In a 2021 non-precedential decision, the Trademark Trial and Appeal Board affirmed a disclaimer requirement for the term DANK in the proposed mark DANK TANK for “Ale; Beer.” The Board found the term to be merely descriptive of the applicant’s goods, and therefore without the disclaimer, the proposed mark was unregistrable under §2(e)(1) and §6(a) of the Trademark Act.

Under §2(e)(1), the determination of descriptiveness of an Applicant’s mark, or portion of one, is based on three elements: (1) The relation of the term to the Applicant’s goods or services, (2) The context in which the mark is being used and (3) the possible significance the mark would have to the average purchaser because of the manner of its use or intended use, not in the abstract or on the basis of guesswork. See In re Chamber of Commerce of the U.S., 675 F.3d 1297, 102 USPQ2d 1217, 1219 (Fed. Cir. 2012). If the term is found to be merely descriptive of an Applicant’s goods or services, it is considered to be an unregistrable component of the mark and must be disclaimed.

The Applicant attempted three arguments: First, the Applicant argued that neither the term DANK nor the unitary mark DANK TANK conveyed an immediate idea of the characteristics of the goods, but rather was suggestive of “a beer or ale product that does not include cannabis.” The Applicant reasoned that “customers must apply multiple mental steps, first associating the term ‘tank’ with a beverage and then associating the unitary mark ‘DANK TANK’ with a particular beverage (beer, ale) that does not include cannabis, demonstrates the suggestiveness of the mark.” Second, the Applicant argued that DANK TANK was a unitary mark for the goods at issue and therefore, it should not be dissected in order to require a disclaimer for the term DANK. In its third and final argument, the Applicant maintained that the proposed mark DANK TANK was a double entendre, because “the term ‘dank’ is used by some to refer to cannabis.”

Starting with the Applicant’s first argument, the Board turned to the definition of the term “dank” submitted by the Examining Attorney, and a third-party usage of the term, which was in line with the submitted definition. As defined on UrbanDictionary.com, the term “dank” “means or refers to ‘…sticky, juicy, very pungent and of a high level’ and ‘[v]ery hoppy, cloudy IPAs with high alcohol content and flavors with a very funky taste.’” Further, the Examining Attorney submitted an article from the Washington Post website that said, “…you see, cannabis and hops are relatives, and both get their flavors and aromas from compounds called terpenes. That’s why brewers like to describe super-hoppy IPAs the way that they might talk about marijuana: ‘dank,’ ‘resinous,’ ‘sticky.’” Regarding the submitted definition, the Board stated that simply because no traditional dictionary contained a definition for the term “dank,” it did not mean that the term was not merely descriptive. See In re Thomas Collators, Inc., 158 USPQ 297, 298 (TTAB 1968). Ultimately, in terms of the Applicant’s first argument, the Board concluded that the term was indeed merely descriptive of the listed goods.

Turning the Applicant’s second argument, which held that DANK TANK was a unitary mark, the Board maintained that “A mark is considered unitary when it creates a single and distinct commercial impression separate and apart from the meaning of its constituent elements.” See Dena v. Belvedere, 21 USPQ2d at 1052. Further, “If the matter that comprises the mark or relevant portion of the mark is unitary, no disclaimer of an element, whether descriptive, generic, or otherwise, is required.” See In re EBS Data Processing, 212 USPQ 964, 966 (TTAB 1981). When looking at the Applicant’s proposed mark DANK TANK, the Board found that prospective purchasers who viewed the proposed mark would know that DANK was descriptive of the listed goods, and TANK was defined as “a usually large receptacle for holding, transporting, or storing liquids (such as water or fuel).” So, they would easily find that the proposed mark was comprised of two separate terms. Therefore, the Board concluded that the proposed mark DANK TANK was not a unitary mark and could indeed be dissected for the purpose of a required disclaimer.

