Kronebusch Industries, LLC

Trademark Trial and Appeal Board

Feb 20, 2018

No. 86706847 (T.T.A.B. Feb. 20, 2018)

This Opinion is Not a
Precedent of the TTAB

Mailed: February 20, 2018

UNITED STATES PATENT AND TRADEMARK OFFICE
_____

Trademark Trial and Appeal Board
_____

In re Kronebusch Industries, LLC
_____

Serial No. 86706847
_____

Danielle I. Mattessich, of Merchant & Gould PC,
for Kronebusch Industries, LLC.
Allison P. Schrody, Trademark Examining Attorney, Law Office 115,
Daniel Brody, Managing Attorney.
_____

Before Wellington, Kuczma, and Larkin,
Administrative Trademark Judges.

Opinion by Larkin, Administrative Trademark Judge:
Kronebusch Industries, LLC (“Applicant”) seeks registration on the Principal
Register of the claimed mark shown below

Serial No. 86706847
- 2 -

for fire extinguishers, in International Class 9.1 We depict below one of Applicant’s
fire extinguishers bearing the claimed mark:

The Trademark Examining Attorney has refused registration of Applicant’s mark
under Sections 1, 2, and 45 of the Trademark Act, 15 U.S.C. §§ 1051, 1052, and 1127,
on the grounds that the claimed mark comprises nondistinctive product configuration
that is unregistrable on the Principal Register without proof of acquired
distinctiveness under Section 2(f) of the Trademark Act, 15 U.S.C. § 1052(f), and that
Applicant has made an insufficient showing of acquired distinctiveness.

1 Application Serial No. 86706847 was filed on July 28, 2015 under Section 1(a) of the
Trademark Act, 15 U.S.C. § 1051(a), on the basis of Applicant’s claim of first use of the mark
and first use of the mark in commerce in 2008. The mark is described in the application as
consisting “of a three-dimensional configuration as depicted in the drawing with claimed
features drawn in solid lines that can be generally described as a pistol-shaped handle of a
fire extinguisher. The dotted lines representing the trigger pull, release point, screws, safety
pin, and the upper portion of the container are not claimed as features of the mark.” We will
refer to the claimed mark in this opinion as the “Handle Design.”
Serial No. 86706847
- 3 -

When the refusal was made final, Applicant appealed and requested
reconsideration, which was denied. Applicant and the Examining Attorney have filed
briefs. We affirm the refusal to register.
I. Prosecution History and Record on Appeal
Applicant initially sought registration of the Handle Design under Section 2(f) of
the Trademark Act, 15 U.S.C. § 1052(f), on the basis of its claim that the Handle
Design had acquired distinctiveness through Applicant’s substantially exclusive and
continuous use for the five years preceding the claim. The Examining Attorney
rejected Applicant’s five-year use claim and required Applicant to submit evidence of
acquired distinctiveness.2
Applicant responded by submitting the declaration of its principal, Allen
Kronebusch, and Exhibits A-C thereto, consisting of pictures of competitive fire
extinguishers, Applicant’s advertising materials, and a list of trade shows attended
by Applicant from 2008 to 2016, respectively.3
Mr. Kronebusch’s declaration bore the following caption:

2 November 13, 2015 Office Action at 1.
3 May 13, 2016 Response to Office Action at 6-136.
Serial No. 86706847
- 4 -

In his declaration, Mr. Kronebusch described the Handle Design mark at issue on
this appeal, and a separate “Location of Gauge” mark apparently shown in
Application Serial No. 86706870,4 collectively as the “Design Marks.” Kronebusch
Decl. ¶ 3. He discussed these “Design Marks” together throughout his declaration,
and concluded that “[a]s a result of the widespread sale and advertising of Our
Products, the Design Marks have become well known and familiar to the trade and
to the purchasing public throughout the United States as identifying exclusively
those products to which it is applied and which emanate from my Company.”
Kronebusch Decl. ¶ 16.
The Examining Attorney rejected Applicant’s evidence of acquired distinctiveness
as insufficient, and issued a final refusal of registration.5 Applicant filed a notice of
appeal, and simultaneously requested reconsideration and sought to amend the
identification of its goods to add “fire extinguishing preparations” and “chemical
preparations.”6 The Examining Attorney denied the request for reconsideration,

