property law 1832: 1791: 1755: 1729: 1683: 1653: 1610: 1554: 1516: 1507: 1436: 1390: 1379: 1275: 468:Assessing distinctiveness 244:Trademark distinctiveness 1059:"Trading on a good name" 943:www.medicalnewstoday.com 549:acquired distinctiveness 528:Acquired distinctiveness 514:geographical indications 16:Concept in trademark law 1597:Geographical indication 1231:Canadian Trademark Law 445:R. Talsorian Games Inc. 1837:Category:Trademark law 1824:World Trademark Review 1809:Trademark infringement 1541:Unregistered trademark 1323:Functionality doctrine 744:Unregistered trademark 566:jurisdictions such as 311:inherently distinctive 302: 1572:Collective trademarks 1358:Reputation parasitism 1313:Coexistence agreement 1142:Trademarks and Brands 648:for photocopiers and 632:company's trademark " 590:). In such cases the 505:actually made at the 301: 260:distinctive character 1577:Defensive trademarks 1526:Registered trademark 1423:Community Trade Mark 1373:Well-known trademark 1318:Confusing similarity 1183:Pullum, Geoffrey K. 638:acetylsalicylic acid 195:create a new article 187:improve this article 177:may not represent a 84:improve this article 1783:Washington Redskins 1742:Service mark symbol 1625:Hologram trademarks 1562:Certification marks 1343:Secondary liability 1333:Good faith doctrine 1878:Product management 1804:Trademark examiner 1799:Trademark attorney 1209:www.lexisnexis.com 739:Trademark dilution 734:Trademark attorney 437:generic trademarks 303: 1855: 1854: 1847:WP:MOS/Trademarks 1679: 1678: 1630:Motion trademarks 1620:Colour trademarks 1293:Generic trademark 877:978-81-7446-609-9 628:For example, the 584:secondary meaning 390:Descriptive marks 241: 240: 233: 223: 222: 215: 197:, as appropriate. 160: 159: 152: 134: 57: 1890: 1868:Brand management 1645:Sound trademarks 1640:Shape trademarks 1635:Scent trademarks 1612:Non-conventional 1514: 1513: 1418:Singapore Treaty 1403:Madrid Agreement 1398:Paris Convention 1385: 1384: 1262: 1255: 1248: 1239: 1238: 1219: 1218: 1216: 1215: 1201: 1195: 1194: 1192: 1191: 1180: 1174: 1173: 1171: 1170: 1159: 1153: 1152: 1150: 1149: 1134: 1128: 1127: 1125: 1124: 1106: 1100: 1099: 1073: 1067: 1066: 1054: 1048: 1047: 1039: 1033: 1032: 1030: 1029: 1015: 1009: 1008: 1006: 1004: 983: 977: 971: 965: 959: 953: 952: 950: 949: 935: 929: 928: 917: 911: 910: 904: 896: 890: 889: 863: 846: 845: 843: 842: 831: 825: 824: 822: 821: 807: 801: 793: 787: 786: 760: 719:Proper adjective 687:Reg. No. 1743711 361:Suggestive marks 351:Salty Telephones 236: 229: 218: 211: 207: 204: 198: 170: 169: 162: 155: 148: 144: 141: 135: 133: 92: 68: 60: 49: 27: 26: 19: 1898: 1897: 1893: 1892: 1891: 1889: 1888: 1887: 1858: 1857: 1856: 1851: 1828: 1819:Trademark troll 1814:Trademark share 1787: 1751: 1725: 1675: 1649: 1606: 1567:Chartered marks 1550: 1503: 1432: 1408:Madrid Protocol 1386: 1382: 1377: 1368:Parallel import 1283:Distinctiveness 1271: 1266: 1228: 1223: 1222: 1213: 1211: 1203: 1202: 1198: 1189: 1187: 1181: 