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Strategy
Trademark Strength
Why some trademarks are stronger than others and what makes a mark protectable.
The Trademark Strength Spectrum
Trademarks are classified on a spectrum of distinctiveness. The more distinctive your mark, the stronger your legal protection. Understanding where your mark falls on this spectrum is crucial for brand strategy.
Fanciful
StrongestInvented words with no dictionary meaning
XEROXKODAKEXXON
Arbitrary
StrongReal words used in unrelated contexts
APPLE (computers)AMAZON (retail)SHELL (gas)
Suggestive
ModerateWords that hint at qualities but require imagination
COPPERTONE (suntan lotion)GREYHOUND (bus transportation services)
Descriptive
WeakWords that describe the product or service directly
SHARP (televisions)SPRAY N WASH (stain remover)AMERICAN AIRLINES
Generic
UnprotectableCommon names for products or services
ComputerGrocery StoreHamburger
Do Choose
- • Invented/made-up words
- • Unexpected word combinations
- • Words unrelated to your industry
- • Suggestive marks that require imagination
Avoid
- • Words that describe your product
- • Geographic terms
- • Surnames (without secondary meaning)
- • Generic industry terms
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