Consider, for example, Hamburger brand automobiles. Consider new words or symbols . These may be more difficult to promote at first. Likewise, you should aim for marks that cannot be used by others for any product or service. Some famous marks violate the following rules of thumb.
Descriptive terms are weak .
If one firm could get sole rights to use such terms, others could not sell in those markets. The law does not permit this. Misspelling affords no advantage. Surnames are weak . It could take years before consumers see it as something besides the business owner's name.