2Invention-Con 2017 - Trademark Basics
Trademark Basics: What Every Small Business Should Know Now, Not Later
Presented By:Craig Morris
BUSINESS PLAN?
TRADEMARK COMPONENTOF YOUR
BUSINESS PLAN?
Discussion Topics1. What is a trademark?
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Discussion Topics1. What is a trademark?2. Benefits of federal registration
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Discussion Topics1. What is a trademark?2. Benefits of federal registration3. Selecting a trademark
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Discussion Topics1. What is a trademark?2. Benefits of federal registration3. Selecting a trademark4. How to find help
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WHAT IS A TRADEMARK?
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Trademark DefinitionAny word, slogan, symbol, design, or combination of these
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Trademark DefinitionAny word, slogan, symbol, design, or combination of these that:
1. Identifies the source of your goods and services
and
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Trademark DefinitionAny word, slogan, symbol, design, or combination of these that:
1. Identifies the source of your goods and services
and2. Distinguishes them from the goods and
services of another party
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Trademark Definition
Any word, slogan, symbol, design, or combination of these
Can also be a sound,color, or
smell
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Trademark ExamplesSound Smell
Toothbrushes impregnated with the scent of strawberries
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Trademark ExamplesColor
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Types of TrademarksWord Mark
COCA-COLA
Special Form Mark
Composite Mark Design Mark
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TRADEMARK, PATENT, ORCOPYRIGHT
Trademark
Patent
Copyright
Brand for goods and services
Protects inventions
Protects original artistic worksInvention-Con 2017 - Trademark Basics 20
Patent
Trademark
Copyright
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Trademark
Patent
Copyright
Can last indefinitely
Utility: 20 years Design: 15 years
Life of the author plus 70 yearsInvention-Con 2017 - Trademark Basics 22
DOMAIN NAME ORBUSINESS NAME
Domain Name
Web address for finding a site on the Internet
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Domain Name
Web address for finding a site on the Internet
Examples:USPTO.GOVCOPYRIGHT.GOV
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Domain Name
TMARKEY.COM
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Business Name
Name under which you do business in a particular state
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DOMAIN NAME TRADEMARK REGISTRATION
BUSINESS NAME TRADEMARK REGISTRATION
Trademark
Patent
Copyright
Brand for goods and services
Protects inventions
Protects original artistic worksDomain NameWeb addressBusiness NameEntity name under which you do business
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Trademark
Patent
Copyright
www.uspto.gov
www.uspto.gov
www.copyright.govDomain Namewww.internic.netBusiness Nameyour state’s Secretary of State website
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BENEFITS OF FEDERAL REGISTRATION
Common Law Trademark
Trademark that is used in commerce in connection with specified goods and services
Rights are limited to a particular geographic area
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Federally Registered Trademark
Trademark that is used in commerce in connection with specified goods and services and is registered with the USPTO
Rights are granted throughout the United States and its territories
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Federally Registered Trademark
1. Legal presumption that owner of the mark
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Federally Registered Trademark
1. Legal presumption that owner of the mark2. Legal presumption of right to use the mark
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Federally Registered Trademark
1. Legal presumption that owner of the mark2. Legal presumption of right to use the mark3. Puts public on notice of ownership of the mark
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Federally Registered Trademark
1. Legal presumption that owner of the mark2. Legal presumption of right to use the mark3. Puts public on notice of ownership of the mark4. Mark is listed in the USPTO database
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Federally Registered Trademark
1. Legal presumption that owner of the mark2. Legal presumption of right to use the mark3. Puts public on notice of ownership of the mark4. Mark is listed in the USPTO database5. Can record registration with U.S. Customs and Border
Protection
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Federally Registered Trademark
1. Legal presumption that owner of the mark2. Legal presumption of right to use the mark3. Puts public on notice of ownership of the mark4. Mark is listed in the USPTO database5. Can record registration with U.S. Customs and Border
Protection6. Right to bring legal action concerning mark in federal court
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Federally Registered Trademark
1. Legal presumption that owner of the mark2. Legal presumption of right to use the mark3. Puts public on notice of ownership of the mark4. Mark is listed in the USPTO database5. Can record registration with U.S. Customs and Border
Protection6. Right to bring legal action concerning mark in federal court7. Use registration as a basis for foreign filing
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Federally Registered Trademark
1. Legal presumption that owner of the mark2. Legal presumption of right to use the mark3. Puts public on notice of ownership of the mark4. Mark is listed in the USPTO database5. Can record registration with U.S. Customs and Border
Protection6. Right to bring legal action concerning mark in federal court7. Use registration as a basis for foreign filing8. Able to use the federal registration symbol: ®
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SELECTING A TRADEMARK
Trademark Selection Challenges
Not every trademark registers
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Trademark Selection Challenges
Not every trademark registers
Even if the mark registers, it may not be enforceable
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Likelihood of ConfusionLikelihood of confusion betweenthe mark in your application anda mark registered to another party
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Likelihood of ConfusionTwo prong test:
1. Marks are similar
and2. Goods and services are related
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Likelihood of ConfusionTwo prong test:
1. Marks are similar
and2. Goods and services are related
Look alike; Sound alike; Have similar meanings; Create similar commercial impressions
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Likelihood of ConfusionTwo prong test:
1. Marks are similar
and2. Goods and services are related
Look alike; Sound alike; Have similar meanings; Create similar commercial impressions
Consumers mistakenly believe the goods and services come from the same source
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Likelihood of Confusion
