The legal definition of a trade mark is any sign, capable of being represented graphically, which can distinguish goods or services of one undertaking from those of other undertakings.

A trade mark can be a word, a phase, a symbol, a colour or a combination of these elements, but the question is what makes a good trade mark. We know that a trade mark can be many different things but what makes some trade marks better than others?

For the purpose of this article, we will refer to a trade mark as a brand name since many brand owners use these terms interchangeably.

Most Important

The most important piece of advice a Trade Mark Attorney can provide is that a brand name should be distinctive when used in connection with the goods/services in question. This means that the brand name should be unique. The reason that this is so important is because, if it is unique, the brand will distinguish your goods and services from those of your competitors and will serve as a badge of origin.


The best brand names are those that are completely made up, fanciful or coined. This means that the brand name is inherently distinctive, having never existed before it was thought-up or created for that purpose.

Often these types of brand names can be a combination of words which, when put together, are completely unique. An example of a fanciful brand name is XEROX, while an example of a newly coined brand name is OREO.

These types of brands are also the easiest to get registered. Most trade mark offices examine trade mark applications on the grounds of distinctiveness. It can be easily seen then that if the brand name chosen is a made up or newly coined word it is also distinctive and will achieve registration easily. Of course, this type of creativity might take a bit longer and may require the services of a marketer but taking that extra time does pay off.


The next type of brand name that will function well and is likely to become a strong brand leader and function well as a badge of origin is one that is formed by a word or words that are not normally considered to be connected to the goods or service in question.

An example is APPLE; we all recognise APPLE as the fruit we eat each day to keep the doctor away, but when used in connection with computers it is distinctive. The very fact that it has no meaning in relation to computers means that it functions brilliantly as a brand name.

These types of brands are easily registrable because they are distinctive in relation to the goods of interest.



Although many brand owners wish their potential customers to know what it is they are selling, it is important not to be descriptive in a brand name; e.g., developing the brand name ORANGE CARROTS for carrots would be descriptive. Such marks will not be registered and will not serve as a badge of origin. There are likely to be many orange carrots on the market and therefore by using this brand name the potential customers would not be able to distinguish these goods from those of competitors.


Do not choose a brand name that is the same or similar to competitor brand names. You do not want to create confusion and potentially infringe third party rights. You want your brand name to stand out and be recognised as unique. As your brand name becomes well known and established so too will your reputation. Your customers will see your brand and stay loyal to it because it creates satisfaction and stands for quality.


Overall, the process of creating a brand name is not as simple as one might think and is a process which requires creativity and needs a strategic plan to be in place. It would be wise to take some time to think about your product and what you want it to represent.

Should you have any questions about the protection of your trade mark or other IP rights, please contact us on or