Opinion ID: 2657202
Heading Depth: 3
Heading Rank: 1

Heading: Conceptual Strength

Text: Conceptual strength is measured on a spectrum of distinctiveness ranging along the following five categories (from least to most distinctive): (1) generic, (2) descriptive, (3) suggestive, (4) arbitrary, and (5) fanciful. Water Pik, 726 F.3d at 1152. Only suggestive, arbitrary, and fanciful marks are considered strong in and of themselves. Id. The district court held that Hornady’s mark was - 18 - suggestive because the definition of “tap” (to strike someone or something with a quick, light blow) and the TAP acronym (Tactical Application Police) suggest the features of TAP products. Aplee. Br. Att. 22. Although it calls that holding “defensible,” DoubleTap argues that TAP is merely descriptive. Aplee. Br. 55. The determination whether a mark is descriptive or suggestive is difficult, and we have endorsed a helpful test for distinguishing between the two categories: suggestive terms “require the buyer to use thought, imagination, or perception to connect the mark with the goods,” whereas descriptive terms “directly convey to the buyer the ingredients, qualities, or characteristics of the product.” Water Pik, 726 F.3d at 1152-53 (internal quotation marks omitted). Granting all reasonable inferences in Hornady’s favor, we agree that “TAP” is suggestive of the features of Hornady’s products. “TAP” does not directly convey the characteristics of the product, bullets, in a way that marks such as “After Tan post-tanning lotion” or “5 Minute glue” do. See George & Co. v. Imagination Entm’t Ltd., 575 F.3d 383, 394 (4th Cir. 2009). Even when the acronym is defined, “TAP” requires the consumer to use imagination to appreciate the nature of Hornady’s product: police agencies are frequent purchasers of ammunition; police are likely to seek out certain qualities in the ammunition they purchase; a product targeted at police is likely to have these qualities. See 2 McCarthy on Trademarks and Unfair Competition § 11:67 (4th ed. 2013). TAP is thus suggestive and conceptually strong. - 19 -