| − | To qualify to register on the [[Principal Register]], a mark must be "inherently distinctive." A mark qualifies as "inherently distinctive" if it is fanciful, arbitrary, or suggestive (requiring some imagination to see the connection between the mark and product or service). If the mark is merely descriptive, then there must be extensive use that develops a significant level of market awareness, also known as "secondary meaning." | + | To qualify to register on the [[Principal Register]], a mark must be "inherently distinctive." A mark qualifies as "inherently distinctive" if it is fanciful, arbitrary, or suggestive (requiring some imagination to see the connection between the mark and product or service). If the mark is merely descriptive, then there must be extensive use that develops a significant level of market awareness, also known as "secondary meaning." A "generic" mark, which merely names the product or service, is given no protection under trademark law. |