D-r-a-f-t – Provide Comments by October 31, 2012

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D-R-A-F-T – Provide Comments by October 31, 2012

Examination Guide __-12

Webpage Specimens as Displays Associated With the Goods

_________ 2012

Webpage Specimens as Displays Associated With the Goods 1

I. WEBPAGE as A DISPLAY ASSOCIATED WITH THE GOODS 1

Background 1

Display Specimen 1

Distinction Between Display and Mere Advertising 2

Requirements for a Webpage Display Associated With the Goods 2

Picture or Description of the Goods 3

Show the Mark in Association With the Goods 3

Prominence of Mark 3

Placement and Physical Distance of Mark 4

a. Appearance in Website and E-mail Addresses 4

b. Placement in a Location Typical for a Retail Store Service Mark 4

c. Displayed as Trade Name 4

d. Presence of Other Marks 4

Ordering Information 4

Shopping Carts and Shopping Bags 5

Telephone Numbers and E-mail Addresses 5

II. GROUNDS FOR REFUSAL 6

Specific Refusal 6

Other Refusals 6

APPENDIX – EXAMPLES OF webpage DISPLAY specimens 8

This examination guide addresses examination of webpage specimens as displays associated with the goods. Specifically, the guide describes the requirements for an acceptable webpage display specimen, discusses the analytical framework for determining the acceptability of a webpage display, identifies the appropriate refusals, and provides examples.

For general comments about this guide, post here.

I.WEBPAGE as A DISPLAY ASSOCIATED WITH THE GOODS

Background

Discuss this section here.

Display Specimen

An application for trademark registration filed under Section 1 of the Trademark Act requires the submission of a specimen to show the mark being used in commerce on or in connection with the goods identified in the application.^¹ One way to demonstrate such use is for the specimen to show the mark “placed in any manner on . . . the displays associated” with the relevant goods.^² While the Trademark Act does not define it, a display associated with the goods has been described as:
point-of-sale material such as banners, shelf-talkers, window displays, menus, or similar devices which are designed to catch the attention of purchasers and prospective purchasers as an inducement to consummate a sale and which prominently display the mark in question and associate it or relate it to the goods.^³
Traditional display specimens include photographs of trade show booths,^⁴ mail order catalogs,^⁵ and fact sheet brochures and catalog pages^⁶. Displays associated with the goods also exist in an electronic or online environment in the form of webpages. These “electronic displays” perform the same function as traditional displays and must meet the same standards for an acceptable specimen as traditional displays.^⁷
It should be noted that a webpage showing a picture of the packaging of the goods with the mark appearing on the packaging is an acceptable specimen and does not require a display analysis.^⁸

Distinction Between Display and Mere Advertising

While a point-of-sale^⁹ display associated with the goods is an acceptable specimen for goods, mere advertising and promotional material are not.^¹⁰ A point of sale is a location that provides consumers a chance to view the mark and the goods and offers a means to purchase the goods,^¹¹ e.g., a retail store with a cash register for ringing up a sale, or a webpage with a “shopping cart” for ordering the goods. A point-of-sale display must be “calculated to consummate a sale,”^¹² meaning the display contains all the information necessary for the consumer to decide to purchase the goods, and appears in a setting that allows the consumer to actually buy the goods.^¹³
A mere advertisement, however, just informs the public about the company and its goods^¹⁴; announces, describes, promotes, and praises the goods^¹⁵; or induces people to buy the goods.^¹⁶ It does not offer a way to directly purchase the goods.^¹⁷ When a webpage specimen appears to be mere advertising, general statements by the applicant that the specimen is used in connection with the sale of the goods, without evidence or a detailed explanation of the manner of use, will not suffice to establish a display associated with the goods.^¹⁸ This holds true even if the statements are made in a signed declaration.^¹⁹

Requirements for a Webpage Display Associated With the Goods

To be an acceptable specimen, a webpage display must:

contain a picture or textual description of the identified goods;
show the mark sufficiently near the picture or description of the identified goods to associate the mark with the goods; and
provide information necessary to order the identified goods.^²⁰

A specimen that describes or displays a picture of the goods, shows the mark, and provides ordering information may nonetheless be unacceptable because it fails to demonstrate an association between the mark and the goods.^²¹ See Example 10 in Appendix (GIS EMPOWERED BY CITYWORKS).

Whether a webpage display qualifies as an acceptable specimen is a question of fact, determined in light of the specific facts of the case and the evidence of record.^²² The presentation on the webpage of the picture or description of the goods, the applied-for mark, and the ordering information may affect the specimen’s acceptability. Often, a combination of facts and evidence of record may determine the acceptability of the specimen but, sometimes, a single fact or piece of evidence may be sufficient. While the specimen of record must reflect the necessary information, the examining attorney may consult the actual website and webpage(s), to view the specimen online.
The applicant need not explicitly describe a webpage specimen as a “display” to trigger the display analysis. In many cases, the applicant may describe the specimen in very general terms. An applicant may provide as a specimen a webpage from another party’s website, as long as the applied-for mark is sufficiently associated with the applicant’s identified goods.^²³ For instance, a sneaker manufacturer may rely on a third party retail vendor’s webpage if the webpage shows a picture of the sneakers in association with the mark and provides a means for ordering the sneakers (e.g., shopping cart button). Similarly, a webpage from a third party social media website may also be accepted provided the webpage satisfies all the display requirements.

