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(bright music) - Brand names are not all created equally. In fact, theres considerable difference in the amount of trademark protection given to brand names depending on where they fall on the sliding scale of protection. Generic names get no legal protection. Coined names or arbitrary names get a vast amount of protections and Im gonna walk you through now the different steps along the scale so that you can see, with some examples. A generic name like computer store, or no pad paper, describes the thing or the service at its very core. Its words that are common, describe a whole category of products or services and therefore nobody can own any rights in that name and because its generic. A name thats a little bit better because it gets some protection and over time could acquire even more protection is a descriptive name. A descriptive name tells you something pretty immediately about what the product or service is, but it doesnt consume the entire category like the generic nam
