Feature

Branded!

How a Common Marketing Strategy is Changing the Way the Green Industry Does Business

PART 2: TRADEMARKS

By Amy Fulcher, Extension Specialist and Professor, Lauren Fessler, Extension Assistant, and Tammy Stackhouse, former Extension Program Assistant

Across the last 10 years, branding programs, which often include the use of trademarks and plant patents, have come to predominate new plant introductions in the U.S. Green Industry. To continue to propagate and grow the latest plant selections, an understanding of these branding tools, how they are used, and the protections afforded to plant breeders and other plant developers is necessary. In part 1 of this series, we provided an introduction to branding and its benefits and plant patents. In part 2, we’ll cover trademarks, including the delicate balance of being widely recognized by the brand name without becoming generically known by it. We’ll also cover a few case studies to help producers, landscapers and other members of the Green industry navigate this form of intellectual property.

Trademarks

Trademarks are defined as, “any word, name, symbol, or device which a person has the intention to use in commerce and who applies to register the trademark to identify and distinguish his or her goods.” Despite common misconception, trademarks identify the source of a product rather than the specific product itself. Trademarks last ten years but can be renewed indefinitely, and that is the reason they have become widely used by the Green Industry.

Two main symbols are used to indicate trademark status. The ® symbol means “Registered” and signifies that the trademark is registered with the US Patent and Trademark Office and the rights are owned exclusively. The ™ symbol indicates that a word or graphic is being claimed by a company or individual to signify the source of their goods, but it has not been federally registered or that registration is still pending. An unregistered trademark gives very limited rights to the company or individual. Companies or individuals can still sue for common-law infringement within the region that the goods are produced and sold, but they must be able to prove they were the first to use the trademark and that the infringing party’s use of the trademark confuses the public from distinguishing the goods’ source.

Several rules apply to what can and cannot be trademarked. Varieties and cultivars are treated identically for trademark purposes and cannot be trademarked. In other words, cultivar names are considered generic. For example, if a new cultivar of hydrangea is created and the name is Hydrangea ‘Joey’s Joy’ then the name Joey’s Joy cannot be trademarked. Additionally, once a name is established and used by the general public it cannot be trademarked. Moreover, once a trademarked name becomes generally used as the common or generic name for a product, the company risks losing their trademark. For example, thermos, dry ice, and kerosene were once trademarked but are now recognized as generic names. The trademarked name must be unique and never been used as a cultivar name or in connection with a plant patent, utility patent, or certificate for plant variety protection. Descriptive names cannot be trademarked. The best trademarks are names completely unrelated to the item, for example Cheerios™ and Clorox®. Remember that a trademark should help inform customers where a plant is from, not what the plant is.

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® or TM, Does it Matter?

® = Registered trademark

Can only be used for a trademark that has been registered with the USPTO. Using a registered trademark without permission is a federal offense and could result in litigation

TM = Unregistered trademark

For use with trademarks that an individual or company does not intend to register and trademarks for which registration is pending. Affords only slim common law rights within a region.

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A good example of a properly used trademark is American Beauties Native Plants™ (Figure 1). They put American Beauties Native Plants followed by the trademark symbol on all of their plant labels, to identify the source, along with the common and scientific names. This is an appropriate way to use trademarks. Some growers trademark a plant name and use it in conjunction with the cultivar name as their name for that cultivar. Using both the trademarked name and the cultivar name on tags and in all advertising should help ensure that the trademarked name is not recognized as the generic name for the plant. This combination on the tag should also help consumers identify the source

FIGURE 1: A branded Spigelia tag.

Photo Credit North Creek Nurseries.

If you own a trademarked name, keep in mind it is supposed to state where a plant is from, not what the plant is. If you do not own a trademarked name, be sure you use the cultivar name and do not use others’ trademarked names without a license agreement. Remember, anyone can sell under a cultivar name, as long as the plant is not patented, but you need permission to use a trademarked name.

When buying plants, it’s best to keep track of the cultivar name as well as the trademarked name, just like you would stay current on common and brand names for pesticides. This is because two sources could sell the plant under two different names. For example, in 2008 when the patent on Rosa ‘Ausbord’ expired, David Austin® could continue selling the plant as the trademark Gertrude Jekyll® while another company markets it as ‘Ausbord’.

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No tags, no containers? What Should This Grounds Manager Do?

A landscape architect solicits bids for plants to landscape a new hospital building. The hospital grounds crew will install the plants. When the order is delivered, the hospital grounds manager notices that plants she knows to be trademarked are not in branded containers and do not have the branding program’s required label.

Even though these plants aren’t going into a retail environment and it takes time to put labels on the plants only to have them removed at the job site, all branded plants should come with their respective containers and tags, regardless of whether the customer is a landscape contractor, in house grounds manager, or retail garden center operator.

The hospital grounds manager should require that the seller provide these items or reject the plants. Contacting the license holder may be appropriate.

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Trademark Case Study

Problems can arise when a plant becomes known generically by its trademarked name. An example in which this became an issue is the court case Van Well Nursery Inc. v. Mony Life Insurance Co., in which Mony Life Insurance Co. advertised an apple cultivar, ‘Snipes’, by its trademarked name, Scarlet Spur ® . Van Well Nursery Inc. sued the insurance company for copyright infringement but the judge ruled that the cultivar was known as its trademarked name in the public domain so the trademark was cancelled.

This case study illustrates the delicate balance required to use trademarks to outlive plant patents. The Green Industry and their customers must come to associate the trademark with the cultivar name, but not to the extent that the plant becomes known generically by the trademark name.

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Branding programs have come to predominate new plant introductions in the U.S. Green Industry. Knowledge of branding programs, both their advantages and the protections provided by them for plant developers is necessary to continue to offer the latest plant selections. In this series we introduced the benefits of branding, plant patents, trademarks, licensing and royalties. We hope this series helped your business navigate the most common forms of intellectual property in the Green Industry.