Picture or Description of the Goods

Discuss this section here.
The webpage must contain a picture or description of a product encompassed by the identification of goods.^²⁴ A description of the goods will suffice if “the actual features or inherent characteristics of the goods are recognizable from the textual description.”^²⁵ “[T]he more standard the product is, the less comprehensive the textual description need be”^²⁶ (e.g., television sets, baseball gloves, pet food). In the case of complicated or sophisticated products (e.g., computer products, medical devices, industrial machinery), a more detailed description of the goods may be necessary, in the absence of a picture of the goods.

Show the Mark in Association With the Goods

Discuss this section here.
A webpage display specimen “must in some way evince that the mark is ‘associated’ with the goods and serves as an indicator of source”^²⁷ of the goods. The manner of use of the mark must show use as a trademark for the relevant goods. Since a mark may appear anywhere on the webpage, its prominence and placement on the webpage, and the surrounding context all affect whether the requisite association between the mark and the goods exists. Assessing the mark-goods association involves many variables, including the particular content and layout of the webpage and the overall impression it creates. Webpage content and layout may sometimes distract consumers from making the necessary connection between the applied-for mark and the identified goods.^²⁸ Webpage characteristics, such as the physical distance between the mark and the goods, the presence of other marks, and the inclusion of other material that is unrelated or marginally related to the identified goods, tend to disrupt purchasers from making the mark-goods association.^²⁹
The following features particularly influence the association analysis.

Prominence of Mark

When the webpage specimen shows the applied-for-mark in a prominent fashion, it is more likely to be perceived as a trademark. A mark may be more prominent when the specimen:

presents the applied-for mark in different font size, stylization, or color than the surrounding text;
places the applied-for mark at the beginning of a line or sentence;
positions the applied-for mark next to a picture or description of the goods; or
uses the “TM” designation (however, the designation alone does not transform an applied-for mark into a trademark if other considerations indicate it is not functioning as a trademark).^³⁰

These factors are not dispositive, and the webpage, as a whole, must be assessed to determine whether the mark functions as a trademark for the identified goods.

Alternatively, an applied-for mark may be less prominent and less likely to be perceived as a trademark if it is:

shown in the same font size, stylization, or color as the surrounding text;
buried in a sentence; or
encompassed within descriptive text such that the commercial impression of the applied-for mark is that of a descriptive term for the goods and not a trademark.^³¹

Placement and Physical Distance of Mark

Appearance in Website and E-mail Addresses

Consumers generally do not recognize as trademark use the applied-for mark appearing in the computer browser area as part of the URL, Internet address, or domain name of the website which houses the webpage.^³² Such use merely identifies the Internet location of the website where business is conducted and goods are sold.^³³ Similarly, the use of the applied-for mark embedded in an e-mail address would be viewed as part of the website address where applicant may be contacted, rather than as a trademark.^³⁴

Placement in a Location Typical for a Retail Store Service Mark

The applied-for mark may be displayed at the top of the webpage, separated from the relevant goods by the website navigation tabs, which may direct consumers to information about the goods, the applicant, and the website. Since it is customary for retailers to place their store marks here, such an applied-for mark may be recognized as an online retail store service mark rather than a trademark. See Example 9 in Appendix (MACY’S.COM). The applied-for mark may also include wording (e.g., “market,” “store,” “depot”) that alludes to service mark use of the applied-for mark.^³⁵ Nevertheless, an applied-for mark appearing in a location normally reserved for service marks may qualify as a trademark if the webpage otherwise demonstrates an association between the applied-for mark and the identified goods.^³⁶ See Example 2 in Appendix (COLE HAAN).
Furthermore, even if the applied-for mark appears in a location where trademarks are normally not placed, a “substantially larger and more prominent” placement of the applied-for mark may contribute to acceptable trademark use, where the only products on the webpage are the identified goods and the placement of the mark is such that an association between the mark and the goods is evident.^³⁷

Displayed as Trade Name

An applied-for mark that only appears in conjunction with the corporate address, telephone number, and website and e-mail addresses, and/or is placed on the webpage near boilerplate and standard information about the applicant or the website (e.g., “Home” and “About Us” links, legal notices, technical requirements of the website) is less likely to be seen as a trademark and more likely to be perceived as the trade name under which the applicant conducts business.^³⁸

Presence of Other Marks

In some instances, the display of more than one mark may distract consumers from associating the applied-for mark with the relevant goods. The placement of each mark, particularly the applied-for mark, in relation to the identified goods may indicate whether it functions as a trademark, service mark, or trade name. See Example 4 in Appendix (KEEPING YOU COZY.). The wording of each mark and whether the different marks share any elements could also influence whether the applied-for mark would be perceived as the trademark for the relevant goods. See Example 8 in Appendix (T.MARKEY YOUR CLOTHING EMPORIUM). Association is more likely when the applied-for mark is physically near the goods and no other marks appear to be used in connection with the goods. See Example 3 in Appendix (LACOSTE). However, it becomes less likely if other marks are used in connection with the goods and seem to be trademarks for those goods. See Example 11 in Appendix (LEADING EDGE TONERS).
Ambiguity or doubt regarding the perception of a mark on the specimen as a trademark, rather than a service mark or trade name, should be resolved in favor of the applicant.^³⁹

