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Written by : Mauricio Gian |
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Thanks for this great article
Thanks for your comment Mai Terrall, have a nice day.
- Mauricio Gian, Staff Member
hey everyone Angela Liang Lots business and trademark law attorney here with another fascinating episode of whatever it is that I'm calling this trademark talk I don't know that sounds kind of catchy but it probably wouldn't serve as a very good trademark in any case what I want to talk about today is that trademarks are adjectives and not nouns what do I mean by that well when you start using your trademark you want to make sure that you use it properly because you don't want to be put in the uncomfortable position of having your very popular trademark become generic for the goods that you are using the trademark on for example escalator and zipper those both used to be trademarks and pretty darn good trademarks too however because the creators or the company for for which those trademarks for the company that produced the goods that those trademarks were applied to allowed people to use those trademarks as nouns to describe the goods that the trademark was applied to I think I explained that correctly so they're trademarks became generic in other words people started using the trademark word as a noun to describe the thing that the trademark was on so it for example they started calling a zipper do I have anything here with a zipper on it I don't they started calling a zipper brand closure a zipper they started calling the escalator brand moving staircase an escalator and when that happens I mean it's pretty cool to have your brand be so popular that people start calling it instead of a moving staircase they start calling it an escalator which is your brand but beware when that happens your trademark could become generic in which case it ceases to serve as a trademark at all because remember the whole point having a trademark is to identify the source of the goods and so if we can no longer distinguish your goods from anybody else's goods Otis brand moving staircases from Oh teason brand moving staircases then you don't have a trademark alright and let me just illustrate this this is my favorite illustration of how brands are careful to companies are careful to make sure that their marks don't become generic I am holding here for your pleasure your viewing pleasure a box of Kleenex brand facial tissues and I don't know about you but sometimes I call this a Kleenex right and so if I start calling it a Kleenex and Kleenex starts calling it a Kleenex or is this Procter & Gamble I forget who owns Kleenex I don't even know anyway if the owners of Kleenex start calling it a Kleenex big trouble your brand could become generic so here's what they did I'm gonna zoom in here and try to hold it really steady so that you can see that the box actually says let me see if I can hold it real still cuz then my camera will focus it actually says Kleenex brand tissue oh please little webcam please okay do you see right there it says Kleenex it's really Kleenex circle are good heavens what is going on here it's not focusing I'm so sorry but underneath it's really blurry but it says Kleenex our brand tissue I mean they had this other thing it says ultra soft I thought for a moment that that was a registered trademark circle but it's just an asterisk so ultra soft is not part of their trademark but these are Kleenex brand facial tissues notice that Kleenex modifies the noun brand facial tissues another noun right so Kleenex is the adjective brand facial tissues so we always want to use our trademarks as adjectives and not nouns so that's all I have for today if you have trademark questions please message me on the trademark doctor Facebook page and I will answer them in a future Facebook life you can also find me online at trademark doctor dotnet where there is a whole library of videos and FAQ so that you can get all the questions answered and what else oh I come live here every weekday to talk about trademarks sometimes copyrights sometimes patents but mostly about trademarks because I love talking about trademarks I love branding and marketing so come see me tomorrow and I'll talk some more
Thanks Julian your participation is very much appreciated
- Mauricio Gian
About the author
I've studied agroecology at Saint Louis University in St. Louis and I am an expert in synthetic biology. I usually feel predatory. My previous job was art restorer I held this position for 25 years, I love talking about darts and hacky sack. Huge fan of Sammy Sosa I practice judo and collect swarovski figurines.
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