All this got me curious since we have trademarked a couple of business names ourselves in the USA, related to books and publishing. One was too similar to an existing name, and, after almost 2 years of waiting, we got rejected on the basis a few categories look similar. The new name combination,
3 words just like Meghan's
American Riviera Orchard, we paid for the trademark was after an extensive search online to find a match. We didn't and we proceeded with the application.
I have the feeling Meghan, and her advisors, rushed into the 3-word name either without taking the time to do research or just ignoring the warnings you get from the USA official trademark office that tell you, point blank, these are the rules, and these are all similar active and expired names on official records. Yes, when you search a name, the website gives you feedback on what not to do, proceed at your own risk and she probably did.
[.....]
Here are the rules on the discussion why, in the USA, places can't be added to a trademark request:
Geographic trademarks may or may not be permissible depending on a number of considerations
"Section 2(e)(2) of the Trademark Act, 15 U.S.C. §1052(e)(2) explicitly prohibits the registration of trademarks on the Principal Register if the trademark is “primarily geographically descriptive” of the goods or services specified in the trademark application.:
And the why behind it: basically, calling Meghan's business name America Riviera ___ was a bit deceptive. As in,
are the grapes used from the specific geographical area or brought from outside and just packed in California.
Are they even going to be packaged in the American Orchard Riviera of hers?
Here's more info from that link:
"...The idea here is simple; marks CANNOT fundamentally misinform the consumer about the what it is that is being sold under the mark. If the mark is “deceptive” in this way, it is non-trademarkable. How does this apply to Geographic Trademarks? The test for determining if a prospective mark is Primarily Geographically Deceptively Misdescriptive is satisfied when the following three factors are met:
(1) the primary significance of the mark is a generally known geographic location (see TMEP §§1210.02–1210.02(b)(iv));
(2) the goods or services do not originate in the place identified in the mark (see TMEP §1210.03);
(3) purchasers would be likely to believe that the goods or services originate in the geographic place identified in the mark (see TMEP §§1210.04–1210.04(d)). Note: If the mark is remote or obscure, the public is unlikely to make a goods/place or services/place association (see TMEP §1210.04(c)); and
(4) the misrepresentation is a material factor in a significant portion of the relevant consumer’s decision to buy the goods or use the services (see TMEP §§1210.05(c)–(c)(ii))."
Bonus info about the UK:
Can a geographical name be used as a trademark?
"...It was held that the purpose of Article 3 (1)(C) of Council Directive 89/140 was to ensure that geographical place names remained available and free for all to use because positive association between a place name and a mark may potentially influence a consumer. This Article therefore excludes registration of geographical names which identify places currently associated with a particular good but also prevents registration where the names were likely to be used by companies in the future as an indication of geographical origin."
In summary, what I see for the reason Meghan's trademark was rejected was basically one word,
misrepresentation. And not doing the research, either herself or her team at the time before they all quit and ran away from the American Riviera they didn't know even existed.
Better luck next time, BRW, it took me minutes to find all the above that comes as close as possible to explain the problem she encountered, and I'm not even a trademark lawyer. Whoever she paid for this owes her an apology for not fighting against her temperament to make her understand trademark rules are enforced for a reason.