Strong trademarks are fanciful, arbitrary, or suggestive. Fanciful marks are invented words that only have meaning in relation to their goods and services. An example of a fanciful trademark would be Exxon® for petroleum. Arbitrary words are real words that have no relation to the goods and services. An example of an arbitrary trademark would be Apple® for computers. Suggestive marks suggest some quality of the goods and services. An example of a suggestive trademark would be Coppertone® for sun-tanning products. The name Coppertone might suggest that using the product would give your skin a copper tone.
