Trademark’s distinctiveness

Trademark distinctiveness refers to how well a trademark identifies and distinguishes a company's goods or services from others. It falls on a spectrum: generic marks (like "computer" for computer goods) are not protected, while arbitrary or fanciful marks (like "Apple" for computers) are highly distinctive and eligible for strong protection. Suggestive marks (like "Coppertone" for sunscreen) are also distinctive but require consumer effort to connect the mark with the product. The more distinctive a trademark is, the stronger legal protection it receives, helping consumers associate specific products with their source or brand.