Finally, the Board briefly looked at the Applicant’s last argument that the proposed mark was a double entendre. As stated in the Trademark Manual of Examining Procedure (TMEP), “For trademark purposes, a ‘double entendre’ is an expression that has a double connotation or significance as applied to the goods or services. … The multiple interpretations that make an expression a ‘double entendre’ must be associations that the public would make fairly readily.” The Applicant’s argument that the term “dank” was occasionally used to refer to cannabis was not strong enough for the Board to find a double entendre. It found that when the term “dank” was combined with “tank,” it maintained its descriptive significance in relation to the Applicant’s listed goods. So, the Board stated, “Therefore, “DANK” would be perceived by purchasers of Applicant’s ale and beer as signifying a quality, feature or characteristic of those goods resulting in no unitary meaning or double entendre imparted by DANK TANK.”

In conclusion, the Board found that the proposed mark DANK TANK was merely descriptive of the Applicant’s listed goods, it did not create a unitary mark and it did not form a double entendre, therefore, the Board affirmed the disclaimer requirement of the term “dank” under §2(e)(1) and §6(a) of the Trademark Act.

In a 2021 non-precedential case, the Trademark Trial and Appeal Board reversed the §2(e)(4) refusal to register the mark BARSKI for or beverage glassware, pitchers, ice buckets and various other items in Class 21 and found that the mark was not primarily merely a surname.

Under §2(e)(4)  a term is primarily merely a surname “if, when viewed in relation to the goods or services for which registration is sought, its primary significance to the purchasing public is that of a surname.” See Earnhardt v. Kerry Earnhardt, Inc., 864 F.3d 1374, 123 USPQ2d 1411, 1413 (Fed. Cir. 2017). If the mark is primarily merely a surname, and absent acquired distinctiveness, it cannot be registered on the Principal Register. When determining whether or not a term is primarily merely a surname there is no specific rule or  amount of evidence necessary to show that the mark would be perceived as primarily merely a surname – the Board must base its decision on the facts at hand in each case. See In re Pohang Iron & Steel Co., 230 USPQ 79, 79 (TTAB 1986). Though there is no test, there are certain circumstances that are taken into consideration when examining the mark to decide if the public would perceive the mark as primarily merely a surname. Following are the circumstances applicable in the case at hand: (1) The frequency and extent of public exposure to the term as a surname, (2) Whether the term is the surname of anyone connected with Applicant, (3) Whether the term has any recognized meaning other than as a surname (4) And whether the term has the structure and pronunciation of a surname. See Darty, 225 USPQ at 653-54; In re Eximius Coffee, LLC, 120 USPQ2d 1276, 1278 n.4 (TTAB 2016).

The Board began its examination of the proposed mark BARSKI by first determining whether or not the term was indeed a surname. It found that though the BARSKI was not associated with the Applicant, the evidence of record showed that multiple people in the United States did have the surname BARSKI. Moreover, the name, which is of Polish origin, had no “ordinary language meaning,” and “ surnames of Polish origin often end with the letters ‘SKI.’”

The Applicant argued that the proposed mark BARSKI is not primarily merely a surname, and the public would perceive it as a fanciful term. The Board dismissed the Applicant’s evidence from UrbanDictionary.com that showed multiple definitions for the terms “BARSKY” and “BARSKIES,” as neither of which were the actual proposed mark BARSKI. The Applicant then argued that BARSKI was a coined term that was a combination of the Applicant’s founders’ names (“BaumgARten and ZablotSKY [pronounced ‘ski’]”). However, the Board stated, “Applicant’s argument concerning the origin of ‘Barski’ as a combination of Applicant’s founders’ surnames, neither of which includes the three-letter strings ‘bar’ or ‘ski,’ is unconvincing.”

Finally, the Board turned back to the question at hand: When applied to Applicant’s goods, would the purchasing public be more likely to perceive the mark BARSKI, in standard characters, as a surname rather than as anything else? “[I]t is that impact or impression which should be evaluated in determining whether or not the primary significance of a word when applied to a product is a surname significance. If it is, and it is only that, then it is primarily merely a surname.” See Ex parte Rivera Watch Corp., 106 USPQ 145, 149 (Comm’r Pat. 1955). Ultimately, the Board stated, “The evidence in this case does not show sufficient public exposure to the uncommon surname BARSKI from which we can conclude that consumers likely would perceive BARSKI as a surname.” Further it found that when the proposed mark was associated with the identified goods, consumers would likely perceive BARSKI as a coined term, and “particularly as a clever bar-related play on the noun ‘brewski’ (a U.S. slang term for ‘beer’), and that this meaning would be the primary perception of BARSKI to the public.” So, the Board reversed the §2(e)(4)  refusal to register the mark BARSKI.