4 It is apparent that Mr. Kronebusch’s declaration was also submitted in Application Serial
No. 86706870, but we have no information regarding that application because it was not
made of record here, and we do not take judicial notice of applications or registrations in the
Patent and Trademark Office. In re House Beer, LLC, 114 USPQ2d 1073, 1075 (TTAB 2015).
We obviously express no opinion in our decision in this case regarding the registrability of
the “Location of Gauge” mark.
5 June 5, 2016 Office Action at 1.
6 December 5, 2016 Request for Reconsideration at 1 (4 TTABVUE). When Applicant filed its
notice of appeal, the Board instituted the appeal, but suspended it and remanded the
application to the Examining Attorney to consider the request for reconsideration, including
the proposed amendment to the identification of the goods. 2 TTABVUE 1. The Board
instructed the Examining Attorney that if she “determine[d] that the amendment to the
identification is not acceptable, the Examining Attorney should issue an Office Action to that
effect, indicating the reasons why the proposed amendment is unacceptable,” and that the
“amendment to the identification should be treated as raising a new issue, such that any
Serial No. 86706847
- 5 -

continued the refusal to accept Applicant’s Section 2(f) evidence, and rejected the
proposed amendment to add additional goods on the ground that it exceeded the scope
of the original identification.7
Applicant responded to the denial of its request for reconsideration by
withdrawing its proposed amended identification, and by making of record additional
images of competitive fire extinguishers, pages from its website at ake.com, and
multiple dealer and customer statements regarding recognition of the claimed mark.8
The Examining Attorney allowed Applicant to return to its original identification of
goods,9 but denied Applicant’s request for reconsideration and continued the final
refusal under Section 2(f).10 The appeal was then resumed. 6 TTABVUE.
II. Sufficiency of Proof of Acquired Distinctiveness Under Section 2(f)
A. The Burden of Proving Acquired Distinctiveness in Product
Configuration Cases
“A product configuration such as this one is not inherently distinctive and . . . may
be registered on the Principal Register only upon a showing of acquired
distinctiveness under Section 2(f).” In re Change Wind Corp., 123 USPQ2d 1453, 1467
(TTAB 2017) (citing Wal-Mart Stores, Inc. v. Samara Bros., Inc., 529 U.S. 205, 54
USPQ2d 1065, 1068-69 (2000)). In Wal-Mart, the Supreme Court held that a product’s

refusal to accept the proposed identification cannot be made final until application is given
an opportunity to respond.” 2 TTABVUE 2.
7 January 9, 2017 Office Action at 1.
8 July 7, 2017 Response to Office Action at 2-25.
9 Id. at 1.
10 July 31, 2017 Office Action at 1 (5 TTABVUE).
Serial No. 86706847
- 6 -

design can never be inherently distinctive because “[c]onsumers are aware of the
reality that, almost invariably, even the most unusual of product designs – such as a
cocktail shaker shaped like a penguin – is intended not to identify the source, but to
render the product itself more useful or more appealing.” 54 USPQ2d at 1069.
“A refusal to register non-distinctive trade dress based on its failure to function
as a mark may be overcome by a showing of acquired distinctiveness under Section
2(f) of the Trademark Act. ‘The applicant . . . bears the burden of proving acquired
distinctiveness.’” In re Keep A Breast Found., 123 USPQ2d 1869, 1882 (TTAB 2017)
(quoting In re La. Fish Fry Prods., Ltd., 797 F.3d 1332, 116 USPQ2d 1262, 1264 (Fed.
Cir. 2015)). “An applicant must show that the primary significance of a mark or trade
dress in the minds of consumers is not the product or service but the source of that
product or service to establish acquired distinctiveness.” Id.
“The amount and character of evidence required to establish acquired
distinctiveness depends on the facts of each case and the nature of the mark sought
to be registered.” In re Gen. Mills IP Holdings II, LLC, 124 USPQ2d 1016, 1018
(TTAB 2017). “There is no fixed rule for the amount of proof necessary to demonstrate
acquired distinctiveness, however, the burden is heavier for product configurations.”
Stuart Spector Designs Ltd. v. Fender Musical Instruments Corp., 94 USPQ2d 1549,
1554 (TTAB 2009).
Applicant argues that the burden of showing acquired distinctiveness with respect
to its Handle Design is mitigated in this case because the burden “is directly
proportional to the degree of non-distinctiveness of the mark at issue.” 7
Serial No. 86706847
- 7 -

