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A trademark can only be granted if the item is distinctive; the spectrum of distinctiveness is measured along five categories. The mark can be fanciful, arbitrary, suggestive, descriptive, or generic.
The fanciful mark is the strongest mark, it is a mark that has been invented for the sole purpose of acting as the trademark and has no other significance, for example EXXON. An arbitrary mark is one that uses a device that has common meaning but no relation to the goods or services, such as Apple used for computers. A suggestive mark is one that suggests quality or characteristic of the goods with use of some imagination...
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