X-SEED for “agricultural seeds”
EXCEED for “live plants”
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Likelihood of Confusion
LUPO for “pants”
WOLF for “shirts”
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Trademark Clearance Search
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Trademark Clearance Search1. Trademark Electronic Search System
(TESS)
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Trademark Clearance Search1. Trademark Electronic Search System
(TESS)2. State trademark databases
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Trademark Clearance Search1. Trademark Electronic Search System
(TESS)2. State trademark databases3. Internet search
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Additional Search Assistance1. Hire a trademark attorney
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Additional Search Assistance1. Hire a trademark attorney2. Trademark Information Network (TMIN)
on USPTO.GOV
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Strength of Mark
Determines registrability and protectability
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Strength of Mark
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Generic Terms
Common, everyday names for goods and services
Examples:BICYCLE for “bicycles”MILK for “a dairy-based beverage”
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Descriptive Marks
Directly describe something about the goods and services
Examples:CREAMY for “yogurt”THE ULTIMATE BIKE RACK for “a bike rack”
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Suggestive Marks
Suggest quality of the goods and services
Examples:QUICK ‘N NEAT for “pie crust”GLANCE-A-DAY for “calendars”
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Fanciful Marks and Arbitrary MarksInherently distinctive
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Fanciful Marks
Invented words
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Arbitrary Marks
Actual words, but no association with the goods and services
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Marketing
Descriptive = Hard to protect
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Marketing
Descriptive = Hard to protect
Fanciful/Arbitrary = Easier to protect
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“Genericized” Marks
Trademarks that have lost their trademark significance
Examples:
ZIPPER ESCALATOR YO-YO
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Policing Your Mark
Ensure that consumers use it properly
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Trademark Selection Considerations1. Likelihood of confusion2. Strength of mark
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Trademark Selection Considerations1. Likelihood of confusion2. Strength of mark3. Surname4. Geographically descriptive5. Deceptive, disparaging, or offensive6. Misspelling of descriptive/generic wording7. Name or likeness8. Title of a single book or movie9. Ornamental/Descriptive matter
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HOW TO FIND HELP
USPTO Resources1. USPTO.GOV
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USPTO Resources1. USPTO.GOV2. Basic Facts About Trademarks booklet
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USPTO Resources1. USPTO.GOV2. Basic Facts About Trademarks booklet3. Basic Facts About Trademarks videos
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USPTO Resources1. USPTO.GOV2. Basic Facts About Trademarks booklet3. Basic Facts About Trademarks videos4. Trademark Information Network (TMIN)
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USPTO Resources1. USPTO.GOV2. Basic Facts About Trademarks booklet3. Basic Facts About Trademarks videos4. Trademark Information Network (TMIN)5. TEAS Nuts and Bolts videos
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USPTO Contact
Trademark Assistance Center
Phone: 1-800-786-9199
E-mail: [email protected]
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USPTO Restrictions
The USPTO does not:1. Provide legal advice2. Enforce trademark rights
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Advantages of Hiring an Attorney1. Obtain or conduct a pre-application
clearance search
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Advantages of Hiring an Attorney1. Obtain or conduct a pre-application
clearance search2. Interpret search results
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Advantages of Hiring an Attorney1. Obtain or conduct a pre-application
clearance search2. Interpret search results3. Navigate the application process
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Advantages of Hiring an Attorney1. Obtain or conduct a pre-application
clearance search2. Interpret search results3. Navigate the application process4. Help you understand the scope of your
rights
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Advantages of Hiring an Attorney1. Obtain or conduct a pre-application clearance
search2. Interpret search results3. Navigate the application process4. Help you understand the scope of your rights5. Advise you on the best way to police and
enforce your rightsInvention-Con 2017 - Trademark Basics 84
Finding an Attorney1. Check local telephone listings2. Search on-line3. Check with local or state attorney bar
associations
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Other Sources of Assistance1. Free and reduced-price legal services
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Other Sources of Assistance1. Free and reduced-price legal services2. USPTO Law School Clinic program
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Other Sources of Assistance1. Free and reduced-price legal services2. USPTO Law School Clinic program3. SCORE program
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Other Sources of Assistance1. Free and reduced-price legal services2. USPTO Law School Clinic program3. SCORE program4. Patent and Trademark Resource Centers
(PTRCs)
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Other Sources of Assistance1. Free and reduced-price legal services2. USPTO Law School Clinic program3. SCORE program4. Patent and Trademark Resource Centers
(PTRCs)5. Free information on USPTO.GOV
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WRAP UP
Five Things to Remember1. A trademark is a brand
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Five Things to Remember1. A trademark is a brand2. Federal registration provides nationwide
protection
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Five Things to Remember1. A trademark is a brand2. Federal registration provides nationwide
protection3. Select a mark that is strong and not
likely to cause confusion
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Five Things to Remember1. A trademark is a brand2. Federal registration provides nationwide
protection3. Select a mark that is strong and not
likely to cause confusion4. Hiring a trademark attorney is
recommendedInvention-Con 2017 - Trademark Basics 95
Five Things to Remember1. A trademark is a brand2. Federal registration provides nationwide
protection3. Select a mark that is strong and not likely to
cause confusion4. Hiring a trademark attorney is recommended5. Your trademark is the face of your business
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QUESTIONS?
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Thank You!
Presented By:Craig Morris