Potential trademarks are commonly classified on a sliding scale from so-called arbitrary or fanciful trademarks (the most protectable trademarks) to generic terms (terms that are not protectable as trademarks).
An arbitrary or fanciful mark, such as Urban Decay, bears no relationship to the goods or services sold under the trademark. Suggestive marks, such as Coppertone for sunscreen, are also strong. Such trademarks suggest, but do not explicitly describe, the goods or services sold under the trademark.
If possible, a company should select an arbitrary or suggestive trademark. Such trademarks provide more value in the marketplace and are easier to enforce against third parties.
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