A while back I wrote about a relatively new company that sells raw cookie dough using the brand DŌ. I said that DŌ will never have viable rights to its brand because DŌ (however it’s spelled) is just the generic word for its product.
“But surely,” I hear you say, “Decades from now DŌ will have rights.”
Vitamin Shoppe Procurement Services, Inc. and its predecessor have been using THE VITAMIN SHOPPE as a brand since 1982. At one point, it even managed to get some trademark registrations.*
In February 2016, it filed four new applications to register THE VITAMIN SHOPPE together with its new stylized V design and new font.
The examiner at the Trademark Office says Vitamin Shoppe “must disclaim the wording ‘THE VITAMIN SHOPPE’ because it is a generic designation for applicant’s goods and services and is thus an unregistrable component of the mark.”
That means that the Trademark Office won’t give Vitamin Shoppe the exclusive right to the words THE VITAMIN SHOPPE even after more than 35 years of continuous use.
It makes sense. No one should have the exclusive right to the word “shop” (however it’s spelled) for retail services and no one should have the exclusive right to the word “vitamin” for vitamins.
After 35 years, THE VITAMIN SHOPPE is still barely defensible. An asset that could have acquired significant value during that time has instead languished all because of one bad decision.
*Below is a list of the earlier registrations. The ones from 2001-2003 include “disclaimers,” meaning that the owner isn’t claiming to have exclusive rights to the disclaimed word or words. The two registrations from 2006-2007 don’t have disclaimers. I disagree with the trademark examiner who reviewed those two registrations. You can’t overcome “genericness” with acquired distinctiveness. As the examiner of the recent applications says: “[N]o amount of purported proof that a generic term has acquired secondary meaning can transform that term into a registrable trademark or service mark.”
|Words||Products & Services||Disclaimer||Reg. Year|
|THE VITAMIN SHOPPE SINCE 1977||vitamins
|(Applicant claimed “acquired distinctiveness”.)||2007|
|THE VITAMIN SHOPPE SINCE 1977||retail store services||(Applicant claimed “acquired distinctiveness.”)||2006|
|THE VITAMIN SHOPPE SINCE 1977||retail store services||No claim is made to the exclusive right to use “vitamin” apart from the mark as shown.||2003|
|THE VITAMIN SHOPPE SINCE 1977||vitamins||No claim is made to the exclusive right to use “vitamin” and “since 1977” apart from the mark as shown.||2003|
|THE VITAMIN SHOPPE||retail store services||No claim is made to the exclusive right to use “vitamin” apart from the mark as shown.||2001|
|THE VITAMIN SHOPPE||vitamins||No claim is made to the exclusive right to use “vitamin” apart from the mark as shown.||2001|