descriptive mark
de·scrip·tive mark n: a trademark or service mark that conveys the idea of the qualities, characteristics, or effects of a product or service and that is protectable when it creates an association in the mind of the public between the mark and the producer or product or service

Merriam-Webster’s Dictionary of Law. . 1996.

descriptive mark
A trademark or service mark that describes some characteristic of the product or service with which it is associated. For instance, "Jiffy Lube" describes a purportedly fast lube service. Descriptive trademarks are harder to protect, at least until the owner can demonstrate that consumers associate the mark with the source of the goods or services (a status referred to as a secondary meaning). (See also: secondary meaning, Supplemental Register)
Category: Patent, Copyright & Trademark → Trademark Law

Nolo’s Plain-English Law Dictionary. . 2009.

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