Trademark Goodwill: Why Is It Important?
Weak Marks Have Narrow Protection
But Being First Is Still Rewarded
Two factors affect the overall strength of a trademark: its inherent strength based on the nature of the mark itself (its inherent potential) and its commercial strength, based on the marketplace recognition value of the mark (how much strength is acquired). See Tea Board of India v. Republic of Tea Inc., 80 USPQ2d 1881, 1899 (TTAB 2006); McCarthy on Trademarks and Unfair Competition § 11:83 (4th ed. 2011).
Weak marks are generally descriptive or suggestive or common words where the use of the mark (acquired commercial strength) has not or does not overcome the mark's intrinsic or inherent shortcomings. Weak marks are often accorded a narrower scope of protection.
Ordinary strength marks that are neither weak nor exceptionally strong are entitled to the same scope of protection as other registered marks of the same character, not to the broader protection which an exceptionally strong or famous mark would merit.
Strong marks or famous marks are given broader protection. Fame would play a dominant
role in the likelihood-
However, even a weak mark is entitled to protection against the registration of a very similar mark for closely related goods. See King Candy Co. v. Eunice King's Kitchen, Inc., 496 F.2d 1400, 182 USPQ 108, 109 (CCPA 1974) (likelihood of confusion is to be avoided as much between weak marks as between strong marks).
First to file isn’t just a patent issue. The first to file a trademark application has an advantage as well. It has been implicitly recognized that there is a policy of encouraging prompt registration of marks by rewarding those who first seek registration under the Lanham Act. Weiner King, Inc. v. Wiener King Corp., 615 F.2d 512 (CCPA 1980).
Why Goodwill Is Important
"American businesses depend heavily on trademark protection for their brand names
and service identities . . . A trademark is often a company's most valuable asset.
Consumers also rely on trademarks to help them decide among competing products and
“Sometimes, a trademark is better known than the company itself.” Brookfield Communications v. West Coast Entertainment 174 F. 3d 1036 (9th Cir. 1999).
But sharing trademark goodwill between products or services or between trademarks
depends on creating a consistent commercial impression; goodwill and acquired distinctiveness
go hand in hand. Generally, marks with different commercial impressions do not share
goodwill. See In re Parkway Machine Corp., 52 USPQ2d 1628 (TTAB 1999) ("The existence
of applicant's other registrations covering different marks is largely irrelevant
to the question of acquired distinctiveness of the instant mark."); see also In re
What is Trademark Goodwill?
Goodwill is not easily defined, but it has been described as the "expectation
that the old customers will resort to the old place." It typically includes not
only the likelihood that customers will return to the old place of business, but
the competitive advantage of an established business. "Although the definition of
goodwill has taken different forms over the years, the shorthand description of good-
Being able to brand a product or service with a strong name or symbol and being able
to protect it with the symbol of U.S. Federal Trademark Registration -
Purchasing decisions are continually influenced by trademarks by distinguishing products from one another and indicating a level of authenticity and quality about products and services. The International Trademark Association (INTA) in their Top Ten Reasons Why You Should Care About Trademarks calls a Trademark the Most Efficient Commercial Tool Ever Devised. A trademark is strong if it identifies a UNIQUE source for the product or service by not using terms that others have the right to use (like descriptive terms or common terms). A trademark’s uniqueness gives the owner the right to exclude others from using it! (Unlike descriptive words that anyone can use.)
Not Just Patents ® Legal Services provides a very economical package for USPTO Trademark Applications and protecting Trademark Registrations. See What to Expect from a Not Just Patents ® Trademark Attorney for more information on what steps we take to protect your rights and help you develop a strong trademark.
We suggest a Not Just Patents Five-
To Verify a potential trademark is strong, available to use, and ready to register, the process should be more than a direct hit federal search. To maximize the commercial strength and minimize the weaknesses of a trademark, we start with these steps:
5) Verify that the Goods and Services ID is both the correct and the maximum claim that are user can make and verify that the Goods and Services ID meets USPTO requirements before filing.
*We don’t stop here but this is a good start!
Our rates are very reasonable. We can provide each step individually or as a trademark registration package. Our fixed price per classification for the whole package may be less than what you might pay to another attorney or law firm just to answer a USPTO Office Action Refusal at an hourly rate. Many businesses that use Not Just Patents® Legal Services for a patent application also use us to register their trademarks because having a strategy that goes beyond a patent application makes good business sense. Many businesses that have used Not Just Patents® Legal Services to answer an Office Action for a refused trademark often also use Not Just Patents to proactively pursue other trademark protection as well.
If you have already received a refusal, we can provide a quick and economical Response to Office Action (ROA). If someone is using your trademark in a way that harms you, we may be able to stop them through an opposition or a cancellation proceeding. If you are being opposed or are threatened with cancellation, we may be able to help as well. Timing is very important for a bunch of reasons: Opposition times are very short, times to answer Petitions to Cancel are only 40 days from when the petitions are filed, times to answer Oppositions can be very short, and sitting on your rights in general can cause problems. Don’t delay calling. We can help.
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