TTABVUE 10 (emphasis in original) (citing Yamaha Int’l Corp. v. Hoshino Gakki Co.,
840 F.2d 1572, 6 USPQ2d 1001, 1008 (Fed. Cir. 1988)). Applicant claims that it has
been using the Handle Design “substantially and [sic] exclusively for over 8 years in
commerce” and that the “record does not contain one iota of evidence establishing
that [the Handle Design] is one that is a common shape used by other third parties
in connection with fire extinguishers.” 7 TTABVUE 11. Applicant contends that “[i]n
situations where the record does not support a finding that a design is common and
utilized by a number of third parties . . . it follows that a lower level of evidence is
needed to establish prima facie acquired distinctiveness.” 7 TTABVUE 10.
Applicant’s position is summarized in an argument heading that states that because
the Handle Design is “Utterly Distinguishable From Competing Handles In
The Industry,” Applicant’s use of its claimed mark “Is Substantially Exclusive,
as Required By The Statute For Establishing Distinctiveness,” and Applicant
is thus held “to a Lower Standard of Requisite Evidence Needed to Establish
Its Case for Prima Facie Acquired Distinctiveness.” 7 TTABVUE 10 (emphasis
in original). We disagree.
In Stuart Spector Designs, the Board held that because the burden of showing
acquired distinctiveness is “heavier for product configurations . . . even long periods
of substantially exclusive use may not be sufficient to demonstrate acquired
distinctiveness,” 94 USPQ2d at 1554, noting that the burden “is particularly heavy
when . . . use has not been exclusive.” Id. Accordingly, even assuming, without
deciding, that Applicant has been using the Handle Design “substantially and [sic]
Serial No. 86706847
- 8 -

exclusively for over 8 years in commerce,” 7 TTABVUE 11, and that Applicant’s
burden is thus not “particularly” heavy, Applicant nevertheless bears a heavy burden
of showing that its claimed mark has acquired distinctiveness. We turn now to an
analysis of the evidence offered by Applicant to carry its burden.
B. Applicant’s Evidence of Acquired Distinctiveness
Acquired distinctiveness may be shown by direct or
circumstantial evidence. Direct evidence includes actual
testimony or declarations of consumers as [to] whether
they view the proposed mark primarily as a source
identifier, or surveys. Circumstantial evidence is evidence
from which such consumer perception might be inferred,
such as years of continuous and substantially exclusive
use, sales and advertising data, and any similar evidence
showing wide exposure of the mark to consumers in a
manner that would educate consumers to view the
proposed mark as a source indicator.
Keep A Breast Found., 123 USPQ2d at 1882. “In cases of product configuration, the
evidence provided to establish acquired distinctiveness must relate to the promotion
and recognition of the specific configuration embodied in the applied-for mark and
not the goods in general.” Kohler Co. v. Honda Giken Kogyo K.K., 125 USPQ2d 1468,
1506 (TTAB 2017).
1. Direct Evidence
Applicant’s direct evidence consists of Mr. Kronebusch’s declaration and the
customer and dealer statements referenced above. 7 TTABVUE 12-13.
a. Mr. Kronebusch’s Testimony
Applicant relies upon Mr. Kronebusch’s declaration principally to establish that
“Applicant purposely designed its fire extinguishers with a unique, pistol-shaped
handle design to be distinctive and to be readily able to identify Applicant as the
Serial No. 86706847
- 9 -

product source among consumers.” 7 TTABVUE 13 (citing Kronebusch Decl. ¶¶ 10-
11).11 Applicant’s intent and sweat equity in designing the Handle Design “to be
distinctive and to be readily able to identify source” are irrelevant to whether its
claimed mark has acquired distinctiveness because “the ultimate test in determining
whether a designation has acquired distinctiveness is applicant’s success, rather than
its efforts, in educating the public to associate the proposed mark with a single
source.” Apollo Med. Extrusion Techs., Inc. v. Med. Extrusion Techs., Inc., 123
USPQ2d 1844, 1856 (TTAB 2017).12
b. Dealer and Customer Statements
Applicant also made of record three dealer statements and eight customer
statements,13 both of which consist of printed forms undoubtedly prepared by
Applicant’s counsel. The dealers filled in their names and addresses, but did not state
how long they had sold Applicant’s products or the volume of their sales. The
customers filled in their names and, in one case, an address, and how long they have
purchased fire extinguishers from Applicant. Neither the dealers nor the customers

