secondary meaning
noun[CorU]
ukusLAW
ifparticularcommonwords,patterns, etc. areconsideredto have asecondarymeaning, they are socloselyconnectedin people'smindswith aparticularproductorservicethat they can beprotectedas atrademark:
Surnames are not givenprotectionas atrademarkuntil theyachievesecondarymeaningthroughextensiveadvertisingorlonguse.