secondary trademark meaning

Secondary trademark meaning occurs when a brand’s name or symbol, originally generic or descriptive, gains distinctiveness through its long-term use and recognition by consumers. Instead of merely describing a product or service, it becomes associated specifically with a particular company's source. For example, "Windows" was once a common word, but after extensive advertising and use, it now primarily identifies Microsoft’s operating system. Achieving secondary meaning allows the trademark to be legally protected, preventing others from using a similar mark that could confuse customers and ensuring the brand’s identity is preserved.