Understanding Secondary Meaning: Transforming Descriptive Marks into Distinctive Brand Identifiers Through Consumer Recognition
Not all trademarks are created equal. For inherently distinctive marks, the path toward trademark protection is often a routine matter of filling out the necessary paperwork. For descriptive marks, trademark protection is sometimes simply not an option.
Some descriptive marks can be elevated to distinctive marks by acquiring “secondary meaning,” opening the path to trademark protections. Keegan & Donato can help prove secondary meaning among relevant consumers by conducting a consumer research study to determine perception of your client’s brand.

