September 14, 2011
Anyone with even a basic knowledge of intellectual property law knows that a trademark must enable consumers to distinguish the product of one enterprise from the products of other enterprises. To be registrable, the trademark must be distinctive and non-descriptive. A mark can be distinctive in two ways: (1) inherent distinctiveness; and (2) distinctiveness through use. In addition, the trademark must be something other than, and separate from, the goods themselves. This rule applies to the registration and protection of conventional trademarks, as well as configuration marks.