Ordering Information

Discuss this section here.
A point-of-sale webpage display must provide a means of ordering the goods, either directly from the webpage itself (e.g., webpage contains a “shop online” button or link) or from information gleaned from the webpage (e.g., webpage lists a telephone number for ordering).^⁴⁰ If the webpage presents no way to purchase the goods, the webpage is merely an advertisement and fails as a point-of-sale display.^⁴¹ Indications of the ability to buy the goods via the webpage include:

a sales order form to place an order, an online process to accept an order such as “shopping cart” functionality, or special instructions on how to order;
instructions on minimum quantities to order;
indication of methods of payment or secure online payment guarantee;
information about return policies;
options for shipment of goods; and
means of contacting the applicant to place an order.^⁴²

Determining the sufficiency of the ordering information is a nuanced analysis requiring a factual examination of the webpage content and layout. The clearer the means of immediately and directly ordering the goods is on the webpage (e.g., “shopping cart” or “Call 1-800-xxx-xxxx to Order Now”), the less specific the information about the product features and specifications (e.g., price, size, color, style) need be. See Example 7 in Appendix (RING IN THE NEW YEAR WITH OUR RINGS). Conversely, the more product information the webpage offers (e.g., price, size, color, style), the less explicit the means of ordering may be (e.g., providing a telephone number without specifically stating that it be used to place orders). See Example 8 in Appendix (T.MARKEY YOUR CLOTHING EMPORIUM). The presence or absence of pricing information is not determinative of whether the webpage provides sufficient product information for the consumer to decide to purchase the goods.^⁴³

The most common concerns about the sufficiency of ordering information follow.

Shopping Carts and Shopping Bags

The most frequently used methods of ordering goods are features such as “shopping cart,” “shopping bag,” “add to cart,” and “buy” buttons and links that lead to the immediate purchase of the goods and give the webpage its point-of-sale character.^⁴⁴ See Example 1 in Appendix (HAPPY SOCKS). “Download” buttons and links for buying intangible products, such as computer software programs, are also sufficient if they allow direct downloading of the products.^⁴⁵
“Where to buy” buttons and links are unacceptable without further information in the record as to their function, since they usually only provide contact information for the retailers, wholesalers, or distributors of the goods instead of functioning as a means of ordering the goods.^⁴⁶ See Example 13 in Appendix (CONDOMTOY CONDOM).

Telephone Numbers and E-mail Addresses

In most cases, telephone numbers and e-mail addresses alone do not transform mere advertising into displays “no matter how common it is to sell products on-line or over the telephone.”^⁴⁷ They are acceptable ordering information if accompanied with special instructions, such as “call now to buy” or “e-mail your order.” Where no ordering instructions appear, telephone numbers and e-mail addresses may still be sufficient ordering information if: (1) the webpage contains enough product and ordering information to buy the goods (e.g., the webpage shows the goods; offers size, color, or quantity selections; price; identifies credit card payment options; and states shipping methods) (see Example 6 in Appendix (BROOKS BROS.)); (2) the record clearly supports the conclusion that the telephone number or e-mail address enables ordering, rather than obtaining information about the goods or the ordering process;^⁴⁸ or (3) the telephone number or e-mail address is prominently placed close to the goods, suggesting it is a means of ordering (see Example 8 in Appendix (T.MARKEY YOUR CLOHING EMPORIUM)).
However, even where the webpage provides detailed product information for the consumer to make the decision to purchase the goods, a telephone number or e-mail address may not be an adequate means of ordering if it only appears to be applicant’s corporate contact information because of the lack of clarity that the webpage is truly a point-of-sale display.^⁴⁹ See Example 14 in Appendix (DESIGN OF “FINGERPRINT MAN”). By contrast, an e-mail address may be an acceptable means of ordering information if it is clear from the address itself that orders may be placed or are accepted via e-mail (e.g., order@t.markey.com).
In the rare case of specialized industrial goods for which technical assistance is required in selecting the product, a telephone number is acceptable if product information is available on the webpage or website and the evidentiary record adequately explains that orders are typically placed over the telephone due to the need to consult with sales staff for customized ordering.^⁵⁰

Contact Us

“Contact Us” buttons and links usually are not acceptable ordering information because they do not necessarily enable direct ordering of the goods. These buttons and links typically route consumers to a different webpage that only offers contact information for the applicant such that it appears to be an invitation to obtain more information about the goods, or about the retailers, wholesalers, or distributors who actually sell the goods.^⁵¹ See Example 12 in Appendix (PROVIDING PROTEIN AND MENU SOLUTIONS). The seller’s contact information often appears in advertisements but does not provide a sufficient means of ordering in the same way as a telephone number on a sales form designed to accept orders.^⁵² Similarly, “Customize” and “Configure” buttons and links that allow customers to configure the goods generally are unsatisfactory, by themselves, since such features only enable personalization and not purchase of the goods.^⁵³
For a “Contact Us,” “Customize,” or “Configure” button or link to be deemed adequate means of ordering, the record must contain evidence that the button or link permits customers to actually buy the goods.^⁵⁴

II.GROUNDS FOR REFUSAL

Discuss this section here.

Specific Refusal

Trademark Act Sections 1 and 45 serve as the statutory basis for refusing a webpage specimen that does not meet the requirements for a webpage display associated with the goods.^⁵⁵ The refusal may include a request for information, under Rule 2.61(b), requiring the applicant to clarify or explain matter contained on the webpage.
The applicant may respond to the refusal by submitting an acceptable substitute specimen. In addition, for purposes of demonstrating the original specimen’s acceptability, the applicant may submit any of the following for the examining attorney’s consideration:

declarations from persons with first-hand knowledge of the facts, with sufficient detailed explanation of how the webpage is used at the point-of-sale, and declarations from consumers that they associate the applied-for mark with the goods;
attachments or exhibits to the response, such as additional webpage(s) showing the missing requirement(s);
arguments and claims made in the response explaining the content of the webpage specimen of record; such arguments and claims need not be verified with a declaration; however, if matter not in the record is discussed, such as what is on another webpage or the next screen that is not of record, the arguments and claims must be supported with a declaration; and
responses to any Rule 2.61(b) request for information.

