Trademark Registration: The Attorney\'s Role

U.S. Trademark Registration:
The Attorney’s Role

Clark A. D. Wilson
cwilson@gardnergroff.com

2018 Powers Ferry Road
Suite 800
Atlanta, GA 30339
770-984-2300
www.gardnergroff.com www.gardnergroff.com

U.S. Trademark Registration
Introduction
• Trademark/Service mark: Word/phrase/symbol/design or combination,
which identifies and distinguishes the source of the goods or services of
one party from those of others.
– Federal Law: Trademark Act of 1946 (Lanham Act) – 15 U.S.C. 1051
– State Law: Georgia O.C.G.A. 10-1-440
– Common Law

www.gardnergroff.com

Introduction, cont’d…
• Strength of Trademarks
– Strongest: Fanciful (i.e., not even a word)
• Example: Xerox, Kodak, Google
– Next Strongest: Arbitrary (i.e., a word used in non-natural form)
• Example: Apple, Go Daddy, Delta
– Middle: Suggestive (i.e., multi-step metal connection from mark to good/service)
• Example: Coppertone, Tropicana
– Weak: Descriptive (i.e., immediate mental connection from mark to good/service)
• Requires proof of “Secondary Meaning” for protection/registration
• Example: IBM, Steak & Ale, Slurpee, Microsoft
– Unprotected: Generic (i.e., the actual descriptive term for the good/service)
• Example: Aspirin, Escalator, Apple


Introduction, cont’d…
• Client Consultation
– What is the proposed mark? What will it be used for? Where will it be used?
– How and when will it be used? Likelihood application to be refused?


TM Clearance
• Ethically obligated to offer/recommend a TM search
– BUT, no legal requirement to conduct one
– Safest to recommend the most comprehensive search available. WHY?


TM clearance, cont’d…
• Types of Searches
– Knock-out: Using the USPTO search tool to look for identical words ($)
– Evaluating likelihood of confusion with Federal marks ($$)
– Considering likelihood of confusion with State marks ($$$)
– Considering unregistered Common Law marks ($$$$)
– Additional considerations: Domain names, Trade Names

• What is the Attorney’s Role?
– Clarify that in initial conversations prior to client decision

• Search Report?
– If clear, time to start registration process
– If problems, time to re-evaluate options


TM Registration Application Process
• What happens at the USPTO regarding your registration?
– Receive Applications
– Examiner reviews your TM application


TM Registration Application Process, cont’d…
• How can I file a new TM Application?
– Caveman: on paper mailed to the USPTO ($375/class)
– You: Electronically HERE: uspto.gov/trademarks/teas
• TEAS ($325/class) or TEAS Plus ($275/class but stricter requirements)
• Initial Application Forms; 1(a) or 1(b)


• What information will be required in the TM Application? OWNER


• What information will be required in the TM Application? MARK INFO


• Description of Goods and Services & International Class(es)


• Filing Basis: 1(a), 1(b), 44(d) or 44(d)


• Filing Basis:
– 1(a): Actually using mark in interstate commerce now
• Sale or transport of goods or rendering of services: (1) between more than
one state or (2) in commerce between the US and another country
• Need to provide Date-Of-First-Use in interstate commerce
• And, Date-Of-First-Use anywhere
– 1(b): No use of mark yet, but bona fide intent to use in future
• No Specimen required at filing; will require if allowed (6x6mth extensions)
– 44(d): Foreign application exists for same goods/services (w/in 6 months?)
• Can file without current US use as Intent to Use
– 44(e): Foreign registration exists for same goods/services
• Can file without current US use as Intent to Use
– 66(a): Extension of International Madrid Registration


• 1(a), you need to submit (JPG/PDF) a Specimen of Use in Interstate Commerce


• Acceptable Specimens of Use in Interstate Commerce


• Attorney correspondent address


• Signature


• Handwritten Signature


• Handwritten Signature VALIDATE


• Textform for Handwritten Signature


• Upload Signature .pdf then click “Validate”


• Submission confirmation & Serial Number (also get an email)


• What happens after the application is filed? (i.e., Prosecution)
– Examining attorney reviews the application 3-4 months after filing
– Office Action sent (nowadays by email) if registration refused
• Substantive: likelihood of confusion, genericness, descriptiveness, etc.
• Clerical: errors/omissions in owner information, not acceptable description of
goods/services, not acceptable specimen, disclaimer, etc.
– 6 months to respond to the Office Action
• Accept any suggested amendment from Examiner
• Propose own amendment
• Present arguments against refusal
• Move to Supplemental Registry? (Only if last resort)
• Tip: If unsure, call the Examiner


• Use TEAS to respond to Office Action (2 Response Forms)


• Once the TM Application is Allowed (i.e., no more Refusals)
– Notice of Publication to allow public 30 days to oppose your registration
• Must have standing (i.e., injured by your registration)
• Must show reason why your registration would be invalid
– If no opposition, receive TM certificate within ~60 days


• QUESTIONS / THANK YOU


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