To support a refusal to register a mark as primarily geographically descriptive under Trademark Act Section 2(e)(2), 15 U.S.C. §1052(e)(2), the examining attorney must show that:

1. (1) the primary significance of the mark is a generally known geographic location (see TMEP §§1210.02–1210.02(b)(iv));
2. (2) the goods or services originate in the place identified in the mark (see TMEP §1210.03); and
3. (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)).

See Spiritline Cruises LLC v. Tour Mgmt. Servs., Inc., Opp. No. 91224000, 2020 TTAB LEXIS 3, at *15 (2020) (citing In re Nantucket, Inc., 677 F.2d 95, 96-97, 213 USPQ 889, 891 (C.C.P.A. 1982)); see also In re Newbridge Cutlery Co., 776 F.3d 854, 860-61 (Fed. Cir. 2015); In re Societe Generale des Eaux Minerales de Vittel S.A., 824 F.2d 957, 959 (Fed. Cir. 1987); In re Princeton Equity Grp. LLC, Ser. No. 97397212, 2025 TTAB LEXIS 242, at *9 (2025); In re JT Tobacconists, Ser. No. 75598351, 2001 TTAB LEXIS 408, at *3 (2001). Relevant purchasers are the purchasing public in the United States of the types of goods or services identified in the involved application. City of London Distillery, Ltd. v. Hayman Grp. Ltd., 2020 USPQ2d 11487, at *6 (TTAB 2020); In re Broken Arrow Beef & Provision, LLC, 129 USPQ2d 1431, 1432 (TTAB 2019) (citing In re Newbridge Cutlery Co., 776 F.3d at 861).