11 May 13, 2016 Response to Office Action at 8-9.
12 Mr. Kronebusch claimed that as a result of Applicant’s efforts, the Handle Design is
“unique” and “distinctive,” and he claimed that “no other companies in the industry
manufacture fire extinguishers with a ‘pistol’ shaped handle.” Kronebusch Decl. ¶¶ 10-11.
This portion of his declaration is also irrelevant to the extent that it claims that the Handle
Design is inherently distinctive.
13 July 7, 2017 Response to Office Action at 14-25. Mr. Kronebusch explained that dealers
“are the type of accounts that would sell on to other parties,” and do not “include the number
of customers who would purchase Our Products for their own use.” Kronebusch Decl. ¶ 15.
The dealer statements thus are from resellers, while the customer statements are from end
users, although one person signed both a dealer statement and a customer statement.
Serial No. 86706847
- 10 -

swore under oath to the truth of their adopted statements.14 We reproduce below a
completed and signed example of each type of statement:

14 “[I]t is not necessary that [form statements] include a declaration as provided in Trademark
Rule 2.20. However, this does not mean that all form statements and all forms without
declarations will have equal probative value with personal statements and those signed with
the safeguards of a Rule 2.20 declaration.” In re Lorillard Licensing Co., 99 USPQ2d 1312,
1319 (TTAB 2011).
Serial No. 86706847
- 11 -

“‘Form statements may be used to show acquired distinctiveness,’ . . . but the ones
here suffer from multiple deficiencies that vitiate their probative value on the issue
of acquired distinctiveness.” Kohler, 125 USPQ2d at 1507 (quoting In re Florists’
Transworld Delivery Inc., 106 USPQ2d 1784, 1794 n.9 (TTAB 2013)).
“First, ‘they are all essentially identical in form and were clearly not composed
individually. . . . [S]uch statements are less persuasive than statements expressed in
the declarants’ own words.’” Id. (quoting In re Pohl-Boskamp GmbH & Co., 106
USPQ2d 1042, 1051 (TTAB 2013)).
Second, they are “conclusorily worded [and] fail to explain what is it about [the
applied-for mark] that is unique or unusual, or distinctive from those of [Applicant’s]
competitors.” In re Pacer Tech., 338 F.3d 1348, 67 USPQ2d 1629, 1633 (Fed. Cir.
2003). The language in the customer statement that “I have come to look upon this
trademark as a symbol identifying the products of the Kronebusch company only, and
not of any other company in the field,” and the language in the dealer statement that
“[i]t is my understanding that the unique handle design . . . on such products indicates
products produced by the Kronebusch [sic] and not by any other company,”15 is nearly

15 The dealer statements contain the additional statements that “[i]t is also my
understanding that the [Handle Design] has acquired in the trade the meaning of products
produced only by Kronebusch” and that the dealer’s retail customers “expect that all products
marked with this design will come from the same source and are of equal quality with all
other products from that source.” None of the dealers establish that they are competent to
opine about the understanding of others in the trade, or about the state of mind of their retail
customers, including those who they claim “ask for products by the pistol shaped handle
mark.” Cf. Frito-Lay N. Am., Inc. v. Princeton Vanguard, LLC, 124 USPQ2d 1184, 1205
(TTAB 2017) (statements of distributors of PREZTEL CRISP pretzel crackers “regarding
consumer perceptions and comments amount to speculation and inadmissible hearsay, and
thus have little probative value in our analysis.”).
Serial No. 86706847
- 12 -