If the response, the substitute specimen, or any submitted evidence, arguments, or information is unpersuasive and does not present any new issues, the refusal may be made final.^⁵⁶

Other Refusals

Other refusals should be considered when determining whether the webpage specimen demonstrates proper trademark use of the applied-for mark in connection with the identified goods. If the inherent nature of the applied-for mark is such that it does not function as a trademark (e.g., informational, mark is used as a service mark or the trade name of the applicant), a failure to function refusal, under Sections 1, 2, and 45, would also be appropriate, specifying that the applied-for mark is not used as a trademark, or that the applied-for mark is used as a service mark or trade name.^⁵⁷

APPENDIX – EXAMPLES OF webpage DISPLAY specimens

Discuss this section here.

ACCEPTABLE SPECIMENS

Example 1: Happy Socks AB, RN 3642718 (June 23, 2009)
Mark: HAPPY SOCKS

Goods: Clothes, namely, socks

Reason: Mark is associated with the goods

Mark is shown prominently in the upper left corner of the webpage, is followed by the “TM” designation, and appears to be the only mark on the webpage associated with the goods.
Reference to “our socks” under “Add to cart” button reinforces trademark use of the mark because it conveys that the socks sold on the webpage are produced by and sold under the name HAPPY SOCKS.
Webpage contains all the product information necessary to make the decision to purchase the goods, including picture and description, size and color options, quantity, price, and material content of goods.
The ordering information is in the form of an “Add to cart” button located adjacent to the picture and description of goods.

Mark

Goods

Example 2: Cole Haan, RN 3593212 (Mar. 17, 2009)
Mark: COLE HAAN

Goods: Eyeglasses, sunglasses, cases for spectacles and sunglasses

Reason: Mark is associated with the goods

Mark is located in the upper left corner and is prominently displayed.
Mark is somewhat physically distant from the goods but it appears to be the only mark on the webpage associated with the goods, and the only products shown are those among the identified goods.
Although the menu on the left, under “COLLECTIONS,” does name other marks, the other marks do not appear to be used in connection with the goods (e.g., the other marks are not placed directly next to the pictures and descriptions of the goods) and the menu simply appears to inform consumers that they may also purchase other brand name products on this website.
Ordering information is indicated by the presence of a “SHOPPING BAG” near the top.
Mark may also function as a service mark for retail store services since the menu on the left contains various categories of goods sold in the store, identifies other brand names carried by the store, and provides a “STORES” link on the bottom for locating physical stores.

Mark

Goods

Example 3: Lacoste Alligator S.A., RN 3534873 (Nov. 18, 2008)
Mark: LACOSTE

Goods: Coverlets, duvet covers, duvets, bed blankets, bed linen, bed sheets, pillow cases, bath linen, washing mitts

Reason: Mark is associated with the goods

Mark is placed below the website navigation tabs and is prominently displayed.
Mark is physically close to the goods and is repeated in the links located under each product, thus, indicating a direct association with the goods.
There appear to be no other marks used in connection with the goods apart from the Lacoste alligator and the product style names.
Product information is provided in the form of pictures and descriptions of the goods along with prices.
The links under each product as well as the “shopping bag” at the top appear to enable direct ordering.
If the proposed mark were “Macy’s” (as it appears in the upper left corner), the webpage would not be acceptable for goods because of the closer proximity and association of the other mark with the goods (i.e., the proposed mark LACOSTE).
If the webpage did not include the larger LACOSTE mark, the LACOSTE marks depicted under the photographs of the goods (e.g., Lacoste “Brighton” Comforter Set, Lacoste “Confetti” Comforter Set) would be acceptable to show trademark use for the goods.

Mark

Goods
straight connector 18

Example 4: Hypothetical Webpage

Mark: KEEPING YOU COZY.

Goods: Jackets

Reason: Mark is associated with the goods

Mark is placed below the website navigation tabs and is prominently displayed.
Mark is physically close to the goods.
There is another mark used in connection with the goods (i.e., “Teeyak”). However, the applied-for mark is associated with the goods because (1) it is placed next to the “Teeyak” mark, bringing together the marks to convey the message that “Teeyak keeps you cozy” and indicating both marks share common ownership, and (2) the “Teeyak” mark is also shown in the link for each good, connecting both “Teeyak” and KEEPING YOU COZY. with the goods.
The webpage features product information in the form of pictures and descriptions of the goods along with prices.
The links under each product as well as the “BUY ONLINE NOW!” instruction appear to enable direct ordering.
If the proposed mark were “T.Markey Your Clothing Emporium” (as it appears in the upper left corner), the webpage would not be acceptable for goods because of the proximity and association of the other marks with the goods (i.e., “Teeyak” and “Keeping you cozy.”).

Mark

Example 5: Hypothetical Webpage
Mark: TEEYAK

Goods: Sunglasses and hats

Reason: Mark is associated with the goods

Mark appears below the website navigation tabs and is prominently displayed in large font followed by the “TM” designation.
Mark is physically close to the goods; thus, there is a perceived association with the goods.
Although another mark (i.e., “T.Markey Your Clothing Emporium”), appears on the webpage, since it is located where service marks are commonly placed, it seems to function as a retail store service mark rather than a trademark.
Product information is provided in the form of pictures and descriptions of the goods along with prices.
The links under each product as well as the “BUY ONLINE NOW!” instruction appear to enable direct ordering.

