General Information on Trademarks
A trademark is a name, logo or some marketing device used by a business to identify a product. Words, logos, the shape and/or color of product packaging, the product itself, uniforms, building shapes, telephone, colors, sounds, even scents can be registered as a valid trademark.
Trademarks can be divided into four different types: generic, descriptive, suggestive and arbitrary/coined terms. Generic is really what it say, generic. They are terms that have become common for a product. Generic terms generally cannot be protected. Aspirin is an example of a generic trademark.
Descriptive marks describe some aspect of the product. Descriptive marks are difficult to register because they generally are terms that everyone should be able to freely use. However, if you can prove that the works have a secondary meaning, then you can get the mark registered.
Suggestive marks suggest some aspect of the product itself. They are the most popular marks among business owners but can also weaken the mark itself. Suggestive marks are different from descriptive marks because they generally involve some play on words or require some thought to understand the relationship between the mark and the product.
Arbitrary marks are marks that have no apparent relationship to the product it is being used on. These are the strongest types of marks. KODAK is a perfect example. The word has nothing to do with film although now if you say KODAK, you think film.
Selecting a mark for your business can be very difficult. Ideally, you want a mark that is short, incapable of being misspelled and has meaning. I say incapable of being misspelled because if a misspelling occurs and catches on with the public, it could destroy your mark.
Why registered a mark in the first place? With registration comes ownership. It is absolute proof that you own the mark. Without registration, in order to bring a legal action to protect your mark, you must prove ownership. By registering your mark, there is one less hurdle to prove that your mark is being infringed upon.



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