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How to Choose a Strong Trademark: A Comprehensive Guide

Selecting the right trademark for your business is a crucial decision that can significantly impact your brand's future success. Whether you're launching a new product, service, or company, understanding how to choose a strong trademark will help protect your intellectual property and build lasting brand value.


Understanding the Trademark Strength Spectrum


Trademarks exist on a spectrum of distinctiveness, ranging from strongest to weakest. The stronger your trademark, the better protection it receives under the law.


  • Fanciful Marks: The Strongest Choice


Fanciful marks are invented words with no dictionary meaning, created specifically for trademark purposes. Examples include Kodak, Xerox, and Exxon. These marks receive the strongest protection because they are inherently distinctive and have no meaning beyond their brand association.


  • Arbitrary Marks: Strong and Strategic


Arbitrary marks use common words in an unexpected context, unrelated to the product or service. Think of Apple for computers or Amazon for an online marketplace. These marks are considered strong because they create unique brand associations.


  • Suggestive Marks: The Middle Ground


Suggestive marks hint at the nature of products or services but require imagination to make the connection. Microsoft (suggesting software for microcomputers) and Netflix (suggesting internet and movies) are prime examples. These marks balance memorability with brand relevance.


  • Descriptive Marks: Proceed with Caution


Descriptive marks directly describe a quality, feature, or characteristic of the product or service. Examples include "Cold and Creamy" for ice cream or "Speedy Printing" for printing services. These marks are initially weak and require proof of secondary meaning for trademark protection.


  • Generic Terms: Avoid at All Costs


Generic terms are common names for products or services, such as "Computer" for computers or "Coffee" for coffee beverages. These terms cannot function as trademarks because they don't distinguish your brand from others.


Key Considerations When Choosing Your Trademark


1. Conduct a Thorough Search


Before settling on a trademark, conduct comprehensive searches to ensure it's available:

- Search the USPTO trademark database

- Review state trademark registrations

- Check domain name availability

- Search social media platforms

- Consider common law uses


2. Think Long-Term


Choose a mark that can grow with your business:

- Consider future product expansions

- Plan for international markets

- Evaluate different language interpretations

- Assess cultural significance


3. Test for Memorability


Your trademark should be:

- Easy to pronounce

- Simple to spell

- Memorable for consumers

- Suitable for marketing materials


4. Avoid Common Pitfalls


Stay away from:

- Geographic terms unless part of a larger brand strategy

- Personal names without distinctive elements

- Common industry terms

- Trending phrases that may become dated


The Registration Process


Once you've selected a strong trademark, proper registration is essential:


1. File an application with the USPTO

2. Respond to office actions if needed

3. Navigate the publication period

4. Maintain registration through continued use


Expert Assistance Makes a Difference


While understanding trademark basics is valuable, working with an experienced trademark attorney can:

- Improve selection strategy

- Strengthen legal protection

- Navigate complex registration procedures

- Address potential conflicts

- Ensure long-term brand security



Choosing a strong trademark requires careful consideration of legal, business, and practical factors. By understanding the spectrum of trademark strength and following best practices for selection, you can create a valuable asset for your business's future.


Need help selecting and protecting your trademark? Schedule an exploration call with The Lawnch.


*[USPTO]: United States Patent and Trademark Office

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