It is good to create unique and inventive marks, as well as avoid generic and descriptive terms to acquire strong trademarks. The stronger your trademark is, the easier you can prevent others from using it without your permission. Weak trademarks are descriptive or generic and these trademarks can be costly to defend.

🔸 Fanciful marks are recommended as there is no recognised meaning in the dictionary, these are invented marks that solely serve as a trademark for the business, e.g. ROLEX, NIKE, PEPSI.

🔸 Arbitrary marks are familiar words used in unrelated goods or services. E.g. APPLE for computers, the word “apple” has no meaning in relation to computers.