identical in substance to the language in the affidavits in Pacer that each affiant
“identif[ied] the source of the product to be Pacer Technology” upon seeing the
claimed mark. Id.16 The Federal Circuit found in Pacer that the affidavits were not
competent evidence of acquired distinctiveness. Id.; see also Kohler, 125 USPQ2d at
1508 (language in form declarations regarding the declarants’ “understanding” of
significance of engine mark’s appearance and shape in various industries and that
the engine was “known to” the declarants as being sold by applicant “underscore[d]
the formulaic nature of the declarations” and was “more in the nature of a statement
that counsel would hope for than a statement of spontaneous personal knowledge.”);
In re Udor U.S.A., Inc., 89 USPQ2d 1978, 1987 (TTAB 2009) (“the existence of a
relatively small number of people who have stated that they associate the alleged
mark with applicant is simply insufficient in this case for us to find that the term
functions as a trademark for applicant’s goods.”).
Finally, the dealer and customer statements do not reflect representative samples
of either group. “While we would neither expect nor require scientific sampling in the
use of customer declarations, some degree of geographic and customer diversity is
necessary for the declarations to have significant probative value.” Kohler, 125
USPQ2d at 1508. Mr. Kronebusch testified that when Applicant’s application was
filed in July 2015, Applicant “had more than 74 Dealers in the United States,”
Kronebusch Decl. ¶ 15, but Applicant submitted statements from only three dealers,

16 The dealer statements are also remarkably similar in form and substance to the dealer
statements in Lorillard Licensing, 99 USPQ2d at 1319-20, which the Board found wanting.
Serial No. 86706847
- 13 -

which represents about 4% of Applicant’s claimed dealer base, and two of the dealers
are located in the same state. We cannot find that three declarations from dealers in
two states are representative of the views of Applicant’s entire nationwide dealer
base. Florists’ Transworld Delivery, 106 USPQ2d at 1784 (criticizing four form
declarations as too few in number and lacking geographic diversity).
Mr. Kronebusch also stated that Applicant “has sold tens of thousands of units to
customers that include fire departments, farmers, homeowners, manufacturers,
tractor pullers, [and] car owners, among others,” Kronebusch Decl. ¶ 6, and that “[a]s
a result of the widespread sale and advertising of Our Products,” the Handle Design
has “become well known and familiar to the trade and to the purchasing public
throughout the United States . . . .” Kronebusch Decl. ¶ 16. But only one of the eight
customer statements provides an address (in Applicant’s home state of Minnesota),17
and none of them identify the nature of the customer (farmer, fire department, etc.).
We cannot find that the customer statements reflect even minimal geographic and
customer diversity. Pacer, 67 USPQ2d at 1633 (criticizing five form affidavits because
they “at most purport to represent the views of a small segment of the relevant
market.”).
For the reasons discussed above, the customer and dealer statements fall far short
of “establish[ing] that Applicant has succeeded in educating the public to associate
the claimed mark with a single source.” 7 TTABVUE 14.

17 As noted above, one customer also signed a dealer statement in which he gave an address
in Iowa.
Serial No. 86706847
- 14 -

2. Circumstantial Evidence
Applicant offers as circumstantial evidence of acquired distinctiveness its
advertising, unsolicited news articles regarding its fire extinguishers, the display of
its fire extinguishers at trade shows and during product demonstrations, industry
recognition of its fire extinguishers, product reviews and testimonials, trade and
industry association memberships, and other forms of exposure of the Handle Design
to the public. 7 TTABVUE 15-22.
a. Advertising and Promotion
Mr. Kronebusch stated that Applicant “has spent well over $1,000,000 to promote
Our Products since 2008.” Kronebusch Decl. ¶ 12. Over a period of about eight years,
these expenditures average about $125,000 per year, a fairly modest sum,18 and
according to Mr. Kronebusch, the expenditures were divided among numerous
activities: “tradeshow advertising, promotional costs, traditional advertising
expenses, press releases, product donations to many non-profit organizations, fire
safety educational teaching meetings, web development, social media brand building,
search engine optimization costs, telesales, air and radio commercials, numerous
dealer network advertising methods, association sponsorship and membership costs.”
Kronebusch Decl. ¶ 12. It is self-evident that activities such as telesales, radio
commercials, and search engine optimization did not involve exposure of the claimed
mark to consumers, and Mr. Kronebusch did not explain how or how much the

