📰 In many jurisdictions like the US, a generic term, coupled with ‘Company’ or ‘.com,’ can never be a trademark. Previous marks including “HOTELS.COM” and “LAWYERS.COM” had been rejected.

✒️ BOOKING.COM presented a survey report proving that 74.8% of relevant consumers consider BOOKING.COM a brand instead of generic term, and with evidence of its “reputation, marketing, and commercial success,” the term should be protectable as a trademark. Argument is still going on.

ℹ️ Source: https://www.ipwatchdog.com/2020/02/19/booking-com-case-heats-supreme-court/id=119022/