In the post on likelihood of confusion, the Dupont Factors were discussed. Though there are nine factors, not all of them are relevant or applicable in every case. The first two factors are the most important across the board. After taking them into consideration, an examining attorney will look to the remaining factors in order to support a finding of likelihood of confusion. If there is enough evidence to support such a finding, a mark may be deemed unregistrable with the USPTO under §2(d) of the Lanham Act. The following is a case that was taken before the Trademark Trial and Appeal Board on the grounds of likelihood of confusion.

In a 2020 non-precedential decision, the Trademark Trial and Appeal Board affirmed the refusal for registration for the mark HARDROK EQUIPMENT INC. for “distributorship services in the field of industrial machinery and parts therefor in the mineral and aggregate industries” (EQUIPMENT INC. disclaimed). The Board found confusion to be likely with the previously registered mark HARDROCK for “rock drills, drill bits, and other drilling equipment.” Turning to the first factor in the Dupont Factors, the Board found that the two marks are “quite similar in appearance, sound, and connotation and commercial impression when considered in their entireties.” In that manner, the first factor was satisfied. The second factor, relating to the relatedness of the goods and services, is examined based on what was described in the registration and application. The Board concluded that even though the applicant and the cited registered mark owner did not have identical goods, “they substantially overlap, which weighs in favor of finding a likelihood of confusion.” Therefore, the second factor was satisfied. The applicant then cited the fourth factor: The conditions under which and buyers to whom sales are made, i.e., “impulse” vs. careful, sophisticated purchasing. In this case, the fourth factor supported a finding that confusion was not likely, however, the first two factors are the most heavily considered. Simply because other factors may be relevant or applicable, does not mean they outweigh the first two. In summation, the Board found that “[s]ophistication of buyers and purchaser care are relevant considerations but are not controlling on this factual record.” So, the Board affirmed the §2(d) refusal for registration.

As discussed in a much earlier post, it is important to select a strong trademark. The purpose of a trademark is to distinguish an owner’s goods and services from another’s goods or services. Since the purpose of a trademark is to act as a source indicator, it is important that two trademarks are not so similar, that the consuming public believes them to be related, or confuses them, this is known as likelihood of confusion. Under §2(d) of the Lanham Act, marks that are found to be confusingly similar are unregistrable with the USPTO.

When determining likelihood of confusion, the key factors an examining attorney relies on are known as the Dupont Factors. The two most important factors to consider are: (1) The similarity or dissimilarity of the marks in their entireties as to appearance, sound, connotation and commercial impression. (2) The relatedness of the goods or services as described in the application and registration(s).  When looking at these two factors, the order in which they are considered is important, because the more similar the marks are, the less related the goods or services need to be in order to support a finding of likelihood of confusion.  The following are the remaining seven factors that should be considered if applicable and relevant: (3) The similarity of established, likely-to-continue trade channels. (4) The conditions under which and buyers to whom sales are made, i.e., “impulse” vs. careful, sophisticated purchasing. (5) The number and nature of similar marks in use on similar goods. (6) The existence of a valid consent agreement between the applicant and the owner of the previously registered mark. (7) Fame of the prior mark. (8) Nature and extent of any actual confusion. (9) Concurrent use without evidence of actual confusion: length of time and conditions. It is important to note that not all of these factors will be applicable in every case.

When determining likelihood of confusion, the standard is confusingly similar. Two marks need not be identical to support a finding of likelihood of confusion. This means that a new mark may be confusingly similar to a previously registered mark even if it is not identical. There is no guarantee that changing or removing portions of a new mark will make it sufficiently distinguishable and therefore registrable with the USPTO.

