There are two schools of thought in selecting a great trademark that every new business should consider.
First, do you want to use a completely coined name, a word that no one has ever heard of such as Google or eBay? Second, and in the alternative, do you want a trademark that creates instant interest in the product or service because it tells your prospective customers what you provide and what they’ll get such as FROSTED MINI WHEATS for breakfast cereals or VISION CENTER for retail store services featuring eye wear.
Both schools of thought have their benefits. Both also have their detriments.
Which should you choose? Like we said above, it depends upon what you are looking for out of your trademark.
Coined trademarks, those that are completely made up, are the strongest form of trademarks and, in theory, the easiest to protect (e.g., Google, eBay, Hulu, etc.). But beware, although easier to protect, such trademarks do not tell the consumer what you do or what goods or services you provide. As such, if you intend to coin your own trademark be ready to spend more to promote your brand name as there will not be instant recognition by consumers of what you do or provide.
Descriptive trademarks, on the other hand, provide the owner with instant recognition for what their brand does (e.g., NEW YORK PIZZERIA). This comes at a cost, however. Descriptive trademarks are very hard to protect and, as a result, may not provide the owner the ability to enforce their trademarks against infringement (e.g., the owner of NEW YORK PIZZERIA, more likely than not, cannot stop someone else from using NEW YORK CITY PIZZERIA even though the trademarks are very similar). As such, if you are looking to adopt a trademark that instantly drums up interest in your goods or services adopting a descriptive trademark may be best for you. You simply need to know that the rights you will acquire in any such trademark may never entitle you to exclude others from the use of the same or similar trademarks.
So in the end how do you select a great trademark? It depends. What are you looking for?
As always, if you have any questions regarding this or any related topics Contact Us at TTC Business Solutions.