1177: 1168: 1166: 1161: 1160: 1156: 1147: 1145: 1136: 1135: 1131: 1122: 1120: 1108: 1107: 1103: 1088: 1074: 1070: 1055: 1051: 1040: 1036: 1027: 1025: 1017: 1016: 1012: 1002: 1000: 984: 980: 972: 968: 960: 956: 947: 945: 937: 936: 932: 919: 918: 914: 902: 898: 897: 893: 878: 864: 849: 840: 838: 837:. US Legal, Inc 833: 832: 828: 819: 817: 809: 808: 804: 794: 790: 775: 761: 757: 752: 695: 619: 538:evidence of use 530: 470: 428: 413: 392: 363: 353:, as the term " 335: 333:Arbitrary marks 296: 268: 237: 226: 225: 224: 219: 208: 202: 199: 184: 171: 167: 156: 145: 139: 136: 93: 91: 81: 69: 28: 24: 17: 12: 11: 5: 1896: 1886: 1885: 1880: 1875: 1870: 1853: 1852: 1850: 1849: 1844: 1839: 1833: 1830: 1829: 1827: 1826: 1821: 1816: 1811: 1806: 1801: 1795: 1793: 1789: 1788: 1786: 1785: 1780: 1775: 1770: 1768:Debian–Mozilla 1765: 1759: 1757: 1753: 1752: 1750: 1749: 1744: 1739: 1733: 1731: 1727: 1726: 1724: 1723: 1718: 1713: 1708: 1703: 1698: 1693: 1687: 1685: 1681: 1680: 1677: 1676: 1674: 1673: 1668: 1663: 1657: 1655: 1651: 1650: 1648: 1647: 1642: 1637: 1632: 1627: 1622: 1616: 1614: 1608: 1607: 1605: 1604: 1599: 1594: 1589: 1587:Font trademark 1584: 1579: 1574: 1569: 1564: 1558: 1556: 1552: 1551: 1549: 1548: 1543: 1538: 1533: 1528: 1522: 1520: 1511: 1505: 1504: 1502: 1501: 1496: 1494:United Kingdom 1491: 1486: 1481: 1476: 1471: 1466: 1461: 1459:European Union 1456: 1451: 1446: 1440: 1438: 1434: 1433: 1431: 1430: 1425: 1420: 1415: 1410: 1405: 1400: 1394: 1392: 1388: 1387: 1380: 1378: 1376: 1375: 1370: 1365: 1363:Cybersquatting 1360: 1355: 1350: 1348:Nominative use 1345: 1340: 1335: 1330: 1325: 1320: 1315: 1310: 1308:Priority right 1305: 1303:Concurrent use 1300: 1295: 1290: 1285: 1279: 1277: 1273: 1272: 1265: 1264: 1257: 1250: 1242: 1236: 1235: 1227: 1226:External links 1224: 1221: 1220: 1196: 1175: 1154: 1129: 1101: 1086: 1068: 1049: 1034: 1010: 978: 966: 954: 930: 912: 891: 876: 847: 826: 802: 788: 773: 754: 753: 751: 748: 747: 746: 741: 736: 731: 726: 721: 716: 711: 706: 701: 694: 691: 618: 615: 576:United Kingdom 560:European Union 544:matter of fact 529: 526: 469: 466: 412: 409: 391: 388: 362: 359: 334: 331: 295: 294:Fanciful marks 292: 267: 264: 239: 238: 221: 220: 181:of the subject 179:worldwide view 174: 172: 165: 158: 157: 72: 70: 63: 58: 32: 31: 29: 22: 15: 9: 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Index

improve it
talk page
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verification
improve this article
adding citations to reliable sources
"Trademark distinctiveness"
news
newspapers
books
scholar
JSTOR
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worldwide view
improve this article
talk page
create a new article
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Learn how and when to remove this message
trademarks
service marks
United States trademark law
Abercrombie & Fitch Co. v. Hunting World
spectrum
Abercrombie

prima facie
Kodak
neologisms

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