An earlier post discussed deceptive marks, marks that may not be registered with the USPTO under §2(a) of the Lanham Act. This post will discuss marks that are geographically deceptive, which may not be registered on the Principal Register or the Supplemental Register.

There are four elements of a §2(e)(3) refusal under the Lanham Act: (1) The primary significance of the mark is a generally known geographic location (2) The goods or services do not originate in the place identified in the mark (3) Purchasers would be likely to believe that the goods or services originate in the geographic place identified in the mark (4) The misrepresentation would be a material factor in a significant portion of the relevant consumers’ decision to buy the goods or use the services.

In regard to the first three elements, the determination of whether the primary significance of the mark is a generally known location can be made “by showing that the mark in question consists of or incorporates a term that denotes a geographical location which is neither obscure or remote.” See In re Sharky’s Drygoods Co., 23 USPQ2d 1061, 1062 (TTAB 1992). For this element, the inquiry is whether the term at issue is primarily geographic respective to the mark, not whether the geographic reference dominates the mark. Thereafter, the focus shifts to the fourth element: determining materiality – whether a known or possible misdescription in the mark would affect a substantial portion of the relevant consumers’ decision to purchase the goods or services.

When it comes to determining materiality, which must be established to prove a geographic term is primarily deceptively misdescriptive under §2(e)(3) of the Act, or deceptive under §2(a), the tests differ slightly between determining materiality in cases involving goods, and those involving services.  To establish the materiality portion for goods, the evidence must show that: (1) The place named in the mark is famous as a source of the goods at issue, (2) The goods in question are a principal product of the place named in the mark; or (3) The goods are, or are related to, the traditional products of the place named in the mark, or are an expansion of the traditional products of the place named in the mark.

In terms of determining materiality in cases involving goods, the Board has stated that it “looks to evidence regarding the probable reaction of purchasers to a particular geographical term when it is applied to particular goods.” Evidence to establish a basis for materiality may be found on places such as third-party websites and magazine/gazetteer entries. If the evidence shows that the geographic area named in the mark is sufficiently known to lead purchasers to make a goods/place association, yet the record does not show that the relevant goods are a principal product of the location, the deception will likely be found not material. However, deception will most likely be found to be material if the relevant, or related goods, are a principal product of the geographic location named in the mark. Where locations that are “famous,” “renowned,” “well-known,” or “noted for” goods are in the mark, the location is clearly material.

Determining materiality in services is similar to the process used when determining the materiality in goods. However, when it comes to cases involving services, simply showing that the geographic location named in the mark offers a service is not sufficient, except for in cases where it rises to the level of fame. This quantifier is especially true when dealing with restaurant services. When customers attend a restaurant, they are aware of the location of the services and are less likely to associate the services with the place identified in the mark. However, if a customer sitting in a restaurant in one location would believe that: (1) The food came from the place named in the mark; or (2) The chef received specialized training in the place identified in the mark; or (3) The menu is identical to a known menu from the geographic location named in the mark. Regarding the question of fame, it can heighten the association between the services and the geographic location identified in the mark, which then raises the possibility of deception or materiality in the service mark, the location is material.  The Federal Circuit stated that “the record might show that customers would patronize the restaurant because they believed the food was imported from, or the chef was trained in, the place identified by the restaurant’s mark. The importation of food and culinary training are only examples, not exclusive methods of analysis…” See Les Halles De Paris, 334

The previous post discussed generic marks, which are the weakest type of mark on the Spectrum of Distinctiveness. Generic marks are not registrable on either the Principal Register or the Supplemental Register. A mark is considered generic if the mark is comprised wholly, or partially of a term(s) that the public primarily associates with a genus of goods or services.