Mark

Example 6: Brooks Bros. Grp., RN 3029206 (Dec. 13, 2005)

Mark: BROOKS BROTHERS

Goods: Numerous goods in many classes including towels, wash cloths

Reason: Webpage provides sufficient ordering information

Mark is displayed prominently and there is an absence of other trademarks used in connection with the identified goods.
Webpage contains pictures and descriptions of goods, size and color selections, and price.
Webpage is also acceptable if the mark were for retail store services because the mark is located where retail service marks are typically placed and the “FIND A STORE” tab indicates the presence of physical stores, thus reinforcing service mark usage.

Mark

[specimen image continued on the next page]

Example 7: Hypothetical Webpage
Mark: RING IN THE NEW YEAR WITH OUR RINGS

Goods: Rings

Reason: Webpage provides sufficient ordering information

Mark is placed on the bottom of the webpage and is followed with the “TM” designation.
Mark is close to the picture of the goods and contains the term “RINGS” which references the goods.
The “SHOP ONLINE” tab and the “SHOP” link indicate direct ordering via the webpage.
Webpage is also acceptable for goods if the proposed mark were “T.Markey Jewelry” (in upper left corner) because it is located close to the picture of the goods and both the proposed mark and the “T.Markey Jewelry” mark indicate common origin since it can be inferred that the wording “OUR RINGS” in the proposed mark refers to “rings by T.Markey Jewelry.”

Mark

Example 8: Hypothetical Webpage
Mark: T.MARKEY YOUR CLOTHING EMPORIUM

Goods: Shirts

Reason: Webpage provides sufficient ordering information

Mark is located on the top of the webpage and is prominently displayed.
Although the mark is placed above the website navigation tabs and appears in conjunction with a slogan that refers to retail store services (i.e., “Your Clothing Emporium”), the mark still appears to be associated with the goods because the goods are shown immediately below the navigation tabs and the identified goods are the only products displayed.
There appears to be another mark used in connection with the goods (i.e., “Let T.Markey Bundle You Up.” and design), but both marks contain the same term “T.Markey,” suggesting the goods originate from the same source. Since more than one trademark may be used in connection with the goods, both marks function as trademarks.
The webpage provides product information in the form of pictures and descriptions of the goods, prices, and size options.
The telephone number is an acceptable means of ordering, even though it is not accompanied with special ordering instructions, because there is sufficient product information to make the decision to purchase the goods and the mark is prominently displayed and positioned in close proximity to the product information to imply that the goods may be ordered by calling the telephone number. If the telephone number had been listed near or as part of applicant’s address, it would not be sufficient ordering information since it would be perceived as part of the corporate contact information and not a means for purchasing the goods.

Mark

Example 9: Macy’s West Stores, Inc., RN 2478842 (Aug. 21, 2001)
Mark: MACYS.COM

Services: Electronic retail department stores services

Reason: Mark is associated with the services, but the specimen is not acceptable for goods

Mark is located in the upper left corner where retail service marks usually appear and is adjacent to the greeting “Welcome to macys.com.”
Other marks for various goods appear on the webpage, such as “Cuisinart,” “Club Room,” “Charter Club,” and “Polo by Ralph Lauren,” which appear to be more directly associated with those goods.
Retail store services indicia appear, such as “departments” on the right and “expresscheckout sign-in,” “bridal registry,” and “want a card? get one here” on the left.
Webpage is not acceptable for goods given the presence of third party goods and marks therefor (e.g., “Cuisinart” and “Polo by Ralph Lauren”).

Mark

UNACCEPTABLE SPECIMENS

Example 10: In re Azteca Sys., Inc., 102 USPQ2d 1955 (TTAB 2012) (SN 85063769)
Mark: GIS EMPOWERED BY CITYWORKS

Goods: Computer software for management of public works and utilities assets

Decision: Applied-for mark is not associated with the goods

TTAB Noted:

Applied-for mark is distant from the description of the software, and is separated from the description by more than fifteen lines of text concerning marginally-related topics.
A number of other marks on the webpage are not used in connection to the identified goods.
Left sidebar includes links to articles and news about applicant’s business and not limited to the software goods.
All of the above distract potential purchasers from associating the applied-for mark with the goods.
Since the examining attorney did not pursue the ordering information factor on appeal, the issue was deemed to have been waived for purposes of the appeal.

Mark

Example 11: In re Supply Guys, Inc., 86 USPQ2d 1488 (TTAB 2008) (SNs77027094, 77027097, and 77027099)
Mark: LEADING EDGE TONERS

Goods: Numerous goods including toner; toner cartridges; ink sticks; components for laser toner cartridges; printer parts

Decision: Applied-for mark does not function as a trademark

TTAB Noted:

Use of applied-for mark in the URL (Mark 1) identifies the website where applicant’s retail services are conducted and does not signify trademark usage.
Applied-for mark functions as a service mark for retail store or distributorship services, rather than a trademark, because it appears in the upper left corner of the webpage (Mark 2) where service marks normally appear and there are other unrelated marks appear to be used in connection with the goods.
Applied-for mark is used in phrases (Mark 3) containing third party trademarks that are used to identify goods of third parties, e.g., "Leading Edge Toners Best Prices for Tektronix Toners" and "The Price Leader for Xerox/Tektronix Toner.”

