The more distinctive the name, the easier it is to protect as a trademark and build into a brand, so long as it is not already in use by someone else, for similar goods.

Arbitrary names and made-up (fanciful) names are generally the easiest to protect and “own."

Next most potentially distinctive are suggestive names, which tell you something, or at least give you a hint, about what the company or product or service is or does.

Descriptive names and generic terms are generally much harder to protect or “own” and many of these will ultimately prove un-protectable and will be turned down by the Trademark Office

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