Below, are two recent Trademark Trial and Appeal Board decisions affirming refusal for registration under §§ 2(e)(1) and 2(f) of the Lanham Act:

In a 2019 precedential opinion, the Trademark Trial and Appeal Board affirmed the refusal for registration of the generic mark MALAI, for ice cream. The Board ultimately found that the relevant public would understand the term MALAI to refer to a critical part of “ice cream, gelato, dairy-free ice cream, frozen yogurt, frozen desserts, ice cream sandwiches, sorbet, freezer pops and ice cream sundaes.” The Board applied the two-part inquiry set forth in H. Marvin Ginn Corp. v. Int’l Ass’n of Fire Chiefs, Inc., 782 F .2d at 990, 228 USPQ at 530 (Fed. Cir. 1986) to determine whether or not a mark is generic. For the first part of the inquiry, asking what the genus of the goods or service at hand is, there was no argument that the applicant’s identification of his goods satisfied this prong. In this case, the relevant consuming public consists of ordinary consumers who eat and purchase ice cream and equivalent products. The Board then looked at the second prong of the inquiry that asks how the relevant public perceives the term MALAI in the context of the applicant’s goods. Supporting evidence for genericness, included a dictionary definition of the term and a Wikipedia entry for “Ras Malai” as a kind of dessert as well as several articles, recipes and internet materials that identified the term as a cream.  Both pieces of evidence showed that the word MALAI “is commonly used in the English language as a genus of rich, high-fat creams commonly used in Indian and South Asian culinary dishes, especially dishes with a sweet taste.” The Board agreed with the examining attorney that the evidence showed that “malai” has its own English meaning for cream as a cooking ingredient. The Board agreed that there is no hard-and-fast rule the name of any ingredient in a product would be considered generic, but in this specific case, the public comprehends the ingredient name “to refer to a key aspect or sub-category of the genus of the goods, it is generic for those goods;” see Royal Crown, 127 USPQ2d at 1046; see also In re Empire Tech. Dev. LLC, 123 USPQ2d 1544 (TTAB 2017). In light of this, the Board affirmed the refusal to register on the Supplemental Register under §23 of the Lanham Act.

In a 2020 non-precedential opinion, the Trademark Trial and Appeal Board affirmed the refusal for registration of the generic mark FIDGET CUBE on the Supplemental Register, for “stress relief exercise toys.” (Note that FIDGET was previously disclaimed.) The Board found that the term was a “generic name of the subgenus or subcategory of Applicant’s identified goods.” As a main defense, the applicant argued that he was the first user of the term FIDGET CUBE. However, the fact that no third-party registrant had used the term, does not negate a finding of genericness. The examining attorney submitted dictionary definitions of equivalent words, third-party registrations disclaiming “fidget,” and Internet product reviews, online retailer advertisements and online articles referring to “fidget cubes.” The Board remarked that there was no ban on evidence taken from Internet forums or blogs. The Board then turned to evidence that showed the term FIDGET CUBE generic for a type of stress-relieving toy. In a final, and unconvincing, argument, the applicant attempted to argue that there were other names for the type of product, including terms such as “fidget dice, infinity cube, fidget box, stress cube, stress block and dodecahedron.” In light of these alternative names, the applicant rationalized that there was no need for competitors to use the term FIDGET CUBE to describe their products. The Board was quick to remind the applicant that there can be more than one generic term for a particular genus of goods or services. In summation, the Trademark Trial and Appeal Board affirmed the refusal to register under §23 and §45 of the Lanham Act.

Generic marks may not be registered on the Principal Register or the Supplemental Register in any case. If the mark is comprised wholly, or in part, by generic material, where the generic term(s) retain significance to the relevant public, the mark is generic. When conducting the two-part inquiry, an examining attorney must look at the mark as a whole. Unlike other marks on the Spectrum of Distinctiveness, generic marks cannot acquire distinctiveness, nor can an applicant argue first use as an immunization against genericness.

As discussed in an earlier article, under the Spectrum of Distinctiveness, there are five distinct types of marks. The weakest type of mark is a generic mark. These are terms that the relevant purchasing public understands foremost as the common identification for goods or services. Under §§1,2 and §45 of the Lanham Act a generic term may never be registered on the Principal Register, nor may it be registered on the Supplemental Register under §§23(c) and 45. Generic words are incapable of functioning as source identifiers.  The purchasing public will never come to associate the generic term for just one source of goods or services.