Mark 3

Mark 1

Mark 2

Example 12: In re Quantum Foods, Inc., 94 USPQ2d 1375 (TTAB 2010) (SN 78960554)
Mark: PROVIDING PROTEIN AND MENU SOLUTIONS

Goods: Processed meats, beef, pork, poultry and seafood sold in portions; fully cooked entrees consisting primarily of meat, beef, pork, poultry or seafood

Decision: Webpage lacks ordering information

TTAB Noted:

Webpage provides no means of ordering goods (e.g., no sales form, pricing, offers to accept orders, special instructions for ordering, or opportunity and means to order online) and the minimal product information makes it unclear what the goods are.
TTAB found insufficient applicant’s claims that placing the cursor over “FOODSERVICE” reveals a drop down menu from which the “contact us” link is selected which bring ups a webpage containing an e-mail address and telephone number for applicant’s customer service department to order the goods.
Simply providing a “contact us” link does not convert advertising into a display and, in fact, the “contact us” link here does not even enable ordering, but only leads to applicant’s contact information.
While the “Contact Us” webpage was rejected as untimely, the TTAB stated that, although it may ultimately result in a sale, the “Contact Us” webpage “appears to be no more calculated to do so than any corporate contact e-mail address or phone number that would result in the call or e-mail being referred to the sales office.”^⁵⁸

Mark

Insufficient

Ordering

Example 13: In re Osterberg, 83 USPQ2d 1220 (TTAB 2007) (SN 78331176)
Mark: CondomToy condom

Goods: Condoms

Decision: Webpage lacks ordering information

TTAB Noted:

Webpage provides no means of ordering goods. While there is a “Where to Buy” button at the top, the record does not contain the underlying page and where the button would lead consumers.
Applied-for mark is not associated with the goods because (1) the packaging for the goods shown on the webpage displayed the trademark “Inspiral” and not the applied-for mark, (2) the applied-for mark is not prominently displayed since it is buried in text and is not the first word of a sentence, and (3) while the applied-for mark is shown in bold font, the webpage contains other descriptive terms that also appear in bold font.
Applicant submitted a declaration that lacked sufficient detail or explanation of how the webpage is used at the point-of-sale.

Mark

Insufficient

Ordering

Example 14: In re Genitope Corp., 78 USPQ2d 1819 (TTAB 2006) (SN 76470648)

Mark: Design of “fingerprint man”

Goods: Biopharmaceutical preparations used to treat cancer in humans, namely, individualized cancer treatments prepared specifically for each individual patient from whom tumor tissue has been received

Decision: Webpage lacks ordering information

TTAB Noted:

Webpage provides no actual means of ordering goods since it states that the study is closed to patient registration and provides a link “click here for more information” for obtaining more information about the product instead of ordering the product, and the page to which the link leads is not of record.
The company name, address, and telephone number at the bottom is only information about applicant’s location and not a means of ordering goods in the same way a sales form allows one to fill out the form to place an order or use the telephone number to call in an order.

Insufficient

Ordering

Mark

Insufficient

Ordering

1 See 15 U.S.C. §§1051(a)(1); 37 C.F.R. §2.56(a); TMEP §§901, 904.

2 15 U.S.C. §1127 (emphasis added); see also TMEP §904.03.

3 In re Bright of America, Inc., 205 USPQ 63, 71 (TTAB 1979) (emphasis added); TMEP §904.03(g).

4 In re Shipley Co. Inc., 230 USPQ 691 (TTAB 1986).

5 Lands’ End Inc. v. Manbeck, 797 F. Supp. 511, 24 USPQ2d 1314 (E.D. Va. 1992).

6 In re MediaShare Corp., 43 USPQ2d 1304 (TTAB 1997).

7 See In re Sones, 590 F.3d 1282, 1288, 93 USPQ2d 1118, 1123 (Fed. Cir. 2009); In re Dell Inc., 71 USPQ2d 1725, 1727 (TTAB 2004).

8 See, e.g., In re Zuffa, LLC, Ser. No. 76273529, 2003 TTAB LEXIS 431, at *11-12 (Aug. 29, 2003).

9 The wording “point-of-sale” and “point-of-purchase” are used interchangeably. E.g., In re Anpath Grp., 95 USPQ2d 1377, 1380 (TTAB 2010); In re Osterberg, 83 USPQ2d 1220, 1222 (TTAB 2007); In re Dell Inc., 71 USPQ2d at 1727.

10 In re Anpath Grp., 95 USPQ2d at 1380; In re MediaShare Corp., 43 USPQ2d at 1307; see In re Quantum Foods, Inc., 94 USPQ2d 1375, 1379 (TTAB 2010).

11 In re Osterberg, 83 USPQ2d at 1222-23.

12 In re Quantum Foods, Inc., 94 USPQ2d at 1379 (quoting In re Bright of America, Inc., 205 USPQ 63, 71 (TTAB 1979)).

13 In re Anpath Grp., 95 USPQ2d at 1382; In re MediaShare Corp., 43 USPQ2d at 1305; Lands’ End Inc. v. Manbeck, 797 F. Supp. 511, 514, 24 USPQ2d 1314, 1316 (E.D. Va. 1992).