18 There is nothing in the record regarding Applicant’s sales revenues or market share, or the
size of its sales and advertising expenditures relative to those of its competitors. In “the
absence of context for these figures, it is difficult to evaluate the significance of the total
amount expended.” Kohler, 125 USPQ2d at 1516.
Serial No. 86706847
- 15 -

claimed mark was exposed to consumers through other activities such as “press
releases, web development, social media brand building, association sponsorship and
membership costs.” On this record, the volume and composition of Applicant’s
advertising and promotional expenditures have little, if any, probative value in
showing that its claimed mark has acquired distinctiveness.
Even “‘compelling sales and advertising figures do not always amount to a finding
of acquired distinctiveness,’” however, because “the more important question is how
the alleged mark is being used, i.e., in what manner have consumers been exposed to
the alleged mark so that we can impute consumer association between the
configuration[] and the product producer.’” Kohler, 125 USPQ2d at 1516 (quoting
Stuart Spector Designs, 94 USPQ2d at 1572). “‘When advertisements are submitted
as evidence of acquired distinctiveness, they must demonstrate the promotion and
recognition of the specific configuration embodied in the applied-for mark and not of
the goods in general.”” Id. (quoting AS Holdings, Inc. v. H & C Milcor, Inc., 107
USPQ2d 1829, 1838 (TTAB 2013)). “The sort of advertising that can demonstrate that
a trade dress has acquired distinctiveness is commonly referred to as ‘look for’
advertising; that is, advertising that directs the consumer to ‘look for’ the particular
feature(s) claimed as a trademark.” Id.
Applicant argues that its “extensive advertising pointing to the ‘pistol grip’ handle
and also featuring photographs of the uncommon Pistol Shaped Handle Design
trademark has further cemented this source-identifying feature among consumers.”
7 TTABVUE 23. Applicant points to the materials attached as Exhibit B to Mr.
Serial No. 86706847
- 16 -

Kronebusch’s declaration, which he stated comprise “advertising materials showing
use of the Design Marks in connection with fire extinguishers,”19 and “promotional
items distributed to customers and potential customers since 2008.” Kronebusch
Decl. ¶ 13. As discussed above, Mr. Kronebusch explained that the end users of
Applicant’s fire extinguishers “include fire departments, farmers, homeowners,
manufacturers, tractor pullers, [and] car owners, among others,” Kronebusch Decl.
¶ 6, but it is not clear how or to what extent these materials were exposed to these
consumers.20
In the final analysis, of course, regardless of the manner and scope of the exposure
of these materials, the key question is whether they “demonstrate the promotion and
recognition of the specific configuration embodied in the applied-for mark and not of
the goods in general.” Id. Applicant argues that its “promotional efforts have virtually
all included a direct reference to the ‘pistol grip’ design feature of the handle . . .
and/or product pictures featuring the [Handle Design] distinctively . . . .” 7
TTABVUE 15-16 (emphasis in original). Applicant reproduces in its brief a number
of materials showing its fire extinguishers. 7 TTABVUE 15-20. We assume that these

19 As noted above, these materials are offered to show that both the Handle Design and what
Mr. Kronebusch describes as the “Location of Gauge” mark are features of Applicant’s fire
extinguishers that are associated exclusively with Applicant.
20 The materials are divided into categories by cover pages entitled “Sample Newspaper &
Magazine Advertisements” (May 13, 2016 Response to Office Action at 34); “Sample New
Dealer Solicitation Tools” (id. at 35-87, 93-95); “Sample Dealer-Used Rack Card Advertising
Tool” (id. at 88-92); “Sample Think-It-Over Tradeshow Advertising Tools” (id. at 96-98);
“Sample Tri-Fold Brochure Advertising Tools” (id. at 99-101); “Sample Video Advertisement
(Screen Shot)” (id. at 102-103); and “Additional Advertising Materials (Media, Customer
Review) (id. at 104-127). There are no materials behind the page entitled “Sample Newspaper
& Magazine Advertisements,” and it is self-evident that some of the other materials are
directed to dealers, prospective dealers, and others in the trade, not to end users.
Serial No. 86706847
- 17 -

materials are what Applicant considers to be the best examples of advertisements
and promotional materials that “demonstrate the promotion and recognition of the
specific configuration embodied in the applied-for mark and not of the goods in
general.” Id. We reproduce samples of those materials below.

