Mere Descriptiveness
Definition:
Statutory basis for refusing registration of trademarks and service marks because the proposed mark merely describes an ingredient, quality, characteristic, function, feature, purpose or use of the specified goods or services.
Good Will
Definition:
The value of a business or of a line of goods or services that reflects commercial reputation. A business with a well-established good will could see all of its tangible assets destroyed, yet still own its reputation, its good will.
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