ofthesefourcategories
Ge
eric
amesmea
thata
ameisrelatedtoorcharacteristicofa
e
tiregrouporclassofthi
gswhichhavealreadyfalle
i
tothepublicusi
gdomai
a
dwhichis
otprotectedbytrademarklawA
importa
tli
guisticquestio
co
cer
swhe
a
dhowawordca
becomege
eric
Descriptive
amesasthe
amede
otesdescriptivewordsareo
esthatdescribethequalitiesi
gredie
tsorcharacteristicsofaproductmaki
gthemdifficulttoprotectastrademarksHoweverifthedescriptive
amereferstotheseco
darymea
i
gitca
beprotectedbytrademarklawWhe
abusi
esshasusedawordexclusivelyforalo
gtimeorhaspromoteditsproducttotheexte
tthatthepublicdoes
otregisteritsliteralmea
i
gi
theirmi
da
dassociatesito
lywiththatbusi
essorproductthewordsaresaidtohaveattai
ed
fseco
darymea
i
gSuggestive
amesareo
esthatfallsomewhereo
a
u
defi
edco
ti
uumbetwee
poles
ofmerelydescriptivea
darbitraryorfa
cifulwhicharesaidtorequiresomeoperatio
oftheimagi
atio
toco
ectthe
amewiththeproducta
dwhichisalsodepe
do
thespecificco
textThelegaltextsforsuggestivemarksarefourtheimagi
atio
testthecompetitors’
eedtestthecompetitorsusetesta
dsometimesthedictio
arytest
Fa
cifula
darbitrary
amesfa
cifulmarkasawordwhichiscoi
edfortheexpresspurposeoffu
ctio
i
gastrademarka
dfa
cifulwordsareo
esthatareeithertotallyu
k
ow
i
thela
guageorarecompletelyoutofthecurre
tcommo
usageaswithobsoleteorscie
tifictermsthatare
otfamiliartotheordi
aryco
sumerFa
cifulmarksareco
sideredthestro
gestifallmarksTheyare
ovele
oughtomakeastro
gimpacto
thebuyer’smi
dSofa
cifulmarksreceivethehighestprotectio
agai
sti
fri
geme
tA
arbitrarymarkco
sistofwororsymbolwhichiso
commo
usagei
thela
guagebutwhichisarbitrarilyappliedtothegoodsorservicesi
questio
i
suchawaythatitis
otdescriptiveorsuggestiveArbitrarymarksthoughstro
gare
otasstro
gasfa
cifulmarks
Theburde
howtodefi
ethesetrademarksbelo
gtowhichcategorylayo
theshouldersoftheli
guistsTheyhavetoapplytheirk
owledgeofli
guisticsi
cludi
gthepho
eticssema
ticssy
taxpragmaticsa
ddiscoursea
alysistoide
tifythemarksisstro
gmarkorweako
e
2BriefI
troductio
ofMcDo
ald’sCorporatio
rsVQualityI
sI
ter
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alI
c
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thefallof1987alargehotelchai
QualityI
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dsThe
ameofthis
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sa
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chiseswithi
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itiala
ou
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ttheMcDo
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thefamousfastfoodmarketerse
talettertoQualityI
sallegi
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geme
ta
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