7 TTABVUE 15. This image appears to be cropped from an image of Applicant’s entire
fire extinguisher that Applicant made of record during prosecution. Because the
larger image more accurately reflects the exposure of the claimed mark to consumers,
we reproduce it below.

July 7, 2017 Request for Reconsideration at 11.
Serial No. 86706847
- 18 -

7 TTABVUE 16. This image also appears to be cropped from a larger image of
Applicant’s entire fire extinguisher, with accompanying text, that Applicant made of
record during prosecution. Because the larger image and the accompanying text more
accurately reflect the exposure of the claimed mark to consumers, we reproduce them
below.

Serial No. 86706847
- 19 -

July 7, 2017 Request for Reconsideration at 12-13.

Serial No. 86706847
- 20 -

7 TTABVUE 16.

7 TTABVUE 17.

7 TTABVUE 17.
Serial No. 86706847
- 21 -

7 TTABVUE 19.

7 TTABVUE 17.

Serial No. 86706847
- 22 -

7 TTABVUE 19.
“‘Look-for’ advertising refers to advertising that directs the potential consumer in
no uncertain terms to look for a certain feature to know that it is from that source. It
does not refer to advertising that simply includes a picture of the product or touts a
feature in a non-source identifying manner.’” Kohler, 125 USPQ2d at 1517 (quoting
Stuart Spector Designs, 94 USPQ2d at 1572). Applicant’s various materials almost
invariably include a picture of its fire extinguisher, which is usually prominently
featured, but “simply show[ing] the product like any advertising would,” Stuart
Spector Designs, 94 USPQ2d at 1572, is not enough to call attention to Applicant’s
claimed mark. To the extent that the materials refer to the Handle Design at all (or,
as Applicant puts it, “include a direct reference to the ‘pistol grip’ design feature of
the handle,” 7 TTABVUE 15), it is to tout the Handle Design’s utilitarian benefits,
not to encourage people to recognize it as one of Applicant’s trademarks, like
Applicant’s claimed word marks “STOP-FYRE™” and “The World’s BEST Fire
Extinguisher™,” or as otherwise uniquely associated with Applicant.
For example, in the first of the two pieces reproduced above in which there is an
explicit reference to the “Pistol-Grip Handle,” it is depicted and treated in exactly the
same manner as other features of the product, such as its “Custom-Engineered
Valve,” “Straightforward Operation,” “Compact-Sized Unit,” and “Liquefied Gas
Agent.” There is no effort to call out the “Pistol-Grip Handle” as Applicant’s
Serial No. 86706847
- 23 -

trademark. In the second piece, the “Pistol-Grip Handle” is touted in accompanying
text as follows:21

Nothing in the record shows that Applicant has ever encouraged consumers to “look
for” the Handle Design, “‘to fight fire with fire’ (as pistols fire ammunition),” as
Applicant’s counsel describes the intended purpose of the Handle Design, 7
TTABVUE 12, or to contrast the Handle Design to what Applicant’s counsel describes
as “the common nutcracker shaped handles of standard fire extinguishers currently
in the marketplace,” 7 TTABVUE 12, as depicted below.

7 TTABVUE 12. We agree with the Examining Attorney that “none of the
advertisements applicant submitted as evidence demonstrate that applicant actively
promotes the pistol-shaped handle as a trademark.” 9 TTABVUE 9. See Kohler, 125
USPQ2d at 1517 n. 97 (discussing examples of “look-for” advertising). “On this record,
the absence of advertising directing consumers to the specific features of the applied-
for mark undermines Applicant’s claim of acquired distinctiveness based upon its
advertising.” Id. at 1517.