14 In re Quantum Foods, Inc., 94 USPQ2d at 1379.

15 In re Anpath Grp., 95 USPQ2d at 1381-82.

16 In re Quantum Foods, Inc., 94 USPQ2d at 1379; In re MediaShare Corp., 43 USPQ2d at 1305.

17 In re Quantum Foods, Inc., 94 USPQ2d at 1380; In re Osterberg, 83 USPQ2d 1220, 1224 (TTAB 2007).

18 In re Osterberg, 83 USPQ2d at 1224; In re EpcSolutions, Inc., Ser. No. 76660519, 2010 TTAB LEXIS 344, at *4, 8 (Aug. 3, 2010).

19 In re Osterberg, 83 USPQ2d at 1224.

20 See In re Sones, 590 F.3d 1282, 1283, 93 USPQ2d 1118 (Fed. Cir. 2009); In re Supply Guys, Inc., 86 USPQ2d 1488, 1492 (TTAB 2008); In re Valenite Inc., 84 USPQ2d 1346, 1349 (TTAB 2007); In re Osterberg, 83 USPQ2d at 1224; In re Dell Inc., 71 USPQ2d 1725, 1727 (TTAB 2004); Lands’ End, 797 F. Supp. 511, 24 USPQ2d 1314.

21 See In re Azteca Sys., Inc., 102 USPQ2d 1955, 1958 (TTAB 2012) (finding a lack of mark-goods association despite the presence of a description of the goods); In re Miss. Cheese Straw Factory, Ser. No. 76617223, 2009 TTAB LEXIS 208, at *7 (Mar. 3, 2009) (stating that ordering information alone was not enough to demonstrate a display associated with the goods); In re Hiley, Ser. No. 75473440, 2004 TTAB LEXIS 42, at *11 (Jan. 30, 2004) (holding that the mark was not displayed in association with the goods).

22 In re Azteca Sys., Inc., 102 USPQ2d at 1957 (citing In re Shipley Co. Inc., 230 USPQ 691, 694 (TTAB 1986)).

23 See In re Osterberg, 83 USPQ2d at 1221; In re TeleVentions, LLC, Ser. No. 78309794, 2006 TTAB LEXIS 65, at *2-3 (Feb. 14, 2006); In re Prof’l Direct Agency, Inc., Ser. No. 75499673, 2002 TTAB LEXIS 771, at *9 (Dec. 30, 2002).

24 In re Sones, 590 F.3d at 1288-89, 93 USPQ2d at 1123-24; cf. TeleVentions, 2006 TTAB LEXIS 65, at *5 (“[T]he problem arises not from the lack of a picture of the product . . . .”).

25 In re Sones, 590 F.3d at 1289, 93 USPQ2d at 1124.

26 Id.

27 Id. at 1288, 93 USPQ2d at 1123; In re Quantum Foods, Inc., 94 USPQ2d 1375, 1378 (TTAB 2010) (quoting In re Sones, 590 F.3d at 1288, 93 USPQ2d at 1123).

28 In re Azteca Sys., Inc., 102 USPQ2d 1955, 1958 (TTAB 2012).

29 Id.

30 In re Sones, 590 F.3d at 1289, 93 USPQ2d at 1124; In re Osterberg, 83 USPQ2d 1220, 1223, n.4 (TTAB 2007) (citing In re Brass-Craft Mfg. Co., 49 USPQ2d 1849 (TTAB 1998)); In re Dell Inc., 71 USPQ2d 1725, 1729 (TTAB 2004); see also In re Quantum Foods, Inc., 94 USPQ2d at 1378.

31 In re Osterberg, 83 USPQ2d at 1223.

32 See, e.g., In re Roberts, 87 USPQ2d 1474, 1479 (TTAB 2008) (the mark IRESTMYCASE appeared as part of the website address www.irestmycase.com); In re Supply Guys, Inc., 86 USPQ2d 1488, 1493 (TTAB 2008) (the mark LEADING EDGE TONERS was shown as part of the website address www.leadingedgetoners.com); In re Eilberg, 49 USPQ2d 1955, 1956 (TTAB 1998) (the mark WWW.EILBERG.COM displayed on applicant’s letterhead indicated Internet location); In re Brainbow, Inc., Ser. No. 78223210, 2008 TTAB LEXIS 269, at *4 (Apr. 3, 2008) (the mark WARP was used in the web browser as http://www.warp.com/); Innovative Legal Mktg., LLC v. Mkt. Masters-Legal, 2012 U.S. Dist. LEXIS 18604, at *50 (E.D.Va. 2012) (the mark BIGCASE.COM appeared as www.BIGCASE.com on the website’s contact information page); Specht v. Google, Inc., 758 F.Supp.2d 570, 591 (N.D. Ill. 2010) (the mark ANDROID DATA was shown as the domain name androiddata.com).

33 In re Supply Guys, Inc., 86 USPQ2d at 1493 (citing In re Eilberg, 49 USPQ at 1956).

34 In re Roberts, 87 USPQ2d at 1479 (the mark IRESTMYCASE was partly displayed in applicant’s e-mail address vicki@restmycase.com); In re F.N.B. Corp., Ser. No. 77059129, 2011 TTAB LEXIS 194, at *7-8 (May 31, 2011) (the mark FNBSECURE was used as part of applicant’s e-mail address FNBsecure@fnb-corp.com).

35 Cf. In re Retail Royalty Co., Ser. No. 77137764, 2010 TTAB LEXIS 417 (Nov. 23, 2010) (stating that nothing inherent in the mark AERIE UNDIES IN A BUNCH conveyed service mark use for the applied-for retail store services and noting the mark instead referenced goods which indicated its use as a trademark rather than a service mark).