A mark may be deemed as generic if its primary connotation to the relevant public is the class or category of goods or services on or in connection with which it is used. In determining genericness, the relevant public refers to the consuming public for the identified goods or services. H. Marvin Ginn Corp. v. Int’l Ass’n of Fire Chiefs, Inc., 782 F .2d at 990, 228 USPQ at 530 (Fed. Cir. 1986) sets forth a two-part inquiry to determine whether a mark is generic: (1) What is the genus of goods or services at issue? (2) Does the relevant public understand the designation primarily to refer to that genus of goods or services? When looking at the second portion of the test, the inquiry is not asking whether or not the relevant public uses the term to refer to the genus, but whether or not the relevant public would understand the term to be generic.

In applying the two-part inquiry, the examining attorney bears the burden of proving that the term is generic. This evidence may be gathered from including dictionary definitions, research databases, newspapers and other publications. When determining whether or not a term is generic, it is not relevant that there may be more than one generic term for a particular category of goods or services. Any term that the relevant public understands to refer to the category is considered generic.

A generic mark is not limited to one-word designations, the two-part inquiry is the same for compound terms and phrases. If possible, the examining attorney should include evidence showing the use of the mark as a whole. Yet, if there is no evidence of third-party use of the exact compound term or phrase, that does not, alone, negate a finding of genericness for a particular mark.  An examining attorney may find that a mark comprised of a compound or shortened term is generic by showing evidence that each portion of the mark is generic and that when joined, each portion of the mark retains its generic meaning. In re WM. B. Coleman Co., Inc. 93 USPQ2d 2019 (TTAB 2010) the Trademark Trial and Appeal Board affirmed the finding that ELECTRIC CANDLE COMPANY was merely the combination of two generic terms put together to create a compound mark. As stated above, if both portions of the term retain their generic significance, then the mark may be deemed generic.

Aside from compound and telescoped words, mnemonic telephones numbers and Internet domain names are studied as well. In regard to mnemonic telephone numbers, an examining attorney must show that the relevant public would perceive the mark as a whole to have a generic significance. In reference to Internet domain names, an examining attorney must determine whether or not all parts of the name, including the Internet domain name, are generic, and if in sum, the mark itself is generic. In certain isolated instances, the addition of a top-level domain indicator (“TLD”) may make an otherwise generic mark, distinct. An example of this is In re Steelbuilding.com, 415 F .3d 1293, 1299, 75 USPQ2d 1420, 1423 (Fed. Cir. 2005). In this case, the Federal Circuit reversed the Trademark Trial and Appeal Board’s decision that STEELBUILDING.COM was generic for “computerized on-line retail services in the field of pre-engineered metal buildings and roofing systems.” In this rarified instance, the Court chastised the Board for looking at each piece of the mark individually, but not as a whole. When adding the “TLD” it expanded the meaning of the mark beyond that of just selling steel buildings. With the addition of the “TLD,” the mark took on the meaning of internet services as well, including beforehand modeling’s of the buildings and price calculations. This again reinforces the notion that the relevant public must take the entire mark to have generic significance, therefore an examining attorney must focus on the mark as a whole, rather than multiple generic components.

As stated by the Trademark Manual of Examining Procedure (TMEP), the expression “generic name for the goods or services,” is not contained to noun forms, but also captures “generic adjectives” as well; see Sheetz of Del., Inc. v. Doctor’s Assocs. Inc., 108 USPQ2d 1341 (TTAB 2013) which held FOOTLONG generic for sandwiches, excluding hotdogs. In a comparable manner, evidence that shows a singular form of a term to be generic can suffice to demonstrate that the plural is also generic.

In conclusion, generic marks are the weakest types of mark and may not be registered with the USPTO either on the Principal Register or the Supplemental Register. A mark may be deemed generic whether it is comprised of a phonetically spelled term, multiple generic terms, mnemonic telephone numbers, Internet domain names or generic adjectives. An examining attorney must use the two-part inquiry to determine whether a mark is generic, and the mark must be examined as a whole. If, as a whole, the mark retains its generic significance to the public, it may be considered generic, and therefore unregistrable on either the Principal Register under §§1,2 and §45 of the Lanham Act or the Supplemental Register under §§23(c) and 45 of the Lanham Act.