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not all brand names are created equally some names and therefore trademarks are going to have more protection than others basically when we think of trademarks we want to think of the strength of a trademark kind of on a scale so names that are on this side of the scale that have the strongest protection or what we call fanciful trademarks these are made up words they have the most protection because theyamp;#39;re the least likely to be just like something else since they made up the word like Xerox Kodak Pepsi Exxon then we move to the next level which are arbitrary marks these are actual words theyamp;#39;re not made up but they are not used in any relation to what the actual goods or services are for great example of this one is Apple theyamp;#39;re not selling apples we have suggestive marks this is right in the middle this is kind of like the sweet spot for naming your brand or your something that is related to your good Services these marks have some type of connection to the