36 See In re Supply Guys, Inc., 86 USPQ2d at 1495-96 (noting that “a mark may serve both as a trademark and a service mark” and that one “must look to the perception of the ordinary customer to determine whether the term functions as a trademark”).

37 In re Odom’s Tenn. Pride Sausage, Inc., Ser. No. 76581899, 2009 TTAB LEXIS 548 (July 29, 2009).

38 See In re Quantum Foods, Inc., 94 USPQ2d 1375, 1379 (TTAB 2010); In re Genitope Corp., 78 USPQ2d 1819, 1822 (TTAB 2006); In re Quality Mapping Solutions, L.L.C., Ser. No. 75346851, 2002 TTAB LEXIS 717, at *5 (Nov. 18, 2002).

39 In re Int’l Christian Broad., Inc., Ser. No. 85058128, 2012 TTAB LEXIS 82, at *14 (Mar. 29, 2012).

40 In re Quantum Foods, Inc., 94 USPQ2d at 1379; In re Osterberg, 83 USPQ2d 1220, 1223 (TTAB 2007); see In re Sones, 590 F.3d 1282, 1289, 93 USPQ2d 1118, 1124 (Fed. Cir. 2009).

41 See, e.g., In re Quantum Foods, Inc., 94 USPQ2d at 1380; In re Osterberg, 83 USPQ2d at 1224; In re Genitope Corp., 78 USPQ2d at 1822; In re EpcSolutions, Inc., Ser. No. 76660519, 2010 TTAB LEXIS 344, at *9-10 (Aug. 3, 2010); In re Locus Techs., Ser. No. 75733593, 2004 TTAB LEXIS 194, at *9-10 (Mar. 30, 2004).

42 See In re Anpath Grp., 95 USPQ2d 1377, 1381 (TTAB 2010); In re Quantum Foods, Inc., 94 USPQ2d at 1379; In re Film E.C. Net, Ser. Nos. 76448428 & 76448429, 2009 TTAB LEXIS 503, at *22 (July 10, 2009); In re U.S. Tsubaki, Inc., Ser. No. 78698066, 2008 TTAB LEXIS 309, at *5-6 (June 17, 2008).

43 See generally In re Quantum Foods, Inc., 94 USPQ2d at 1379 (information normally associated with ordering goods includes pricings); In re MediaShare Corp., 43 USPQ2d 1304, 1305 (TTAB 1997) (information associated with ordering goods includes product price); Lands’ End Inc. v. Manbeck, 797 F. Supp. 511, 514, 24 USPQ2d 1314, 1316 (E.D. Va. 1992) (a display in the nature of a catalog includes product specifications and options including prices); In re Bright of America, Inc., 205 USPQ 63, 65 (TTAB 1979) (price lists are advertising material).

44 See In re Sones, 590 F.3d at 1289, 93 USPQ2d at 1120; In re Genitope Corp., 78 USPQ2d at 1822.

45 See In re Prof’l Direct Agency, Inc., Ser. No. 75499673, 2002 TTAB LEXIS 771, at *10-11 (Dec. 30, 2002).

46 See In re Osterberg, 83 USPQ2d at 1224.

47 In re U.S. Tsubaki, Inc., 2008 TTAB LEXIS 309, at *6; In re Anpath Grp., 95 USPQ2d at 1382.

48 Cf. In re Osterberg, 83 USPQ2d at 1224; In re Genitope Corp., 78 USPQ2d at 1822; In re USA Deview, Inc., Ser. No. 76613995, 2008 TTAB LEXIS 107, at *7-8 (March 31, 2008).

49 See In re Quantum Foods, Inc., 94 USPQ2d 1375, 1379 (TTAB 2010); In re Genitope Corp., 78 USPQ2d at 1822; In re Cash Sys., Inc., Ser. No. 76461663, 2005 TTAB LEXIS 211, at *10 (May 23, 2005).

50 In re Valenite Inc., 84 USPQ2d 1346, 1349 (TTAB 2007).

51 See In re Anpath Grp., 95 USPQ2d at 1382; In re Quantum Foods, Inc., 94 USPQ2d at 1379; In re Osterberg, 83 USPQ2d at 1224; In re Genitope Corp., 78 USPQ2d at 1822; In re U.S. Tsubaki, Inc., 2008 TTAB LEXIS 309, at *5; In re Cash Sys., Inc., 2005 TTAB LEXIS 211, at *8-10.

52 In re Genitope Corp., 78 USPQ2d at 1822; see, e.g., In re U.S. Tsubaki, Inc., 2008 TTAB LEXIS 309, at *5-6; In re Cash Sys., 2005 TTAB LEXIS 211, at *10-11.

53 Compare In re Dell Inc., 71 USPQ2d 1725, 1727 (TTAB 2004) (finding a “Customize It” link acceptable when the information on the website clearly stated ordering could be accomplished through the link) with In re USA Deview, Inc., 2008 TTAB LEXIS 107, at *8 (stating the webpage lacked the point-of-sale character because the record did not explain what the configuration buttons did).

54 See, e.g., In re Osterberg, 83 USPQ2d at 1224; In re USA Deview, Inc., 2008 TTAB LEXIS 107, at *7-8.

55 15 U.S.C. §§1051, 1127; TMEP §904.07(a).

56 TMEP §904.07(a).

57 TMEP §904.07(b).

58 In re Quantum Foods, Inc., 94 USPQ2d 1375, 1377 n2 (TTAB 2010).