Trademarks: Secondary Meaning

How do you get a strong trademark associated with a descriptive or non-distinct term?  With a lot of hard work!  One way you can trademark a non-distinct term is through a secondary meaning.  A secondary meaning is an additional meaning acquired by a non-distinct trademark through its commercial use. To acquire federal trademark protection, a non-distinctive mark must become associated with a single commercial source in the minds of consumers. (for example, the term “apple.”)