Make a Name for Yourself: 4 Expert Tips for Choosing a Name and Trademark; Entrepreneur, August 2, 2018

Darpan Munjal, Entrepreneur; Make a Name for Yourself: 4 Expert Tips for Choosing a Name and Trademark 

"A recent Harvard Law Review study highlighted the upwards of 6.7 million U.S. trademark applications (registered 1985 to 2016) that had been made over the last three decades and suggested that we might soon be at the point of actually running out of trademark options...

Choosing an effective trademark means a trademark that's unique. With upwards of 6.7 million trademarks out there, and only 171,476 words in the English dictionary, you need to start thinking outside the box."

Does Kit Kat’s Shape Deserve a Trademark? E.U. Adds a Hurdle.; The New York Times, July 25, 2018

Milan Schreuer, The New York Times; 

Does Kit Kat’s Shape Deserve a Trademark? E.U. Adds a Hurdle.

"It was a good day for Kit Kat copycats.

Nestlé, which makes the candy bar outside the United States, could lose exclusive rights in the European Union to its four-fingered shape, the region’s highest court ruled on Wednesday.

The company has long argued that the Kit Kat’s four trapezoidal bars, linked by a rectangular base, had enough of a “distinctive character” that they deserved a trademark across Europe.

The European Court of Justice, however, told Nestlé that it had not presented evidence that shoppers in Belgium, Greece, Ireland or Portugal would recognize a Kit Kat by shape alone."

You can’t trademark yellow, Cheerios; , August 25, 2017

Cody Nelson, Minnesota Public Radio; You can’t trademark yellow, Cheerios

"The Cheerios’ shade of yellow isn’t “inherently distinctive” enough to qualify for a trademark, the federal Trademark Trial and Appeal Board ruled this week.

General Mills had spent the past two years trying to trademark “the color yellow appearing as the predominant uniform background color” on Cheerios boxes, Ars Technica reports.

Turns out the Cheerios yellow is just too average. For intellectual-property regulators to deem a color trademark-able, consumers must consider it to have a certain “distinctiveness.”"

How To Protect Your Trade Mark From Becoming a Generic Term; Lexology, 11/3/16

Baker & McKenzie, Lexology; How To Protect Your Trade Mark From Becoming a Generic Term:

"The term “brand genericide” has been used to describe the process where a trade mark brand owner, sometimes unknowingly, participates in the destruction of the distinctiveness of its trade mark. Indeed, trade mark history is full of examples of marks - often for innovative products - that have become generic: Linoleum, Escalator, Shredded Wheat, to name but a few. The well-known phenomenon of "genericism" affects various industry sectors, including the food and beverages industry: NESTLE, M&M's, COCA-COLA, TABASCO all had to deal with the risk of genericism in one way or another. Read on for practical tips which will to prevent your trade marks from becoming a common descriptive name and potentially entering the public domain."