21 Other materials make more oblique references to the Handle Design’s ease of use. One
states that “[b]ecause of our simple design, STOP-FYRE’s operation is intuitive making it
faster and easier for you to put out a fire. It is so easy, even a 4-year old can use it.” May 13,
2016 Response to Office Action at 106.
Serial No. 86706847
- 24 -

b. Unsolicited Media Coverage and Customer
Testimonials and Product Reviews
As further evidence of acquired distinctiveness, Applicant cites “dozens of
unsolicited, sample news articles featuring Applicant’s Pistol Shaped Handle Design
mark,” 7 TTABVUE 20, and “[o]ver 50 product reviews and testimonials by
customers,” 7 TTABVUE 22.
Like the advertising and promotional materials discussed above, many of the
referenced news articles display and discuss Applicant’s fire extinguishers, but
Applicant does not point to any that refer to or describe the Handle Design as a
product feature that serves to identify the source of Applicant’s fire extinguishers.22
The articles do not support a finding that the Handle Design has become recognized
as Applicant’s mark. See Change Wind, 123 USPQ2d at 1468 (article regarding
applicant’s product focused on its utilitarian advantages, “and not on the
configuration mark”); Keep A Breast Found., 123 USPQ2d at 1884 (“There is no
evidence that any of the asserted media exposure directs viewers to perceive the
breast cast as identifying Applicant as the source of the services or as something other
than the cast of an individual woman’s breasts and torso.”).
We reproduce below representative examples of the product reviews and customer
testimonials in the record.

22 One article echoes the discussion of the Handle Design in some of the promotional pieces
reproduced above without specifically referring to the handle. This article states that “[t]he
design makes it easy for anyone to put out their fire, including children, elderly, or even
someone with arthritis.” May 13, 2016 Response to Office Action at 107. Another article states
that the fire extinguisher is easy to use because of the small size of the entire unit (“roughly
12-by-3 inches”), not the handle per se. May 13, 2016 Response to Office Action at 105.
Serial No. 86706847
- 25 -

May 13, 2016 Response to Office Action at 113.

May 13, 2016 Response to Office Action at 113.

May 13, 2016 Response to Office Action at 116.

May 13, 2016 Response to Office Action at 120.
Serial No. 86706847
- 26 -

May 13, 2016 Response to Office Action at 125.
The reviews and testimonials suggest that Applicant’s fire extinguishers work
effectively to prevent loss of life and property damage from fires, but we agree with
the Examining Attorney that none of them “reference the shape of the product’s
handle,” 9 TTABVUE 6, much less identify it as an indicator of the source of
Applicant’s fire extinguishers. The product reviews and testimonials do not establish
that the Handle Design has acquired distinctiveness as Applicant’s mark.
c. Other Circumstantial Evidence
Finally, Applicant cites as evidence of acquired distinctiveness the designation of
its fire extinguishers as the official extinguishers of the National Tractor Pullers
Association, the Illini State Pullers, and the Lucas Oil Monster Truck Nationals,
Kronebusch Decl. ¶ 7; the exposure of the extinguishers through the display of the
extinguishers in or on materials such as banners, flags, and video commercials,
Kronebusch Decl. ¶ 7; Applicant’s membership in associations such as the National
Fire Protection Association and the Minnesota Association of Farm Mutual Insurance
Companies, Kronebusch Decl. ¶ 8; and Applicant’s appearance at nearly 200
Serial No. 86706847
- 27 -

tradeshows between 2008 and 2016 at which Applicant displayed its extinguishers
and demonstrated their use. Kronebusch Decl. ¶ 14; Ex. C.23
Mr. Kronebusch’s testimony on these matters suggests significant exposure of
Applicant’s fire extinguishers to consumers and potential consumers, but there is
nothing in the record showing that such exposure has conditioned consumers to
recognize the Handle Design as Applicant’s trademark.24 This evidence does not
establish that the Handle Design has acquired distinctiveness.
We find, on the basis of the record as a whole, that Applicant has failed to carry
its burden of showing that the Handle Design has acquired distinctiveness.
Decision: The refusal to register is affirmed.

23 7 TTABVUE 6-7.
24 For example, the record contains an announcement of the status of Applicant’s fire
extinguisher as the official fire extinguisher of the National Truck Pullers Association, May
13, 2016 Response to Office Action at 43, and a photograph of Mr. Kronebusch at the NTPA
2011 National Convention, May 13, 2016 Response to Office Action at 51, but there is no
mention of the Handle Design. There is also a screenshot from a video that is described as a
“Fire Extinguisher Comparison” and sub-titled “STOP-FYRE versus Dry Chemical Fire
Extinguisher,” May 13, 2016 Response to Office Action at 103, but there is no indication that
the comparison contrasted the Handle Design with the design of the handles of the other
extinguisher.