In re Princeton Equity Group LLC

If you are building a brand around a geographic location, you must establish "acquired distinctiveness" early.

Status: Precedential TTAB Decision (Jan 13, 2026) 

The Update: The Board affirmed a Section 2(e)(2) refusal, ruling that "Princeton Equity Group" was primarily geographically descriptive.

• McBrayer Commentary: This has ripple effects for Midwest businesses using city-based names (e.g., "Louisville," "Lexington," or "Cincinnati"). If you are building a brand around a geographic location, you must establish "acquired distinctiveness" early. Otherwise, your brand remains a "weak" mark that is difficult to defend in an infringement suit.

In re Princeton Equity Group LLC, Serial No. 97397212 (June 6, 2025)